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Advertising and IMC Principles and Practice 10th Edition By Moriarty - Test Bank
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Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 3 Brand Communication and Society 1) ________ results when an external message drives people to feel a need or want to buy a product. A) Demand creation B) Direct marketing C) Social marketing D) Cause marketing E) Missio...

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  • August 27, 2023
  • 784
  • 2022/2023
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  • advertising and imc principles and practice

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,Advertising & IMC: Principles and Practice, 10e (Moriarty)
Chapter 1 Advertising

1) Which of the following is one of the basic functions of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
Answer: A
Difficulty: Moderate
Chapter LO: 1-1
Course LO: Describe the fundamental concepts of marketing
AACSB: Written and oral communication

2) In which of the following marketing communication patterns does word-of-mouth play the
most important role?
A) business to business
B) business to business to consumer
C) business to consumer
D) consumer to business
E) business to consumer to consumer
Answer: E
Difficulty: Moderate
Chapter LO: 1-1
Course LO: Describe the fundamental concepts of marketing
AACSB: Written and oral communication

3) Which of the following is most closely associated with the introduction of mass production
and a new emphasis on wider distribution of products?
A) the Renaissance
B) the Industrial Revolution
C) the Dot Com Revolution
D) the Era of Integration
E) the Scientific Era
Answer: B
Difficulty: Moderate
Chapter LO: 1-1
Course LO: Describe the fundamental concepts of marketing




1
Copyright © 2015 Pearson Education, Inc.

,4) Which of the following is NOT part of the modern definition of advertising?
A) is a paid form of communication
B) has an identified sponsor
C) is usually personal in nature
D) provides information about products
E) uses mass and interactive media
Answer: C
Difficulty: Easy
Chapter LO: 1-1
Course LO: Describe the fundamental concepts of marketing
AACSB: Written and oral communication

5) Paid persuasive communication that uses mass and interactive media to reach broad audiences
to connect an identified sponsor with a target audience is known as ________.
A) advertising
B) personal selling
C) public relations
D) sponsorship
E) sales promotion
Answer: A
Difficulty: Easy
Chapter LO: 1-1
Course LO: Describe the fundamental concepts of marketing
AACSB: Written and oral communication

6) Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
Answer: D
Difficulty: Moderate
Chapter LO: 1-1
Course LO: Describe the fundamental concepts of marketing




2
Copyright © 2015 Pearson Education, Inc.

, 7) In traditional advertising, the message is conveyed through different kinds of ________ media
using mostly ________ messages.
A) interactive; personal
B) interactive; nonpersonal
C) word-of-mouth; personal
D) mass; nonpersonal
E) mass; personal
Answer: D
Difficulty: Moderate
Chapter LO: 1-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication

8) Catalogs and flyers sent to the office or home are examples of which type of promotional
tool?
A) trade advertising
B) direct-response
C) word-of-mouth
D) specialties
E) public relations
Answer: B
Difficulty: Moderate
Chapter LO: 1-1
Course LO: Describe the different forms of direct marketing
AACSB: Written and oral communication

9) Communication with employees and shareholders about brands and campaigns is usually
handled by ________.
A) sales promotion
B) direct-response
C) word-of-mouth
D) specialties
E) public relations
Answer: E
Difficulty: Moderate
Chapter LO: 1-1
Course LO: Discuss the selection of effective public relations tools
AACSB: Written and oral communication




3
Copyright © 2015 Pearson Education, Inc.

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