100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Test Bank - Advertising & IMC: Principles and Practice 11th Edition by Sandra Moriarty, Nancy Mitchell, All Chapters |Complete Guide A+ $19.99   Add to cart

Exam (elaborations)

Test Bank - Advertising & IMC: Principles and Practice 11th Edition by Sandra Moriarty, Nancy Mitchell, All Chapters |Complete Guide A+

 2 views  0 purchase
  • Course
  • Advertising & IMC: Principles and Practice, 11e
  • Institution
  • Advertising & IMC: Principles And Practice, 11e

Test Bank - Advertising & IMC: Principles and Practice 11th Edition by Sandra Moriarty, Nancy Mitchell, All Chapters |Complete Guide A+

Preview 4 out of 688  pages

  • October 1, 2024
  • 688
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers
  • 11th edition
book image

Book Title:

Author(s):

  • Edition:
  • ISBN:
  • Edition:
  • Advertising & IMC: Principles and Practice, 11e
  • Advertising & IMC: Principles and Practice, 11e
avatar-seller
StudyNest
YTREWY




COMPLETE TEST BANK
Advertising & IMC: Principles and Practice 11th Edition

by Sandra Moriarty, Nancy Mitchell.
ST
U
D
YN
ES
T

FULL TEST BANK!!!

UYTRE

, YTREWY


Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication

1) Marcom is an abbreviation for .
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
ST
AACSB: Written and oral communication

2) The goal of marketing is achieved by matching a product's availability to the .
A) competition's availability
B) previous year's level of sales
C) company's production capabilities
U
D) consumers' need, desire, or demand for the product
E) legal limits of availability
Answer: D
D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
YN
3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as .
A) brand position
B) point of differentiation
C) brand communication
D) added value
E) integrated marketing
ES
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication

4) The four tools of product, price, place, and promotion are collectively referred to as the
T
.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




UYTRE

, YTREWY




5) The marketing mix is also known as the .
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

6) To marketing communication partners, the company or firm behind a brand is referred to as
ST
the .
A) intermediary
B) vendor
C) client
D) supplier
E) distributor
U
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
D
7) Which of the following are considered "key players" in the marketing industry?
A) marketers
B) suppliers or vendors
YN
C) distributors or retailers
D) agencies
E) all of the above
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
ES
8) Which key player in marketing refers to the organization, company, or manufacturer
producing the product and offering it for sale?
A) marketer
B) supplier or vendor
C) distributor or retailer
D) agency
T
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




UYTRE

, YTREWY




9) The materials and ingredients used in producing the product are obtained from other
companies that are referred to as the producer's .
A) marketers
B) suppliers
C) distributors
D) agencies
E) retailers
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

10) The complex network of vendors that produce components and ingredients which are then
ST
sold to the manufacturer is known as the .
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
E) distribution chain
U
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
D
11) The refers to the various companies that are involved in moving a product from its
manufacturer into the hands of its end buyers.
YN
A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
E) promotion network
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
ES
Difficulty: Easy

12) What term is used to mean either a place where an exchange occurs or a particular type of
buyer?
A) market
B) position
T
C) channel
D) demographic
E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




UYTRE

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller StudyNest. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $19.99. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

79202 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$19.99
  • (0)
  Add to cart