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Test Bank for Advertising and Promotion An Integrated Marketing Communications Perspective 5th Canadian Edition By George Belch Michael Belch, Michael Guolla (All Chapters, 100% Original Verified, A+ Grade) R351,64
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Test Bank for Advertising and Promotion An Integrated Marketing Communications Perspective 5th Canadian Edition By George Belch Michael Belch, Michael Guolla (All Chapters, 100% Original Verified, A+ Grade)
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Advertising and Promotion An Integra
Institution
Advertising And Promotion An Integra
This Is Original 5th Edition of Test Bank From Original Author. All Other Files in the market are fake/old Edition. Other Sellers Have changed old Edition Number to new But Test Bank is old Edition.
Test Bank for Advertising and Promotion An Integrated Marketing Communications Perspective 5th C...
Chapter 01
1. Marketing Magazine recognized this fast food ch ain as Marketer of the Year for 2012:
A. McDonald's Canad a
B. Tim Ho rtons
C. Starbucks
D. Thai Express
2. McDo nald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for this
promotion:
A. the launch of their new fruit smoothies
B. the launch of their McCafé bran d of coffee and espresso-based beverag es
C. their "Our Food. Your Questions" digital marketing communications program
D. their "I'm Lovin' It" campaign
3. McDo nald's Canada answered consumer questions about its food and how it's prepared by:
A. answerin g mailed-in questions by retu rn mail.
B. answering mailed -in questio ns via newspaper ads in major cities.
C. providing tear-off sheets in store with FAQ answers.
D. addressing the questions with YouTube vid eos, TV commercials and wild postings.
4. The "Our Food. Your Questions" campaign by McDonald's Canada can be primarily described as what
kind of mark eting communication tool?
A. Experiential Mark eting
B. Public Relations
C. Personal Sellin g
D. Direct Marketing
5. _____ is the process of planning and ex ecuting the conception, pricing, promotion, and distribution of
ideas, good, and services to create exchanges that satisfy individual and organizatio nal objectiv es.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
6. Which of the following is the BEST example of a marketing exchange?
A. Vianna gave Myron a menu, and he placed his food order.
B. Jayson helped Tiffany replace a light bulb in her porch fixture.
C. Tyron and Gwen gave their daughter a neck lace for her birthday.
D. For mowing her yard, Mrs. Du dley gave Ike a ch ocolate cake.
7. Product, price, place and promo tion are also known as ________
A. the marketing mix.
B. marketing communications tools.
C. methods of selling goods and serv ices.
D. marketing jarg on.
8. Which of the following statements about price is tru e?
A. Price refers to what the marketer must give up to sell a product.
B. Price communicates the economic co st to consumers for all of the product benefits combined.
C. Price is not a key aspect of the product co nveyed in a promotional offer.
D. Levels of recommended ad expenditures are not relative to price.Advertising and Promotion An Integrated Marketing Communications Perspective, 5th Canadian Edition By George Belch Michael Belch Michael Guolla (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At The End Of Each Chapter 9. A firm can have an excellent product at a great price, but it will be of little value unless it's available
where the consumer wants it and when the consumer wants it. The statement above refers to:
A. product decisions.
B. price decisions.
C. distribution decisions.
D. positioning decisions.
10. ______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion
to sell goods and services.
A. Publicity
B. Advertising
C. Organizational communication
D. Promotion
11. Which of the following is NOT an element of the promotional mix?
A. Packaging
B. Advertising
C. Personal selling
D. Sales promotion
12. _____ is defined as any paid form of nonpersonal communication about an organization, product, service
or idea by an identified sponsor.
A. Advertising
B. The promotional mix
C. Publicity
D. Sales promotion
13. Advertising may be defined as any:
A. paid form of nonpersonal communication about a product, service, or company
B. communication about a product, service, or company
C. communication that moves a product from one level to another level of the distribution channel
D. personal communication from a company representative to prospective buyers
14. Which the following is NOT an advantage inherent in the use of advertising?
A. Ability to control the message
B. Low cost per contact
C. Ability to create brand images and symbolism
D. Immed iate feedback
15. Which of the following is NOT a characteristic of advertising as a form of promotion?
A. Cost-effectiv e method for communicating with large audiences
B. Personal nature of the message
C. The ability to reach large audiences with the advertising message
D. The ability to create images for brands
16. Which of these is NOT a reason why marketers use advertising?
A. To set an appropriate price across various channels
B.To strike a responsive chord with consumers when differentiation across other elements of the
marketing mix is difficult
C. To create symbolic appeals for a company or brand
D.To take advantage of the fact that advertising is a very cost-effectiv e method of reaching a large
audience
17. Rolex's use of high quality product photography and celebrities wearing their watches is a form of:
A. primary demand
B. combined demand for the celebrities
C. product symbolism
D. national appeal 18.________ refers to what a product or brand means to consumers and what they experience in purchasing and using it. A. Product appeal
B. Product symbolism
C. Brand identity
D. Brand recognition 19.A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent: A. product appeal
B. product symbolism
C. brand identity
D. brand equity 20.This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name, brand name, or trademark: A. product appeal
B. product symbolism
C. brand identity
D. brand equity 21.Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising. A. primary demand
B. retail
C. consumer
D. national 22.Advertising done by Wal-Mart, The Bay, and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising. A. trade
B. retail
C. cooperative
D. in-store 23.Advertising done by Home Hardware to encourage consumers to shop there for all hardware needs is known as _____ advertising. A. national
B. primary demand
C. selective demand
D. retail/local 24.Primary demand advertising is designed to: A. draw particular attention to a particular branded item
B. stimulate demand for a general product class or industry
C. help launch a specific line extension
D. create a market share gain for the industry leader 25._____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand. A. Primary demand
B. Selective demand
C. Trade
D. Cooperative 26._____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. A. Professional
B. Direct-response
C. Business-to-business
D. Retail 27.Ads for computers and office furniture in Purchasing Canada, a trade magazine written and published especially for corporate and government buyers, are examples of _____ advertising. A. retail
B. business-to-business
C. professional
D. primary-demand 28.Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an example of _____ advertising. A. professional
B. trade
C. primary demand
D. progressive 29._____ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. A. Direct marketing
B. Public relations
C. Sales promotion
D. Brand equity 30.Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. consumer sales promotion
B. trade sales promotion
C. direct marketing incentives
D. strategic promotions 31.McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a: A. consumer sales promotion
B. direct-response advertising campaign
C. primary demand advertising campaign
D. service-oriented sales promotion 32.Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: A. a consumer sales promotion
B. a trade sales promotion
C. a functional inducement
D. integrated promotions 33._____ is nonpersonal communication neither directly paid for nor run under identified sponsorship. A. Advertising
B. Sales promotion
C. Publicity
D. Public relations
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