Test Bank for Advertising & Promotion, 8th Canadian Edition by Michael Guolla, George E. Belch
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Test Bank for Advertising and Promotion An Integrated Marketing Communications Perspective 8ce 8th Canadian Edition by Michael Guolla, George Belch,Michael Belch. This PDF document includes Multiple Choice Questions for all Chapters. All chapters (Chapter 1 to 19) are included and answers are given...
Test Bank for Advertising and Promotion An Integrated Marketing Communications
Perspective, 8th Canadian Edition by Guolla
Chapter 01 8ce Guolla Answers Included ✅
1) _____ is activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at
large.
A) Integrated marketing communications
B) Marketing
C) Advertising
D) Sales promotion
2) Which of the following is the BEST example of a marketing exchange?
A) John gave Sahil a menu, and he placed his food order.
B) Jessie helped Alison move a heavy piece of furniture.
C) Vlad and Ingrid gave their son a trip for his graduation.
D) Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn.
3) Product, price, place and promotion are collectively known as ________
A) the marketing mix.
B) marketing communications tools.
C) methods of selling goods and services.
D) marketing jargon.
4) Campo Outdoor Products has developed a new backpack. It can be expanded to three times
its initial size, be water resistant, and lightweight. These are what kind of marketing
decisions?
A) service level
B) product attributes
C) package design
D) price allowance
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,5) Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste
just like the ones shoppers might consume back home in India. Which of the following is
NOT a product benefit delivered by Navinder's snack items?
A) functional benefit
B) emotional benefit
C) subjective benefit
D) Low pricing benefit
6) Product protection, storage, communication, and image are all functional benefits of:
A) product attributes
B) packaging
C) brand identity
D) brand marketing
7) Which is the BEST example of the use of packaging as a communication vehicle?
A) New mobile phone SIM cards are enveloped in large plastic packages.
B) Costco offers multi-packs of contact lens solution at affordable prices.
C) Ben's Original Rice offers usage and recipe suggestions on their boxes and bags.
D) At Golftown one can purchase used golf balls in bags of 20 or 50.
8) IKEA’s slogan, “Long Live the Home” reinforces the company’s:
A) products
B) pricing
C) packaging
D) brand identity
9) _______________ is an intangible asset of added value or goodwill that results from the
favourable image, impressions of differentiation, and/or strength of consumer attachment to a
company name, brand name, or trademark.
A) A brand name
B) Marketing mix
C) Brand equity
D) Marketing
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,10) 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
11) 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
12) Each of the following is true about brand equity EXCEPT:
A) It is a tangible asset which can provide competitive advantage.
B) It is a measure of consumer attachment to a brand.
C) It builds on the favourable image and impressions of differentiation of a brand.
D) It is a challenge for marketers to consistently measure brand equity.
13) Which of the following statements about price is TRUE?
A) Price refers to what the marketer must give up in order to sell a product.
B) Price communicates the economic cost to purchase a product in exchange for
receiving its combined benefits.
C) Price is not a key aspect of the product conveyed in a promotional offer.
D) Levels of recommended ad expenditures are not relative to price.
14) __________ planning involves decisions concerning the level, policy, adjustments through
discounts or allowances, and flexibility when facing competition.
A) Product
B) Distribution
C) Promotion
D) Price
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, 15) 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.
16) Buying an Under Armour shirt at the Under Armour store is an example of using a(n)
_________ channel, while purchasing it at sporting good store is an example of a(n)
_________ channel.
A) owned; borrowed
B) direct; indirect
C) indirect; direct
D) manufacturer; retail
17) Some locations offering customized service and assistance, some offering different models at
different prices, or the availability of online purchasing are examples of:
A) a multichannel environment
B) a multi-media universe
C) a differentiated product approach
D) multi-level marketing
18) The relative balance between what a consumer "receives" for what a consumer "gives"
during an exchange is known as:
A) exchange
B) price
C) benefit
D) value
19) Which of the following is NOT one of the product benefits consumers receive?
A) functional
B) performance
C) experiential
D) Low pricing
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