Test Bank For Advertising and Promotion An Integrated Marketing Communications Perspective 12th Edition by George Belch (Author), Michael Belch (Author) Chapter 1-22 Chapter 1
Student name:__________ TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is false. 1) Traditionally, direct selling via independent contractors has been the primary medium for direct-response advertising. ⊚ ⊚
true false
2) Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to influence a customer’s shopping experience, including research before a purchase and service after a sale. ⊚ ⊚
true false
3) Publicity is always under the control of an organization, so the organization can make sure it is positive. ⊚ ⊚
true false
4) Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image. ⊚ ⊚
true false
5) Analysis of the communication process may involve preliminary discussions on mediamix options and their cost implications. Version 1
1