Type:
Test Bank
Resource:
Advertising & IMC Principles and Practice
Edition:
10th Edition
Author(s):
Sandra Moriarty Nancy Mitchell William D. Wells
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
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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
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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
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10) Marketers who have the objective of creating ________ are focused on getting people to talk about their brand. A) customer value B) buzz C) social responsibility D) a campaign E) logos Answer: B Difficulty: Easy Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 11) ________ refers to all forms of communication about a brand that appear in a variety of media. A) Integrated marketing communication B) Marketing communication C) Marketing network D) Brand identity E) Brand differentiation Answer: B Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing AACSB: Written and oral communication 12) According to the rational view of the economic impact of advertising, which of the following is NOT a type of information that advertising provides to help consumers assess the value of a product? A) price cues B) psychological appeals C) quality D) location E) reputation Answer: B Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication
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