Copyright 2015 Pearson Education, Inc.

1 Copyright © 2015 Pearson Education, Inc.

Advertising & IMC: Principles and Practice, 10e (Moriarty)

Chapter 1 Advertising 1) Which of the following is one of the basic functions of advertising?

• identification
• entertainment
• competition
• public relations
• 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?

• business to business
• business to business to consumer
• business to consumer
• consumer to business
• 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?

• the Renaissance
• the Industrial Revolution
• the Dot Com Revolution
• the Era of Integration
• the Scientific Era

Answer: B

Difficulty: Moderate

Chapter LO: 1-1

Course LO: Describe the fundamental concepts of marketing

Advertising & IMC Principles and Practice 10e Sandra Moriarty Nancy Mitchell William Wells (Test Bank All Chapters, 100% Original Verified, A+ Grade) 1 / 4

2 Copyright © 2015 Pearson Education, Inc.4) Which of the following is NOT part of the modern definition of advertising?

• is a paid form of communication
• has an identified sponsor
• is usually personal in nature
• provides information about products
• 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 ________.

• advertising
• personal selling
• public relations
• sponsorship
• 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 ________.

• audience
• target
• agency
• advertiser
• media

Answer: D

Difficulty: Moderate

Chapter LO: 1-1

Course LO: Describe the fundamental concepts of marketing 2 / 4

3 Copyright © 2015 Pearson Education, Inc.7) In traditional advertising, the message is conveyed through different kinds of ________ media using mostly ________ messages.

• interactive; personal
• interactive; nonpersonal
• word-of-mouth; personal
• mass; nonpersonal
• 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?

• trade advertising
• direct-response
• word-of-mouth
• specialties
• 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 ________.

• sales promotion
• direct-response
• word-of-mouth
• specialties
• 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

• / 4

4 Copyright © 2015 Pearson Education, Inc.10) Marketers who have the objective of creating ________ are focused on getting people to talk about their brand.

• customer value
• buzz
• social responsibility
• a campaign
• 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.

• Integrated marketing communication
• Marketing communication
• Marketing network
• Brand identity
• 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?

• price cues
• psychological appeals
• quality
• location
• 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

• / 4