Advertising and Promotion An Integrated Marketing Communications Perspective, 6th Canadian Edition, 6e Michael Guolla George Belch Michael Belch (Test Bank All Chapters, 100% Original Verified, A+ Grade) (Complete And Verified Study material) (266pages)

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Media strategy includes each of the following decisions EXCEPT: 1) A) communication channels to be used B) type of media to be used C) overall slogan D) specific titles or shows 2) Which of the following best describes a criticism of IMC? 2) A) Focuses primarily on the tactical coordination of various communication tools with the goal of making them look and sound alike B) Unifies communication for consistent message and image C) Differentiates communication to multiple customer groups D) Uses database-centred communication for tangible results 3) Suggestions that McCain launch new frozen products based on changing trends and consumer demographics are as a result of: 3) A) an external environmental analysis B) global warming C) McCain's revised marketing objectives D) an internal financial analysis 4) ________ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. 4) A) Organizational communication B) Promotion C) Advertising D) Publicity 5) Some locations offering customized service and assistance, some offering different models at different prices, or the availability of online purchasing are examples of: 5) A) a multi-media universe B) a differentiated product approach C) multi-level marketing D) a multi-channel environment 6) Each of the following is true about brand equity EXCEPT: 6) A) It builds on the favourable image and impressions of differentiation of a brand. B) It is a tangible asset which can provide competitive advantage. C) It is a challenge for marketers to consistently measure brand equity. D) It is a measure of consumer attachment to a brand