Test Bank For Advertising and Promotion an Integrated Marketing Communications Perspective 8th Edition by Belch TB (Test Bank, All Chapters 100% Original Verified, A+ Grade) (Complete And Verified Study material) (647pages) LEARNEXAMS

1. (p. 4) With Google's Adsense online marketing, the company: A. avoided mass media boycotts B. facilitated the opportunity for low-tech media to reach non-target markets C. refined the concept of targeted advertising D. allowed advertisers to use an undifferentiated marketing strategy E. none of the above See opening vignette. 2. (p. 5) Google's ability to track purchases made directly through Internet advertising fulfills marketers' dream of: A. integrating online advertising into the manufacturing strategy B. efficient supply-chain communication C. replacing internal analysis with external analysis D. mastering the marketing mix E. paying for the advertising that works See opening vignette. 3. (p. 5) Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications? A. The mass market has become fragmented. B. The explosion of new technologies has given consumers greater control over the communication process. C. The use of the Internet and electronic commerce is growing. D. New global markets are emerging. E. All of the above explain the increasing reliance on integrated marketing communications.