Test Bank for Advertising and IMC: Principles and Practice, 11th Edition

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Simplify your revision with Test Bank for Advertising and IMC: Principles and Practice, 11th Edition, packed with helpful practice questions.

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1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication
1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
2) The goal of marketing is achieved by matching a product's availability to the ________.
A) competition's availability
B) previous year's level of sales
C) company's production capabilities
D) consumers' need, desire, or demand for the product
E) legal limits of availability
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as ________.
A) brand position
B) point of differentiation
C) brand communication
D) added value
E) integrated marketing
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
4) The four tools of product, price, place, and promotion are collectively referred to as the
________.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
6) To marketing communication partners, the company or firm behind a brand is referred to as
the ________.
A) intermediary
B) vendor
C) client
D) supplier
E) distributor
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
7) Which of the following are considered "key players" in the marketing industry?
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
8) Which key player in marketing refers to the organization, company, or manufacturer
producing the product and offering it for sale?
A) marketer
B) supplier or vendor
C) distributor or retailer
D) agency
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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9) The materials and ingredients used in producing the product are obtained from other
companies that are referred to as the producer's ________.
A) marketers
B) suppliers
C) distributors
D) agencies
E) retailers
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
10) The complex network of vendors that produce components and ingredients which are then
sold to the manufacturer is known as the ________.
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
E) distribution chain
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
11) The ________ refers to the various companies that are involved in moving a product from its
manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
E) promotion network
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
12) What term is used to mean either a place where an exchange occurs or a particular type of
buyer?
A) market
B) position
C) channel
D) demographic
E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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13) The percentage of the total sales in a product category that a particular brand has is called the
brand's ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
14) Which of the following is NOT considered a main type of market?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
15) ________ markets consist of people who buy products and services for personal or
household use.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
16) ________ markets consist of companies that buy products or services to use in their own
businesses or in making other products.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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17) ________ markets include a wide variety of profit and nonprofit organizations, such as
hospitals, government agencies, and schools, that provide goods and services for the benefit of
society.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Distribution
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
18) ________ markets are made up of members of a company's distribution chain.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
19) Resellers in a channel market are also known as ________.
A) suppliers
B) vendors
C) intermediaries
D) shareholders
E) competitors
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
20) Most marketing communication dollars are spent on ________ markets.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate

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21) Marketing communication that focuses primarily on price and its relation to value is called
________.
A) price copy
B) prestige pricing
C) direct marketing
D) prospecting
E) added value
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
22) Collectively, the companies involved in moving a product to its customers are called the
________.
A) supply chain
B) distribution chain
C) institutional market
D) consumer market
E) trade market
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
23) The identification of potential customers is called ________.
A) customer service
B) lead generation
C) direct marketing
D) personal sales
E) field sales
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
24) In which type of personal selling does a sales clerk provide assistance to store customers?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate

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25) In which type of personal selling does a representative make sales calls at a customer's place
of business?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
26) Which of the following refers to a unique brand attribute that is significantly important to
customers?
A) brand parity
B) brand equity
C) competitive advantage
D) psychological pricing
E) brand meaning
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
27) A strategy or activity that makes a product more useful or appealing to consumers or
distribution partners is called ________.
A) product adaption
B) brand identity
C) a pull strategy
D) a push strategy
E) added value
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
28) Which of the following is NOT a way marketing communication adds value to a product?
A) making the product appear more desirable
B) presenting the product as a status symbol
C) making the product more affordable for consumers to buy
D) providing news and useful information of interest to consumers
E) All of the above are ways advertising adds value to a product.
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Difficult
AACSB: Written and oral communication

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29) Which marketing mix element includes product design, quality, performance, and
packaging?
A) distribution
B) branding
C) product
D) place
E) promotion
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
30) Which marketing mix element includes personal selling, advertising, public relations, sales
promotion, direct marketing, and events and sponsorships?
A) price
B) distribution
C) product
D) place
E) promotion
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
31) The promotion "P" of marketing is also known as ________.
A) product
B) distribution
C) price
D) brand communication
E) differentiation
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
32) Which element of the marketing mix includes distribution channels and strategies?
A) product
B) promotion
C) price
D) communication
E) place
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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33) Which of the following is LEAST likely to be a factor on which the price of a product is
based?
A) what the market will bear
B) the amount of support provided by resellers
C) the expected margin of profit
D) the consumer's ability to gauge the value of the product
E) the relative value of the product
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Difficult
34) A consumer's ability to gauge the value of a product is referred to as the ________.
A) psychological price
B) price/value proposition
C) exchange rate
D) comparative price
E) value exchange
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
35) Which pricing strategy uses marketing communication to manipulate the customer's
judgment of value?
A) psychological pricing
B) true pricing
C) distribution pricing
D) copy pricing
E) value pricing
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
36) Which pricing strategy is used to communicate a dramatic or temporary price reduction?
A) promotional pricing
B) value pricing
C) parity pricing
D) copy pricing
E) prestige pricing
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Written and oral communication

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37) Using ________, a marketer sets a high price for a product to make the product seem worthy
or valuable.
A) prestige pricing
B) value pricing
C) distribution pricing
D) promotional pricing
E) customary pricing
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
38) When a company distributes its products directly to buyers without the use of a reseller, the
company is using ________.
A) indirect marketing
B) no-channel marketing
C) direct marketing
D) indirect channel marketing
E) integrated marketing
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
39) Which of the following refers to the help provided to a customer before, during, and after a
purchase?
A) customer service
B) brand stewardship
C) brand management
D) relationship marketing
E) integrated marketing
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
40) Which strategy directs marketing efforts at the consumer?
A) push
B) prospecting
C) pull
D) lead generation
E) intermediary
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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41) A(n) ________ strategy directs marketing efforts at resellers, and success depends on the
ability of these intermediaries to market the product, which they often do with advertising.
A) push
B) pull
C) prospecting
D) direct
E) lead generation
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
42) Which marketing communication tool uses face-to-face contact between the marketer and a
prospective customer?
A) advertising
B) sales promotion
C) public relations
D) personal sales
E) word-of-mouth
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
43) Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on
advertising every year. The company's corporate brand value is estimated to be more than $107
billion. Which type of key marketing player does P&G represent?
A) marketer
B) supplier or vendor
C) distributor
D) agency
E) media
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking

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44) Amco, Inc. manufactures small electronic components that become integral parts of the
electronic systems in automobiles. Amco does not sell directly to auto manufacturers, but rather
through brokers that are involved in selling the components to the auto manufacturers.
Additionally, another company is employed to deliver the goods. All of these organizations are
part of the ________ in getting electronic component parts to the automobile manufacturers.
A) distribution chain
B) supply chain
C) marketing network
D) channel market
E) share of market
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking
45) Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in
stores such as Foot Locker. Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) branding
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking
46) During a World Cup held in Japan and South Korea, Puma got a well-known sushi chef to
create a special Puma sushi roll that was served in select Japanese restaurants in cities around the
world. Puma also discretely announced the sponsorship in its company-branded chopsticks, sake
cups, and napkins. At the same time, Puma partnered with the Terence Conran design shop to
sell an exclusive version of its World Cup soccer boot, holding weekend sushi-making events at
the home furnishings store. Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) push
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking

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47) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to wholesalers and cities. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) indirect marketing
E) advertising
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking
48) An ad in a professional journal targeted to an audience of dentists asked dentists to
recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could
buy at cost to give to their patients to encourage patients to take better care of their teeth. The
manufacturer of Crest toothpaste was using ________.
A) personal selling
B) direct marketing
C) a push strategy
D) a pull strategy
E) public relations
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking
49) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine
advising consumers to request their body shops use Glasis paint is an example of how a company
uses ________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking

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Refer to the following passage to answer the questions below.
Johnson & Johnson manufactures health and beauty aid products under several brand names. The
company sells its products to end consumers through retail stores such as grocery, drug, and
discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and
retailers, and spends part of the promotion budget on trade deals to influence intermediaries to
carry the company's brands. The remainder of J&J's promotion budget is spent on mass
advertising and sales promotions, such as coupons, targeted toward consumers.
50) Which promotion strategy is J&J pursuing?
A) push only
B) promotional pricing
C) direct
D) pull only
E) push and pull
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking
51) J&J also markets its Tylenol brand of pain relievers to hospitals. What type of market is that?
A) consumer
B) primary
C) institutional
D) reseller
E) secondary
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking
52) More companies are adopting the concept of ________, which is the practice of unifying all
brand communication messages and tools as well as the messages from the marketing mix
decisions.
A) integrated marketing communications
B) integrated personal selling
C) added value
D) brand integrity
E) buzz marketing
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
AACSB: Written and oral communication

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53) Integrated marketing communications is designed to produce better communications
________.
A) consistency
B) creativity
C) simplicity
D) variety
E) independence
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Written and oral communication
54) Integrated marketing communications require a company's mass-market advertisements,
website, email, and personal selling communications to have ________.
A) equal portions of the advertising budget
B) the same return on investment
C) separate marketing objectives
D) the same target audience
E) a consistent message, look, and feel
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
55) Advertising, sales promotion, personal selling, public relations, and direct marketing are all
promotional tools ________.
A) that should be integrated under the concept of integrated marketing communications
B) used in business-to-business markets but not consumer markets
C) used for push strategies but not pull strategies
D) used for pull strategies but not push strategies
E) used in consumer markets but not business-to-business markets
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
56) Harpo Enterprises maintains OWN (the Oprah Winfrey Network), a website, and O
magazine. Because Harpo Enterprises practices integrated marketing communications, these
different brand contacts all maintain ________ in design and tone.
A) variety
B) independence
C) consistency
D) creativity
E) simplicity
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Analytical thinking

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57) Management of a company that adheres to the principle of integrated marketing
communications is most likely to believe which of the following?
A) The use of multiple marketing communications channels is advantageous.
B) The use of a single marketing communications channel is advantageous.
C) Long-term relationships with customers are best nurtured through sales promotion.
D) Long-term relationships with customers are best nurtured through public relations.
E) Short-term relationships with customers are more profitable than long-term relationships with
customers.
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Difficult
AACSB: Application of knowledge
58) Which of the following creates the intangible elements of a brand that make it memorable
and meaningful to a consumer?
A) advertising
B) branding
C) prospecting
D) marketing
E) integrating
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
59) Hamburgers and toothpaste are both examples of ________.
A) services
B) ideas
C) brands
D) products
E) markets
Answer: D
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
60) A(n) ________ is a perception, often imbued with emotion, which results from experiences
with and information about a company or a line of products.
A) advertisement
B) brand
C) tagline
D) logo
E) trademark
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
AACSB: Written and oral communication

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61) Which of the following is an intangible feature of a brand?
A) the product's design
B) the product's performance
C) the product's package
D) the product's perceived value
E) the product's ingredients or components
Answer: D
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
62) Parity products are those that have ________.
A) no brand name
B) few competitors
C) few distinguishing features
D) a store's label
E) a generic label
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
63) Which of the following is a tangible feature of a brand?
A) a person's feelings about the brand
B) a person's experience with the brand
C) the product's performance
D) the product's perceived value
E) the brand's image
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
64) Which of the following exists in consumers' hearts and minds?
A) brand equity
B) brand parity
C) brand meaning
D) brand trademark
E) brand license
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate

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65) Which of the following was the top global brand, based on brand value, in 2016?
A) Google
B) Apple
C) Coca-Cola
D) McDonald's
E) Walmart
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Difficult
66) Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product's benefits and qualities.
B) It should be easy to pronounce, recognize, and remember.
C) The brand should be a long word to get attention.
D) The name should translate easily into foreign languages.
E) It should be distinctive.
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Difficult
AACSB: Written and oral communication
67) A ________ is a legal sign or symbol that indicates ownership.
A) trademark
B) logo
C) brand
D) patent
E) brand position
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
68) ________ refers to how consumers see a brand relative to the other brands in the product
category.
A) Segmenting
B) Targeting
C) Differentiating
D) Positioning
E) Trademarking
Answer: D
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate

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69) Bold, fun, exciting, and daring are all examples of ________.
A) brand promises
B) brand positions
C) brand personalities
D) brand equities
E) brand value
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
70) Brand value comes in two forms: the value to the ________ and the value to the ________.
A) consumer; competitor
B) consumer; corporation
C) competitor; channel
D) corporation; competitor
E) shareholder; stakeholder
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
71) Brand ________ programs offer customers rewards for repeat business.
A) value
B) equity
C) extension
D) integration
E) loyalty
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
72) ________ is the intangible value of the brand based on the relationships with its
stakeholders, as well as intellectual property.
A) Brand position
B) Brand parity
C) Brand image
D) Brand identity
E) Brand equity
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy

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73) Which of the following measures the financial value the brand contributes to a company?
A) trademark
B) copyright
C) brand image
D) brand identity
E) brand equity
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
74) ________ refers to the use of a brand name of a component in another product's advertising
and promotion.
A) Co-branding
B) Ingredient branding
C) Inside branding
D) Brand licensing
E) Integrated branding
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
75) A company that uses an established brand name with a related line of products is using a(n)
________.
A) co-brand
B) ingredient brand
C) brand extension
D) licensed brand
E) parity brand
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
76) Which of the following is a strategy that uses two brand names owned by two separate
companies to create a partnership offering?
A) co-branding
B) equity branding
C) brand licensing
D) integrated branding
E) parity branding
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy

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77) Using ________, a partner company rents another company's brand name and transfers some
of that brand equity to another product.
A) co-branding
B) equity branding
C) brand licensing
D) integrated branding
E) parity branding
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
78) Through its communication of a ________, a brand sets expectations for what a customer
believes will happen when the product is used.
A) brand promise
B) point of differentiation
C) competitive advantage
D) brand personality
E) brand equity
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
AACSB: Written and oral communication
79) A ________ brand is one that is marketed in a single country.
A) house
B) local
C) regional
D) store
E) private
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
80) A(n) ________ brand is available in a number of different countries in various parts of the
world.
A) parity
B) local
C) regional
D) extension
E) international
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy

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22
81) A company that takes a ________ approach to international marketing tries to make
accommodations in its marketing mix for cultural differences.
A) parity
B) domestic
C) global
D) standardized
E) localized
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Diverse and multicultural work environments
82) Brand relationship strategies aim to do which of the following?
A) introduce a product to new markets
B) demonstrate a product's effectiveness
C) extend a brand's image to a new product
D) highlight a competitive advantage
E) build long-term loyalty and trust with customers
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Written and oral communication
83) Which of the following refers to the rapid spread of a brand message on the Internet through
a wide network of contacts?
A) brand stewardship
B) brand parity
C) direct marketing
D) indirect marketing
E) viral marketing
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
AACSB: Written and oral communication

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23
84) Peter purchased an inexpensive necklace from a department store to give to his sweetheart,
Julie, on Valentine's Day. He didn't want her to know that he did not spend very much for the
jewelry, so he put it in a box he had from an upscale jewelry store that sells only expensive
items. When Julie unwrapped her gift, she was excited to see that it came from this store and
absolutely loved the necklace Peter gave her. Which key concept of marketing does this
illustrate?
A) push strategy
B) branding
C) integration
D) pull strategy
E) distribution
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Analytical thinking
85) Laurie owns a 2014 Honda Accord, which is the third Honda vehicle that she and her
husband have owned. They describe themselves as a "Honda family" and intend to purchase
another Honda automobile when their daughter gets her driver's license. They know and trust
Hondas. Which key concept of marketing does this illustrate?
A) brand framework
B) brand relationship
C) brand personality
D) cause marketing
E) organization identity
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Analytical thinking
86) When Tylenol pain relief capsules were tampered with in 1982, resulting in the death of
several consumers, the manufacturer pulled all of its products from store shelves, redesigned
packaging to resist tampering, and reintroduced noncapsule forms of the product. This was very
expensive for Tylenol to do, but the company knew that the reputation, meaning, and value that
its brand name had acquired over time held financial value. Today, Tylenol brand medications
have the reputation of being high-quality products. The reputation, meaning, and value that the
Tylenol brand name has acquired over time is known as ________.
A) brand personality
B) brand transformation
C) brand framework
D) brand relationship
E) brand equity
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Analytical thinking

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87) Intel manufactures computer chips that are part of several personal computer manufacturers'
finished products. Intel and the computer manufacturers realized that customers valued the
superior quality of Intel computer chips and were asking whether or not the computer they were
considering purchasing contained an Intel computer chip. As a result, Intel and computer
manufacturers started communicating through advertising and other promotional tools that
there's "Intel Inside." This is an example of ________.
A) primary branding
B) secondary branding
C) supply chain branding
D) component branding
E) ingredient branding
Answer: E
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Analytical thinking
88) An apparel marketer is planning to launch an existing brand name into a new product
category. Which brand development strategy is being implemented?
A) co-branding
B) brand extension
C) ingredient branding
D) brand licensing
E) rebranding
Answer: B
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Analytical thinking
89) Which of the following adds primarily psychological value to a product?
A) branding
B) quality
C) features
D) convenience
E) service
Answer: A
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Analytical thinking

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25
90) Which of the following is an advantage offered by co-branding?
A) Manufacturers do not have to invest in creating their own brand names.
B) Retailers have exclusive products that cannot be purchased from competitors.
C) A company can expand its existing brand into a category it otherwise might have difficulty
entering alone.
D) Advertising, sales, promotion, and marketing do not need to be as carefully coordinated.
E) Brand equity is stabilized.
Answer: C
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Difficult
AACSB: Analytical thinking
91) The term stakeholders refers to customers of a product as well as employees of the company
that produces and markets the product.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
92) The goal in marketing is to sell as many products as possible.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
93) The key players in the marketing industry include the marketer, suppliers and vendors,
distributors and retailers, and marketing partners, such as agencies.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
94) The materials and ingredients used in producing the product are obtained from other
companies, who are referred to as distributors.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
95) The channel of distribution refers to the complex network of suppliers who produce
components and ingredients that are then sold to the manufacturer.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
96) The supply chain refers to the various companies that are involved in moving a product from
its manufacturer into the hands of its buyer.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate

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97) Only manufacturers advertise.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Written and oral communication
98) A market can refer to either a place or a particular type of buyer.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
99) Institutional markets consist of people who buy products and services for personal use.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
100) Institutional markets are made up of nonprofit organizations only.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
101) Channel marketing targets intermediaries rather than consumers.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
102) The only marketing mix element with communication effects is promotion.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
103) Product performance delivers the loudest message about a product and determines whether
the product is purchased again.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
104) Price copy is the focus of a great deal of retail advertising.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
105) The process of assessing whether there are identifiable groups within the market whose
needs and wants intersect with the product and its features is known as point of differentiation.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate

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27
106) The phrase "clicks or bricks" refers to whether a product is sold online or in a traditional
store.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
107) The goal of brand communication is to create immediate sales to people who are shopping
for a product.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Written and oral communication
108) Information from the marketing mix can add value to a brand.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
109) A push strategy directs marketing efforts at the consumer in an attempt to stimulate
consumer demand.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Written and oral communication
110) In personal sales, leads are also known as prospects.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
111) A car manufacturer buys tires from a tire manufacturer. These manufacturers are part of the
institutional market.
Answer: FALSE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking
112) Channel marketing is used to target messages to intermediaries rather than consumers.
Answer: TRUE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
113) An IMC program is more complex than a traditional advertising plan.
Answer: TRUE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate

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28
114) Integrated marketing communication (IMC) is a recent trend that uses databases to drive
communication with customers and keep track of their interactions with a company.
Answer: FALSE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
AACSB: Information technology
115) Synergy is created when the components of integrated marketing communication have more
impact as a whole than they would individually.
Answer: TRUE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
AACSB: Written and oral communication
116) The branding of an organization will occur even if a branding process is not managed.
Answer: TRUE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
117) Advertising is the process of creating the tangible and intangible elements of a brand.
Answer: FALSE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
118) Goodwill refers to the part of brand equity that is based on relationships.
Answer: TRUE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
119) Co-branding means acknowledging a supplier's brand as an important product feature or
component.
Answer: FALSE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
120) In marketing terms, ROI stands for rate of interest.
Answer: FALSE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Easy
121) Marketers who calculate ROI do not need to use other tools or techniques to evaluate the
efficiency and effectiveness of their marketing communications.
Answer: FALSE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate

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122) The calculation of ROI identifies how much money a brand made in comparison to its
expenses.
Answer: TRUE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
123) Word-of-mouth communication about a product is persuasive because people tend to have
more faith in comments from friends and family members than in planned marketing
communication messages.
Answer: TRUE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
124) Retailers and wholesalers who have created their own brands—such as Walmart's Sam's
Choice beverages and food products—are participating in co-branding.
Answer: FALSE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Moderate
125) To maximize the toothpaste market in China, Crest needs to convince more of the Chinese
population to brush their teeth three times a day. Crest is most likely to use a standardized
approach for its marketing in China.
Answer: FALSE
Learning Objective: 1.2: What is integrated marketing communication?
Difficulty: Difficult
AACSB: Application of knowledge
126) Describe the roles of the four key players in marketing.
Answer:
(1) Marketer (Client): Any company or organization behind the product (i.e., the organization,
company, or manufacturer producing the product and offering it for sale).
(2) Suppliers and vendors: Companies that supply the materials and ingredients used in
producing the product. In marketing practice these suppliers and vendors are partners in the
creation of a successful product. The term supply chain refers to the network of suppliers who
produce components that are sold to manufacturers.
(3) Distributors and retailers: Companies that are involved in moving a product from its
manufacturer into the hands of its buyer. The various companies involved in this are referred to
as the channel of distribution.
(4) Marketing partners: These companies are advertising agencies or marketing communication
firms.
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking

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127) Name and describe the four main types of markets, and discuss characteristics of
advertising targeted toward each market.
Answer:
(1) Consumer markets consist of people who buy products and services for personal or
household use. Just about any product that an individual purchases including clothing, food,
books, health and beauty aids, and so forth can be advertised to consumers through mass media
such as radio, television, newspapers, general consumer magazines, and direct-response media,
such as direct mail. Businesses spend most of their advertising dollars on this market.
(2) Business-to-business (B2B) markets consist of companies that buy products or services to
use in their own businesses or in making other products. Promotion tends to focus on facts and
information.
(3) Institutional markets include a wide variety of profit and nonprofit organizations such as
hospitals, government agencies, and schools that provide goods and services for the benefit of
society. This market is typically reached through the same means as industrial markets.
(4) Channel markets are made up of members of the distribution chain, also known as resellers
or intermediaries. This market is also typically reached through the same means as industrial and
institutional markets.
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Difficult
AACSB: Analytical thinking
128) How are the product, price, and place elements of the marketing mix involved in
contributing communication effects in the marketing mix?
Answer:
(1) Product: When a product performs well, it sends a positive message about the brand,
communicating to the customer that it is okay to repurchase the product. On the other hand,
when a product does not perform well, the message is that the customer should not repurchase
the product.
(2) Price: The price of a product sends a message about its quality and status. The higher the
price is, the higher expectations of quality and status consumers may have.
(3) Place: Where and how a brand is available contributes to the image of the brand. The
objective is to match the distribution to the product quality, brand personality, and price.
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Difficult
AACSB: Written and oral communication
129) What is the difference between a supply chain and a distribution chain?
Answer: A supply chain is made up of suppliers who produce components and ingredients that
are sold to a manufacturer. A distribution chain is made up of all the companies that move a
finished product from the manufacturer to its buyers.
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AACSB: Analytical thinking

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Test Bank for Advertising and IMC: Principles and Practice, 11th Edition

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