Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch – Test Bank

ISBN-101259548147, ISBN-13978-1259548147

Chapter 01 Test Bank

1. Digital/online advertising account for the majority of companies’ marketing communications expenditures.
   True    False

2. Not all marketing transactions involve the exchange of money for a product or service.
   True    False

3. The status gained from owning a particular brand is an example of a functional benefit.
   True    False

4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
   True    False

5. The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.
   True    False

6. The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value.
   True    False

7. One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various communications functions.
   True    False

8. There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other mass media is fragmenting at an accelerating rate.
   True    False

9. Traditional print advertising is expected to increase by 45 percent from 2016 to 2020.
   True    False

10. Most consumers in the millennial generation age cohort are very receptive to traditional advertising.
    True    False