Test Bank For Advertising and IMC Principles and Practice 10th Edition By Moriarty

Chapter 1   Advertising

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

1. A) identification
2. B) entertainment
3. C) competition
4. D) public relations
5. E) 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?

1. A) business to business
2. B) business to business to consumer
3. C) business to consumer
4. D) consumer to business
5. E) 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?

1. A) the Renaissance
2. B) the Industrial Revolution
3. C) the Dot Com Revolution
4. D) the Era of Integration
5. E) the Scientific Era

Answer:  B

Difficulty:  Moderate

Chapter LO:  1-1

Course LO:  Describe the fundamental concepts of marketing

4) Which of the following is NOT part of the modern definition of advertising?

1. A) is a paid form of communication
2. B) has an identified sponsor
3. C) is usually personal in nature
4. D) provides information about products
5. E) 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 ________.

1. A) advertising
2. B) personal selling
3. C) public relations
4. D) sponsorship
5. E) sales promotion

Answer:  A

Difficulty:  Easy

Chapter LO:  1-1

Course LO:  Describe the fundamental concepts of marketing

AACSB:  Written and oral communication