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

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

Advertising & IMC: Principles and Practice, 10e (Moriarty)

Chapter 2   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

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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

Difficulty:  Moderate

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

6) You would most likely be able to purchase package goods at a(n) ________.

A) distribution warehouse

B) fast food restaurant

C) drugstore

D) automotive retailer

E) clothing store

Answer:  C

Difficulty:  Moderate

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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 or vendors

C) distributors or retailers

D) agencies

E) exchangers

Answer:  B

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

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

Difficulty:  Easy

Chapter LO:  2-1

Course LO:  Discuss the fundamental concepts of marketing

The “Test Bank for Advertising and IMC: Principles and Practice, 10th Edition” by Moriarty is a comprehensive academic resource designed to support the 10th edition of the textbook on advertising and integrated marketing communications (IMC). This test bank offers a wide array of exam questions to help instructors assess students’ understanding of fundamental principles and practical applications in advertising and IMC.

Key Features and Content of the Test Bank:

1. Variety of Question Formats:
   • The test bank includes multiple-choice, true/false, short answer, and essay questions. This diverse range allows instructors to evaluate different levels of student comprehension, from basic knowledge recall to more advanced analysis and application of advertising and IMC concepts.
2. Alignment with Textbook Content:
   • Questions are closely aligned with the chapters of the 10th edition textbook. Topics covered include advertising fundamentals, IMC strategies, media planning, consumer behavior, creative development, public relations, and digital marketing. This ensures that the assessments reflect the content and structure of the textbook.
3. Focus on Integrated Marketing Communications (IMC):
   • The test bank emphasizes the integration of various marketing communication tools and strategies. Questions explore how advertising, public relations, sales promotion, and digital marketing can work together to create a cohesive IMC plan that effectively communicates a brand’s message and achieves marketing objectives.
4. Practical Application of Concepts:
   • Many questions are designed to require students to apply theoretical concepts to real-world scenarios. This might include developing an IMC plan, evaluating the effectiveness of a campaign, or analyzing the impact of market trends on marketing strategies.
5. Coverage of Contemporary Trends:
   • The test bank includes questions that address current trends and practices in advertising and IMC, such as the impact of social media, digital advertising, content marketing, and the integration of new media with traditional marketing methods.
6. Difficulty Levels:
   • Questions are organized by difficulty, enabling instructors to create assessments that range from basic knowledge checks to more complex problem-solving and critical thinking tasks. This helps tailor exams to the appropriate level for the course and students’ understanding.
7. Instructor Flexibility:
   • The test bank provides flexibility for instructors, allowing them to select and modify questions to fit their specific teaching objectives and course requirements. This customization makes it easier to align assessments with course goals and learning outcomes.
8. Emphasis on Real-World Skills:
   • By focusing on practical applications, the test bank helps students develop essential skills in advertising and IMC. Questions are designed to bridge the gap between theoretical knowledge and practical execution, preparing students for real-world marketing challenges.

Benefits of Using the Test Bank:

• Efficiency: Offers a ready-made set of questions, saving instructors time in preparing quizzes, exams, and other assessments.
• Comprehensive Coverage: Provides a broad range of questions on various topics, allowing for a thorough evaluation of students’ understanding of advertising and IMC concepts.
• Relevance: Ensures that assessments are aligned with current industry practices and trends, keeping the content up-to-date and relevant.

Conclusion:

The “Test Bank for Advertising and IMC: Principles and Practice, 10th Edition” by Moriarty is a valuable resource for instructors teaching courses on advertising and integrated marketing communications. It offers a comprehensive collection of questions that align with the textbook’s content, providing effective tools for assessing students’ knowledge and application of advertising and IMC principles. This test bank supports effective teaching and learning in the dynamic and evolving field of marketing communications.