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

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1Advertising & IMC: Principles and Practice, 11e(Moriarty et al.)Chapter 1Strategic Brand Communication1) Marcom is an abbreviation for ________.A) marketing companyB) marketing communicationC) market companyD) market communicationE) market communityAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication2) The goal of marketing is achieved by matching a product's availability to the ________.A) competition's availabilityB) previous year's level of salesC) company's production capabilitiesD) consumers' need, desire, or demand for the productE) legal limits of availabilityAnswer: DLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate3) The various marketing communication messages and brand experiences that create andmaintain a brand are referred to collectively as ________.A) brand positionB) point of differentiationC) brand communicationD) added valueE) integrated marketingAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication4) The four tools of product, price, place, and promotion are collectively referred to as the________.A) product mixB) promotion mixC) marketing mixD) integration elementsE) exchange elementsAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy

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