Advertising and Promotion An Integrated Marketing 6th Edition Belch Test Bank
Advertising and Promotion An Integrated Marketing 6th Edition Belch Test Bank
Advertising and Promotion An Integrated Marketing 6th Edition Belch Test Bank
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) ________ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, good, and services to create exchanges that satisfy individual and
organizational objectives.
A) Integrated marketing communications B) Marketing
C) Sales promotion D) Advertising
Answer: B
4) Campo Outdoor Products has developed a new backpack. It will expand to three times its initial
size, be water resistant, and lightweight. These are what kind of marketing decisions?
A) product features B) service level C) package design D) price allowance
Answer: A
5) Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste just like
the ones shoppers might consume back home in India. Which of the following is NOT a product
benefit delivered by Navinder's snack items?
A) functional benefit B) performance/convenience benefit
C) emotional benefit D) affordable benefit
Answer: D
6) Product protection, storage, communication, and image are all functional benefits of:
A) brand marketing B) product attributes
C) packaging D) brand identity
Answer: C
10) A firm can have an excellent product at a great price, but it will be of little value unless it's available
where the consumer wants it and when the consumer wants it. The statement above refers to:
A) product decisions. B) price decisions.
C) positioning decisions. D) distribution decisions.
Answer: D
11) Some locations offering customized service and assistance, some offering different models at
different prices, or the availability of online purchasing are examples of:
A) a differentiated product approach B) multi-level marketing
C) a multi-channel environment D) a multi-media universe
Answer: C
12) The AMA has renewed its definition of marketing to include the important element of:
A) exchange B) growth
C) value within the exchange D) globalization
Answer: C
13) The relative balance between what a consumer "receives" for what he/she "pays" is known as:
A) benefit B) price C) exchange D) value
Answer: D
14) ________ is the coordination of all seller-initiated efforts to set up channels of information and
persuasion to sell goods and services.
A) Organizational communication B) Advertising
C) Publicity D) Promotion
Answer: D
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16) ________ is defined as any paid form of nonpersonal communication about an organization,
product, service or idea by an identified sponsor.
A) Publicity B) Advertising
C) The promotional mix D) Sales promotion
Answer: B
18) Which the following is NOT an advantage inherent in the use of advertising?
A) Immediate feedback
B) Low cost per contact
C) Ability to create brand images and symbolism
D) Ability to control the message
Answer: A
21) Abrand or corporate name and its identification through its logo, symbols, slogans, or trademarks
represent:
A) product symbolism B) brand equity
C) brand identity D) product appeal
Answer: C
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36. It is this which makes men rove about, like revolving stars in
their courses in the sky; and flutter about as flights of gnats upon fig
trees; or to lie low like the whirling waters of eddies underneath the
ground.
37. Men are tossed as the play balls of boys, by the hands of fate and
death; and are worn out like these toys, by their incessant rise and fall
and rolling upon the ground; yet these worrying wanderings, do not abate
the force of their habitual motion, as the repeated waste and wane of the
ever-changing moon, makes no change in the blackish spot marked upon
her disk.
38. The mind is hardened by seeing the miseries of the repeated
revolutions of ages, resembling the rotations of fragments of wood in
whirlpools; and yet the gods will not deign to heal the stiff boil of the
mind, by any operation in their power.
39. Behold, O Ráma! this wonderful frame of the universe, to be the
production of the desire of the divine Mind only. (i.e. The divine will of
creation, is the cause of this world, as the human wish of seeing it,
presents its view to his sight).
40. It is the pleasure of association, that presents this view of the
triple world, in the empty sphere of the mind; for know the wondrous
world to be a creation of the mind only, and nothing in reality. (The
pleasure of association, means the pleasure of memory or reminiscence).
41. The avarice of worldly men eats up their bodies, as the flame of
fire feeds upon dry fuel. (i.e. In order to feed the body, we become the
food of our toils).
42. Yet the bodies of worldly minded men, are as countless as the
sands of the sea; and these again are as unnumbered as the atoms of earth
which nobody can count.
43. It may be possible to count the hoary foams of Gangá, and the
pearly froths of sea waves; it is likewise possible to measure the height
of mount Meru, from its foot to the top and its peaks; but not so to
number the desires in the minds of worldly minded men.
44. These rows of inner apartments, which are built for the abode of
the worldly minded, are as the lines of Kála Sutra and the spires of hell-
fire.
45. Know these worldly men to be as dry fuel, heaped up to light the
piles of hell-fire.
46. Know all things in this world, to be full of pain and misery; and
are stored up not for enjoyment but torments of the worldly minded.
47. The minds of all worldly men are the receptacles of all woe and
misery; as the great sea is the recess of the outpourings of all rivers.
48. The mind which is attached to the world, and the body which is
bent down under its toilsome loads; are both of them the fields for the
exercise of Ignorance, which elevates and depresses them by turns.
49. Want of attachment to worldly enjoyments, is productive of ease
and prosperity; and it expands the capacity of the mind, as the rains
increase the extent of rivers.
50. Inward attachment of the mind to worldly objects, is the burning
flame of the outer body; but want of this internal attachment, is the
healing balm of the whole frame.
51. Inward attachment burns the outward body, as the hidden
poisonous plant infects the creepers, which recline on it for their support.
52. The mind which is unattached to everything in all places, is like
the lofty sky aloof from all things; and by having no desire in it, it is
always clear and bright, and enjoys its felicity for ever.
53. As the light of knowledge rises before the sight of the mind, the
darkness of ignorance which veiled all objects, wastes away of itself and
is put to flight. The man who is devoid of all sorts of worldly
attachments, and lives in communion with his own mind, is truly
liberated in his life.
CHAPTER LXIX.
F A — R
T .
Argument. Abstraction of the mind from the external, and
its Application to Intellectual objects.