1. What is the goal of Integrated Marketing 6.

Intended not for the consumer but for the various

Communication? entities who influence consumer availability, such as
A. To generate short-term financial returns distributors, wholesalers, retailers, brokers.
B. To build long-term brand value
A. Business-to-Business (B2B) Advertising
C. To introduce the new product to the market
D. A and B
E. B and C 7. It is not confined to any geographic area within the
nation. This type of advertising is undertaken mostly
2. Why are marketers decreasing the use of mass media by the marketer of a branded product or service sold
advertising and increasing the use of integrated through different outlets in the distribution channel,
marketing communications? wherever they may be located.
A. The mass market has become fragmented.
C. Local Advertising
B. New technologies have given consumers greater
control over the communication process.
C. Use of the Internet and electronic commerce is 8. Focuses on retailers or dealers who sell their
growing. merchandise in a certain geographical area.
D. New global markets are emerging. D. National Advertising
E. All of the above.
9. Directed toward specialists or experts such as doctors,
3. The following are drivers for a rapidly changing
dentists, and pharmacists, etc., who are in a position
environment, except:
A. Consumers to promote products to their patients or customers.
B. Strategies E. Professional Advertising
C. Technology
D. Media 10. Campaigns directed to the final customer to efficiently
E. None of the above convert shoppers to buyers.
B. Business-to-Consumer (B2C) Advertising
4. Brand identity is a combination of the following,
except:
A. Image 11-15. Key Players
B. Name
C. Logos A. Advertiser
D. Packaging B. Agency
E. None of the Above C. Media
D. Supplier
5. The _____ is a written document that describes the
E. Audience
overall marketing strategy and programs developed
for an organization, product line, or brand.
11. Assists in creating and placing the ads. It includes
A. promotional plan
the artists, writers, photographers, directors,
B. marketing plan producers, printers, and consultants.
C. communications plan D. Suppliers
D. marketing audit
E. situation analysis 12. Creates, produces, negotiates, and distributes the
messages of its clients
6-10. Common Types of Advertising B. Agency

A. Business-to-business (B2B) Advertising 13. The organization behind the promotion message of its
B. Business-to-Consumer (B2C) Advertising products.
C. Local Advertising A. Advertiser
D. National Advertising
E. Professional Advertising 14. The systems and channels of communication used to
deliver messages and engage audiences
C. Media

15. The targeted recipient of the promotion message.

E. Audience