Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 1 Advertising 1) Which of the following is one of the basic functions of advertising? A) identification B) entertainment C) competition D) public relations 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? A) business to business B) business to business to consumer C) business to consumer D) consumer to business 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? A) the Renaissance B) the Industrial Revolution C) the Dot Com Revolution D) the Era of Integration E) the Scientific Era Answer: B Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe t