Persuasion theory is the part of this syllabus that looks easy on the page and behaves badly under exam conditions. Advertising, Promotion and Other Aspects of Integrated Marketing Communications, International Edition, 9th Edition by Terence A. Shimp sets out how consumers process commercial messages, when argument quality matters more than an attractive spokesperson, and why the same execution can succeed in one market and fall flat in another. Questions on those chapters describe a situation and expect you to name the mechanism, which is a very different task from repeating a definition.
Why this test bank helps
An answer on its own is a data point; the reasoning behind it is what transfers to the next question. Each item in this set carries a written rationale that names the underlying principle — why high involvement pushes processing toward argument quality, why a source is credible for one product class and not another, why a promotion that lifts sales volume can still damage brand equity. That is the level at which this course is examined, and it is the level a bare answer key cannot reach.
What’s inside
- Questions arranged chapter by chapter across the entire communications mix covered by the book.
- Recall, comparison and applied scenario formats, with short calculations where the chapter requires them.
- A written rationale under every item, explaining the keyed answer and each competing option.
- Attention to the persuasion, ethics and regulation chapters that students most often leave until last.
- One organized PDF, available to download the moment checkout completes.
Topics covered
- Integrated communications and brand equity — the case for integration, brand awareness and image, and marcom outcomes.
- Persuasion and consumer processing — involvement, central and peripheral routes, attitude formation and message comprehension.
- Targeting across markets — segmentation bases, cultural values, and the standardization versus adaptation question in international campaigns.
- Objectives and budgeting — communication versus sales objectives, budgeting methods and the response function.
- Message and creative decisions — appeal selection, endorsers, emotional and rational executions and message repetition effects.
- Media strategy — reach, frequency, gross rating points, cost per thousand and the trade-offs in scheduling.
- Promotion, packaging and point of purchase — consumer and trade incentives, package design cues and in-store decision influence.
- Regulation, ethics and measurement — deceptive practice, self-regulation, copy testing and post-campaign evaluation.
Who it’s for
Students working from the international printing of this edition in marketing communications, advertising or promotion management courses, including business students outside North America whose set text carries this cover and pagination.
How to use it (the right way)
Read the chapter and be able to state each model in one plain sentence before attempting questions; persuasion items reward precision and punish approximate recall. Take a block closed-book, then read every rationale, including for correct answers you reached by elimination. This is a study aid. Use it in line with your institution’s academic-integrity policy, as preparation and self-testing, and never as material carried into a graded assessment.
Sample question (shows the format — your download contains the full set)
Q. A consumer is highly involved in choosing a laptop for professional work and is comfortable evaluating technical specifications. According to the elaboration likelihood model, which element of an advertisement is most likely to persuade her?
- A. The physical attractiveness of the model in the image
- B. The strength of the argument about performance and reliability
- C. The number of times the advertisement is repeated
- D. The background music in the accompanying video
Answer: B. High motivation and high ability to process push the consumer down the central route, where argument quality drives attitude change and produces the more durable attitude. Options A, C and D are peripheral cues. They matter when involvement or ability is low, and here both are high, so relying on them would leave the message underpowered.
Edition & format
- Matches: Advertising, Promotion and Other Aspects of Integrated Marketing Communications, International Edition, 9th Edition, by Terence A. Shimp.
- Format: Digital PDF, delivered instantly after checkout.
- Access: Lifetime — re-download from your account whenever you need it.
International printings differ from the North American edition in pagination and some examples. Please confirm the edition and ISBN above match your course before you buy.
Frequently asked questions
Is this the current edition? This set is prepared against the 9th International Edition specifically. If your course lists the North American printing, choose that listing instead.
How do I receive it? Your file is on the confirmation page the moment checkout completes, and it stays in your account for re-download. Nothing physical is sent.
Do all the questions include rationales? Yes. Each question is followed by an explanation of why the keyed option is right and why the plausible alternatives are not.
Is using a test bank allowed? Treat it the way you would a workbook or a revision guide. Your institution’s academic-integrity policy governs how practice material may be used, and it should never enter a graded assessment.
Related titles for this subject sit in Marketing Test Banks.
Reviews
There are no reviews yet.