TEST BANK FOR Advertising, Promotion, and other aspects of Integrated Marketing Communications 11th Edition by J. Craig Andrews, Terence Shimp ISBN:978-0357983973 COMPLETE GUIDE 100% VERIFIED A+ GRADE ASSURED!!!!!NEW LATEST UPDATE!!!!!

Page | 1
ym ym

, Chapter 1— ym




ym An Overview of Integrated Marketing Communic
ym ym ym ym ym




ations TRUE/FALSE ym




1. Marketing communications play an important role for all companies.
ym ym ym ym ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




2. According to a recent study, integrated marketing communications is seldom employed by business-
ym ym ym ym ym ym ym ym ym ym ym ym



to- business marketers.
ym ym




CORRECT ANSWER: F ym ym PTS: 1 y m




3. The marketing communications component of the marketing mix has decreased dramatically
ym ym ym ym ym ym ym ym ym ym ym



in importance in recent decades.
ym ym ym ym




CORRECT ANSWER: F ym ym PTS: 1 y m




4. Marketing and communications are virtually inseparable.
ym ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




5. The use of marketing communications is not appropriate for organizations delivering not-for-
ym ym ym ym ym ym ym ym ym ym ym



profit services.
ym




CORRECT ANSWER: F ym ym PTS: 1 y m




6. Most marketing communications occur at the brand level.
ym ym ym ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




7. The term brand is a convenient (and appropriate) label for describing any object of concerted market
ym ym ym ym ym ym ym ym ym ym ym ym ym ym ym



ing efforts.
ym




CORRECT ANSWER: T ym ym PTS: 1 y m




Page | 2 ym ym

,8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s
ym ym ym ym ym ym ym ym ym ym ym ym ym ym



offering from competitive brands. CO
ym ym ym ym




RRECT ANSWER: T ym ym PTS: 1 ym




9. Many companies treat the various communication elements, such as advertising, sales promotions, p
ym ym ym ym ym ym ym ym ym ym ym ym



ublic relations, and so on, as virtually separate activities rather than integrated tools that work together
ym ym ym ym ym ym ym ym ym ym ym ym ym ym ym ym



to achieve a common goal.
ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully
ym ym ym ym ym ym ym ym ym ym ym ym



coordinating a brand‘s sundry marketing communications elements.
ym ym ym ym ym ym




CORRECT ANSWER: F ym ym PTS: 1 y m




11. One reason firms have not practiced IMC is because different units within organizations ha
ym ym ym ym ym ym ym ym ym ym ym ym ym



ve specialized in separate aspects of marketing communications.
ym ym ym ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public
ym ym ym ym ym ym ym ym ym ym ym ym ym ym y



mrelations, and promotion agencies, have been reluctant to broaden their function beyond the one aspec
ym ym ym ym ym ym ym ym ym ym ym ym ym ym



t of marketing communications in which they have developed expertise and built their reputations.
ym ym ym ym ym ym ym ym ym ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




13. In reality, IMC is little more than a management fad that is short lived.
ym ym ym ym ym ym ym ym ym ym ym ym ym




CORRECT ANSWER: F ym ym PTS: 1 y m




14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSWE
ym ym ym ym ym ym ym ym ym ym ym ym



R: F ymPTS: 1 ym




Page | 3 ym ym

, 15. By closely integrating multiple communication tools and media, brand managers achieve duplicit
ym ym ym ym ym ym ym ym ym ym ym



y, which means multiple methods in combination with one another yield more positive communicat
ym ym ym ym ym ym ym ym ym ym ym ym ym



ion results than do the tools used individually. CORRECT ANSWER: F PTS: 1
ym ym ym ym ym ym ym ym ym ym y m




16. The integrated marketing communication process starts by determining the strengths and weakness
ym ym ym ym ym ym ym ym ym ym ym



es of the marketer.
ym ym ym




CORRECT ANSWER: F ym ym PTS: 1 y m




17. The IMC approach uses the ―inside-out‖ approach in identifying communication vehicles.
ym ym ym ym ym ym ym ym ym ym




CORRECT ANSWER: F ym ym PTS: 1 y m




18. The use of integrated marketing communications is restricted to the mass media.
ym ym ym ym ym ym ym ym ym ym ym




CORRECT ANSWER: F ym ym PTS: 1 y m




19. The terms touch point and contact are used interchangeably to mean any message medium capable
ym ym ym ym ym ym ym ym ym ym ym ym ym ym



of reaching target customers and presenting the brand in a favorable light.
ym ym ym ym ym ym ym ym ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




20. Coordination of messages and media is absolutely critical to achieving a strong and unified bra
ym ym ym ym ym ym ym ym ym ym ym ym ym ym



nd image and moving consumers to action.
ym ym ym ym ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its
ym ym ym ym ym ym ym ym ym ym ym ym ym ym ym ym ym ym



target market‘s mind.
ym ym




CORRECT ANSWER: T ym ym PTS: 1 y m




22. Successful marketing communication requires building relationships between brands and the
ym ym ym ym ym ym ym ym ym



ir consumers/customers.
ym




CORRECT ANSWER: T ym ym PTS: 1 y m




Page | 4 ym ym