,Chapter 01 Test Bank
Student: ___________________________________________________________________________
1. Digital/online advertising account for the majority of companies' marketing communications expenditures.
True False
2. Not all marketing transactions involve the exchange of money for a product or service.
True False
3. The status gained from owning a particular brand is an example of a functional benefit.
True False
4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
True False
5. The integrated marketing communications approach calls for a centralized messaging function so that everything a company says
and does communicates a common theme and positioning.
True False
6. The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand
and shareholder value.
True False
7. One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various
communications functions.
True False
01-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,8. There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other
mass media is fragmenting at an accelerating rate.
True False
9. Traditional print advertising is expected to increase by 45 percent from 2016 to 2020.
True False
10. Most consumers in the millennial generation age cohort are very receptive to traditional advertising.
True False
11. Implicit communication has been defined as the coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea.
True False
12. The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message
recipient.
True False
13. Media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message.
True False
14. Primary-demand advertising focuses on creating demand for a specific company's brands.
True False
15. Business-to-business advertising is limited to industrial goods; services such as insurance and finance and banking are not
included in this category.
True False
01-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 16. Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a
company's product in their business operations is referred to as trade advertising.
True False
17. Traditionally, direct selling via independent contractors has been the primary medium for direct-response advertising.
True False
18. Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to
influence a customer’s shopping experience, including research before a purchase and service after a sale.
True False
19. When Bumble Bee Tuna participates in a trade show to encourage retailers to stock and promote its products, it is engaged in a
consumer-oriented sales promotion.
True False
20. An advantage of publicity over other forms of promotion is its credibility.
True False
21. Publicity is always under the control of an organization, so the organization can make sure it is positive.
True False
22. Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect
receives that is beyond the control of the organization.
True False
23. Earned media refers to channels of marketing communication that a company controls, such as its websites, blogs, and mobile
apps as well as social media channels such as Facebook, Twitter, Instagram, and YouTube.
True False
01-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Student: ___________________________________________________________________________
1. Digital/online advertising account for the majority of companies' marketing communications expenditures.
True False
2. Not all marketing transactions involve the exchange of money for a product or service.
True False
3. The status gained from owning a particular brand is an example of a functional benefit.
True False
4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
True False
5. The integrated marketing communications approach calls for a centralized messaging function so that everything a company says
and does communicates a common theme and positioning.
True False
6. The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand
and shareholder value.
True False
7. One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various
communications functions.
True False
01-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,8. There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other
mass media is fragmenting at an accelerating rate.
True False
9. Traditional print advertising is expected to increase by 45 percent from 2016 to 2020.
True False
10. Most consumers in the millennial generation age cohort are very receptive to traditional advertising.
True False
11. Implicit communication has been defined as the coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea.
True False
12. The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message
recipient.
True False
13. Media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message.
True False
14. Primary-demand advertising focuses on creating demand for a specific company's brands.
True False
15. Business-to-business advertising is limited to industrial goods; services such as insurance and finance and banking are not
included in this category.
True False
01-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 16. Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a
company's product in their business operations is referred to as trade advertising.
True False
17. Traditionally, direct selling via independent contractors has been the primary medium for direct-response advertising.
True False
18. Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to
influence a customer’s shopping experience, including research before a purchase and service after a sale.
True False
19. When Bumble Bee Tuna participates in a trade show to encourage retailers to stock and promote its products, it is engaged in a
consumer-oriented sales promotion.
True False
20. An advantage of publicity over other forms of promotion is its credibility.
True False
21. Publicity is always under the control of an organization, so the organization can make sure it is positive.
True False
22. Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect
receives that is beyond the control of the organization.
True False
23. Earned media refers to channels of marketing communication that a company controls, such as its websites, blogs, and mobile
apps as well as social media channels such as Facebook, Twitter, Instagram, and YouTube.
True False
01-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
