Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shimp-Test Bank

Chapter 1— An Overview of Integrated Marketing Communications
hj hj hj hj hj hj hj




TRUE/FALSE

1. Marketing hjcommunications hjplay hjan hjimportant hjrole hjfor hjall hjcompanies.

ANS: h j T PTS: h j h j 1

2. According hjto hja hjrecent hjstudy, hjintegrated hjmarketing hjcommunications hjis hjseldom hjemployed hjby
hjbusiness-to- hjbusiness hjmarketers.




ANS: h j F PTS: h j h j 1

3. The hjmarketing hjcommunications hjcomponent hjof hjthe hjmarketing hjmix hjhas hjdecreased
hjdramatically hjin hjimportance hjin hjrecent hjdecades.




ANS: h j F PTS: h j h j 1

4. Marketing hjand hjcommunications hjare hjvirtually hjinseparable.

ANS: h j T PTS: h j h j 1

5. The hjuse hjof hjmarketing hjcommunications hjis hjnot hjappropriate hjfor hjorganizations hjdelivering hjnot-for-
profit hjservices.

ANS: h j F PTS: h j h j 1

6. Most hjmarketing hjcommunications hjoccur hjat hjthe hjbrand hjlevel.

ANS: h j T PTS: h j h j 1

7. The hjterm hjbrand hjis hja hjconvenient hj(and hjappropriate) hjlabel hjfor hjdescribing hjany hjobject hjof
hjconcerted hjmarketing hjefforts.




ANS: h j T PTS: h j h j 1

8. Brands hjperform hja hjcritical hjstrategic hjrole hjby hjproviding hja hjkey hjmeans hjfor hjdifferentiating hjone
hjcompany‘s hjoffering hjfrom hjcompetitive hjbrands.




ANS: h j T PTS: h j h j 1

9. Many hjcompanies hjtreat hjthe hjvarious hjcommunication hjelements, hjsuch hjas hjadvertising, hjsales
hjpromotions, hjpublic hjrelations, hjand hjso hjon, hjas hjvirtually hjseparate hjactivities hjrather hjthan

hjintegrated hjtools hjthat hjwork hjtogether hjto hjachieve hja hjcommon hjgoal.




ANS: h j T PTS: h j h j 1

10. Interactive hjmarketing hjcommunications, hjor hjsimply hjIMC, hjis hjthe hjphilosophy hjand hjpractice hjof
hjcarefully hjcoordinating hja hjbrand‘s hjsundry hjmarketing hjcommunications hjelements.




ANS: h j F PTS: h j h j 1

,11. One hjreason hjfirms hjhave hjnot hjpracticed hjIMC hjis hjbecause hjdifferent hjunits hjwithin hjorganizations
hjhave hjspecialized hjin hjseparate hjaspects hjof hjmarketing hjcommunications.




ANS: h j T PTS: h j h j 1

12. One hjreason hjfirms hjhave hjnot hjpracticed hjIMC hjis hjbecause hjoutside hjsuppliers, hjsuch hjas hjadvertising,
hjpublic hjrelations, hjand hjpromotion hjagencies, hjhave hjbeen hjreluctant hjto hjbroaden hjtheir hjfunction hjbeyond

hjthe hjone hjaspect hjof hjmarketing hjcommunications hjin hjwhich hjthey hjhave hjdeveloped hjexpertise hjand hjbuilt

hjtheir hjreputations.




ANS: h j T PTS: h j h j 1

13. In hjreality, hjIMC hjis hjlittle hjmore hjthan hja hjmanagement hjfad hjthat hjis hjshort hjlived.

ANS: h j F PTS: h j h j 1

14. Novice hjmanagers hjare hjmore hjlikely hjthan hjexperienced hjmanagers hjto hjpractice

IMC. hjANS: h j F
hj PTS: h j 1

15. By hjclosely hjintegrating hjmultiple hjcommunication hjtools hjand hjmedia, hjbrand hjmanagers hjachieve
hjduplicity, hjwhich hjmeans hjmultiple hjmethods hjin hjcombination hjwith hjone hjanother hjyield hjmore hjpositive

hjcommunication hjresults hjthan hjdo hjthe hjtools hjused hjindividually.




ANS: h j F PTS: h j h j 1

16. The hjintegrated hjmarketing hjcommunication hjprocess hjstarts hjby hjdetermining hjthe hjstrengths hjand
hjweaknesses hjof hjthe hjmarketer.




ANS: h j F PTS: h j h j 1

17. The hjIMC hjapproach hjuses hjthe hj―inside-out‖ hjapproach hjin hjidentifying hjcommunication hjvehicles.

ANS: h j F PTS: h j h j 1

18. The hjuse hjof hjintegrated hjmarketing hjcommunications hjis hjrestricted hjto hjthe hjmass hjmedia.

ANS: h j F PTS: h j h j 1

19. The hjterms hjtouch hjpoint hjand hjcontact hjare hjused hjinterchangeably hjto hjmean hjany hjmessage hjmedium
hjcapable hjof hjreaching hjtarget hjcustomers hjand hjpresenting hjthe hjbrand hjin hja hjfavorable hjlight.




ANS: h j T PTS: h j h j 1

20. Coordination hjof hjmessages hjand hjmedia hjis hjabsolutely hjcritical hjto hjachieving hja hjstrong hjand hjunified
hjbrand hjimage hjand hjmoving hjconsumers hjto hjaction.




ANS: h j T PTS: h j h j 1

21. A hjpositioning hjstatement hjis hjthe hjkey hjidea hjthat hjencapsulates hjwhat hja hjbrand hjis hjintended hjto hjstand
hjfor hjin hjits hjtarget hjmarket‘s hjmind.




ANS: h j T PTS: h j h j 1

,22. Successful hjmarketing hjcommunication hjrequires hjbuilding hjrelationships hjbetween hjbrands hjand
hjtheir hjconsumers/customers.




ANS: h j T PTS: h j h j 1

23. One hjthing hjthat hjhas hjnot hjchanged hjin hjmarketing hjcommunication hjpractices hjis hjthe hjdependence hjon
hjmass hjmedia hjadvertising.




ANS: h j F PTS: h j h j 1

24. The hjmixture hjof hjcommunications hjelements hjand hjthe hjdetermination hjof hjmessages, hjmedia, hjand
hjmomentum hjare hjall hjfundamental hjdecisions hjin hjthe hjbrand-level hjmarcom hjdecision hjprocess.




ANS: h j F PTS: h j h j 1

25. The hjvarious hjtypes hjof hjbrand-level hjmarcom hjdecisions hjinclude hjfundamental hjdecisions hjand
hjimplementation hjdecisions.




ANS: h j T PTS: h j h j 1

26. The hjobjective hjof hjmarketing hjcommunications hjis hjto hjenhance hjbrand hjequity hjas hja hjmeans hjof
hjmoving hjcustomers hjto hjfavorable hjaction hjtoward hjthe hjbrand.




ANS: h j T PTS: h j h j 1

27. A hjbrand hjhas hjno hjequity hjif hjconsumers hjare hjunfamiliar hjwith hjit.

ANS: h j T PTS: h j h j 1

28. Selection hjof hjtarget hjsegments hjis hja hjcritical hjstep hjtoward hjeffective hjand hjefficient hjmarketing
hjcommunications.




ANS: h j T PTS: h j h j 1

29. A hjbrand‘s hjname hjis hjthe hjcentral hjidea hjthat hjencapsulates hja hjbrand‘s hjmeaning hjand hjdistinctiveness
hjrelative hjto hjcompetitive hjbrands hjin hjthe hjproduct hjcategory.




ANS: h j F PTS: h j h j 1

30. The hjfundament hjdecisions hjin hjthe hjmarcom hjdecision hjprocess hjare hjconceptual hjand hjstrategic,
hjand hjthe hjimplementation hjdecisions hjare hjpractical hjand hjtactical.




ANS: h j T PTS: h j h j 1

31. There hjis hjan hjoptimum hjmixture hjof hjexpenditures hjbetween hjadvertising hjand hjpromotion hjthat
hjcan hjbe hjdetermined hjusing hjcomputer hjmodels.




ANS: h j F PTS: h j h j 1

32. Systematic hjdecision hjmaking hjrequires hjthat hjmessage hjcontent hjbe hjdictated hjprimarily hjby hjthe hjmedia
hjvehicle hjused hjto hjreach hjthe hjtarget hjaudience.




ANS: h j F PTS: h j h j 1

33. The hjconcept hjof hjmedia hjis hjrelevant hjto hjall hjmarcom hjtools.

, ANS: h j T PTS: h j h j 1

34. The hjultimate hjobjective hjof hjsuccessful hjmarketing hjcommunications hjis hjto hjcut hjcosts.

ANS: h j F PTS: h j h j 1

35. Purchase hjintentions hjare hjnot hjvalid hjcommunication hjmeasures.

ANS: h j F PTS: h j h j 1


MULTIPLE hjCHOICE

1. The hjmarketing hjmix hjfor hja hjbrand hjconsists hjof hj .
a. product
b. price
c. promotion
d. place
e. All hjof hjthese hjare hjcorrect.
hjANS: h j E PTS: h j
h j 1

2. Marketing hjcommunications hjis hjused hjby hjwhich hjtype hjof hjorganization?
a. business-to-business hjorganizations
b. consumer hjmarketing hjorganizations
c. not-for-profit hjorganizations
d. None hjof hjthese hjare hjcorrect.
e. All hjof hjthese hjare hjcorrect.
hjANS: h j E PTS: h j
h j 1

3. Which hjof hjthe hjfollowing hjis hjNOT hja hjform hjof hjmedia hjadvertising?
a. television
b. radio
c. magazines
d. sales hjpromotions
e. newspapers
ANS: h j D PTS: h j h j 1

4. Coupons, hjtrade hjshows, hjbuying hjallowances, hjpremiums, hjand hjprice-off hjdeals hjare hjall hjexamples hjof hj .
a. media hjadvertising
b. promotions
c. place hjadvertising
d. point-of-purchase hjadvertising
e. public hjrelations
ANS: h j B PTS: h j h j 1

5. Which hjterm hjis hjpreferred hjby hjmost hjmarketing hjpractitioners hjto hjrefer hjto hjthe hjcollection hjof
hjadvertising, hjsales hjpromotions, hjpublic hjrelations, hjevent hjmarketing, hjand hjother hjcommunication

hjdevices?

a. marketing hjpromotion
b. promotion
c. sales hjpromotion