Chapter 1— An Overview of Integrated Marketing Communications
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1. Marketing communications play an important role for all companies.
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2. According to a recent study, integrated marketing communications is seldom employed by business-to-
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business marketers.
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3. The marketing communications component of the marketing mix has decreased dramatically in
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importance in recent decades.
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4. Marketing and communications are virtually inseparable.
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5. The use of marketing communications is not appropriate for organizations delivering not-for-profit
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services.
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6. Most marketing communications occur at the brand level.
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7. The term brand is a convenient (and appropriate) label for describing any object of concerted
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marketing efforts.
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8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s
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offering from competitive brands.
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ANS: T l PTS: l l 1
9. Many companies treat the various communication elements, such as advertising, sales promotions,
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public relations, and so on, as virtually separate activities rather than integrated tools that work
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together to achieve a common goal.
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ANS: T l PTS: l l 1
10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully
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coordinating a brand‘s sundry marketing communications elements.
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ANS: F l PTS: l l 1
,11. One reason firms have not practiced IMC is because different units within organizations have
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specialized in separate aspects of marketing communications.
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ANS: T l PTS: l l 1
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public
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relations, and promotion agencies, have been reluctant to broaden their function beyond the one aspect of
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marketing communications in which they have developed expertise and built their reputations.
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ANS: T l PTS: l l 1
13. In reality, IMC is little more than a management fad that is short lived.
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ANS: F l PTS: l l 1
14. Novice managers are more likely than experienced managers to practice IMC.
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ANS: F
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15. By closely integrating multiple communication tools and media, brand managers achieve duplicity,
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which means multiple methods in combination with one another yield more positive communication
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results than do the tools used individually.
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ANS: F l PTS: l l 1
16. The integrated marketing communication process starts by determining the strengths and weaknesses of
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the marketer.
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ANS: F l PTS: l l 1
17. The IMC approach uses the ―inside-out‖ approach in identifying communication vehicles.
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ANS: F l PTS: l l 1
18. The use of integrated marketing communications is restricted to the mass media.
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ANS: F l PTS: l l 1
19. The terms touch point and contact are used interchangeably to mean any message medium capable of
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reaching target customers and presenting the brand in a favorable light.
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ANS: T l PTS: l l 1
20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
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image and moving consumers to action.
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ANS: T l PTS: l l 1
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its
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target market‘s mind.
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ANS: T l PTS: l l 1
, 22. Successful marketing communication requires building relationships between brands and their
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consumers/customers.
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ANS: T l PTS: l l 1
23. One thing that has not changed in marketing communication practices is the dependence on mass
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media advertising.
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ANS: F l PTS: l l 1
24. The mixture of communications elements and the determination of messages, media, and momentum
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are all fundamental decisions in the brand-level marcom decision process.
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ANS: F l PTS: l l 1
25. The various types of brand-level marcom decisions include fundamental decisions and implementation
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decisions.
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26. The objective of marketing communications is to enhance brand equity as a means of moving
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customers to favorable action toward the brand.
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ANS: T l PTS: l l 1
27. A brand has no equity if consumers are unfamiliar with it.
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ANS: T l PTS: l l 1
28. Selection of target segments is a critical step toward effective and efficient marketing communications.
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ANS: T l PTS: l l 1
29. A brand‘s name is the central idea that encapsulates a brand‘s meaning and distinctiveness relative to
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competitive brands in the product category.
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ANS: F l PTS: l l 1
30. The fundament decisions in the marcom decision process are conceptual and strategic, and the
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implementation decisions are practical and tactical.
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ANS: T l PTS: l l 1
31. There is an optimum mixture of expenditures between advertising and promotion that can be
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determined using computer models.
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ANS: F l PTS: l l 1
32. Systematic decision making requires that message content be dictated primarily by the media vehicle
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used to reach the target audience.
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ANS: F l PTS: l l 1
33. The concept of media is relevant to all marcom tools.
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,TRUE/FALSE
1. Marketing communications play an important role for all companies.
l l l l l l l l
ANS: T l PTS: l l 1
2. According to a recent study, integrated marketing communications is seldom employed by business-to-
l l l l l l l l l l l l
business marketers.
l l
ANS: F l PTS: l l 1
3. The marketing communications component of the marketing mix has decreased dramatically in
l l l l l l l l l l l
importance in recent decades.
l l l l
ANS: F l PTS: l l 1
4. Marketing and communications are virtually inseparable.
l l l l l
ANS: T l PTS: l l 1
5. The use of marketing communications is not appropriate for organizations delivering not-for-profit
l l l l l l l l l l l
services.
l
ANS: F l PTS: l l 1
6. Most marketing communications occur at the brand level.
l l l l l l l
ANS: T l PTS: l l 1
7. The term brand is a convenient (and appropriate) label for describing any object of concerted
l l l l l l l l l l l l l l
marketing efforts.
l l
ANS: T l PTS: l l 1
8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s
l l l l l l l l l l l l l l
offering from competitive brands.
l l l l
ANS: T l PTS: l l 1
9. Many companies treat the various communication elements, such as advertising, sales promotions,
l l l l l l l l l l l
public relations, and so on, as virtually separate activities rather than integrated tools that work
l l l l l l l l l l l l l l l
together to achieve a common goal.
l l l l l l
ANS: T l PTS: l l 1
10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully
l l l l l l l l l l l l
coordinating a brand‘s sundry marketing communications elements.
l l l l l l l
ANS: F l PTS: l l 1
,11. One reason firms have not practiced IMC is because different units within organizations have
l l l l l l l l l l l l l
specialized in separate aspects of marketing communications.
l l l l l l l
ANS: T l PTS: l l 1
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public
l l l l l l l l l l l l l l
relations, and promotion agencies, have been reluctant to broaden their function beyond the one aspect of
l l l l l l l l l l l l l l l l
marketing communications in which they have developed expertise and built their reputations.
l l l l l l l l l l l l
ANS: T l PTS: l l 1
13. In reality, IMC is little more than a management fad that is short lived.
l l l l l l l l l l l l l
ANS: F l PTS: l l 1
14. Novice managers are more likely than experienced managers to practice IMC.
l l l l l l l l l l
ANS: F
l l PTS: 1 l
15. By closely integrating multiple communication tools and media, brand managers achieve duplicity,
l l l l l l l l l l l
which means multiple methods in combination with one another yield more positive communication
l l l l l l l l l l l l l
results than do the tools used individually.
l l l l l l l
ANS: F l PTS: l l 1
16. The integrated marketing communication process starts by determining the strengths and weaknesses of
l l l l l l l l l l l l
the marketer.
l l
ANS: F l PTS: l l 1
17. The IMC approach uses the ―inside-out‖ approach in identifying communication vehicles.
l l l l l l l l l l
ANS: F l PTS: l l 1
18. The use of integrated marketing communications is restricted to the mass media.
l l l l l l l l l l l
ANS: F l PTS: l l 1
19. The terms touch point and contact are used interchangeably to mean any message medium capable of
l l l l l l l l l l l l l l l
reaching target customers and presenting the brand in a favorable light.
l l l l l l l l l l l
ANS: T l PTS: l l 1
20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
l l l l l l l l l l l l l l
image and moving consumers to action.
l l l l l l
ANS: T l PTS: l l 1
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its
l l l l l l l l l l l l l l l l l l
target market‘s mind.
l l l
ANS: T l PTS: l l 1
, 22. Successful marketing communication requires building relationships between brands and their
l l l l l l l l l
consumers/customers.
l
ANS: T l PTS: l l 1
23. One thing that has not changed in marketing communication practices is the dependence on mass
l l l l l l l l l l l l l l
media advertising.
l l
ANS: F l PTS: l l 1
24. The mixture of communications elements and the determination of messages, media, and momentum
l l l l l l l l l l l l
are all fundamental decisions in the brand-level marcom decision process.
l l l l l l l l l l
ANS: F l PTS: l l 1
25. The various types of brand-level marcom decisions include fundamental decisions and implementation
l l l l l l l l l l l
decisions.
l
ANS: T l PTS: l l 1
26. The objective of marketing communications is to enhance brand equity as a means of moving
l l l l l l l l l l l l l l
customers to favorable action toward the brand.
l l l l l l l
ANS: T l PTS: l l 1
27. A brand has no equity if consumers are unfamiliar with it.
l l l l l l l l l l
ANS: T l PTS: l l 1
28. Selection of target segments is a critical step toward effective and efficient marketing communications.
l l l l l l l l l l l l l
ANS: T l PTS: l l 1
29. A brand‘s name is the central idea that encapsulates a brand‘s meaning and distinctiveness relative to
l l l l l l l l l l l l l l l
competitive brands in the product category.
l l l l l l
ANS: F l PTS: l l 1
30. The fundament decisions in the marcom decision process are conceptual and strategic, and the
l l l l l l l l l l l l l
implementation decisions are practical and tactical.
l l l l l l
ANS: T l PTS: l l 1
31. There is an optimum mixture of expenditures between advertising and promotion that can be
l l l l l l l l l l l l l
determined using computer models.
l l l l
ANS: F l PTS: l l 1
32. Systematic decision making requires that message content be dictated primarily by the media vehicle
l l l l l l l l l l l l l
used to reach the target audience.
l l l l l l
ANS: F l PTS: l l 1
33. The concept of media is relevant to all marcom tools.
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