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

, Franklyn A Plus Pass



Chapter 1— An Overview of Integrated Marketing Communications

TRUE/FALSE

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

CORRECT ANSWER: T PTS: 1



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

CORRECT ANSWER: F PTS: 1



3. The marketing communications component of the marketing mix has decreased dramatically in
importance in recent decades.

CORRECT ANSWER: F PTS: 1



4. Marketing and communications are virtually inseparable.

CORRECT ANSWER: T PTS: 1



5. The use of marketing communications is not appropriate for organizations delivering not-for-profit
services.
Fr




CORRECT ANSWER: F PTS: 1
an




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




CORRECT ANSWER: T PTS: 1
yn
e




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




efforts.

CORRECT ANSWER: T PTS: 1
pl
u sP




Page | 2
as
s

, Franklyn A Plus Pass



8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s
offering from competitive brands.

CORRECT ANSWER: T PTS: 1



9. Many companies treat the various communication elements, such as advertising, sales promotions,
public relations, and so on, as virtually separate activities rather than integrated tools that work together to
achieve a common goal.

CORRECT ANSWER: T PTS: 1



10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully
coordinating a brand‘s sundry marketing communications elements.

CORRECT ANSWER: F PTS: 1



11. One reason firms have not practiced IMC is because different units within organizations have
specialized in separate aspects of marketing communications.

CORRECT ANSWER: T PTS: 1



12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public
relations, and promotion agencies, have been reluctant to broaden their function beyond the one aspect of
marketing communications in which they have developed expertise and built their reputations.
Fr




CORRECT ANSWER: T PTS: 1
an
kl




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




CORRECT ANSWER: F PTS: 1
e




14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSWER:
A




F PTS: 1
pl
u sP




Page | 3
as
s

, Franklyn A Plus Pass



15. By closely integrating multiple communication tools and media, brand managers achieve duplicity,
which means multiple methods in combination with one another yield more positive communication
results than do the tools used individually. CORRECT ANSWER: F PTS: 1



16. The integrated marketing communication process starts by determining the strengths and weaknesses
of the marketer.

CORRECT ANSWER: F PTS: 1



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

CORRECT ANSWER: F PTS: 1



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

CORRECT ANSWER: F PTS: 1



19. The terms touch point and contact are used interchangeably to mean any message medium capable of
reaching target customers and presenting the brand in a favorable light.

CORRECT ANSWER: T PTS: 1



20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
Fr




image and moving consumers to action.
an




CORRECT ANSWER: T PTS: 1
kl




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




target market‘s mind.
e




CORRECT ANSWER: T PTS: 1
A




22. Successful marketing communication requires building relationships between brands and their
pl




consumers/customers.
u




CORRECT ANSWER: T PTS: 1
sP




Page | 4
as
s