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
zl zl

, Chapter 1— zl




An Overview of Integrated Marketing Communicati
zl zl zl zl zl zl




ons TRUE/FALSE zl




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




CORRECT ANSWER: T zl zl PTS: 1 z l




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



business marketers.
zl zl




CORRECT ANSWER: F zl zl PTS: 1 z l




3. The marketing communications component of the marketing mix has decreased dramatically in i
zl zl zl zl zl zl zl zl zl zl zl zl



mportance in recent decades. zl zl zl




CORRECT ANSWER: F zl zl PTS: 1 z l




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




CORRECT ANSWER: T zl zl PTS: 1 z l




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



profit services.
zl




CORRECT ANSWER: F zl zl PTS: 1 z l




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




CORRECT ANSWER: T zl zl PTS: 1 z l




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



forts.

CORRECT ANSWER: T zl zl PTS: 1 z l




Page | 2
zl zl

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



offering from competitive brands. COR zl zl zl zl




RECT ANSWER: T zl zl PTS: 1 zl




9. Many companies treat the various communication elements, such as advertising, sales promotions, publi
zl zl zl zl zl zl zl zl zl zl zl zl



c relations, and so on, as virtually separate activities rather than integrated tools that work together to achieve
zl zl zl zl zl zl zl zl zl zl zl zl zl zl zl zl zl



a common goal.
zl zl zl




CORRECT ANSWER: T zl zl PTS: 1 z l




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



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




CORRECT ANSWER: F zl zl PTS: 1 z l




11. One reason firms have not practiced IMC is because different units within organizations have sp
zl zl zl zl zl zl zl zl zl zl zl zl zl zl



ecialized in separate aspects of marketing communications.
zl zl zl zl zl zl




CORRECT ANSWER: T zl zl PTS: 1 z l




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



ons, and promotion agencies, have been reluctant to broaden their function beyond the one aspect of marketi
zl zl zl zl zl zl zl zl zl zl zl zl zl zl zl zl



ng communications in which they have developed expertise and built their reputations.
zl zl zl zl zl zl zl zl zl zl zl




CORRECT ANSWER: T zl zl PTS: 1 z l




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




CORRECT ANSWER: F zl zl PTS: 1 z l




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



PTS: 1 zl




Page | 3 zl zl

, 15. By closely integrating multiple communication tools and media, brand managers achieve duplicity, w
zl zl zl zl zl zl zl zl zl zl zl zl



hich means multiple methods in combination with one another yield more positive communication resul
zl zl zl zl zl zl zl zl zl zl zl zl zl



ts than do the tools used individually. CORRECT ANSWER: F
zl zl zl zl PTS: 1 zl zl zl zl zl z l




16. The integrated marketing communication process starts by determining the strengths and weaknesses o
zl zl zl zl zl zl zl zl zl zl zl zl



f the marketer.
zl zl




CORRECT ANSWER: F zl zl PTS: 1 z l




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




CORRECT ANSWER: F zl zl PTS: 1 z l




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




CORRECT ANSWER: F zl zl PTS: 1 z l




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



aching target customers and presenting the brand in a favorable light.
zl zl zl zl zl zl zl zl zl zl




CORRECT ANSWER: T zl zl PTS: 1 z l




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



mage and moving consumers to action.
zl zl zl zl zl




CORRECT ANSWER: T zl zl PTS: 1 z l




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



target market‘s mind.zl zl




CORRECT ANSWER: T zl zl PTS: 1 z l




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



onsumers/customers.

CORRECT ANSWER: T zl zl PTS: 1 z l




Page | 4 zl zl