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!!!!!

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, Chapter 1— dt




An Overview of Integrated Marketing Communicati
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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 i
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mportance in recent decades. dt dt dt




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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-
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profit 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 marketing ef
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forts.

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




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11. One reason firms have not practiced IMC is because different units within organizations have s
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pecialized in separate aspects of marketing communications.
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12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relat
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ions, and promotion agencies, have been reluctant to broaden their function beyond the one aspect of marke
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ting communications in which they have developed expertise and built their reputations.
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13. In reality, IMC is little more than a management fad that is short lived.
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14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSWER: 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 res
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ults than do the tools used individually. CORRECT ANSWER: F
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16. The integrated marketing communication process starts by determining the strengths and weaknesses o
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f the marketer.
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17. The IMC approach uses the ―inside-out‖ approach in identifying communication vehicles.
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18. The use of integrated marketing communications is restricted to the mass media.
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19. The terms touch point and contact are used interchangeably to mean any message medium capable of r
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eaching target customers and presenting the brand in a favorable light.
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20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand i
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mage and moving consumers to action.
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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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22. Successful marketing communication requires building relationships between brands and their c
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onsumers/customers.

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