TEST BANK for Advertising, Promotion, and
other aspects of Integrated Marketing
Communications 11th Edition by J. Craig
Andrews & Terence Shimp
COMPLETE CHAPTERS 1-23| EXPERT VERIFIED EXAM
Q&As| GUARANTEED A+ PASS
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, 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.
CORRECT ANSWER: F PTS: 1
6. Most marketing communications occur at the brand level.
CORRECT ANSWER: T PTS: 1
7. The term brand is a convenient (and appropriate) label for describing any object of concerted marketing
efforts.
CORRECT ANSWER: T PTS: 1
8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s offering
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from competitive brands.
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CORRECT ANSWER: T PTS: 1
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,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.
CORRECT ANSWER: T PTS: 1
13. In reality, IMC is little more than a management fad that is short lived.
CORRECT ANSWER: F PTS: 1
14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSWER: F
PTS: 1
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
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, 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 image
and moving consumers to action.
CORRECT ANSWER: T PTS: 1
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target
market‘s mind.
CORRECT ANSWER: T PTS: 1
22. Successful marketing communication requires building relationships between brands and their
consumers/customers.
CORRECT ANSWER: T PTS: 1
23. One thing that has not changed in marketing communication practices is the dependence on mass media
advertising.
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CORRECT ANSWER: F PTS: 1
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other aspects of Integrated Marketing
Communications 11th Edition by J. Craig
Andrews & Terence Shimp
COMPLETE CHAPTERS 1-23| EXPERT VERIFIED EXAM
Q&As| GUARANTEED A+ PASS
Ar
ch
Do
1
c
, 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.
CORRECT ANSWER: F PTS: 1
6. Most marketing communications occur at the brand level.
CORRECT ANSWER: T PTS: 1
7. The term brand is a convenient (and appropriate) label for describing any object of concerted marketing
efforts.
CORRECT ANSWER: T PTS: 1
8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s offering
Ar
from competitive brands.
ch
CORRECT ANSWER: T PTS: 1
Do
2
c
,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.
CORRECT ANSWER: T PTS: 1
13. In reality, IMC is little more than a management fad that is short lived.
CORRECT ANSWER: F PTS: 1
14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSWER: F
PTS: 1
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
Ar
ch
Do
3
c
, 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 image
and moving consumers to action.
CORRECT ANSWER: T PTS: 1
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target
market‘s mind.
CORRECT ANSWER: T PTS: 1
22. Successful marketing communication requires building relationships between brands and their
consumers/customers.
CORRECT ANSWER: T PTS: 1
23. One thing that has not changed in marketing communication practices is the dependence on mass media
advertising.
Ar
ch
CORRECT ANSWER: F PTS: 1
Do
4
c
