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
ma ma

, Chapter 1— ma




ma An Overview of Integrated Marketing Communic
ma ma ma ma ma




ations TRUE/FALSE ma




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




CORRECT ANSWER: T ma ma PTS: 1 m a




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



to- business marketers.
ma ma




CORRECT ANSWER: F ma ma PTS: 1 m a




3. The marketing communications component of the marketing mix has decreased dramatically
ma ma ma ma ma ma ma ma ma ma ma



in importance in recent decades.
ma ma ma ma




CORRECT ANSWER: F ma ma PTS: 1 m a




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




CORRECT ANSWER: T ma ma PTS: 1 m a




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



profit services.
ma




CORRECT ANSWER: F ma ma PTS: 1 m a




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




CORRECT ANSWER: T ma ma PTS: 1 m a




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



ng efforts.
ma




CORRECT ANSWER: T ma ma PTS: 1 m a




Page | 2
ma ma

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



offering from competitive brands. CO
ma ma ma ma




RRECT ANSWER: T ma ma PTS: 1 ma




9. Many companies treat the various communication elements, such as advertising, sales promotions, p
ma ma ma ma ma ma ma ma ma ma ma ma



ublic relations, and so on, as virtually separate activities rather than integrated tools that work together t
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma



o achieve a common goal.
ma ma ma ma




CORRECT ANSWER: T ma ma PTS: 1 m a




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



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




CORRECT ANSWER: F ma ma PTS: 1 m a




11. One reason firms have not practiced IMC is because different units within organizations ha
ma ma ma ma ma ma ma ma ma ma ma ma ma



ve specialized in separate aspects of marketing communications.
ma ma ma ma ma ma ma




CORRECT ANSWER: T ma ma PTS: 1 m a




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



relations, and promotion agencies, have been reluctant to broaden their function beyond the one aspect
ma ma ma ma ma ma ma ma ma ma ma ma ma ma m



of marketing communications in which they have developed expertise and built their reputations.
a ma ma ma ma ma ma ma ma ma ma ma ma




CORRECT ANSWER: T ma ma PTS: 1 m a




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




CORRECT ANSWER: F ma ma PTS: 1 m a




14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSWE
ma ma ma ma ma ma ma ma ma ma ma ma



R: F maPTS: 1 ma




Page | 3 ma ma

, 15. By closely integrating multiple communication tools and media, brand managers achieve duplicit
ma ma ma ma ma ma ma ma ma ma ma



y, which means multiple methods in combination with one another yield more positive communicat
ma ma ma ma ma ma ma ma ma ma ma ma ma



ion results than do the tools used individually. CORRECT ANSWER: F PTS: 1
ma ma ma ma ma ma ma ma ma ma m a




16. The integrated marketing communication process starts by determining the strengths and weakness
ma ma ma ma ma ma ma ma ma ma ma



es of the marketer.
ma ma ma




CORRECT ANSWER: F ma ma PTS: 1 m a




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




CORRECT ANSWER: F ma ma PTS: 1 m a




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




CORRECT ANSWER: F ma ma PTS: 1 m a




19. The terms touch point and contact are used interchangeably to mean any message medium capable
ma ma ma ma ma ma ma ma ma ma ma ma ma ma m



of reaching target customers and presenting the brand in a favorable light.
a ma ma ma ma ma ma ma ma ma ma ma




CORRECT ANSWER: T ma ma PTS: 1 m a




20. Coordination of messages and media is absolutely critical to achieving a strong and unified bra
ma ma ma ma ma ma ma ma ma ma ma ma ma ma



nd image and moving consumers to action.
ma ma ma ma ma ma




CORRECT ANSWER: T ma ma PTS: 1 m a




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



target market‘s mind.
ma ma




CORRECT ANSWER: T ma ma PTS: 1 m a




22. Successful marketing communication requires building relationships between brands and the
ma ma ma ma ma ma ma ma ma



ir consumers/customers.
ma




CORRECT ANSWER: T ma ma PTS: 1 m a




Page | 4 ma ma