TEST BANK FOR Advertising, Promotion, and other aspects of Integrated Marketing Communications 11th Edition by J. Craig Andrews, Terence ISBN:9789814624558 GUIDE ALL CHAPTERS COVERED 100% VERIFIED A+ GRADE ASSURED!!!!! NEW LATEST UPDATE!!!!!

Page |
b3 b3


1

,Chapter 1— An Overview of Integrated Marketing Communications TRUE/FALSE
b3 b3 b3 b 3 b3 b3 b3 b 3


1. Marketing communications play an important role for all companies.
b3 b3 b3 b3 b3 b3 b3 b3




CORRECT ANSWER: T b3 b3 PTS: 1



2. According to a recent study, integrated marketing communications is seldom employed by busi
b3 b3 b3 b3 b 3 b3 b3 b3 b 3 b3 b3 b3


ness-to- business marketers.
b3 b3




CORRECT ANSWER: F b3 b3 PTS: 1



3. The marketing communications component of the marketing mix has decreased dramaticall
b3 J# b3 J# b3 b3 b3 b3 b3 b3


y i n importance in recent decades.
b3 b3 b3 b3 b3 b3




Page | b3 b3


2

,CORRECT ANSWER: F b3 b3 PTS: 1



4. Marketing and communications are virtually inseparable.
b3 b3 b3 b3 b3




CORRECT ANSWER: T b3 b3 PTS: 1



5. The use of marketing communications is not appropriate for organizations delivering not-
b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 J#



for-profit services. b3




CORRECT ANSWER: F b3 b3 PTS: 1



6. Most marketing communications occur at the brand level.
b3 b3 b3 b3 b3 b3 b3




CORRECT ANSWER: T b3 b3 PTS: 1



7. The term brand is a convenient (and appropriate) label for describing any object of concerted mark
b3 b3 b3 b3 J# b3 J# b3 b3 b3 b3 b3 b3 b3 b3


et i ng efforts.
b3 b3




CORRECT ANSWER: T b3 b3 PTS: 1




Page | b3 b3


3

, 8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s
b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3


of fering from competitive brands. CO
b3 b3 J# b3 b3 b3




RRECT ANSWER: T b 3 b 3




PTS:

1



9. Many companies treat the various communication elements, such as advertising, sales promotions,
b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b


3pu blic relations, and so on, as virtually separate activities rather than integrated tools that
b3 b3 b3 b3 b3 b3 b3 b3 b 3 b 3 b3 b3 b3 b3 b 3


work togethe r to achieve a common goal.
b3 b3 b3 b3 b3 J# J#




CORRECT ANSWER: T b3 b3 PTS: 1



10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefull
b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3


y c oordinating a brand‘s sundry marketing communications elements.
b3 b3 b3 J# b3 b3 b3 b3




CORRECT ANSWER: F b3 b3 PTS: 1



11. One reason firms have not practiced IMC is because different units within organizations
b3 b3 b3 b3 J# J# b3 b3 b3 b3 b3 b3 b3


h a ve specialized in separate aspects of marketing communications.
b3 b3 b3 b3 b3 b3 b3 b3 b3




CORRECT ANSWER: T b3 b3 PTS: 1



12. One reason firms have not practiced IMC is because outside suppliers, such as advert
b 3 b 3 b 3 b 3 b 3 b 3 b 3 b 3 b 3 b 3 b 3 b 3 b 3


ising, p ubli c relations, and promotion agencies, have been reluctant to broaden their function bey
b 3 b3 b3 b 3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 J#



ond the one a sp ect of marketing communications in which they have developed expertise a
J# b3 b3 b3 b 3 b3 b 3 b 3 b 3 b 3 b3 b 3 b 3 b 3 b 3


nd built their reput ations.
b 3 b 3 b3 b3




CORRECT ANSWER: T b3 b3 PTS: 1



13. In reality, IMC is little more than a management fad that is short lived.
b3 b 3 b3 b3 b3 b 3 b3 b3 b3 b3 b 3 b3 b3




CORRECT ANSWER: F b3 b3 PTS: 1



14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANS
b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3 b3


W E R: F PTS: 1
b3 b3 b 3 b 3




Page | b3 b3


4