Chapter 1 Integrated Marketing Communications
1) The Ron Jon Surf Shop logo has helped increase brand recall.
Answer: TRUE
Diff: 1 Page Ref: 2
2) Ron Jon Surf Shop's failure to effectively create cooperative advertising tie-ins hurt the
company's sales in the 1990s.
Answer: FALSE
Diff: 2 Page Ref: 3
3) The push for accountability is being driven by chief executive officers, brand
managers, creatives, and account managers.
Answer: FALSE
Diff: 1 Page Ref: 4
Objective: 1-1
4) In recent years, the nature of the job of advertising account executive has changed due
to new pressures for accountability.
Answer: TRUE
Diff: 1 Page Ref: 4
Objective: 1-1
5) A brand manager is the individual who oversees a line of products on behalf of an
advertising agency.
Answer: FALSE
Diff: 1 Page Ref: 5
,Objective: 1-1
6) The people who develop advertisements and promotional campaigns are called
creatives.
Answer: TRUE
Diff: 1 Page Ref: 5
Objective: 1-1
7) Brand managers, creatives, and account executives all have new tasks associated with
creating strategies to send an integrated message in today's marketing environment.
Answer: TRUE
Diff: 2 Page Ref: 5
Objective: 1-1
8) Companies are cutting expenditures on traditional media and are now moving to
nontraditional or alternative media.
Answer: TRUE
Diff: 2 Page Ref: 5
Objective: 1-1
9) Current thinking in marketing is that engaging with consumers is the most important
ingredient in a successful communications program.
Answer: TRUE
Diff: 2 Page Ref: 5
Objective: 1-1
,10) Communication is defined as transmitting, receiving, and processing information.
Answer: TRUE
Diff: 1 Page Ref: 5
Skill: AACSB: Communication
Objective: 1-2
11) Companies that use advertisements to send messages to customers are the senders in
a communications model.
Answer: TRUE
Diff: 1 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
12) When an advertising creative takes an idea and transforms it into an ad, the process is
known as encoding in a communications model.
Answer: TRUE
Diff: 2 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
13) The process of creating television commercials, print ads, and retail coupons are
examples of encoding.
Answer: TRUE
Diff: 2 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
, 14) Televisions sets and billboards are examples of senders in the communication process.
Answer: FALSE
Diff: 2 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
15) Decoding occurs when the message is interpreted by the receiver.
Answer: TRUE
Diff: 1 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
1) The Ron Jon Surf Shop logo has helped increase brand recall.
Answer: TRUE
Diff: 1 Page Ref: 2
2) Ron Jon Surf Shop's failure to effectively create cooperative advertising tie-ins hurt the
company's sales in the 1990s.
Answer: FALSE
Diff: 2 Page Ref: 3
3) The push for accountability is being driven by chief executive officers, brand
managers, creatives, and account managers.
Answer: FALSE
Diff: 1 Page Ref: 4
Objective: 1-1
4) In recent years, the nature of the job of advertising account executive has changed due
to new pressures for accountability.
Answer: TRUE
Diff: 1 Page Ref: 4
Objective: 1-1
5) A brand manager is the individual who oversees a line of products on behalf of an
advertising agency.
Answer: FALSE
Diff: 1 Page Ref: 5
,Objective: 1-1
6) The people who develop advertisements and promotional campaigns are called
creatives.
Answer: TRUE
Diff: 1 Page Ref: 5
Objective: 1-1
7) Brand managers, creatives, and account executives all have new tasks associated with
creating strategies to send an integrated message in today's marketing environment.
Answer: TRUE
Diff: 2 Page Ref: 5
Objective: 1-1
8) Companies are cutting expenditures on traditional media and are now moving to
nontraditional or alternative media.
Answer: TRUE
Diff: 2 Page Ref: 5
Objective: 1-1
9) Current thinking in marketing is that engaging with consumers is the most important
ingredient in a successful communications program.
Answer: TRUE
Diff: 2 Page Ref: 5
Objective: 1-1
,10) Communication is defined as transmitting, receiving, and processing information.
Answer: TRUE
Diff: 1 Page Ref: 5
Skill: AACSB: Communication
Objective: 1-2
11) Companies that use advertisements to send messages to customers are the senders in
a communications model.
Answer: TRUE
Diff: 1 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
12) When an advertising creative takes an idea and transforms it into an ad, the process is
known as encoding in a communications model.
Answer: TRUE
Diff: 2 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
13) The process of creating television commercials, print ads, and retail coupons are
examples of encoding.
Answer: TRUE
Diff: 2 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
, 14) Televisions sets and billboards are examples of senders in the communication process.
Answer: FALSE
Diff: 2 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
15) Decoding occurs when the message is interpreted by the receiver.
Answer: TRUE
Diff: 1 Page Ref: 6
Skill: AACSB: Communication
Objective: 1-2
