Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications 11th Edition by Andrews

Chapter 01 - An Overview of Integrated Marketing Communications
1. Locational targeting of customers within designated areas is known as geo-conquesting.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications and the marcom
tools used by practitioners.
KEYWORDS: Remember

2. Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing
communications.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
KEYWORDS: Understand

3. The promotional mix is the collection of specific elements of a brand’s 4Ps—product, place (distribution), price, and
promotion—and usually aimed at a target market.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0102 - Differentiate among the following terms: the marketing mix,
marketing, communications, marketing communications, the promotional mix, and integrated
marketing communications.
KEYWORDS: Remember

4. When companies use promotions applied to their competitor’s location, it is referred to as geo-conquesting.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
Page 1

,LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications and the marcom
tools used by practitioners.
KEYWORDS: Remember

5. The use of marketing communications is not appropriate for nonprofit organizations.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications and the marcom
tools used by practitioners.
KEYWORDS: Remember

6. Paid media refers to publicity gained through advertising in which the firm’s brand pays to leverage a media channel
(e.g., display ads, paid search).
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an integrated
communications program.
KEYWORDS: Remember

7. Geo-fencing is the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger
a response when a mobile device enters or leaves a particular area.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an integrated
communications program.
KEYWORDS: Remember

8. Central to the definition of marketing communications is the notion that all marketing mix variables, and not just
promotion alone, can communicate with customers.
a. True
b. False
ANSWER: True
Page 2

,POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-2 Marketing Communications Objectives and Terminology
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications and the marcom
tools used by practitioners.
KEYWORDS: Remember

9. Organizations traditionally have handled advertising, sales promotions, mobile advertising, social media, and other
communication tools as virtually separate practices and organizational units rather than having generalized knowledge and
experience across all tools.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC program.
KEYWORDS: Remember

10. Interactive marketing communications is the coordination of the promotional mix elements with each other and with
the other elements of the brand’s marketing mix such that all elements speak with one voice.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated marketing
communications (IMC) and the five key features of IMC.
KEYWORDS: Remember

11. Geo-conquesting is a technique that uses location data (via GPS or RFID technology) to identify a brand’s competitors
in an effort to promote a competing or competitive offering to their customers.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications and the marcom
tools used by practitioners.
KEYWORDS: Remember
Page 3

, 12. One reason firms have not practiced integrated marketing communications is because outside suppliers, such as
advertising agencies, public relations agencies, social media firms, and sales promotion agencies, have tended to
specialize in single facets of marketing communications rather than to possess expertise across the board.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC program.
KEYWORDS: Remember

13. Trade sales promotion includes the use of coupons, premiums, free samples, contests/sweepstakes, and rebates.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an integrated
communications program.
KEYWORDS: Remember

14. Novice managers are more likely than experienced managers to practice integrated marketing communications.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC program.
KEYWORDS: Remember

15. By closely integrating multiple communication tools and media, brand managers achieve duplicity, which means
multiple communication tools in conjunction with one another can produce greater results than tools used individually and
in an uncoordinated fashion.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
Page 4