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
Chapter 1— An Overview of Integrated Marketing Communications TRUE/FALSE
jl jl jl jl jl jl jl jl

,1. Marketing communications play an important role for all companies.
jl jl jl jl jl jl jl jl




CORRECT ANSWER: T jl jl PTS: 1 j l




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



business marketers.
jl jl




CORRECT ANSWER: F jl jl PTS: 1 j l




3. The marketing communications component of the marketing mix has decreased dramatically in im
jl jl jl jl jl jl jl jl jl jl jl jl



portance in recent decades.
jl jl jl




CORRECT ANSWER: F jl jl PTS: 1 j l




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




CORRECT ANSWER: T jl jl PTS: 1 j l




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



profit services.
jl




CORRECT ANSWER: F jl jl PTS: 1 j l




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




CORRECT ANSWER: T jl jl PTS: 1 j l




7. The term brand is a convenient (and appropriate) label for describing any object of concerted marketing effo
jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl



rts.

CORRECT ANSWER: T jl jl PTS: 1 j l




Page | 2

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



offering from competitive brands. COR
jl jl jl jl




RECT ANSWER: T
jl jl PTS: 1 jl




9. Many companies treat the various communication elements, such as advertising, sales promotions, public r
jl jl jl jl jl jl jl jl jl jl jl jl jl



elations, and so on, as virtually separate activities rather than integrated tools that work together to achieve a co
jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl



mmon goal. jl




CORRECT ANSWER: T jl jl PTS: 1 j l




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



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




CORRECT ANSWER: F jl jl PTS: 1 j l




11. One reason firms have not practiced IMC is because different units within organizations have spe
jl jl jl jl jl jl jl jl jl jl jl jl jl jl



cialized in separate aspects of marketing communications.
jl jl jl jl jl jl




CORRECT ANSWER: T jl jl PTS: 1 j l




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



ns, and promotion agencies, have been reluctant to broaden their function beyond the one aspect of marketing
jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl



communications in which they have developed expertise and built their reputations.
jl jl jl jl jl jl jl jl jl jl




CORRECT ANSWER: T jl jl PTS: 1 j l




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




CORRECT ANSWER: F jl jl PTS: 1 j l




14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSWER: F
jl jl jl jl jl jl jl jl jl jl jl jl jl



PTS: 1 jl




Page | 3

, 15. By closely integrating multiple communication tools and media, brand managers achieve duplicity, wh
jl jl jl jl jl jl jl jl jl jl jl jl



ich means multiple methods in combination with one another yield more positive communication results t
jl jl jl jl jl jl jl jl jl jl jl jl jl jl



han do the tools used individually. CORRECT ANSWER: F
jl jl jl PTS: 1
jl jl jl jl jl j l




16. The integrated marketing communication process starts by determining the strengths and weaknesses of t
jl jl jl jl jl jl jl jl jl jl jl jl jl



he marketer.
jl




CORRECT ANSWER: F jl jl PTS: 1 j l




17. TheIMCapproachuses the―inside-out‖approachinidentifyingcommunicationvehicles.
jl jl jl jl jl jl jl jl jl jl




CORRECT ANSWER: F jl jl PTS: 1 j l




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




CORRECT ANSWER: F jl jl PTS: 1 j l




19. The terms touch point and contact are used interchangeably to mean any message medium capable of reac
jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl



hing target customers and presenting the brand in a favorable light.
jl jl jl jl jl jl jl jl jl jl




CORRECT ANSWER: T jl jl PTS: 1 j l




20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand ima
jl jl jl jl jl jl jl jl jl jl jl jl jl jl jl



ge and moving consumers to action.
jl jl jl jl jl




CORRECT ANSWER: T jl jl PTS: 1 j l




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



target market‘s mind. jl jl




CORRECT ANSWER: T jl jl PTS: 1 j l




22. Successful marketing communication requires building relationships between brands and their co
jl jl jl jl jl jl jl jl jl jl



nsumers/customers.

CORRECT ANSWER: T jl jl PTS: 1 j l




Page | 4