C h aPpa tgeer |1 1— AnOverview of IntegratedMarketingCommunications TRUE/FALSE
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,1. Marketingcommunications play an important role for all companies. jl b9 jl jl b9 b9 b9
CORRECTANSWER: T b9 PTS: 1 b 9
2. According to a recent study, integrated marketing communications is seldom employed by business-to-
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business marketers.
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CORRECTANSWER: F b9 PTS: 1 b 9
3. Themarketingcommunicationscomponent ofthemarketing mix has decreased dramaticallyin im
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portance in recent decades.
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CORRECTANSWER: F b9 PTS: 1 b 9
4. Marketing andcommunications are virtuallyinseparable.
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CORRECTANSWER: T b9 PTS: 1 b 9
5. The use of marketing communications is not appropriate for organizations delivering not-for-
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profit services.
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CORRECTANSWER: F b9 PTS: 1 b 9
6. Most marketingcommunications occur at the brand level.
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CORRECTANSWER: T b9 PTS: 1 b 9
7. The termbrand is a convenient (and appropriate) label for describing any object of concerted marketing effo rt
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s.
CORRECTANSWER: T b9 PTS: 1 b 9
Page | 2
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,8. Brandsperforma critical strategic role by providing akeymeansfor differentiatingone company‘s o
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ffering from competitive brands. COR
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RECT ANSWER: T b9 b9 PTS: 1 b9
9. Many companies treat the various communication elements, such as advertising, sales promotions, public r
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elations, and so on, as virtuallyseparate activities ratherthan integrated tools that work together to achieve a co
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mmon goal. b9
CORRECTANSWER: T b9 PTS: 1 b 9
10. Interactive marketingcommunications, or simplyIMC, is the philosophyand practice of carefully c
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oordinating a brand‘s sundrymarketingcommunicationselements.
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CORRECTANSWER: F b9 PTS: 1 b 9
11. Onereasonfirms havenotpracticed IMCisbecausedifferent unitswithin organizationshave spe c
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ialized in separate aspects of marketing communications.
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CORRECTANSWER: T b9 PTS: 1 b 9
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relatio
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ns, and promotion agencies, have been reluctantto broaden their function beyond the one aspect of marketing
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communications in which they have developed expertise and built their reputations.
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CORRECTANSWER: T b9 PTS: 1 b 9
13. In reality, IMC is littlemore than a management fad that is short lived.
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CORRECTANSWER: F b9 PTS: 1 b 9
14. Novicemanagersare more likelythanexperienced managersto practiceIMC. CORRECT ANSWER: F b9 jl jl b9 jl b9 jl b9 b9 b9 b9 b9
PTS: 1 b9
Page | 3b9 b9
, 15. Byclosely integrating multiplecommunication tools and media, brand managers achieve duplicity, wh
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ich means multiple methods in combination with one another yield more positive communication results t
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han do the tools used individually. CORRECT ANSWER: F
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16. The integrated marketing communication process starts by determining the strengths and weaknesses of t
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he marketer.
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CORRECTANSWER: F b9 PTS: 1 b 9
17. The IMC approachuses the―inside-out‖approachinidentifying communication vehicles.
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CORRECTANSWER: F b9 PTS: 1 b 9
18. The use of integrated marketing communications is restricted to themass media.
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CORRECTANSWER: F b9 PTS: 1 b 9
19. The terms touch point and contact are used interchangeably to mean any message medium capable of reac h
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ing target customers and presenting the brand in a favorable light.
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CORRECTANSWER: T b9 PTS: 1 b 9
20. Coordination of messages and media is absolutelycritical to achieving a strong and unified brand ima
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ge and moving consumers to action.
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CORRECTANSWER: T b9 PTS: 1 b 9
21. Apositioning statement is the keyidea that encapsulateswhat a brand is intendedtostandforinits ta
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rgetmarket‘smind.
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CORRECTANSWER: T b9 PTS: 1 b 9
22. Successful marketingcommunicationrequires buildingrelationships betweenbrands andtheir co
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nsumers/customers.
CORRECTANSWER: T b9 PTS: 1 b 9
Page | 4 b9 b9
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,1. Marketingcommunications play an important role for all companies. jl b9 jl jl b9 b9 b9
CORRECTANSWER: T b9 PTS: 1 b 9
2. According to a recent study, integrated marketing communications is seldom employed by business-to-
jl b9 jl jl jl b9 b9 b9 jl b9 jl b9
business marketers.
b9 b9
CORRECTANSWER: F b9 PTS: 1 b 9
3. Themarketingcommunicationscomponent ofthemarketing mix has decreased dramaticallyin im
b9 b9 b9 b9 jl jl jl jl b9 b9 b9
portance in recent decades.
b9 b9 b9
CORRECTANSWER: F b9 PTS: 1 b 9
4. Marketing andcommunications are virtuallyinseparable.
b9 jl b9
CORRECTANSWER: T b9 PTS: 1 b 9
5. The use of marketing communications is not appropriate for organizations delivering not-for-
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profit services.
b9 jl
CORRECTANSWER: F b9 PTS: 1 b 9
6. Most marketingcommunications occur at the brand level.
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CORRECTANSWER: T b9 PTS: 1 b 9
7. The termbrand is a convenient (and appropriate) label for describing any object of concerted marketing effo rt
b9 b9 b9 jl b9 jl b9 b9 b9 b9 jl b9 b9 b9 jl b9 b9
s.
CORRECTANSWER: T b9 PTS: 1 b 9
Page | 2
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,8. Brandsperforma critical strategic role by providing akeymeansfor differentiatingone company‘s o
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ffering from competitive brands. COR
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RECT ANSWER: T b9 b9 PTS: 1 b9
9. Many companies treat the various communication elements, such as advertising, sales promotions, public r
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elations, and so on, as virtuallyseparate activities ratherthan integrated tools that work together to achieve a co
b9 b9 jl jl b9 b9 b9 jl jl jl jl jl b9 b9 b9 jl b9
mmon goal. b9
CORRECTANSWER: T b9 PTS: 1 b 9
10. Interactive marketingcommunications, or simplyIMC, is the philosophyand practice of carefully c
jl b9 b9 b9 b9 b9 b9 b9 b9 jl b9 b9 b9
oordinating a brand‘s sundrymarketingcommunicationselements.
jl jl jl b9 b9
CORRECTANSWER: F b9 PTS: 1 b 9
11. Onereasonfirms havenotpracticed IMCisbecausedifferent unitswithin organizationshave spe c
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ialized in separate aspects of marketing communications.
jl jl b9 b9 b9 b9
CORRECTANSWER: T b9 PTS: 1 b 9
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relatio
b9 b9 b9 b9 jl jl b9 b9 b9 b9 b9 b9 b9 b9 b9 b9
ns, and promotion agencies, have been reluctantto broaden their function beyond the one aspect of marketing
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communications in which they have developed expertise and built their reputations.
b9 b9 jl b9 jl jl b9 jl b9 b9
CORRECTANSWER: T b9 PTS: 1 b 9
13. In reality, IMC is littlemore than a management fad that is short lived.
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CORRECTANSWER: F b9 PTS: 1 b 9
14. Novicemanagersare more likelythanexperienced managersto practiceIMC. CORRECT ANSWER: F b9 jl jl b9 jl b9 jl b9 b9 b9 b9 b9
PTS: 1 b9
Page | 3b9 b9
, 15. Byclosely integrating multiplecommunication tools and media, brand managers achieve duplicity, wh
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ich means multiple methods in combination with one another yield more positive communication results t
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han do the tools used individually. CORRECT ANSWER: F
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16. The integrated marketing communication process starts by determining the strengths and weaknesses of t
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he marketer.
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CORRECTANSWER: F b9 PTS: 1 b 9
17. The IMC approachuses the―inside-out‖approachinidentifying communication vehicles.
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CORRECTANSWER: F b9 PTS: 1 b 9
18. The use of integrated marketing communications is restricted to themass media.
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CORRECTANSWER: F b9 PTS: 1 b 9
19. The terms touch point and contact are used interchangeably to mean any message medium capable of reac h
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ing target customers and presenting the brand in a favorable light.
b9 jl jl b9 b9 b9 jl b9 jl b9
CORRECTANSWER: T b9 PTS: 1 b 9
20. Coordination of messages and media is absolutelycritical to achieving a strong and unified brand ima
b9 b9 b9 b9 b9 b9 jl b9 jl b9 jl b9 jl b9 b9
ge and moving consumers to action.
b9 b9 jl b9 b9
CORRECTANSWER: T b9 PTS: 1 b 9
21. Apositioning statement is the keyidea that encapsulateswhat a brand is intendedtostandforinits ta
b9 jl b9 jl b9 b9 jl b9 b9 b9 jl jl jl b9 b9 b9 b9
rgetmarket‘smind.
b9 b9
CORRECTANSWER: T b9 PTS: 1 b 9
22. Successful marketingcommunicationrequires buildingrelationships betweenbrands andtheir co
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nsumers/customers.
CORRECTANSWER: T b9 PTS: 1 b 9
Page | 4 b9 b9
