C h aPpa tgeer |1 1— AnOverviewofIntegratedMarketingCommunications TRUE/FALSE
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,1. Marketingcommunications playan important role for all companies. jl gt jl jl gt gt gt
CORRECTANSWER:T gt PTS: 1 g t
2. According toa recent study, integrated marketing communications is seldomemployed by business-to-
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businessmarketers.
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CORRECTANSWER: F gt PTS: 1 g t
3. Themarketingcommunicationscomponentofthemarketing mix has decreased dramaticallyin im p
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ortance in recent decades.
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CORRECTANSWER: F gt PTS: 1 g t
4. Marketing andcommunications are virtuallyinseparable.
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CORRECTANSWER:T gt PTS: 1 g t
5. The use of marketingcommunications is not appropriatefororganizations delivering not-for-
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profit services.
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CORRECTANSWER: F gt PTS: 1 g t
6. Most marketingcommunications occurat thebrand level.
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CORRECTANSWER:T gt PTS: 1 g t
7. The termbrandis a convenient (andappropriate) label for describing anyobject of concerted marketing effo rts.
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CORRECTANSWER:T gt PTS: 1 g t
Page | 2
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,8. Brandsperforma criticalstrategicrole byprovidingakeymeansfor differentiatingone company‘s of
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fering from competitive brands. COR
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RECT ANSWER: T gt gt PTS: 1 gt
9. Many companies treat the various communication elements, such as advertising, sales promotions, public r e
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lations, and so on, as virtuallyseparate activities ratherthan integrated tools that work together to achieve a co m
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mongoal.
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CORRECTANSWER:T gt PTS: 1 g t
10. Interactive marketingcommunications, or simplyIMC, is the philosophyand practice of carefully co
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ordinating a brand‘s sundrymarketingcommunicationselements.
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CORRECTANSWER: F gt PTS: 1 g t
11. Onereasonfirms havenotpracticed IMCisbecausedifferent unitswithin organizationshave spe ci
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alized in separate aspects of marketing communications.
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CORRECTANSWER:T gt PTS: 1 g t
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relatio ns
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, and promotion agencies, have been reluctantto broaden their function beyond the one aspect of marketing com
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munications in which they have developed expertise and built their reputations.
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CORRECTANSWER:T gt PTS: 1 g t
13. In reality,IMCis littlemorethana management fad that is short lived.
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CORRECTANSWER: F gt PTS: 1 g t
14. Novicemanagersare more likelythanexperienced managersto practiceIMC. CORRECTANSWER: F P gt jl jl gt jl gt jl gt gt gt gt gt
TS: 1 gt
Page | 3 gt gt
, 15. Byclosely integrating multiplecommunication tools and media, brand managers achieve duplicity, wh i
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ch means multiple methods in combination with one another yield more positive communication results t h
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an do the tools used individually. CORRECT ANSWER: F
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16. The integrated marketingcommunication process starts by determining the strengths and weaknesses of t h
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e marketer.
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CORRECTANSWER: F gt PTS: 1 g t
17. The IMC approachuses the―inside-out‖approachinidentifying communication vehicles.
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CORRECTANSWER: F gt PTS: 1 g t
18. The use of integrated marketingcommunications is restricted to themass media.
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CORRECTANSWER: F gt PTS: 1 g t
19. The terms touch pointand contact are used interchangeablyto mean anymessage medium capableof reac hi
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ng target customers and presenting the brand in a favorable light.
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CORRECTANSWER:T gt PTS: 1 g t
20. Coordination of messages and media is absolutelycritical toachieving a strong and unified brand ima g
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e and moving consumers to action.
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CORRECTANSWER:T gt PTS: 1 g t
21. Apositioning statementis thekeyidea thatencapsulateswhata brand is intendedtostandforinits ta
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rgetmarket‘smind.
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CORRECTANSWER:T gt PTS: 1 g t
22. Successful marketingcommunicationrequires buildingrelationships betweenbrands andtheir co n
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sumers/customers.
CORRECTANSWER:T gt PTS: 1 g t
Page | 4 gt gt
jl jl jl gt gt jl jl gt gt jl gt gtjl gt jl
,1. Marketingcommunications playan important role for all companies. jl gt jl jl gt gt gt
CORRECTANSWER:T gt PTS: 1 g t
2. According toa recent study, integrated marketing communications is seldomemployed by business-to-
jl gt jl jl jl gt gt gt jl gt jl gt
businessmarketers.
gt gt
CORRECTANSWER: F gt PTS: 1 g t
3. Themarketingcommunicationscomponentofthemarketing mix has decreased dramaticallyin im p
gt gt gt gt jl jl jl jl gt gt gt
ortance in recent decades.
gt gt gt
CORRECTANSWER: F gt PTS: 1 g t
4. Marketing andcommunications are virtuallyinseparable.
gt jl gt
CORRECTANSWER:T gt PTS: 1 g t
5. The use of marketingcommunications is not appropriatefororganizations delivering not-for-
gt gt gt gt gt jl gt gt gt gt jl
profit services.
gt jl
CORRECTANSWER: F gt PTS: 1 g t
6. Most marketingcommunications occurat thebrand level.
gt gt jl gt jl gt gt
CORRECTANSWER:T gt PTS: 1 g t
7. The termbrandis a convenient (andappropriate) label for describing anyobject of concerted marketing effo rts.
gt gt gt jl gt jl gt gt gt gt jl gt gt gt jl gt gt
CORRECTANSWER:T gt PTS: 1 g t
Page | 2
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,8. Brandsperforma criticalstrategicrole byprovidingakeymeansfor differentiatingone company‘s of
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fering from competitive brands. COR
jl jl gt gt
RECT ANSWER: T gt gt PTS: 1 gt
9. Many companies treat the various communication elements, such as advertising, sales promotions, public r e
gt jl gt gt gt gt gt jl gt gt jl gt gt gt
lations, and so on, as virtuallyseparate activities ratherthan integrated tools that work together to achieve a co m
gt gt jl jl gt gt gt jl jl jl jl jl gt gt gt jl gt
mongoal.
gt
CORRECTANSWER:T gt PTS: 1 g t
10. Interactive marketingcommunications, or simplyIMC, is the philosophyand practice of carefully co
jl gt gt gt gt gt gt gt gt jl gt gt gt
ordinating a brand‘s sundrymarketingcommunicationselements.
jl jl jl gt gt
CORRECTANSWER: F gt PTS: 1 g t
11. Onereasonfirms havenotpracticed IMCisbecausedifferent unitswithin organizationshave spe ci
gt jl gt gt jl gt gt jl gt jl gt gt gt
alized in separate aspects of marketing communications.
jl jl gt gt gt gt
CORRECTANSWER:T gt PTS: 1 g t
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relatio ns
gt gt gt gt jl jl gt gt gt gt gt gt gt gt gt gt
, and promotion agencies, have been reluctantto broaden their function beyond the one aspect of marketing com
gt gt gt gt gt gt gt jl gt jl jl gt gt gt gt gt
munications in which they have developed expertise and built their reputations.
gt gt jl gt jl jl gt jl gt gt
CORRECTANSWER:T gt PTS: 1 g t
13. In reality,IMCis littlemorethana management fad that is short lived.
jl gt gt jl gt gt gt jl gt jl jl jl jl
CORRECTANSWER: F gt PTS: 1 g t
14. Novicemanagersare more likelythanexperienced managersto practiceIMC. CORRECTANSWER: F P gt jl jl gt jl gt jl gt gt gt gt gt
TS: 1 gt
Page | 3 gt gt
, 15. Byclosely integrating multiplecommunication tools and media, brand managers achieve duplicity, wh i
gt gt gt gt jl gt gt jl gt jl gt
ch means multiple methods in combination with one another yield more positive communication results t h
jl gt jl jl gt jl gt gt gt gt gt gt jl gt gt
an do the tools used individually. CORRECT ANSWER: F
gt gt gt gt PTS: 1 gt gt gt gt g t
16. The integrated marketingcommunication process starts by determining the strengths and weaknesses of t h
jl gt gt gt jl gt gt jl gt gt jl gt gt gt
e marketer.
gt
CORRECTANSWER: F gt PTS: 1 g t
17. The IMC approachuses the―inside-out‖approachinidentifying communication vehicles.
jl jl jl jl jl
CORRECTANSWER: F gt PTS: 1 g t
18. The use of integrated marketingcommunications is restricted to themass media.
jl jl gt jl gt gt jl jl gt gt
CORRECTANSWER: F gt PTS: 1 g t
19. The terms touch pointand contact are used interchangeablyto mean anymessage medium capableof reac hi
jl gt gt gt jl gt gt jl gt jl gt gt gt jl gt gt gt
ng target customers and presenting the brand in a favorable light.
gt jl jl gt gt gt jl gt jl gt
CORRECTANSWER:T gt PTS: 1 g t
20. Coordination of messages and media is absolutelycritical toachieving a strong and unified brand ima g
gt gt gt gt gt gt jl gt jl gt jl gt jl gt gt
e and moving consumers to action.
gt gt jl gt gt
CORRECTANSWER:T gt PTS: 1 g t
21. Apositioning statementis thekeyidea thatencapsulateswhata brand is intendedtostandforinits ta
gt jl gt jl gt gt jl gt gt gt jl jl jl gt gt gt gt
rgetmarket‘smind.
gt gt
CORRECTANSWER:T gt PTS: 1 g t
22. Successful marketingcommunicationrequires buildingrelationships betweenbrands andtheir co n
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sumers/customers.
CORRECTANSWER:T gt PTS: 1 g t
Page | 4 gt gt
