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!!!!!

Chapter 1— An Overview of Integrated Marketing Communications TRUE/FALSE
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1. Marketing communications play an important role for all companies.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



2. According to a recent study, integrated marketing communications is seldom employed by business-
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to- business marketers.
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CORRECT ANSWER: F gx gx PTS: g x g x 1



3. The marketing communications component of the marketing mix has decreased dramatically i
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n importance in recent decades.
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,CORRECT ANSWER: F gx gx PTS: g x g x 1



4. Marketing and communications are virtually inseparable.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



5. The use of marketing communications is not appropriate for organizations delivering not-for-
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profit services.
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CORRECT ANSWER: F gx gx PTS: g x g x 1



6. Most marketing communications occur at the brand level.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



7. The term brand is a convenient (and appropriate) label for describing any object of concerted market
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xing efforts.
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CORRECT ANSWER: T gx gx PTS: g x g x 1




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,8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s
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offering from competitive brands. CO RREC
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T ANSWER: T
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PTS:

1



9. Many companies treat the various communication elements, such as advertising, sales promotions, pu
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blic relations, and so on, as virtually separate activities rather than integrated tools that work togeth
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e r to achieve a common goal.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully
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coordinating a brand‘s sundry marketing communications elements.gx gx gx gx gx gx




CORRECT ANSWER: F gx gx PTS: g x g x 1



11. One reason firms have not practiced IMC is because different units within organizations h a
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ve specialized in separate aspects of marketing communications.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



12. One reason firms have not practiced IMC is because outside suppliers, such as advertising,
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publi c relations, and promotion agencies, have been reluctant to broaden their function beyond the one
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asp ect of marketing communications in which they have developed expertise and built their re
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putations.

CORRECT ANSWER: T gx gx PTS: g x g x 1



13. In reality, IMC is little more than a management fad that is short lived.
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CORRECT ANSWER: F gx gx PTS: g x g x 1



14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSW
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ER: F PTS: 1
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, 15. By closely integrating multiple communication tools and media, brand managers achieve duplici t
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y, which means multiple methods in combination with one another yield more positive communic ati
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on results than do the tools used individually. CORRECT ANSWER: F PTS: 1
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16. The integrated marketing communication process starts by determining the strengths and weakness
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es of the marketer.
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CORRECT ANSWER: F gx gx PTS: g x g x 1



17. The IMC approach uses the ―inside-out‖ approach in identifying communication vehicles.
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CORRECT ANSWER: F gx gx PTS: g x g x 1



18. The use of integrated marketing communications is restricted to the mass media.
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CORRECT ANSWER: F gx gx PTS: g x g x 1



19. The terms touch point and contact are used interchangeably to mean any message medium cap
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abl e of reaching target customers and presenting the brand in a favorable light.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



20. Coordination of messages and media is absolutely critical to achieving a strong and unified br
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and image and moving consumers to action.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in it
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s target market‘s mind.
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CORRECT ANSWER: T gx gx PTS: g x g x 1



22. Successful marketing communication requires building relationships between brands and th
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eir consumers/customers.
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CORRECT ANSWER: T gx gx PTS: g x g x 1


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