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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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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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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4. Marketing and communications are virtually inseparable.
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5. The use of marketing communications is not appropriate for organizations delivering not-for-
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profit services.
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6. Most marketing communications occur at the brand level.
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7. The term brand is a convenient (and appropriate) label for describing any object of concerted market i
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ng efforts.
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,8. Brands perform a critical strategic role by providing a key means for differentiating one company‘s of
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fering from competitive brands. CO
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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 togethe
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r to achieve a common goal.
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10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully c
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oordinating a brand‘s sundry marketing communications elements.
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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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12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, p
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ubli c relations, and promotion agencies, have been reluctant to broaden their function beyond the one a
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sp ect of marketing communications in which they have developed expertise and built their reput
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ations.

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13. In reality, IMC is little more than a management fad that is short lived.
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14. Novice managers are more likely than experienced managers to practice IMC. CORRECT ANSW E
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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 atio
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n 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 e
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s of the marketer.
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17. The IMC approach uses the —inside-out‖ approach in identifying communication vehicles.
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18. The use of integrated marketing communications is restricted to the mass media.
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19. The terms touch point and contact are used interchangeably to mean any message medium capa
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bl e of reaching target customers and presenting the brand in a favorable light.
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20. Coordination of messages and media is absolutely critical to achieving a strong and unified br a
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nd image and moving consumers to action.
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21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its
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22. Successful marketing communication requires building relationships between brands and th e
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ir consumers/customers.
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