An Overview of Integrated Marketing Communications

CHAPTER 1— AN OVERVIEW OF INTEGRATED MARKETING COMMUNICATIONS TRUE/FALSE 1. Marketing communications play an important role for all companies. ANS: T PTS: 1 2. According to a recent study, integrated marketing communications is seldom employed by business-to-business marketers. ANS: F PTS: 1 3. The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades. ANS: F PTS: 1 4. Marketing and communications are virtually inseparable. ANS: T PTS: 1 5. The use of marketing communications is not appropriate for organizations delivering not-for-profit services. ANS: F PTS: 1 6. Most marketing communications occur at the brand level. ANS: T PTS: 1 7. The term brand is a convenient (and appropriate) label for describing any object of concerted marketing efforts. ANS: T PTS: 1 8. Brands perform a critical strategic role by providing a key means for differentiating one company’s offering from competitive brands. ANS: T PTS: 1 9. Many companies treat the various communication elements, such as advertising, sales promotions, public relations, and so on, as virtually separate activities rather than integrated tools that work together to achieve a common goal. ANS: T PTS: 1 10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully coordinating a brand’s sundry marketing communications elements. ANS: F PTS: 1 11. One reason firms have not practiced IMC is because different units within organizations have specialized in separate aspects of marketing communications. ANS: T PTS: 1 12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relations, and promotion agencies, have been reluctant to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations. ANS: T PTS: 1