Test Bank for Contemporary Advertising, 17th Edition by Weigold, Arens
Chap 01 17e Weigold - Arens
1) IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
⊚ true
⊚ false
2) Marketing communications refers to the internal communication at a company.
⊚ true
⊚ false
3) According to the interactive model of communication, marketers dominate the exchange of
messages.
⊚ true
⊚ false
4) The sponsor of a product usually produces the advertising message.
⊚ true
⊚ false
5) The implied consumers are imagined ideal consumers as opposed to real people.
⊚ true
⊚ false
6) Online reviews affect most consumers’ purchasing decisions.
⊚ true
⊚ false
7) Defensive marketing typically costs more than offensive marketing, because with the right
advertising, it’s relatively easy to lure satisfied customers away from competitors.
⊚ true
⊚ false
1
, 8) An example of a basic transactional relationship is when you buy purchase internet service
and the company follows up to persuade you to upgrade your plan.
⊚ true
⊚ false
9) In a proactive relationship, a salesperson phones customers shortly after the sale to check
whether the product meets expectations and asks for product improvement suggestions and
any specific disappointments.
⊚ true
⊚ false
10) Low profit margins per customer suggest that the marketer should pursue basic transactional
relationships augmented by brand image advertising.
⊚ true
⊚ false
11) While IMC is a process, it isn’t really a concept.
⊚ true
⊚ false
12) Wholeness is the principal benefit of IMC.
⊚ true
⊚ false
13) For a company to truly understand IMC, it must look through the eyes of the customers.
⊚ true
⊚ false
14) Planned messages often have the most impact and can affect customers’ attitudes
dramatically.
⊚ true
⊚ false
2
Chap 01 17e Weigold - Arens
1) IMC helps companies adopt a marketer-centric, rather than consumer-centric, perspective in
creating brand messages.
⊚ true
⊚ false
2) Marketing communications refers to the internal communication at a company.
⊚ true
⊚ false
3) According to the interactive model of communication, marketers dominate the exchange of
messages.
⊚ true
⊚ false
4) The sponsor of a product usually produces the advertising message.
⊚ true
⊚ false
5) The implied consumers are imagined ideal consumers as opposed to real people.
⊚ true
⊚ false
6) Online reviews affect most consumers’ purchasing decisions.
⊚ true
⊚ false
7) Defensive marketing typically costs more than offensive marketing, because with the right
advertising, it’s relatively easy to lure satisfied customers away from competitors.
⊚ true
⊚ false
1
, 8) An example of a basic transactional relationship is when you buy purchase internet service
and the company follows up to persuade you to upgrade your plan.
⊚ true
⊚ false
9) In a proactive relationship, a salesperson phones customers shortly after the sale to check
whether the product meets expectations and asks for product improvement suggestions and
any specific disappointments.
⊚ true
⊚ false
10) Low profit margins per customer suggest that the marketer should pursue basic transactional
relationships augmented by brand image advertising.
⊚ true
⊚ false
11) While IMC is a process, it isn’t really a concept.
⊚ true
⊚ false
12) Wholeness is the principal benefit of IMC.
⊚ true
⊚ false
13) For a company to truly understand IMC, it must look through the eyes of the customers.
⊚ true
⊚ false
14) Planned messages often have the most impact and can affect customers’ attitudes
dramatically.
⊚ true
⊚ false
2
