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Ch. 1— An Overview of Integrated Marketing Communications
T/F:
1. Marketing communications play an important role for all companies.
ANSWER: T POINTS: 1
2. According to_ a recent study, integrated marketing communications is seldom employed by business-to_ -business
marketers.
ANSWER: F POINTS: 1
3. Th’e marketing communications component of th’e marketing mix has decreased dramatically in importance in recent
decades.
ANSWER: F POINTS: 1
4. Marketing an’d communications are virtually inseparable.
ANSWER: T POINTS: 1
5. Th’e use of marketing communications is not appropriate for organizations delivering not-for-profit services.
ANSWER: F POINTS: 1
6. Most marketing communications occur at th’e brand level.
ANSWER: T POINTS: 1
7. Th’e term brand is a convenient (an’d appropriate) label for describing any object of concerted marketing efforts.
ANSWER: T POINTS: 1
8. Brands perform a critical strategic role by providing a key means for differentiating one company’s offering fro’m
competitive brands.
ANSWER: T POINTS: 1
9. Many companies treat th’e various communication elements, such as advertising, sales promotions, public relations, an’d
so on, as virtually separate activities rather than integrated tools that work together to_ achieve a common goal.
ANSWER: T POINTS: 1
10. Interactive marketing communications, or simply IMC, is th’e philosophy an’d practice of carefully coordinating a
brand’s sundry marketing communications elements.
ANSWER: F POINTS: 1
11. One reason firms have not practiced IMC is because different units within organizations have specialized in separate
aspects of marketing communications.
, Test Bank for Textbook 2
ANSWER: T POINTS: 1
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relations, an’d
promotion agencies, have been reluctant to_ broaden their function beyond th’e one aspect of marketing communications
in which they have developed expertise an’d built their reputations.
ANSWER: T POINTS: 1
13. In reality, IMC is little more than a management fad that is short lived.
ANSWER: F POINTS: 1
14. Novice managers are more likely than experienced managers to_ practice IMC.
ANSWER: F POINTS: 1
15. By closely integrating multiple communication tools an’d media, brand managers achieve duplicity, which means
multiple methods in combination wit’h one another yield more positive communication results than do th’e tools used
individually.
ANSWER: F POINTS: 1
16. Th’e integrated marketing communication process starts by determining th’e strengths an’d weaknesses of th’e marketer.
ANSWER: F POINTS: 1
17. Th’e IMC approach uses th’e “inside-out” approach in identifying communication vehicles.
ANSWER: F POINTS: 1
18. Th’e use of integrated marketing communications is restricted to_ th’e mass media)
ANSWER: F POINTS: 1
19. Th’e terms touch point an’d contact are used interchangeably to_ mean any message medium capable of reaching target
customers an’d presenting th’e brand in a favorable light.
ANSWER: T POINTS: 1
20. Coordination of messages an’d media is absolutely critical to_ achieving a strong an’d unified brand image an’d moving
consumers to_ action.
ANSWER: T POINTS: 1
21. A positioning statement is th’e key idea that encapsulates wha’t a brand is intended to_ stand for in its target market’s
mind.
ANSWER: T POINTS: 1
22. Successful marketing communication requires building relationships between brands an’d their consumers/customers.
, Test Bank for Textbook 3
ANSWER: T POINTS: 1
23. One thing that has not changed in marketing communication practices is th’e dependence on mass media advertising.
ANSWER: F POINTS: 1
24. Th’e mixture of communications elements an’d th’e determination of messages, media, an’d momentum are all
fundamental decisions in th’e brand-level marcom decision process.
ANSWER: F POINTS: 1
25. Th’e various types of brand-level marcom decisions include fundamental decisions an’d implementation decisions.
ANSWER: T POINTS: 1
26. Th’e objective of marketing communications is to_ enhance brand equity as a means of moving customers to_ favorable
action toward th’e brand.
ANSWER: T POINTS: 1
27. A brand has no equity if consumers are unfamiliar wit’h it.
ANSWER: T POINTS: 1
28. Selection of target segments is a critical step toward effective an’d efficient marketing communications.
ANSWER: T POINTS: 1
29. A brand’s name is th’e central idea that encapsulates a brand’s meaning an’d distinctiveness relative to_ competitive
brands in th’e product category.
ANSWER: F POINTS: 1
30. Th’e fundament decisions in th’e marcom decision process are conceptual an’d strategic, an’d th’e implementation
decisions are practical an’d tactical.
ANSWER: T POINTS: 1
31. There is an optimum mixture of expenditures between advertising an’d promotion that can be determined using computer
models.
ANSWER: F POINTS: 1
32. Systematic decision making requires that message content be dictated primarily by th’e media vehicle used to_ reach th’e
target audience.
ANSWER: F POINTS: 1
33. Th’e concept of media is relevant to_ all marcom tools.
ANSWER: T POINTS: 1
, Test Bank for Textbook 4
34. Th’e ultimate objective of successful marketing communications is to_ cut costs.
ANSWER: F POINTS: 1
35. Purchase intentions are not valid communication measures.
ANSWER: F POINTS: 1
MULTIPLE CHOICE
1. Th’e marketing mix for a brand consists of _____.
a) product
b. price
c. promotion
d. place
e. All of these are correct.
ANSWER: E POINTS: 1
2. Marketing communications is used by which type of organization?
a) business-to_ -business organizations
b. consumer marketing organizations
c. not-for-profit organizations
d. None of these are correct.
e. All of these are correct.
ANSWER: E POINTS: 1
3. Which of th’e following is NOT a form of media advertising?
a) television
b. radio
c. magazines
d. sales promotions
e. newspapers
ANSWER: D POINTS: 1
4. Coupons, trade shows, buying allowances, premiums, an’d price-off deals are all examples of _____.
a) media advertising
b. promotions
c. place advertising
d. point-of-purchase advertising
e. public relations
ANSWER: B POINTS: 1
5. Which term is preferred by most marketing practitioners to_ refer to_ th’e collection of advertising, sales promotions,
public relations, event marketing, an’d other communication devices?
a) marketing promotion
b. promotion
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