100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition - Test Bank CA$33.88   Add to cart
Quickly navigate to
Preview
  2.  
  3. Advertising Promotion - Test Bank
  4.  
  5. Advertising Promotion - Test Bank
  6.  
  7. Advertising Promotion - Test Bank

Exam (elaborations)

Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition - Test Bank
 10 views  0 purchase
  • Course
  • Advertising Promotion - Test Bank
  • Institution
  • Advertising Promotion - Test Bank

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: ...

[Show more]

Preview 4 out of 412  pages

Document information

  • September 15, 2023
  • 412
  • 2022/2023
  • Exam (elaborations)
  • Questions & answers

Subjects

  • complete test bank
  • all chapters included
  • advertising promotion and other aspects

Written for

  • Advertising Promotion - Test Bank
  • Advertising Promotion - Test Bank
  • Advertising Promotion - Test Bank
All documents for this subject (4)

Seller

avatar-seller
ExamsExpert

Reviews received

Content preview

,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

13. In reality, IMC is little more than a management fad that is short lived.

ANS: F PTS: 1

14. Novice managers are more likely than experienced managers to practice IMC.

ANS: F PTS: 1

15. By closely integrating multiple communication tools and media, brand managers achieve duplicity,
which means multiple methods in combination with one another yield more positive communication
results than do the tools used individually.

ANS: F PTS: 1

16. The integrated marketing communication process starts by determining the strengths and weaknesses
of the marketer.

ANS: F PTS: 1

17. The IMC approach uses the “inside-out” approach in identifying communication vehicles.

ANS: F PTS: 1

18. The use of integrated marketing communications is restricted to the mass media.

ANS: F PTS: 1

19. The terms touch point and contact are used interchangeably to mean any message medium capable of
reaching target customers and presenting the brand in a favorable light.

ANS: T PTS: 1

20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
image and moving consumers to action.

ANS: T PTS: 1

21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its
target market’s mind.

ANS: T PTS: 1

, 22. Successful marketing communication requires building relationships between brands and their
consumers/customers.

ANS: T PTS: 1

23. One thing that has not changed in marketing communication practices is the dependence on mass
media advertising.

ANS: F PTS: 1

24. The mixture of communications elements and the determination of messages, media, and momentum
are all fundamental decisions in the brand-level marcom decision process.

ANS: F PTS: 1

25. The various types of brand-level marcom decisions include fundamental decisions and implementation
decisions.

ANS: T PTS: 1

26. The objective of marketing communications is to enhance brand equity as a means of moving
customers to favorable action toward the brand.

ANS: T PTS: 1

27. A brand has no equity if consumers are unfamiliar with it.

ANS: T PTS: 1

28. Selection of target segments is a critical step toward effective and efficient marketing communications.

ANS: T PTS: 1

29. A brand’s name is the central idea that encapsulates a brand’s meaning and distinctiveness relative to
competitive brands in the product category.

ANS: F PTS: 1

30. The fundament decisions in the marcom decision process are conceptual and strategic, and the
implementation decisions are practical and tactical.

ANS: T PTS: 1

31. There is an optimum mixture of expenditures between advertising and promotion that can be
determined using computer models.

ANS: F PTS: 1

32. Systematic decision making requires that message content be dictated primarily by the media vehicle
used to reach the target audience.

ANS: F PTS: 1

33. The concept of media is relevant to all marcom tools.

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller ExamsExpert. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for CA$33.88. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

77254 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
CA$33.88
  • (0)
  Add to cart