Exam (elaborations)

Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F Arens - Test Bank

2 views 0 purchase

Course
Contemporary Advertising - Test Bank

Institution
Contemporary Advertising - Test Bank

True / False Questions 1. IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages. True False 2. Marketing communications is a type of advertising that is used by companies to maintain contacts with customers. True False 3. No amount o...

[Show more]

Preview 4 out of 1359 pages

View example

Uploaded on September 15, 2023
Number of pages 1359
Written in 2022/2023
Type Exam (elaborations)
Contains Questions & answers

all chapters included
contemporary advertising and integrated marketing
complete test bank with answers

Institution
Contemporary Advertising - Test Bank
Education
Contemporary Advertising - Test Bank
Course
Contemporary Advertising - Test Bank

ExamsExpert

Member since 1 year 380 documents sold

CA$33.85

Added

Add to cart

Add to wishlist

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

, Chapter 01

Advertising and IMC Today

True / False Questions

1. IMC helps companies adopt a consumer-centric, rather than marketer-centric,
perspective in creating brand messages.

True False

2. Marketing communications is a type of advertising that is used by companies to
maintain contacts with customers.

True False

3. No amount of advertising can win back a customer lost from shoddy products or poor
service.

True False

4. Defensive marketing typically costs less than offensive marketing because it isn't
easy to lure satisfied customers away from competitors.

True False

5. In a basic transactional relationship, a company sells its product and encourages
customers to call if they encounter any problems.

True False

6. In an accountable 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

7. High profit margins per customer suggest that the marketer should pursue basic
transactional relationships augmented by brand image advertising.

True False

8. IMC is both a concept and a process.

True False

9. Synergy is the principal benefit of IMC.

True False

1-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

,10. Integrated communications pertains to ensuring all elements of the marketing mix
converge on a single idea.

True False

11. Planned messages often have the least impact because they are seen as self-
serving.

True False

12. Messages from the product, price, or distribution elements are typically referred to as
inferred messages.

True False

13. Planned messages are "do" messages because they represent what a company
does.

True False

14. According to the interactive model of communication, marketers dominate the
exchange of messages.

True False

15. The sponsor does not usually produce the message.

True False

16. The implied consumers are people in the real world who make up the ad's target
audience and who critically evaluate the arguments made by the ad.

True False

17. Of all the business functions, marketing is the only one whose primary role is to bring
in revenue.

True False

18. Most of the advertising we see in the mass media falls under the broad category of
business advertising.

True False

19. Companies aim trade advertising at resellers to obtain greater distribution of their
products.

True False

20. B2B advertising rarely uses consumer mass media and is typically invisible to
consumers.

True False

1-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

, 21. If two brands are equal in quality, the one with the highest price is the best value.

True False

22. Image advertising, which creates a perception of a company or a personality for a
brand, is rarely explicit about price.

True False

23. In global advertising, messages are rarely consistent in ads placed around the world.

True False

24. The objectives of awareness advertising are to create an image for a product and to
position it competitively with the goal of getting readers or viewers to select the
brand the next time they shop.

True False

25. Media advertising is the only promotional tool that companies use to communicate
information about themselves and their brands.

True False

Multiple Choice Questions

26. When a company deliberately coordinates and integrates messages from a variety of
sources about its products or brands, it is practicing _____.

A. Integrated marketing
communications
B. Sales
promotion
C. Word-of-mouth
advertising
D. Personal
selling
E. Viral
marketing

1-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

The benefits of buying summaries with Stuvia:

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

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

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$33.85. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

75632 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

Exam (elaborations)

Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F Arens - Test Bank

Document information

Subjects

Written for

Seller

Reviews received

Content preview