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Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F Arens - Test Bank CA$37.52   Add to cart
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Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F Arens - Test Bank
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  • Contemporary Advertising

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

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Document information

  • December 27, 2023
  • 1359
  • 2021/2022
  • Exam (elaborations)
  • Questions & answers

Subjects

  • complete test bank
  • 15th edition
  • by william f arens
  • contemporary advertising and integrated marketing
  • test bank

Written for

  • Contemporary Advertising
  • Contemporary Advertising
  • Contemporary Advertising
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, 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.

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