Exam (elaborations)
Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F Arens - Test Bank
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, Chapter 01Advertising 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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