Advertising Promotion - Test Bank
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Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues 
 TRUE/FALSE 
1. The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods. ANS: T PTS: 1 
2. Huge investments and concerted efforts to introduce new products and services almost always guarantee success. 
ANS: F PTS: 1 
3. The three main stages through which an individual becomes an adopter of a new or even established product are the awareness, trier, and repeater classes. 
AN...
Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues 
 TRUE/FALSE 
1. The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods. ANS: T PTS: 1 
2. Huge investments and concerted efforts to introduce new products and services almost always guarantee success. 
ANS: F PTS: 1 
3. The three main stages through which an individual becomes an adopter of a new or even established product are the awareness, trier, and repeater classes. 
AN...
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. ...
Chapter 1—Overview of Integrated Marketing Communications and the Marcom Process 
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 virtu...