Contemporary Advertising - Test Bank
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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 satisfi...