True False Questions

1-1 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Chapter 01 An Introduction to Integrated Marketing Communications True / False Questions 1.Nontraditional media account for the majority of companies' marketing communications expenditures.True False 2.Not all marketing transactions involve the exchange of money for a product or service.True False 3.The status gained from owning a particular brand is an example of a functional benefit.True False 4.As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.True False 5.The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.True False 6.The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value.True False Advertising and Promotion, An Integrated Marketing Communications Perspective 10e (Global Edition) George Belch, Michael Belch (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At The End Of Each Chapter 1 / 4

1-2 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

• The integrated marketing communications (IMC) approach to marketing communications

planning and strategy is popular among business-to-business marketers.

True False

• There has been an evolution to micromarketing as the mass audience assembled by network

television and augmented by other mass media is fragmenting at an accelerating rate.

True False

• Most consumers in generation Y are very receptive to traditional advertising.

True False

• The nonpersonal nature of advertising means that there is generally ample opportunity for

immediate feedback from the message recipient.

True False

• Primary-demand advertising focuses on creating demand for a specific company's brands.

True False

• Business-to-business advertising is limited to industrial goods; services such as insurance

and travel service are not included in this category.

True False

• Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or

professors to encourage them to use a company's product in their business operations is referred to as trade advertising.

True False

• Unexpected touch points are unanticipated references or information about a company or

brand that a customer or prospect receives that is beyond the control of the organization.

True False

• / 4

1-3 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

• The first step in the IMC planning process is to review the marketing plan and objectives.

True False

• Companies or brands that are new to the market or those for whom perceptions are negative

should focus on the benefits or attributes of the specific product or service, and not on their image.

True False

• Analysis of the communication process may involve preliminary discussions on media-mix

options and their cost implications.

True False

Multiple Choice Questions

• Which of the following is an example of a marketing exchange?

• The waitress gave Cyrus a menu and he placed his food order.

• Griffin helped Mandy replace the air filter in her lawn mower.

• Ken and Maggie gave their son an MP3 player for his birthday.

• Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence.

• Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped

working.

• / 4

1-4 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

• According to the American Marketing Association's definition of marketing, which of the

following statements is true?

• Most marketers are seeking a one-time exchange or transaction with their customers.

• The focus of production-driven companies is on developing and sustaining relationships

with their customers.

• Successful companies recognize that creating and delivering value to their customers is

extremely important.

• Though marketing plays an important role in developing relationships with customers, it

does not help in maintaining them.

• By definition, a marketing transaction has to involve the exchange of money.

• Which of the following statements best defines value?

• The coordination of all seller-initiated efforts to set up channels of information and

persuasion in order to sell goods and services or promote an idea

• The combination of factors like name, logo, design, and packaging that comes to mind

when consumers think about a brand

• The desire and ability of two or more parties to exchange something of importance with one

another

• The customer's perception of all of the benefits of a product or service weighed against all

the costs of acquiring and consuming it

• The amount of funds invested by the shareholders of a company in promoting its product

portfolio

• Product, price, promotion, and _____ are the 4Ps of the marketing mix.

• people

• place

• package

• print

• privilege

• / 4