Advertising And Promotion Global Edition 10th Edition by Belch -Test Bank
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 |
| 7. | The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers.
True False |
| 8. | 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 |
| 9. | Most consumers in generation Y are very receptive to traditional advertising.
True False |
| 10. | The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message recipient.
True False |
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