Advertising Promotion and Other Aspects of Integrated Marketing Communications International Edition 9th Edition By Terence A. Shimp – Test Bank

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.

ANS:  T                    PTS:   1

5. The use of marketing communications is not appropriate for organizations delivering not-for-profit services.

ANS:  F                    PTS:   1

6. Most marketing communications occur at the brand level.

ANS:  T                    PTS:   1

7. The term brand is a convenient (and appropriate) label for describing any object of concerted marketing efforts.

ANS:  T                    PTS:   1

8. Brands perform a critical strategic role by providing a key means for differentiating one company’s offering from competitive brands.

ANS:  T                    PTS:   1

9. Many companies treat the various communication elements, such as advertising, sales promotions, public relations, and so on, as virtually separate activities rather than integrated tools that work together to achieve a common goal.

ANS:  T                    PTS:   1

10. Interactive marketing communications, or simply IMC, is the philosophy and practice of carefully coordinating a brand’s sundry marketing communications elements.

ANS:  F                    PTS:   1