Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F Arens – Test Bank
Chapter 01
Advertising and IMC Today
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 satisfied customers away from competitors.
True False |
| 5. | In a basic transactional relationship, a company sells its product and encourages customers to call if they encounter any problems.
True False |
| 6. | In an accountable relationship, a salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments.
True False |
| 7. | High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.
True False |
| 8. | IMC is both a concept and a process.
True False |
| 9. | Synergy is the principal benefit of IMC.
True False |
| 10. | Integrated communications pertains to ensuring all elements of the marketing mix converge on a single idea.
True False |
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