, TESTBANK FOR
Advertising, Promotion, and other aspects of Integrated Marketing
Communications 11th Edition Andrews
Important Notes
The file includes the complete test bank, organized chapter by chapter.
A sample of selected pages has been provided for preview.
All available appendices and Excel files (if included in the original resources) are
provided.
We continuously update our files to ensure you receive the latest and most accurate
editions.
New editions are added regularly – stay connected for updates!
Purchase Guarantee
If you believe you have purchased the wrong file, don’t worry. Contact us anytime and we
will gladly replace it with the correct version.
Contact Email:
,Chapter 01 - An Overview of Integrated Marketing Communications
1. Locational targeting of customers within designated areas is known as geo-conquesting.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
2. Business-to-business companies are more likely than business-to-consumer companies to practice
integrated marketing communications.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
KEYWORDS: Understand
3. The promotional mix is the collection of specific elements of a brand’s 4Ps—product, place
(distribution), price, and promotion—and usually aimed at a target market.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0102 - Differentiate among the following terms: the
marketing mix, marketing, communications, marketing communications, the
promotional mix, and integrated marketing communications.
KEYWORDS: Remember
4. When companies use promotions applied to their competitor’s location, it is referred to as geo-
conquesting.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
Copyright Cengage Learning. Powered by Cognero. Page 1
,LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
5. The use of marketing communications is not appropriate for nonprofit organizations.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
6. Paid media refers to publicity gained through advertising in which the firm’s brand pays to leverage a
media channel (e.g., display ads, paid search).
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an
integrated communications program.
KEYWORDS: Remember
7. Geo-fencing is the use of GPS or RFID technology to create a virtual geographic boundary, enabling
software to trigger a response when a mobile device enters or leaves a particular area.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an
integrated communications program.
KEYWORDS: Remember
8. Central to the definition of marketing communications is the notion that all marketing mix variables,
and not just promotion alone, can communicate with customers.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 2
,ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-2 Marketing Communications Objectives and Terminology
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
9. Organizations traditionally have handled advertising, sales promotions, mobile advertising, social
media, and other communication tools as virtually separate practices and organizational units rather than
having generalized knowledge and experience across all tools.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
program.
KEYWORDS: Remember
10. Interactive marketing communications is the coordination of the promotional mix elements with each
other and with the other elements of the brand’s marketing mix such that all elements speak with one
voice.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
11. Geo-conquesting is a technique that uses location data (via GPS or RFID technology) to identify a
brand’s competitors in an effort to promote a competing or competitive offering to their customers.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
Copyright Cengage Learning. Powered by Cognero. Page 3
, and the marcom tools used by practitioners.
KEYWORDS: Remember
12. One reason firms have not practiced integrated marketing communications is because outside
suppliers, such as advertising agencies, public relations agencies, social media firms, and sales promotion
agencies, have tended to specialize in single facets of marketing communications rather than to possess
expertise across the board.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
program.
KEYWORDS: Remember
13. Trade sales promotion includes the use of coupons, premiums, free samples, contests/sweepstakes,
and rebates.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an
integrated communications program.
KEYWORDS: Remember
14. Novice managers are more likely than experienced managers to practice integrated marketing
communications.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
program.
KEYWORDS: Remember
15. By closely integrating multiple communication tools and media, brand managers achieve duplicity,
which means multiple communication tools in conjunction with one another can produce greater results
than tools used individually and in an uncoordinated fashion.
a. True
Copyright Cengage Learning. Powered by Cognero. Page 4
, b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated marketing c
(IMC) and the five key features of IMC.
KEYWORDS: Remember
16. The integrated marketing communications is the coordination of the promotional mix elements
(advertising, public relations, sales promotion, personal selling, direct marketing, and digital
marketing/social media) with each other and with the other elements of the brands’ marketing mix
(product, place, price) such that all elements speak with one voice.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
17. The integrated marketing communications process uses an “inside-out” approach in identifying
communication vehicles.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
18. The use of integrated marketing communications is restricted to the mass media.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
Copyright Cengage Learning. Powered by Cognero. Page 5
,LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
19. The terms touchpoint and contact are used interchangeably to mean any message medium capable of
reaching target customers and presenting the brand in a favorable light.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
image and moving consumers to action.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its
target market’s mind and then consistently delivers the same idea across all media channels.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
22. Successful marketing communication requires building relationships between brands and their
consumers/customers.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 6
,ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
23. Many brand managers and their agencies have increased the role of TV in their marcom budgeting
because TV advertising is more cost-efficient than digital advertising.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
24. The mixture of communications elements and the determination of messages, media, and momentum
are all fundamental decisions in the marketing communications decision-making process.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Understand
25. An advantage of using advertising agencies is their ability to conduct direct-to-consumer advertising.
Advertising agencies, public relations agencies, social media firms, and sales promotion agencies have
tended to specialize in single facets of marketing communications rather than to possess expertise across
the board.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
Copyright Cengage Learning. Powered by Cognero. Page 7
, program.
KEYWORDS: Remember
26. The objective of marketing communications is to enhance brand equity as a means of moving
customers to favorable action toward the brand.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Remember
27. The expected outcomes from fundamental and implementation decisions are enhancing brand equity
and establishing momentum.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Remember
28. Selection of target segments is a critical step toward effective and efficient marketing communications
for both business-to-business and business-to-consumer companies. Selection of target segments is a
critical step toward effective and efficient marketing communications.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Remember
29. A brand’s name is the central idea that encapsulates a brand’s meaning and distinctiveness vis-à-vis
competitive brands in the product category.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 8
Advertising, Promotion, and other aspects of Integrated Marketing
Communications 11th Edition Andrews
Important Notes
The file includes the complete test bank, organized chapter by chapter.
A sample of selected pages has been provided for preview.
All available appendices and Excel files (if included in the original resources) are
provided.
We continuously update our files to ensure you receive the latest and most accurate
editions.
New editions are added regularly – stay connected for updates!
Purchase Guarantee
If you believe you have purchased the wrong file, don’t worry. Contact us anytime and we
will gladly replace it with the correct version.
Contact Email:
,Chapter 01 - An Overview of Integrated Marketing Communications
1. Locational targeting of customers within designated areas is known as geo-conquesting.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
2. Business-to-business companies are more likely than business-to-consumer companies to practice
integrated marketing communications.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
KEYWORDS: Understand
3. The promotional mix is the collection of specific elements of a brand’s 4Ps—product, place
(distribution), price, and promotion—and usually aimed at a target market.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0102 - Differentiate among the following terms: the
marketing mix, marketing, communications, marketing communications, the
promotional mix, and integrated marketing communications.
KEYWORDS: Remember
4. When companies use promotions applied to their competitor’s location, it is referred to as geo-
conquesting.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
Copyright Cengage Learning. Powered by Cognero. Page 1
,LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
5. The use of marketing communications is not appropriate for nonprofit organizations.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
6. Paid media refers to publicity gained through advertising in which the firm’s brand pays to leverage a
media channel (e.g., display ads, paid search).
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an
integrated communications program.
KEYWORDS: Remember
7. Geo-fencing is the use of GPS or RFID technology to create a virtual geographic boundary, enabling
software to trigger a response when a mobile device enters or leaves a particular area.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-1 Introduction
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an
integrated communications program.
KEYWORDS: Remember
8. Central to the definition of marketing communications is the notion that all marketing mix variables,
and not just promotion alone, can communicate with customers.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 2
,ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-2 Marketing Communications Objectives and Terminology
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
and the marcom tools used by practitioners.
KEYWORDS: Remember
9. Organizations traditionally have handled advertising, sales promotions, mobile advertising, social
media, and other communication tools as virtually separate practices and organizational units rather than
having generalized knowledge and experience across all tools.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
program.
KEYWORDS: Remember
10. Interactive marketing communications is the coordination of the promotional mix elements with each
other and with the other elements of the brand’s marketing mix such that all elements speak with one
voice.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
11. Geo-conquesting is a technique that uses location data (via GPS or RFID technology) to identify a
brand’s competitors in an effort to promote a competing or competitive offering to their customers.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0101 - Discuss the practice of marketing communications
Copyright Cengage Learning. Powered by Cognero. Page 3
, and the marcom tools used by practitioners.
KEYWORDS: Remember
12. One reason firms have not practiced integrated marketing communications is because outside
suppliers, such as advertising agencies, public relations agencies, social media firms, and sales promotion
agencies, have tended to specialize in single facets of marketing communications rather than to possess
expertise across the board.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
program.
KEYWORDS: Remember
13. Trade sales promotion includes the use of coupons, premiums, free samples, contests/sweepstakes,
and rebates.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-3 Promotional Mix Elements
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0104 - Detail the activities involved in developing an
integrated communications program.
KEYWORDS: Remember
14. Novice managers are more likely than experienced managers to practice integrated marketing
communications.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
program.
KEYWORDS: Remember
15. By closely integrating multiple communication tools and media, brand managers achieve duplicity,
which means multiple communication tools in conjunction with one another can produce greater results
than tools used individually and in an uncoordinated fashion.
a. True
Copyright Cengage Learning. Powered by Cognero. Page 4
, b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-5 The Integration of Marketing Communications
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated marketing c
(IMC) and the five key features of IMC.
KEYWORDS: Remember
16. The integrated marketing communications is the coordination of the promotional mix elements
(advertising, public relations, sales promotion, personal selling, direct marketing, and digital
marketing/social media) with each other and with the other elements of the brands’ marketing mix
(product, place, price) such that all elements speak with one voice.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
17. The integrated marketing communications process uses an “inside-out” approach in identifying
communication vehicles.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
18. The use of integrated marketing communications is restricted to the mass media.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
Copyright Cengage Learning. Powered by Cognero. Page 5
,LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
19. The terms touchpoint and contact are used interchangeably to mean any message medium capable of
reaching target customers and presenting the brand in a favorable light.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
image and moving consumers to action.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its
target market’s mind and then consistently delivers the same idea across all media channels.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
22. Successful marketing communication requires building relationships between brands and their
consumers/customers.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 6
,ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
23. Many brand managers and their agencies have increased the role of TV in their marcom budgeting
because TV advertising is more cost-efficient than digital advertising.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0103 - Describe the philosophy and practice of integrated
marketing communications (IMC) and the five key features of IMC.
KEYWORDS: Remember
24. The mixture of communications elements and the determination of messages, media, and momentum
are all fundamental decisions in the marketing communications decision-making process.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Understand
25. An advantage of using advertising agencies is their ability to conduct direct-to-consumer advertising.
Advertising agencies, public relations agencies, social media firms, and sales promotion agencies have
tended to specialize in single facets of marketing communications rather than to possess expertise across
the board.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-6 Key IMC Features
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0105 - Identify obstacles to implementing an IMC
Copyright Cengage Learning. Powered by Cognero. Page 7
, program.
KEYWORDS: Remember
26. The objective of marketing communications is to enhance brand equity as a means of moving
customers to favorable action toward the brand.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Remember
27. The expected outcomes from fundamental and implementation decisions are enhancing brand equity
and establishing momentum.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Remember
28. Selection of target segments is a critical step toward effective and efficient marketing communications
for both business-to-business and business-to-consumer companies. Selection of target segments is a
critical step toward effective and efficient marketing communications.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: 1-7 The Marketing Communications Decision-Making Process
QUESTION TYPE: True / False
LEARNING OBJECTIVES: APIM.ANDR.26.0106 - Describe the components contained in an integrative
model of the marcom decision-making process.
KEYWORDS: Remember
29. A brand’s name is the central idea that encapsulates a brand’s meaning and distinctiveness vis-à-vis
competitive brands in the product category.
a. True
b. False
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