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
11. One reason firms have not practiced IMC is because different units within organizations have
specialized in separate aspects of marketing communications.
ANS: T PTS: 1
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public
relations, and promotion agencies, have been reluctant to broaden their function beyond the one
aspect of marketing communications in which they have developed expertise and built their
reputations.
, ANS: T PTS: 1
13. In reality, IMC is little more than a management fad that is short lived.
ANS: F PTS: 1
14. Novice managers are more likely than experienced managers to practice IMC.
ANS: F PTS: 1
15. By closely integrating multiple communication tools and media, brand managers achieve
duplicity, which means multiple methods in combination with one another yield more positive
communication results than do the tools used individually.
ANS: F PTS: 1
16. The integrated marketing communication process starts by determining the strengths and
weaknesses of the marketer.
ANS: F PTS: 1
17. The IMC approach uses the “inside-out” approach in identifying communication vehicles.
ANS: F PTS: 1
18. The use of integrated marketing communications is restricted to the mass media.
ANS: F PTS: 1
, 19. The terms touch point and contact are used interchangeably to mean any message medium
capable of reaching target customers and presenting the brand in a favorable light.
ANS: T PTS: 1
20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
image and moving consumers to action.
ANS: T PTS: 1
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in
its target market’s mind.
ANS: T PTS: 1
22. Successful marketing communication requires building relationships between brands and their
consumers/customers.
ANS: T PTS: 1
23. One thing that has not changed in marketing communication practices is the dependence on mass
media advertising.
ANS: F PTS: 1
24. The mixture of communications elements and the determination of messages, media, and
momentum are all fundamental decisions in the brand-level marcom decision process.
ANS: F PTS: 1
25. The various types of brand-level marcom decisions include fundamental decisions and
implementation decisions.
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
11. One reason firms have not practiced IMC is because different units within organizations have
specialized in separate aspects of marketing communications.
ANS: T PTS: 1
12. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public
relations, and promotion agencies, have been reluctant to broaden their function beyond the one
aspect of marketing communications in which they have developed expertise and built their
reputations.
, ANS: T PTS: 1
13. In reality, IMC is little more than a management fad that is short lived.
ANS: F PTS: 1
14. Novice managers are more likely than experienced managers to practice IMC.
ANS: F PTS: 1
15. By closely integrating multiple communication tools and media, brand managers achieve
duplicity, which means multiple methods in combination with one another yield more positive
communication results than do the tools used individually.
ANS: F PTS: 1
16. The integrated marketing communication process starts by determining the strengths and
weaknesses of the marketer.
ANS: F PTS: 1
17. The IMC approach uses the “inside-out” approach in identifying communication vehicles.
ANS: F PTS: 1
18. The use of integrated marketing communications is restricted to the mass media.
ANS: F PTS: 1
, 19. The terms touch point and contact are used interchangeably to mean any message medium
capable of reaching target customers and presenting the brand in a favorable light.
ANS: T PTS: 1
20. Coordination of messages and media is absolutely critical to achieving a strong and unified brand
image and moving consumers to action.
ANS: T PTS: 1
21. A positioning statement is the key idea that encapsulates what a brand is intended to stand for in
its target market’s mind.
ANS: T PTS: 1
22. Successful marketing communication requires building relationships between brands and their
consumers/customers.
ANS: T PTS: 1
23. One thing that has not changed in marketing communication practices is the dependence on mass
media advertising.
ANS: F PTS: 1
24. The mixture of communications elements and the determination of messages, media, and
momentum are all fundamental decisions in the brand-level marcom decision process.
ANS: F PTS: 1
25. The various types of brand-level marcom decisions include fundamental decisions and
implementation decisions.
