, 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
1-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,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
11. Primary-demand advertising focuses on creating demand for a specific company's
brands.
True False
12. Business-to-business advertising is limited to industrial goods; services such as
insurance and travel service are not included in this category.
True False
13. Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or
professors to encourage them to use a company's product in their business operations
is referred to as trade advertising.
True False
14. Unexpected touch points are unanticipated references or information about a
company or brand that a customer or prospect receives that is beyond the control of
the organization.
True False
15. The first step in the IMC planning process is to review the marketing plan and
objectives.
True False
16. Companies or brands that are new to the market or those for whom perceptions are
negative should focus on the benefits or attributes of the specific product or service,
and not on their image.
True False
17. Analysis of the communication process may involve preliminary discussions on media-
mix options and their cost implications.
True False
Multiple Choice Questions
1-2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 18. Which of the following is an example of a marketing exchange?
A. The waitress gave Cyrus a menu and he placed his
food order.
B. Griffin helped Mandy replace the air filter in her lawn
mower.
C. Ken and Maggie gave their son an MP3 player for his
birthday.
D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting
her fence.
E. Jenny asked Melisa if she could borrow her pen for a while since her pen had
stopped working.
19. According to the American Marketing Association's definition of marketing, which of
the following statements is true?
A. Most marketers are seeking a one-time exchange or transaction with their
customers.
B. The focus of production-driven companies is on developing and sustaining
relationships with their customers.
C. Successful companies recognize that creating and delivering value to their
customers is extremely important.
D. Though marketing plays an important role in developing relationships with
customers, it does not help in maintaining them.
E. By definition, a marketing transaction has to involve the exchange
of money.
20. Which of the following statements best defines value?
A. The coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea
B. The combination of factors like name, logo, design, and packaging that comes to
mind when consumers think about a brand
C. The desire and ability of two or more parties to exchange something of importance
with one another
D. The customer's perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it
E. The amount of funds invested by the shareholders of a company in promoting its
product portfolio
1-3
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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
1-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,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
11. Primary-demand advertising focuses on creating demand for a specific company's
brands.
True False
12. Business-to-business advertising is limited to industrial goods; services such as
insurance and travel service are not included in this category.
True False
13. Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or
professors to encourage them to use a company's product in their business operations
is referred to as trade advertising.
True False
14. Unexpected touch points are unanticipated references or information about a
company or brand that a customer or prospect receives that is beyond the control of
the organization.
True False
15. The first step in the IMC planning process is to review the marketing plan and
objectives.
True False
16. Companies or brands that are new to the market or those for whom perceptions are
negative should focus on the benefits or attributes of the specific product or service,
and not on their image.
True False
17. Analysis of the communication process may involve preliminary discussions on media-
mix options and their cost implications.
True False
Multiple Choice Questions
1-2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 18. Which of the following is an example of a marketing exchange?
A. The waitress gave Cyrus a menu and he placed his
food order.
B. Griffin helped Mandy replace the air filter in her lawn
mower.
C. Ken and Maggie gave their son an MP3 player for his
birthday.
D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting
her fence.
E. Jenny asked Melisa if she could borrow her pen for a while since her pen had
stopped working.
19. According to the American Marketing Association's definition of marketing, which of
the following statements is true?
A. Most marketers are seeking a one-time exchange or transaction with their
customers.
B. The focus of production-driven companies is on developing and sustaining
relationships with their customers.
C. Successful companies recognize that creating and delivering value to their
customers is extremely important.
D. Though marketing plays an important role in developing relationships with
customers, it does not help in maintaining them.
E. By definition, a marketing transaction has to involve the exchange
of money.
20. Which of the following statements best defines value?
A. The coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea
B. The combination of factors like name, logo, design, and packaging that comes to
mind when consumers think about a brand
C. The desire and ability of two or more parties to exchange something of importance
with one another
D. The customer's perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it
E. The amount of funds invested by the shareholders of a company in promoting its
product portfolio
1-3
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
