Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shimp ISBN NO- ISBN NO- All Chapters

kIntegratedkAdvertising,kPromotion,kandkMarketingkCommunications

Branding,kPositioning,kandkthekIntegratedkMarketingkCommunicationskPlan



1)kProcterk&kGamblekiskworld-renownedkforkitskmanykbrands.
ka.kTrue

b.kFalse

Answer:ka


2)kAkfirm'skimagekiskbasedkonkthekfeelingkconsumerskandkbusinesseskhavekaboutkthekoverallk
organizationkandkitskindividualkbrands.
a.kTrue
b.kFalse

Answer:ka


3)kEffectivekmarketingkcommunicationskarekbasedkonkakclearlykdefinedkbrand.
a.kTrue
b.kFalse

Answer:ka




4)kWhatkakfirm'skemployeeskbelievekaboutkthekcompany'skimagekiskfarkmorekimportantkthank
whatkconsumerskthink.
a.kTrue
b.kFalse

Answer:kb




5)kBrandkparitykoccurskwhenktherekarekmanyktangiblekdistinctionskbetweenkcompetingkbrand
skinkmaturekmarkets.
a.kTrue
b.kFalse

Answer:kb




6)kBrandkparitykmeanskconsumerskseekonlykminorkproductkdifferences.

,a.kTrue
b.kFalse

Answer:ka




7)kThekbrandkequitykofkTideklaundrykdetergentkiskbasedkonkthekpricekpremiumkcustomerskarek
willingktokpaykversuskotherkbrands.
a.kTrue
b.kFalse

Answer:ka


8)kThekvaluekofkakbrandkcankbekconsiderable.
a.kTrue
b.kFalse

Answer:ka



9)kFromkthekconsumer'skperspective,kthekbrandkprovideskpsychologicalkreinforcementkandks
ocialkacceptancekofkakpurchasingkdecision.
a.kTrue
b.kFalse

Answer:ka




10)kAkstrongkbrandkcankreduceksearchktimekwhenkakconsumerkiskmakingkakbuyingkdecision.
a.kTrue
b.kFalse

Answer:ka




11)kWhilekakcorporation'skimagekplayskakkeykrolekinkmarketingktokconsumers,kitkisknotksignifi
cantkwhenksellingktokotherkbusinesses.
a.kTrue
b.kFalse

,Answer:kb




12)kBrandkimagekiskespeciallykvaluablektokakcompanykthatkiskexpandingkinternationallykbeca
usekitkreduceskriskkandkuncertaintykonkthekpartkofkthekbuyer.
a.kTrue
b.kFalse

Answer:ka




13)kAkstrongkbrandkaffectskthekfirm'skabilityktokchargekakhigherkprice.
a.kTrue
b.kFalse

Answer:ka




14)kAkwell-
developed,kfavourablekbrandkcreateskloyalkcustomerskwhokwillkgeneratekpositivekword-of-
mouthkendorsementskaboutkthekcompanykandkitskproducts.
a.kTrue
b.kFalse

Answer:ka




15)kAkcorporation'skbrandkhasklittlekorknokeffectkonkotherkbusinesskactivities,ksuchkaskrecruiti
ngkemployees.
a.kTrue
b.kFalse

Answer:kb

, 16)kAkstrongkbrandkiskespeciallykhelpfulkwhenkakcompanykseeksktokraisekcapital.
a.kTrue
b.kFalse

Answer:ka




17)kBrandkawarenesskiskthekextentktokwhichkcustomerskrecognizekthekelementskassociatedkwi
thkthekbrand.
a.kTrue
b.kFalse

Answer:ka


PagekReference:k34



18)kBrandkassociationskarekthekthoughtskcustomerskhavekpertainingktokonekorkmorekaspectsko
fkthekbrand.
a.kTrue
b.kFalse

Answer:ka


PagekReference:k34



19)kCustomerkbrandkassociationskforkthekBMWkbrandkareksuchkthingskaskspeed,khandling,kan
dkprecision.
a.kTrue
b.kFalse

Answer:kb


PagekReference:k34



20)kBrandkattachmentkinvolveskattitudeskcustomerskhavekonkthekabilitykofkakbrandktokoutperf
ormkcompetitorskonkakrelevantkassociation.
a.kTrue
b.kFalse