1. All firms employ marketing communications to one degree or another.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Introduction
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:27 AM
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
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-5 -
Identify obstacles to implementing an IMC program.
KEYWORDS: Understand
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:28 AM
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
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJE 1-2 -
CTIVES: Differentiate among the following terms: the marketing mix, marketing, communications,
marketing communications, the promotional mix, and integrated marketing communications.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:28 AM
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,4. Marketing communications objectives usually are accomplished sequentially.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Marketing Communications Objectives and Terminology
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:29 AM
5. The use of marketing communications is not appropriate for nonprofit organizations.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Introduction
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:05 AM
6. Examples of paid media include mobile sites and blogs.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-4 -
Recognize the activities involved in developing an integrated communications program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:18 AM
7. Unlike advertising, publicity is not paid for by the company.
a. True
b. False
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,ANSWER: True
POINTS: 1
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-4 -
Recognize the activities involved in developing an integrated communications program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:17 AM
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
ANSWER: True
POINTS: 1
REFERENCES: Marketing Communications Objectives and Terminology
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:26 AM
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
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-5 -
Identify obstacles to implementing an IMC program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:35 AM
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
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, ANSWER: True
POINTS: 1
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTI 1-3 -
VES: Describe the philosophy and practice of integrated marketing communications (IMC) and the five
key features of IMC.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:51 AM
11. Earned media is also known as “free media.”
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:55 AM
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
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-5 -
Identify obstacles to implementing an IMC program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:58 AM
13. Trade sales promotion includes the use of coupons, premiums, free samples, contests/sweepstakes, and rebates.
a. True
b. False
ANSWER: False
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a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Introduction
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:27 AM
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
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-5 -
Identify obstacles to implementing an IMC program.
KEYWORDS: Understand
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:28 AM
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
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJE 1-2 -
CTIVES: Differentiate among the following terms: the marketing mix, marketing, communications,
marketing communications, the promotional mix, and integrated marketing communications.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:28 AM
Copyright Cengage Learning. Powered by Cognero. Page 1
,4. Marketing communications objectives usually are accomplished sequentially.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Marketing Communications Objectives and Terminology
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:29 AM
5. The use of marketing communications is not appropriate for nonprofit organizations.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Introduction
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:05 AM
6. Examples of paid media include mobile sites and blogs.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-4 -
Recognize the activities involved in developing an integrated communications program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:18 AM
7. Unlike advertising, publicity is not paid for by the company.
a. True
b. False
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,ANSWER: True
POINTS: 1
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-4 -
Recognize the activities involved in developing an integrated communications program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:17 AM
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
ANSWER: True
POINTS: 1
REFERENCES: Marketing Communications Objectives and Terminology
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:26 AM
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
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-5 -
Identify obstacles to implementing an IMC program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:35 AM
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
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, ANSWER: True
POINTS: 1
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTI 1-3 -
VES: Describe the philosophy and practice of integrated marketing communications (IMC) and the five
key features of IMC.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:51 AM
11. Earned media is also known as “free media.”
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Promotional Mix Elements
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVE 1-1 -
S: Understand the practice of marketing communications and recognize the marcom tools used by
practitioners.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:55 AM
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
REFERENCES: The Integration of Marketing Communications
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: 1-5 -
Identify obstacles to implementing an IMC program.
KEYWORDS: Remember
DATE CREATED: 3/22/2017 3:45 PM
DATE MODIFIED: 3/26/2017 10:58 AM
13. Trade sales promotion includes the use of coupons, premiums, free samples, contests/sweepstakes, and rebates.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 4
