Advertising And Promotion Global Edition by Belch - Test Bank

Chapter 01 An Introduction to Integrated Marketing Communications

True / False Questions

• Nontraditional media account for the majority of companies' marketing communications expenditures.

  True False

• Not all marketing transactions involve the exchange of money for a product or service.

  True False

• The status gained from owning a particular brand is an example of a functional benefit.

  True False

• As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.

  True False

• 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

• 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

• The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers.

  True False

• 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