Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F Arens - Test Bank
2 views 0 purchase
Course
Contemporary Advertising - Test Bank
Institution
Contemporary Advertising - Test Bank
True / False Questions
1. IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.
True False
2. Marketing communications is a type of advertising that is used by companies to maintain contacts with customers.
True False
3. No amount o...
1. IMC helps companies adopt a consumer-centric, rather than marketer-centric,
perspective in creating brand messages.
True False
2. Marketing communications is a type of advertising that is used by companies to
maintain contacts with customers.
True False
3. No amount of advertising can win back a customer lost from shoddy products or poor
service.
True False
4. Defensive marketing typically costs less than offensive marketing because it isn't
easy to lure satisfied customers away from competitors.
True False
5. In a basic transactional relationship, a company sells its product and encourages
customers to call if they encounter any problems.
True False
6. In an accountable relationship, a salesperson phones customers shortly after the sale
to check whether the product meets expectations and asks for product improvement
suggestions and any specific disappointments.
True False
7. High profit margins per customer suggest that the marketer should pursue basic
transactional relationships augmented by brand image advertising.
, 21. If two brands are equal in quality, the one with the highest price is the best value.
True False
22. Image advertising, which creates a perception of a company or a personality for a
brand, is rarely explicit about price.
True False
23. In global advertising, messages are rarely consistent in ads placed around the world.
True False
24. The objectives of awareness advertising are to create an image for a product and to
position it competitively with the goal of getting readers or viewers to select the
brand the next time they shop.
True False
25. Media advertising is the only promotional tool that companies use to communicate
information about themselves and their brands.
True False
Multiple Choice Questions
26. When a company deliberately coordinates and integrates messages from a variety of
sources about its products or brands, it is practicing _____.
A. Integrated marketing
communications
B. Sales
promotion
C. Word-of-mouth
advertising
D. Personal
selling
E. Viral
marketing
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ExamsExpert. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $24.73. You're not tied to anything after your purchase.
