MM 2nd Edition by Dawn Iacobucci – Test Bank

MM 2nd Edition by Dawn Iacobucci – Test Bank

Chapter 10: Integrated Marketing Communications: The Advertising Message

TRUE/FALSE

1. Any marketing decision must begin with a clear understanding of what needs to be achieved.

ANS: T PTS: 1 REF: Page 141
MSC: AACSB Reflective Thinking | TB&E Model Strategy | Managing Strategy & Innovation

2. Typical marketing goals include an increase in near future sales or a longer-term goal of an enhanced brand reputation.

ANS: T PTS: 1 REF: Page 141
MSC: AACSB Analytic | TB&E Model Promotion | Knowledge of Human Behavior & Society

3. An ad message needs to be simple, and so it is best to focus on achieving multiple goals.

ANS: F PTS: 1 REF: Page 141
MSC: AACSB Analytic | TB&E Model Promotion | Managing Strategy & Innovation

4. A marketing research project could probably not measure the pre- and post-advertising attitudes in the relevant target segment to see if they have improved.

ANS: F PTS: 1 REF: Page 142
MSC: AACSB Reflective Thinking | TB&E Model Research | Knowledge of General Business Functions

5. Advertising Agency promotional materials include a statement indicating that advertising is the primary means by which a company communicates to its customers about its products, brands, and position in the marketplace. Advertising Agency’s statement is accurate.

ANS: T PTS: 1 REF: Page 142
MSC: AACSB Communication | TB&E Model Customer | Knowledge of Human Behavior & Society

6. In a marketing meeting, Gordon comments that for many people “advertising” is synonymous with television commercials. Gordon is correct.

ANS: T PTS: 1 REF: Page 142
MSC: AACSB Communication | TB&E Model Promotion | Media Communications & Delivery

7. Advertising facilitates customer awareness by providing information about the brands to the target customers.

ANS: T PTS: 1 REF: Page 142
MSC: AACSB Communication | TB&E Model Customer | Media Communications & Delivery

8. Companies advertise in an attempt to persuade potential customers that their brand is less superior to competitors’ market offerings.

ANS: F PTS: 1 REF: Page 142
MSC: AACSB Reflective Thinking | TB&E Model Promotion | Media Communications & Delivery

9. Bill is the sales manager for a line of consumer products, and he tells his sales staff that advertising isn’t expected to generate sales or profitability, but instead is intended only to create awareness in the marketplace. Bill’s assessment of advertising is correct.

ANS: F PTS: 1 REF: Page 142
MSC: AACSB Analytic | TB&E Model Promotion | Media Communications & Delivery

10. Advertising effects might not appear immediately because they are cumulative and therefore difficult to attribute to a single ad campaign.

ANS: T PTS: 1 REF: Page 142
MSC: AACSB Reflective Thinking | TB&E Model Promotion | Managing Administration & Control