Test Bank For Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow

Test Bank For Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow

Clow/Baack/Peloza, Integrated Advertising, Promotion, and Marketing Communications, 1/c/e

Chapter 1 Integrated Marketing Communications  

1) Marketing communications agency professionals typically work on many different clients at the same time.

a. True

b. False

Answer: a

Diff: 1

Type: TF

Page Reference: 3

Skill: Concept

Objective: 1-1

2) Most internships in marketing communications are paid positions.

a. True

b. False

Answer: b

Diff: 2

Type: TF

Page Reference: 3

Skill: Concept

Objective: 1-1

3) The push for accountability is being driven by chief executive officers, brand managers, creatives, and account managers.

a. True

b. False

Answer: b

Diff: 1

Type: TF

Page Reference: 7

Skill: Concept

Objective: 1-1

4) Technology has spawned literally millions of new media that have been enthusiastically embraced by consumers.

a. True

b. False

Answer: a

Diff: 1

Type: TF

Page Reference: 8

Skill: Concept

Objective: 1-1

5) In the current competitive environment, tangible differences between brands have become larger over time.

a. True

b. False

Answer: b

Diff: 1

Type: TF

Page Reference: 9

Skill: Concept

Objective: 1-1

6) Brand parity is the result of consumers believing that most brands offer the same set of attributes.

a. True

b. False

Answer: a

Diff: 1

Type: TF

Page Reference: 9

Skill: Concept

Objective: 1-1

7) Advertising that is disconnected with other elements, such as sales promotion, is much less effective.

a. True

b. False

Answer: a

Diff: 2

Type: TF

Page Reference: 9

Skill: Concept

Objective: 1-1

8) Companies are adding expenditures or shifting them from more traditional media to nontraditional or alternative media.

a. True

b. False

Answer: a

Diff: 2

Type: TF

Page Reference: 8

Skill: Concept

Objective: 1-1

9) Brand loyalty has experienced a steady decline.

a. True

b. False

Answer: a

Diff: 3

Type: TF

Page Reference: 9

Skill: Application

Objective: 1-1

10) Communication is defined as transmitting, receiving, and processing information.

a. True

b. False

Answer: a

Diff: 1

Type: TF

Page Reference: 4

Skill: Concept

Objective: 1-2