chapter 1marketing communications

4269 WordsDec 17, 201418 Pages
Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack) Chapter 1 Integrated Marketing Communications 1) Communication is defined as transmitting, receiving, and processing information. Answer: TRUE Diff: 1 Question Tag: Definition (Concept) AACSB Categories: AACSB: Communication abilities Objective: 1-1 2) When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model. Answer: FALSE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 3) The process of creating television commercials, print ads, and retail coupons are examples of encoding. Answer: TRUE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 4)…show more content…
Answer: TRUE Diff: 2 Question Tag: Definition (Concept) AACSB Categories: AACSB: Use of information technology Objective: 1-4 21) Susan researched the Internet for information about the best brands of stereos. She has also visited Best Buy. This is an example of a shift in power to the retailer. Answer: FALSE Diff: 2 Question Tag: Application AACSB Categories: AACSB: Use of information technology Objective: 1-4 22) One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world, which increases competitive forces. Answer: TRUE Diff: 2 Question Tag: Definition (Concept) Objective: 1-4 23) Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are of equal quality. Answer: TRUE Diff: 2 Question Tag: Definition (Concept) Objective: 1-4 24) In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands are pretty much the same. This is an example of brand parity. Answer: TRUE Diff: 3 Question Tag: Application AACSB Categories: AACSB: Reflective thinking skills Objective: 1-4 25) A contact point is any point where consumers interact with a company or acquire information about a company. Answer: TRUE Diff: 1 Question Tag: Definition

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