chapter 1marketing communications

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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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