Chapter 1 - The World of Integrated Marketing Communication

TRUE/FALSE

1. A company that markets a vitamin supplement produces a commercial that has the stated purpose of simply delivering straight information about the product. It is still an attempt to directly generate sales.

ANS: T PTS: 1 DIF: Difficult REF: p. 6
OBJ: 1-1

2. IMC is the use of many tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference.

ANS: T PTS: 1 DIF: Moderate REF: p. 7
OBJ: 1-1

3. A public service announcement (PSA) for the Partnership for a Drug Free America is aired on three major television networks for free. This is an example of a public information message, not advertising.

ANS: T PTS: 1 DIF: Moderate REF: p. 6
OBJ: 1-1

4. Mass communication has two major components: production and reception.

ANS: T PTS: 1 DIF: Easy REF: p. 8
OBJ: 1-2

5. The communication production process produces the content of all advertising messages. The communication reception process produces the same interpretations among all audience members.

ANS: F PTS: 1 DIF: Difficult REF: p. 9
OBJ: 1-2

6. A target audience is the whole group of consumers that will see an advertisement or an advertising campaign.

ANS: F PTS: 1 DIF: Easy REF: p. 10
OBJ: 1-3

7. When trying to deliver an advertising message to a professional audience, the medium of trade journals is most predominantly used.

ANS: T PTS: 1 DIF: Difficult REF: p. 10
OBJ: 1-3

8. Motorola's worldwide advertising campaign for cell phones is an attempt to provide a common theme and presentation in all markets including consumers in North America, Europe, Asia, Africa, Australia, and South America. This is an example of a global advertising campaign.

ANS: T PTS: 1 DIF: Moderate REF: p. 11
OBJ: 1-3

9. Albertson’s is a retail chain that