MM 3rd Edition by Dawn Iacobucci – Test Bank

Chapter 11 – Advertising Messages and Marketing Communication

TRUE/FALSE

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

ANS: T DIF: Easy REF: Page 145
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: Marketing Management Framework
KEY: Bloom’s: Knowledge MSC: MBA: 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 DIF: Moderate REF: Page 145
NAT: BUSPROG Analytic LOC: DISC: Promotion
TOP: Marketing Management Framework
KEY: Bloom’s: Comprehension
MSC: MBA: 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 DIF: Challenging REF: Page 145
NAT: BUSPROG Analytic LOC: DISC: Promotion
TOP: Marketing Management Framework KEY: Bloom’s: Analysis
MSC: MBA: Managing Strategy & Innovation

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

ANS: F DIF: Challenging REF: Page 145
NAT: BUSPROG Reflective Thinking LOC: DISC: Research
TOP: Marketing Management Framework
KEY: Bloom’s: Knowledge
MSC: MBA: Knowledge of General Business Functions

5. Advertising Agency’s 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 DIF: Challenging REF: Page 145
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: What is Advertising? KEY: Bloom’s: Application
MSC: MBA: 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 DIF: Challenging REF: Page 145
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: What is Advertising? KEY: Bloom’s: Application
MSC: MBA: Knowledge of Media Communications & Delivery

7. Integrated Marketing Communications (IMC) means advertising in many forms, including public relations, direct marketing, TV, and magazines. It’s important that the message is consistent across all forms.

ANS: T DIF: Moderate REF: Page 145
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: What is Advertising? KEY: Bloom’s: Comprehension
MSC: MBA: Knowledge of Media Communications & Delivery

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

ANS: T DIF: Easy REF: Page 145
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Why is Advertising Important? KEY: Bloom’s: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery

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

ANS: F DIF: Easy REF: Page 145
NAT: BUSPROG Reflective Thinking LOC: DISC: Promotion
TOP: Why is Advertising Important? KEY: Bloom’s: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery

10. 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 DIF: Challenging REF: Page 145
NAT: BUSPROG Reflective Thinking LOC: DISC: Promotion
TOP: Why is Advertising Important? KEY: Bloom’s: Application
MSC: MBA: Knowledge of Media Communications & Delivery