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 is the comprehensive, comprehensive guide for exploring the most up-to-date and important aspects of modern advertising and marketing. Whether you’re a student studying communications in school or a marketer looking to gain insight on how to craft effective messages, this Test Bank is one of the most valued resources available to stay ahead in today’s complex advertising and marketing world.
The Test Bank covers a wide range of subjects related to integrated advertising, promotion and marketing communications such as understanding the concept of integrated communications, best practices in planning, targeting, writing messages and ways to measure and evaluate media effectiveness. In addition, you’ll benefit from an abundance of practical advice based on decades of experience garnered by noted author Clow’s authorship.
Take your understanding of communication theory and practice beyond what’s taught in classrooms with Test Bank For Integrated Advertising Promotion And Marketing Communications 1st Canadian Edition By Clow. This resource offers essential information to better position yourself within today’s ever-evolving landscape – delivering maximum value to those seeking additional insight into the industry’s complex dynamics. Get equipped with the knowledge you need for success with this notable Test Bank today!
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
11) Companies that use advertisements to send messages to customers are the senders in a communications model.
a. True
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 4
Skill: Concept
Objective: 1-2
12) Taking the central message from the marketing strategy and turning it into some form of communication is called encoding.
a. True
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 4
Skill: Concept
Objective: 1-2
13) Television commercials and banner ads made from a central message from the marketing strategy are examples of encoding.
a. True
b. False
Answer: a
Diff: 3
Type: TF
Page Reference: 4
Skill: Application
Objective: 1-2
14) Televisions sets and billboards are examples of senders in the communication process.
a. True
b. False
Answer: b
Diff: 3
Type: TF
Page Reference: 4
Skill: Application
Objective: 1-2
15) Decoding occurs when the message is interpreted by the receiver.
a. True
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 5
Skill: Concept
Objective: 1-2
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