Solved > 111) In deciding on the marketing communications mix,:2024143 …

111) In deciding on the marketing communications mix, companies must allocate the budget over the eight major modes of communication.

a. True

b. False

112) Advertising can be used to build up a long-term image for a product or trigger quick sales.

a. True

b. False

113) The “pervasiveness of advertising permits the seller to repeat a message many times. It also allows the buyer to receive and compare the messages of various competitors.

a. True

b. False

114) Companies must consider several factors in developing their communications mix: the type of product market, consumer readiness to make a purchase, and stage in the product’s life cycle.

a. True

b. False

115) In measuring communication results, senior managers want to know the outcomes and revenues from their communications investments.

a. True

b. False

116) Integrated marketing communications is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

a. True

b. False

117) A catchy slogan can get in the way of consumer involvement.

a. True

b. False

118) Integrated marketing communications can produce stronger message consistency and greater sales impact.

a. True

b. False

119) In assessing the collective impact of an IMC program, the overriding goal is to create the most effective communications program possible.

a. True

b. False

120) Word about bad companies travels fast; word about good companies travels even faster. Reaching the right people is key.

a. True

b. False

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