Purchase intentions are not valid measures of communication outcomes. (True or false?)

Purchase intentions are not valid measures of communication outcomes.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

Sales promotion is the marcom tool most capable of directly affecting consumer behavior.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

The concept of media is relevant to all marcom tools.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 4

Systematic decision making requires that message content be dictated primarily by the media vehicle used to reach the target audience.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 5

There is an optimum mixture of expenditures between advertising and promotion that can be determined by using computer models.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

The fundamental decisions in the marketing communications decision-making process are conceptual and strategic, and the implementation decisions are practical and tactical.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness vis--vis competitive brands in the product category.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 8

Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications.
 a. True
  b. False
 Indicate whether the statement is true or false