The integrated marketing communications process uses an inside-out approach in identifying communication vehicles.
a. True
b. False
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Question 2The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.
a. True
b. False
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Question 3By closely integrating multiple communication tools and media, brand managers achieve duplicity, which means multiple communication tools in conjunction with one another can produce greater results than tools used individually and in an uncoordinated fashion.
a. True
b. False
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Question 4Novice managers are more likely than experienced managers to practice integrated marketing communications.
a. True
b. False
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Question 5Trade sales promotion includes the use of coupons, premiums, free samples, contests/sweepstakes, and rebates.
a. True
b. False
Indicate whether the statement is true or false
Question 6One reason firms have not practiced integrated marketing communications is because outside suppliers, such as advertising agencies, public relations agencies, social media firms, and sales promotion agencies, have tended to specialize in single facets of marketing communications rather than to possess expertise across the board.
a. True
b. False
Indicate whether the statement is true or false
Question 7Earned media is also known as free media..
a. True
b. False
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Question 8Interactive marketing communications is the coordination of the promotional mix elements with each other and with the other elements of the brand's marketing mix such that all elements speak with one voice.
a. True
b. False
Indicate whether the statement is true or false
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