The expected outcomes from fundamental and implementation decisions are enhancing brand equity and establishing momentum.
a. True
b. False
Indicate whether the statement is true or false
Question 2The objective of marketing communications is to enhance brand equity as a means of moving customers to favorable action toward the brand.
a. True
b. False
Indicate whether the statement is true or false
Question 3An advantage of using advertising agencies is their ability to conduct direct-to-consumer advertising.
a. True
b. False
Indicate whether the statement is true or false
Question 4The mixture of communications elements and the determination of messages, media, and momentum are all fundamental decisions in the marketing communications decision-making process.
a. True
b. False
Indicate whether the statement is true or false
Question 5Many brand managers and their agencies have increased the role of TV in their marcom budgeting because TV advertising is more cost-efficient than digital advertising
a. True
b. False
Indicate whether the statement is true or false
Question 6Successful marketing communication requires building relationships between brands and their consumers/customers.
a. True
b. False
Indicate whether the statement is true or false
Question 7A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.
a. True
b. False
Indicate whether the statement is true or false
Question 8Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.
a. True
b. False
Indicate whether the statement is true or false
Question 9The terms touchpoint and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.
a. True
b. False
Indicate whether the statement is true or false
Question 10The use of integrated marketing communications is restricted to the mass media.
a. True
b. False
Indicate whether the statement is true or false
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