Integrated Chapter 1 Review

All firms employ marketing communications to one degree or another.

• True
• False

Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing communications.

• True
• False

The promotional mix is the collection of specific elements of a brand’s 4Ps—product, place (distribution), price, and promotion—and usually aimed at a target market.

• True
• False

Marketing communications objectives usually are accomplished sequentially.

• True
• False

The use of marketing communications is not appropriate for nonprofit organizations.

• True
• False

Examples of paid media include mobile sites and blogs.

• True
• False

Unlike advertising, publicity is not paid for by the company.

• True
• False

Central to the definition of marketing communications is the notion that all marketing mix variables, and not just promotion alone, can communicate with customers.

• True
• False

Organizations traditionally have handled advertising, sales promotions, mobile advertising, social media, and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools.

• True
• False

Interactive 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.

• True
• False