Exam 4: The IMC Planning Process

One of the problems with the percentage of sales budgeting method is:

Targeting people who wish to improve their sex lives using herbs and supplements is an example of which type of segmentation?

The following are methods of segmenting business-to-business markets, except:

An auto parts supplier divides repair shops into those with the lowest, medium, and highest potential levels of sales and profits, which means the segmentation approach being used is:

The following are methods of determining marketing communications budgets, except:

Basing a budget on what other companies are spending on advertising and communication is which method?

Marketing products that are purchased by both genders with different types of appeals are not usually successful.

Benchmark measures are often used to study whether or not a promotional campaign has been successful.

A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

Even though a business may have gone out of business, a few consumers may still recall the company when thinking about making a new washing machine purchase due to:

If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning approach would be:

S.O.S. soap pads were advertised on television for many years. When the company discontinued advertising, sales slowly began to decline and consumers gradually forgot the brand name. This illustrates the concept of:

Benefit segmentation is a combination of demographic and psychographic information.

When Reynolds Protection Agency sells the same service to three different types of organizations, the segmentation approach being used is:

The VALS typology is based on which type of segmentation?

A communications analysis involves looking at communications by the company itself, by competitors, and industry communications.

The starting point that is studied in relation to the degree of change following a promotional campaign is called a:

The payout planning method of developing a marketing communications budget establishes a ratio of advertising to sales or market share, and then reduces the ratio as the product reaches the threshold level and diminishing returns begin occurring.

A market segmentation approach that focuses on the benefits of the product rather than on the type of customers is called:

One method of business-to-business market segmentation utilizes company size as a segmentation variable.