Question 1

Successful global integrated marketing communication campaigns include the following tactics, except:

Accepted Answer

A)  a standardization approach 
B)  understand the international market 
C)  create a borderless marketing plan 
D)  think globally, but act locally 
A)  a standardization approach 
B)  understand the international market 
C)  create a borderless marketing plan 
D)  think globally, but act locally

Question 2

Using segmentation by size, which type of organization would be most likely to be contacted by e-mail or outbound telemarketing?

Accepted Answer

A)  small size 
B)  medium size 
C)  large size 
D)  governmental 
A)  small size 
B)  medium size 
C)  large size 
D)  governmental

Question 3

In examining the IMC planning context, the following customers are analyzed, except:

Accepted Answer

A)  current customers 
B)  potential new customers 
C)  foreign customers 
D)  competitors' customers 
A)  current customers 
B)  potential new customers 
C)  foreign customers 
D)  competitors' customers

Question 4

Which concept explains that consumers may recall an ad from the past and make a purchase because they have seen the ad several times?

Accepted Answer

A)  a sales-response curve 
B)  a marginal analysis 
C)  decay effects 
D)  carryover effects 
A)  a sales-response curve 
B)  a marginal analysis 
C)  decay effects 
D)  carryover effects

Question 5

Which method of developing a marketing communications budget establishes a ratio of advertising dollars to sales or market share then reduces the percentage as sales build and the product obtains market share?

Accepted Answer

A)  arbitrary allocation 
B)  meet-the-competition 
C)  payout planning 
D)  quantitative models 
A)  arbitrary allocation 
B)  meet-the-competition 
C)  payout planning 
D)  quantitative models

Question 6

Payout planning is a form of consumer market segmentation.

Accepted Answer

A) True 
 B)False

Question 7

Target markets exist in two areas: current customers and potential customers.

Accepted Answer

A) True 
 B)False

Question 8

Geodemographics:

Accepted Answer

A)  combines census data with psychographic data 
B)  segments populations by generations 
C)  is a form of global marketing 
D)  groups consumers by region 
A)  combines census data with psychographic data 
B)  segments populations by generations 
C)  is a form of global marketing 
D)  groups consumers by region

Question 9

Newer and smaller companies are inclined to use which method when developing marketing communications budgets?

Accepted Answer

A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning 
A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning

Question 10

The sales-response function curve models the:

Accepted Answer

A)  diminishing returns of advertising 
B)  threshold effects of advertisements 
C)  carryover effects of advertising 
D)  decay effects of advertisements 
A)  diminishing returns of advertising 
B)  threshold effects of advertisements 
C)  carryover effects of advertising 
D)  decay effects of advertisements

Question 11

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

Accepted Answer

A)  geographic 
B)  psychographic 
C)  generational 
D)  product use 
A)  geographic 
B)  psychographic 
C)  generational 
D)  product use

Question 12

The increase in the number of minorities and their buying power represents both an opportunity and a threat for companies.

Accepted Answer

A) True 
 B)False

Question 13

A recent study revealed that women have an impact on the spending habits of men.

Accepted Answer

A) True 
 B)False

Question 14

Consumers within a market segment tend to be homogeneous, which means they are similar.

Accepted Answer

A) True 
 B)False

Question 15

Using segmentation by size, which type of organization would be most likely to be contacted by a field sales person visiting the organization's place of business?

Accepted Answer

A)  small size 
B)  medium size 
C)  large size. 
D)  governmental 
A)  small size 
B)  medium size 
C)  large size. 
D)  governmental

Question 16

A restaurant that advertises "the best food and best service in town" uses which form of positioning?

Accepted Answer

A)  product attributes 
B)  competitors 
C)  use or application 
D)  price-quality relationship 
A)  product attributes 
B)  competitors 
C)  use or application 
D)  price-quality relationship

Question 17

The NAICS/SIC code program is used in which type of business-to-business segmentation?

Accepted Answer

A)  industry 
B)  company size 
C)  geographic 
D)  benefit 
A)  industry 
B)  company size 
C)  geographic 
D)  benefit

Question 18

Geodemographic segmentation is a combination of census data with psychographic information.

Accepted Answer

A) True 
 B)False

Question 19

The following are methods of segmenting consumer markets, except:

Accepted Answer

A)  demographics 
B)  industry size 
C)  psychographics 
D)  generations 
A)  demographics 
B)  industry size 
C)  psychographics 
D)  generations

Question 20

Product positioning is the:

Accepted Answer

A)  level of brand equity faced by a company or brand 
B)  perception consumers have of a company or brand relative to competitors 
C)  number and level of products offered by a company 
D)  perception consumers have of a company or brand relative to other brands being offered by the company 
A)  level of brand equity faced by a company or brand 
B)  perception consumers have of a company or brand relative to competitors 
C)  number and level of products offered by a company 
D)  perception consumers have of a company or brand relative to other brands being offered by the company

Successful global integrated marketing communication campaigns include the following tactics, except:

Using segmentation by size, which type of organization would be most likely to be contacted by e-mail or outbound telemarketing?

In examining the IMC planning context, the following customers are analyzed, except:

Which concept explains that consumers may recall an ad from the past and make a purchase because they have seen the ad several times?

Which method of developing a marketing communications budget establishes a ratio of advertising dollars to sales or market share then reduces the percentage as sales build and the product obtains market share?

Payout planning is a form of consumer market segmentation.

Target markets exist in two areas: current customers and potential customers.

Geodemographics:

Newer and smaller companies are inclined to use which method when developing marketing communications budgets?

The sales-response function curve models the:

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

The increase in the number of minorities and their buying power represents both an opportunity and a threat for companies.

A recent study revealed that women have an impact on the spending habits of men.

Consumers within a market segment tend to be homogeneous, which means they are similar.

Using segmentation by size, which type of organization would be most likely to be contacted by a field sales person visiting the organization's place of business?

A restaurant that advertises "the best food and best service in town" uses which form of positioning?

The NAICS/SIC code program is used in which type of business-to-business segmentation?

Geodemographic segmentation is a combination of census data with psychographic information.

The following are methods of segmenting consumer markets, except:

Product positioning is the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 4: The IMC Planning Process

Successful global integrated marketing communication campaigns include the following tactics, except:

Using segmentation by size, which type of organization would be most likely to be contacted by e-mail or outbound telemarketing?

In examining the IMC planning context, the following customers are analyzed, except:

Which concept explains that consumers may recall an ad from the past and make a purchase because they have seen the ad several times?

Which method of developing a marketing communications budget establishes a ratio of advertising dollars to sales or market share then reduces the percentage as sales build and the product obtains market share?

Payout planning is a form of consumer market segmentation.

Target markets exist in two areas: current customers and potential customers.

Geodemographics:

Newer and smaller companies are inclined to use which method when developing marketing communications budgets?

The sales-response function curve models the:

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

The increase in the number of minorities and their buying power represents both an opportunity and a threat for companies.

A recent study revealed that women have an impact on the spending habits of men.

Consumers within a market segment tend to be homogeneous, which means they are similar.

Using segmentation by size, which type of organization would be most likely to be contacted by a field sales person visiting the organization's place of business?

A restaurant that advertises "the best food and best service in town" uses which form of positioning?

The NAICS/SIC code program is used in which type of business-to-business segmentation?

Geodemographic segmentation is a combination of census data with psychographic information.

The following are methods of segmenting consumer markets, except:

Product positioning is the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters