Exam 4: The IMC Planning Process

Marketing objectives typically include target sales volume, market share, and profits.

The IMC planning process begins with an analysis of a company's context, which is a review of their customers, target market, and product positioning.

Primary research involves searching the library for literature about the competition.

In terms of media expenditures, the fastest growing media outlet is:

Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue. One reason auto manufacturers spend so much on advertising is that consumers do not purchase vehicles on a regular basis. When they do make decisions to purchase new cars, the auto companies want to make sure consumers remember the right brand. This illustrates the concept of:

Stopping an ad which appears to be funny in one global culture but offensive in another is probably performed by:

What is the first step in the IMC Planning Process? Describe the components.

Which method of developing marketing communications budget is often used in highly, competitive markets where rivalries between competitors are intense?

In using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:

Marketing to individuals who are successful, sophisticated, receptive to new technologies, enjoy sports, and are liberal in their political views is an example of which type of segmentation?

In terms of developing a communications budget, the percentage of sales method is similar to the objective and task approach.

When a company sorts prospects into those with the lowest, medium, and highest profit potential, the segmentation approach being used is:

A market segment must be financially viable to be useful.

When a sandwich chain points out that its meats are sliced in the store while Subway's meats are sliced in a "factory," the type of positioning being emphasized is:

Many marketers believe that the objective and task method of developing marketing communications budgets is the best method of budgeting.

Wal-Mart uses the tagline "save money, live better." This is an example of product positioning by:

Successful ethnic marketing requires:

PetSmart operates a large number of retail outlets and has begun opening a series of pet hotels.

Manufacturers of appliances, such as GE and Whirlpool, advertise on a continuous basis because appliances are purchased infrequently and only when they are needed. To ensure the brand name is remembered when the need arises, these manufacturers rely on:

The early effects of an advertising campaign may be minimal, but over time gain momentum. This phenomenon is called: