Exam 4: The IMC Planning Process

In the IMC planning process, a review of ________ allows the marketing team to identify potential target markets and positioning strategies.

Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:

Benefit segmentation is more valuable when it can be combined with demographic and psychographic information.

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment.

The following would be examples of marketing objectives, except:

While a market communication analysis is beneficial in international markets, successful marketing programs are usually built without the analysis as long as the company understands the local culture.

Successful ethnic marketing is more than just using ethnic media outlets. It requires understanding various ethnic groups and preparing marketing communications that speak to specific cultures and values.

Developing an integrated marketing communications plan requires the analysis of the 3 C's, which consist of:

Which is a model that shows that further advertising and promotion expenditures may result in adverse effects on profits?

The following are examples of typical marketing communications objectives, except:

Identify the various methods that can be used to develop a communications budget.

A food producer that distinguishes between individually owned grocery stores and major retailers such as Target, the segmentation approach being used is:

Managers have unrealistic expectations about a communications budget when they assume there is a direct relationship between expenditures on advertising and subsequent sales revenues.

Companies selling pet-related products have changed as consumer attitudes toward pet ownership has evolved.

The largest amount of spending for alternative advertising in the United States focuses on:

If Microsoft's marketing team wanted to use a different communications approach when designing mailings for various business industries, they could utilize:

The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers. This is an example of the demographic segmentation variable of:

In using the payout planning method of developing a marketing communications budget, a higher percentage is allocated to marketing communications in the products early years when the goal is building brand awareness and brand equity.

The primary reason companies develop a communications budget using the percentage of sales method is: