Question 1

Payout planning is a form of consumer market segmentation.

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.

Accepted Answer

A) True 
 B)False  False

Question 4

A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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 7

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

Accepted Answer

A)  industry. 
B)  business size. 
C)  geographic location. 
D)  usage. 
A)  industry. 
B)  business size. 
C)  geographic location. 
D)  usage.

Question 8

In allocating marketing communications, spending approximately the same amount of money throughout each month of the year is a ________ schedule.

Accepted Answer

A)  flighting 
B)  continuous 
C)  payout 
D)  pulsating 
A)  flighting 
B)  continuous 
C)  payout 
D)  pulsating

Question 9

In terms of marketing expenditures, service companies tend to spend more on ________ than manufacturers.

Accepted Answer

A)  media advertising 
B)  trade promotions 
C)  consumer promotions 
D)  direct marketing 
A)  media advertising 
B)  trade promotions 
C)  consumer promotions 
D)  direct marketing

Question 10

In allocating marketing communications, continuous advertising and communications during the year with bursts of higher intensity at specific times is a ________ schedule.

Accepted Answer

A)  flighting 
B)  continuous 
C)  payout 
D)  pulsating 
A)  flighting 
B)  continuous 
C)  payout 
D)  pulsating

Question 11

The quality of products, prices charged, methods of distribution, image, and communication tactics create a product's position.

Accepted Answer

A) True 
 B)False

Question 12

Attitudes, interests, and opinions are reflected in ________ segments.

Accepted Answer

A)  demographic market 
B)  geographic market 
C)  psychographic market 
D)  product differentiation 
A)  demographic market 
B)  geographic market 
C)  psychographic market 
D)  product differentiation

Question 13

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?

Accepted Answer

A)  Product-specific research approach 
B)  Psychological approach 
C)  Sociological approach 
D)  Anthropological approach 
A)  Product-specific research approach 
B)  Psychological approach 
C)  Sociological approach 
D)  Anthropological approach

Question 14

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 15

In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to use the ________ schedule.

Accepted Answer

A)  flighting 
B)  continuous 
C)  payout 
D)  pulsating 
A)  flighting 
B)  continuous 
C)  payout 
D)  pulsating

Question 16

Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

Accepted Answer

A) True 
 B)False

Question 17

In marketing deodorant to women, Degree emphasized that the product:

Accepted Answer

A)  worked under physical feats, such as mountain biking. 
B)  left no marks on clothing and would hold up as she worked and socialized. 
C)  left no perspiration stains when exercising. 
D)  had perfume ingredients that created an alluring smell. 
A)  worked under physical feats, such as mountain biking. 
B)  left no marks on clothing and would hold up as she worked and socialized. 
C)  left no perspiration stains when exercising. 
D)  had perfume ingredients that created an alluring smell.

Question 18

When marketing to men, it is important to remember that many men do not enjoy browsing; instead, they prefer to look for specific information or products.

Accepted Answer

A) True 
 B)False

Question 19

In consumer-oriented advertising research, sociological analysis involves identifying who the target market associates with and how they interact with other people.

Accepted Answer

A) True 
 B)False

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.

Payout planning is a form of consumer market segmentation.

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

The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.

A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services.

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

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?

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

In allocating marketing communications, spending approximately the same amount of money throughout each month of the year is a ________ schedule.

In terms of marketing expenditures, service companies tend to spend more on ________ than manufacturers.

In allocating marketing communications, continuous advertising and communications during the year with bursts of higher intensity at specific times is a ________ schedule.

The quality of products, prices charged, methods of distribution, image, and communication tactics create a product's position.

Attitudes, interests, and opinions are reflected in ________ segments.

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?

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

In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to use the ________ schedule.

Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

In marketing deodorant to women, Degree emphasized that the product:

When marketing to men, it is important to remember that many men do not enjoy browsing; instead, they prefer to look for specific information or products.

In consumer-oriented advertising research, sociological analysis involves identifying who the target market associates with and how they interact with other people.

Product positioning is the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

Payout planning is a form of consumer market segmentation.

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

The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.

A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services.

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

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?

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

In allocating marketing communications, spending approximately the same amount of money throughout each month of the year is a ________ schedule.

In terms of marketing expenditures, service companies tend to spend more on ________ than manufacturers.

In allocating marketing communications, continuous advertising and communications during the year with bursts of higher intensity at specific times is a ________ schedule.

The quality of products, prices charged, methods of distribution, image, and communication tactics create a product's position.

Attitudes, interests, and opinions are reflected in ________ segments.

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?

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

In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to use the ________ schedule.

Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

In marketing deodorant to women, Degree emphasized that the product:

When marketing to men, it is important to remember that many men do not enjoy browsing; instead, they prefer to look for specific information or products.

In consumer-oriented advertising research, sociological analysis involves identifying who the target market associates with and how they interact with other people.

Product positioning is the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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