Exam 4: The IMC Planning Process

The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.

Product usage is not normally used as a method of business-to-business market segmentation.

The positioning strategy of using another brand to establish product position is the ________ positioning approach.

In terms of developing a communications schedule, a lawn service would tend to use a continuous schedule method.

During the product-specific research phase of advertising research, an agency may ask consumers if there are any problems or difficulties with the product.

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

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.

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

Product-specific research goes beyond understanding a product's benefits; it also includes an understanding of the product's attributes.

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

A flighting communications schedule involves communications only at specific times during the year with periods of no marketing communications at other times.

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

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 is being used.

A communications budget is based on:

Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.

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

All of the following are methods of segmenting consumer markets except:

Targeting northern U.S. states for sales of snow skis is an example of which type of segmentation?

In allocating marketing communications, communications only during specific times during the year with periods of no advertising the other times is a ________ schedule.

The first step in the IMC planning process is: