Question 1

If Burger King's advertising manager decides to match McDonald's advertising expenditures the ________ advertising budget method is being used.

Accepted Answer

A)  objective and task 
B)  meet the competition 
C)  what we can afford 
D)  the percentage of share method 
A)  objective and task 
B)  meet the competition 
C)  what we can afford 
D)  the percentage of share method

Question 2

Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.

Accepted Answer

A) True 
 B)False

Question 3

Geodemographic segmentation combines all of the following except:

Accepted Answer

A)  demographics. 
B)  geographic information. 
C)  product usage. 
D)  psychographics. 
A)  demographics. 
B)  geographic information. 
C)  product usage. 
D)  psychographics.

Question 4

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

Accepted Answer

A)  it tends to be more accurate than the other methods. 
B)  the budget tends to change with sales, so as sales increase there is more money available for communications. 
C)  money is available for unique marketing opportunities that arise. 
D)  it is simple to prepare. 
A)  it tends to be more accurate than the other methods. 
B)  the budget tends to change with sales, so as sales increase there is more money available for communications. 
C)  money is available for unique marketing opportunities that arise. 
D)  it is simple to prepare.

Question 5

Targeting people who buy vitamins to improve their health is an example of ________ segmentation.

Accepted Answer

A)  demographic 
B)  geographic 
C)  benefit 
D)  geodemographic 
A)  demographic 
B)  geographic 
C)  benefit 
D)  geodemographic

Question 6

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

Accepted Answer

A)  Percentage of sales 
B)  Meet the competition 
C)  What we can afford 
D)  Objective and task 
A)  Percentage of sales 
B)  Meet the competition 
C)  What we can afford 
D)  Objective and task

Question 7

A local video rental store looking to increase customer traffic in the summer would be an example of a:

Accepted Answer

A)  target market analysis. 
B)  product positioning. 
C)  communications analysis. 
D)  communications objective. 
A)  target market analysis. 
B)  product positioning. 
C)  communications analysis. 
D)  communications objective.

Question 8

The most common method of segmenting business markets by industry is to use:

Accepted Answer

A)  the NAICS code system. 
B)  geographic location. 
C)  business characteristics. 
D)  customer value measures. 
A)  the NAICS code system. 
B)  geographic location. 
C)  business characteristics. 
D)  customer value measures.

Question 9

When conducting communications research, researchers examine the context of a product's use.

Accepted Answer

A) True 
 B)False

Question 10

Benefit segmentation is a combination of demographic and psychographic information.

Accepted Answer

A) True 
 B)False

Question 11

Successful ethnic marketing requires:

Accepted Answer

A)  hiring ethnically-owned marketing and advertising agencies. 
B)  translating English speaking ads into Spanish or native language of the ethnic group. 
C)  understanding the various ethnic groups and writing marketing communications that speak to their specific values and cultures. 
D)  using ethnically-owned media outlets. 
A)  hiring ethnically-owned marketing and advertising agencies. 
B)  translating English speaking ads into Spanish or native language of the ethnic group. 
C)  understanding the various ethnic groups and writing marketing communications that speak to their specific values and cultures. 
D)  using ethnically-owned media outlets.

Question 12

The payout-planning method of developing a marketing communications budget establishes a ratio of advertising to sales or market share, and then reduces the ratio as the product reaches the threshold level and diminishing returns begin to occur.

Accepted Answer

A) True 
 B)False

Question 13

Selling a product specifically to women is a form of psychographic market segmentation.

Accepted Answer

A) True 
 B)False

Question 14

Benchmark measures are often used to study whether or not a promotional campaign has been successful.

Accepted Answer

A) True 
 B)False

Question 15

Communication objectives are derived from corporate objectives.

Accepted Answer

A) True 
 B)False

Question 16

A market segment is a set of consumers or businesses with distinct characteristics.

Accepted Answer

A) True 
 B)False

Question 17

The IMC planning process begins with communications research.

Accepted Answer

A) True 
 B)False

Question 18

The ________ method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors.

Accepted Answer

A)  meet the competition 
B)  objective and task 
C)  payout planning 
D)  quantitative models 
A)  meet the competition 
B)  objective and task 
C)  payout planning 
D)  quantitative models

Question 19

The primary methods used in communications research are product-specific research, target-market research and competitive analysis research.

Accepted Answer

A) True 
 B)False

Question 20

When Chevrolet markets its products as being as American as apple pie and hot dogs, the approach uses a product class positioning.

Accepted Answer

A) True 
 B)False

If Burger King's advertising manager decides to match McDonald's advertising expenditures the ________ advertising budget method is being used.

Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.

Geodemographic segmentation combines all of the following except:

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

Targeting people who buy vitamins to improve their health is an example of ________ segmentation.

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

A local video rental store looking to increase customer traffic in the summer would be an example of a:

The most common method of segmenting business markets by industry is to use:

When conducting communications research, researchers examine the context of a product's use.

Benefit segmentation is a combination of demographic and psychographic information.

Successful ethnic marketing requires:

The payout-planning method of developing a marketing communications budget establishes a ratio of advertising to sales or market share, and then reduces the ratio as the product reaches the threshold level and diminishing returns begin to occur.

Selling a product specifically to women is a form of psychographic market segmentation.

Benchmark measures are often used to study whether or not a promotional campaign has been successful.

Communication objectives are derived from corporate objectives.

A market segment is a set of consumers or businesses with distinct characteristics.

The IMC planning process begins with communications research.

The ________ method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors.

The primary methods used in communications research are product-specific research, target-market research and competitive analysis research.

When Chevrolet markets its products as being as American as apple pie and hot dogs, the approach uses a product class positioning.

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

If Burger King's advertising manager decides to match McDonald's advertising expenditures the ________ advertising budget method is being used.

Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.

Geodemographic segmentation combines all of the following except:

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

Targeting people who buy vitamins to improve their health is an example of ________ segmentation.

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

A local video rental store looking to increase customer traffic in the summer would be an example of a:

The most common method of segmenting business markets by industry is to use:

When conducting communications research, researchers examine the context of a product's use.

Benefit segmentation is a combination of demographic and psychographic information.

Successful ethnic marketing requires:

The payout-planning method of developing a marketing communications budget establishes a ratio of advertising to sales or market share, and then reduces the ratio as the product reaches the threshold level and diminishing returns begin to occur.

Selling a product specifically to women is a form of psychographic market segmentation.

Benchmark measures are often used to study whether or not a promotional campaign has been successful.

Communication objectives are derived from corporate objectives.

A market segment is a set of consumers or businesses with distinct characteristics.

The IMC planning process begins with communications research.

The ________ method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors.

The primary methods used in communications research are product-specific research, target-market research and competitive analysis research.

When Chevrolet markets its products as being as American as apple pie and hot dogs, the approach uses a product class positioning.

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