Question 1

All of the following are methods of determining marketing communications budgets except:

Accepted Answer

A)  percentage of sales. 
B)  sales approximation. 
C)  meet the competition. 
D)  what we can afford. 
A)  percentage of sales. 
B)  sales approximation. 
C)  meet the competition. 
D)  what we can afford.

Question 2

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

Accepted Answer

A)  Geographic 
B)  Psychographic 
C)  Generational 
D)  Product use 
A)  Geographic 
B)  Psychographic 
C)  Generational 
D)  Product use

Question 3

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend?

Accepted Answer

A)  Product-specific research 
B)  Anthropological research 
C)  Psychological research 
D)  A sociological approach assessing social class 
A)  Product-specific research 
B)  Anthropological research 
C)  Psychological research 
D)  A sociological approach assessing social class

Question 4

Briefly describe the steps in the IMC planning process.

Accepted Answer

1. Communications research
2.

Question 5

In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

Accepted Answer

A)  in the early years to build brand awareness and brand equity. 
B)  in the middle years to build brand equity and brand preference. 
C)  in the later years to maintain market share. 
D)  when the market share is the lowest. 
A)  in the early years to build brand awareness and brand equity. 
B)  in the middle years to build brand equity and brand preference. 
C)  in the later years to maintain market share. 
D)  when the market share is the lowest.

Question 6

Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.

Accepted Answer

A) True 
 B)False

Question 7

When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:

Accepted Answer

A)  competitors. 
B)  price-quality relationship. 
C)  use or application. 
D)  cultural symbol. 
A)  competitors. 
B)  price-quality relationship. 
C)  use or application. 
D)  cultural symbol.

Question 8

Market segments should be internally:

Accepted Answer

A)  heterogeneous. 
B)  identifiable. 
C)  unique. 
D)  homogeneous. 
A)  heterogeneous. 
B)  identifiable. 
C)  unique. 
D)  homogeneous.

Question 9

Marketing objectives typically include target sales volume, brand awareness, and brand image.

Accepted Answer

A) True 
 B)False

Question 10

In terms of marketing communication expenditures, the fastest growing media outlet is the internet.

Accepted Answer

A) True 
 B)False

Question 11

All of the following are possible product positioning strategies except:

Accepted Answer

A)  governmental customers. 
B)  cultural symbols. 
C)  product users. 
D)  product class. 
A)  governmental customers. 
B)  cultural symbols. 
C)  product users. 
D)  product class.

Question 12

In terms of marketing expenditures, companies tend to spend the most, 41 percent, on:

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them?

Accepted Answer

A)  Clothing 
B)  Consumer-packaged goods 
C)  Health and beauty products 
D)  Entertainment services 
A)  Clothing 
B)  Consumer-packaged goods 
C)  Health and beauty products 
D)  Entertainment services

Question 15

Using anthropological methods for communications research typically includes:

Accepted Answer

A)  a statistical analysis. 
B)  a sociological study. 
C)  direct observation. 
D)  secondary research. 
A)  a statistical analysis. 
B)  a sociological study. 
C)  direct observation. 
D)  secondary research.

Question 16

All of the following are possible product positioning strategies except:

Accepted Answer

A)  attributes. 
B)  competitors. 
C)  use or application. 
D)  by-products. 
A)  attributes. 
B)  competitors. 
C)  use or application. 
D)  by-products.

Question 17

Advertising researchers want to understand reasons individuals select specific fashion trends. The best consumer-oriented research method to use would be a(n) ________ approach.

Accepted Answer

A)  product-specific research 
B)  psychological 
C)  sociological 
D)  anthropological 
A)  product-specific research 
B)  psychological 
C)  sociological 
D)  anthropological

Question 18

Selling to various ethnic groups is a form of demographic market segmentation.

Accepted Answer

A) True 
 B)False

Question 19

All of the following would be examples of a marketing objective, except:

Accepted Answer

A)  increase market share. 
B)  meet a targeted return on investment. 
C)  enhance brand image. 
D)  increase sales volume. 
A)  increase market share. 
B)  meet a targeted return on investment. 
C)  enhance brand image. 
D)  increase sales volume.

Question 20

One of the problems with the percentage of sales budgeting method is:

Accepted Answer

A)  deciding on the percentage level. 
B)  finding a benchmark figure to use. 
C)  the budget tends to change in the opposite direction of what may be needed. 
D)  the competition knows how much the company will spend on advertising. 
A)  deciding on the percentage level. 
B)  finding a benchmark figure to use. 
C)  the budget tends to change in the opposite direction of what may be needed. 
D)  the competition knows how much the company will spend on advertising.

All of the following are methods of determining marketing communications budgets except:

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend?

Briefly describe the steps in the IMC planning process.

In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.

When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:

Market segments should be internally:

Marketing objectives typically include target sales volume, brand awareness, and brand image.

In terms of marketing communication expenditures, the fastest growing media outlet is the internet.

All of the following are possible product positioning strategies except:

In terms of marketing expenditures, companies tend to spend the most, 41 percent, on:

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

In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them?

Using anthropological methods for communications research typically includes:

All of the following are possible product positioning strategies except:

Advertising researchers want to understand reasons individuals select specific fashion trends. The best consumer-oriented research method to use would be a(n) ________ approach.

Selling to various ethnic groups is a form of demographic market segmentation.

All of the following would be examples of a marketing objective, except:

One of the problems with the percentage of sales budgeting method is:

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

All of the following are methods of determining marketing communications budgets except:

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend?

Briefly describe the steps in the IMC planning process.

In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.

When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:

Market segments should be internally:

Marketing objectives typically include target sales volume, brand awareness, and brand image.

In terms of marketing communication expenditures, the fastest growing media outlet is the internet.

All of the following are possible product positioning strategies except:

In terms of marketing expenditures, companies tend to spend the most, 41 percent, on:

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

In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them?

Using anthropological methods for communications research typically includes:

All of the following are possible product positioning strategies except:

Advertising researchers want to understand reasons individuals select specific fashion trends. The best consumer-oriented research method to use would be a(n) ________ approach.

Selling to various ethnic groups is a form of demographic market segmentation.

All of the following would be examples of a marketing objective, except:

One of the problems with the percentage of sales budgeting method is:

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