Question 1

A sales promotion section should be included in the marketing communications plan when

Accepted Answer

A)  competitors launch new products 
B)  incentives are to be integrated into the advertising 
C)  demographics change 
D)  more statistics are required 
E)  sales objectives are not met 
A)  competitors launch new products 
B)  incentives are to be integrated into the advertising 
C)  demographics change 
D)  more statistics are required 
E)  sales objectives are not met B

Question 2

Describe the role of a sales representative.

Accepted Answer

A company's sales force is the basis of the personal selling plan. The job of the sales force is to communicate with members of the distribution channel. The sales representative communicates the benefits of products offered for sale in terms of how they will specifically resolve a potential customer's problem. As well, he/she communicates any support plans that will help the distributor resell the product. Coordination of the personal selling effort with other marketing communications activities is crucial.

Question 3

A firm will look at marketing mix, target market, and control mechanisms that determine effectiveness of strategies in a marketing plan.

Accepted Answer

A) True 
 B)False  True

Question 4

Communicating with members of the distribution channel is the job of the organization's

Accepted Answer

A)  sales force 
B)  executive team 
C)  advertising team 
D)  promotions team 
E)  marketing management team 
A)  sales force 
B)  executive team 
C)  advertising team 
D)  promotions team 
E)  marketing management team

Question 5

What type of communications activities are part of a direct-response plan?

Accepted Answer

Due to advances in communications techno

Question 6

Following a divestment strategy, Proctor and Gamble recently Duracell because

Accepted Answer

A)  it wanted to build a stronger global presence 
B)  it wanted to focus on more profitable market segments 
C)  research showed fewer people eat chips 
D)  it wanted to pursue more research and development 
E)  there are too many competitors in the snack market 
A)  it wanted to build a stronger global presence 
B)  it wanted to focus on more profitable market segments 
C)  research showed fewer people eat chips 
D)  it wanted to pursue more research and development 
E)  there are too many competitors in the snack market

Question 7

By the comprehension stage in the ACCA model, interest has been created.

Accepted Answer

A) True 
 B)False

Question 8

Describe how Nike's positioning strategy affects their advertising.

Accepted Answer

A positioning strategy statement is the

Question 9

When organizations participate in planned events hosted by others, this may be referred to as:

Accepted Answer

A)  sales planning 
B)  personal selling 
C)  partnership marketing 
D)  integrated marketing 
E)  a sponsorship opportunity 
A)  sales planning 
B)  personal selling 
C)  partnership marketing 
D)  integrated marketing 
E)  a sponsorship opportunity

Question 10

With its E-class Cabriolet, Mercedes-Benz targets

Accepted Answer

A)  men aged 35 to 45 
B)  men or women with incomes over $120,000 
C)  men with incomes over $100,000 
D)  women under 25 
E)  conservative thinkers 
A)  men aged 35 to 45 
B)  men or women with incomes over $120,000 
C)  men with incomes over $100,000 
D)  women under 25 
E)  conservative thinkers

Question 11

When a consumer thinks highly of a product after seeing an advertisement of the product, __________ has occurred.

Accepted Answer

A)  positive value exchange 
B)  successful value exchange 
C)  superior value exchange 
D)  intended value exchange 
E)  failed value exchange 
A)  positive value exchange 
B)  successful value exchange 
C)  superior value exchange 
D)  intended value exchange 
E)  failed value exchange

Question 12

Why is a geographic profile a necessary part of a target-market profile?

Accepted Answer

Much of Canada's population is urban, an

Question 13

The marketing department operates within guidelines established by

Accepted Answer

A)  customers 
B)  the sales department 
C)  competitors 
D)  senior management 
E)  the accounting department 
A)  customers 
B)  the sales department 
C)  competitors 
D)  senior management 
E)  the accounting department

Question 14

McCain's launched their "Share something good" campaign that involved simpler more wholesome ingredients, new packaging, and suggesting new ways to enjoy their spicy potato wedges. The objective of the campaign was to

Accepted Answer

A)  displace all of their competition in the frozen foods category 
B)  replace sales in other products they offer currently in decline 
C)  improve consumer perception of their specific product 
D)  reduce the cost of goods and increase profit 
A)  displace all of their competition in the frozen foods category 
B)  replace sales in other products they offer currently in decline 
C)  improve consumer perception of their specific product 
D)  reduce the cost of goods and increase profit

Question 15

Coca-Cola and Pepsi rely heavily on media advertising and distribution strategies, which are both components of the

Accepted Answer

A)  financial summary 
B)  competitive analysis 
C)  target market profile 
D)  marketing communications activities 
E)  marketing mix 
A)  financial summary 
B)  competitive analysis 
C)  target market profile 
D)  marketing communications activities 
E)  marketing mix

Question 16

Molson Coors believed that, over time, they had departed from the brand's strengths for their Coors Light beer. Outline how they corrected this.

Accepted Answer

Coors light beer is associated with youn

Question 17

A product analysis could include

Accepted Answer

A)  economic trends 
B)  regional market importance 
C)  seasonal analysis 
D)  social and demographic trends 
E)  distribution trends 
A)  economic trends 
B)  regional market importance 
C)  seasonal analysis 
D)  social and demographic trends 
E)  distribution trends

Question 18

Activities, interests and opinions are three essential characteristics of psychographic profile.

Accepted Answer

A) True 
 B)False

Question 19

Objectives are statements that outline

Accepted Answer

A)  specific details of implementation 
B)  necessary resources 
C)  a mission statement 
D)  what is to be accomplished 
E)  a marketing strategy 
A)  specific details of implementation 
B)  necessary resources 
C)  a mission statement 
D)  what is to be accomplished 
E)  a marketing strategy

Question 20

Corporate objectives take their direction from

Accepted Answer

A)  the marketing strategy 
B)  the customer 
C)  the mission statement 
D)  the business plan 
E)  senior management 
A)  the marketing strategy 
B)  the customer 
C)  the mission statement 
D)  the business plan 
E)  senior management

A sales promotion section should be included in the marketing communications plan when

Describe the role of a sales representative.

A firm will look at marketing mix, target market, and control mechanisms that determine effectiveness of strategies in a marketing plan.

Communicating with members of the distribution channel is the job of the organization's

What type of communications activities are part of a direct-response plan?

Following a divestment strategy, Proctor and Gamble recently Duracell because

By the comprehension stage in the ACCA model, interest has been created.

Describe how Nike's positioning strategy affects their advertising.

When organizations participate in planned events hosted by others, this may be referred to as:

With its E-class Cabriolet, Mercedes-Benz targets

When a consumer thinks highly of a product after seeing an advertisement of the product, __________ has occurred.

Why is a geographic profile a necessary part of a target-market profile?

The marketing department operates within guidelines established by

McCain's launched their "Share something good" campaign that involved simpler more wholesome ingredients, new packaging, and suggesting new ways to enjoy their spicy potato wedges. The objective of the campaign was to

Coca-Cola and Pepsi rely heavily on media advertising and distribution strategies, which are both components of the

Molson Coors believed that, over time, they had departed from the brand's strengths for their Coors Light beer. Outline how they corrected this.

A product analysis could include

Activities, interests and opinions are three essential characteristics of psychographic profile.

Objectives are statements that outline

Corporate objectives take their direction from

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 4: Strategic Planning Concepts for Marketing Communications

A sales promotion section should be included in the marketing communications plan when

Describe the role of a sales representative.

A firm will look at marketing mix, target market, and control mechanisms that determine effectiveness of strategies in a marketing plan.

Communicating with members of the distribution channel is the job of the organization's

What type of communications activities are part of a direct-response plan?

Following a divestment strategy, Proctor and Gamble recently Duracell because

By the comprehension stage in the ACCA model, interest has been created.

Describe how Nike's positioning strategy affects their advertising.

When organizations participate in planned events hosted by others, this may be referred to as:

With its E-class Cabriolet, Mercedes-Benz targets

When a consumer thinks highly of a product after seeing an advertisement of the product, __________ has occurred.

Why is a geographic profile a necessary part of a target-market profile?

The marketing department operates within guidelines established by

McCain's launched their "Share something good" campaign that involved simpler more wholesome ingredients, new packaging, and suggesting new ways to enjoy their spicy potato wedges. The objective of the campaign was to

Coca-Cola and Pepsi rely heavily on media advertising and distribution strategies, which are both components of the

Molson Coors believed that, over time, they had departed from the brand's strengths for their Coors Light beer. Outline how they corrected this.

A product analysis could include

Activities, interests and opinions are three essential characteristics of psychographic profile.

Objectives are statements that outline

Corporate objectives take their direction from

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters