Question 1

List the five communication objectives according to the IMC pyramid.

Accepted Answer

The five communicati

Question 2

The _____ method of developing an IMC budget,also known as the budget buildup method,treats IMC as a marketing tool for generating sales.

Accepted Answer

A)  percentage of sales 
B)  competitive parity 
C)  objective/task 
D)  unit of sale 
E)  percentage of profit 
A)  percentage of sales 
B)  competitive parity 
C)  objective/task 
D)  unit of sale 
E)  percentage of profit

Question 3

Which of the following is true of finding tactics in a bottom-up marketing plan?

Accepted Answer

A)  Companies should find two or three tactics to exploit instead of a single tactic. 
B)  Managers of large companies are more likely than those in small companies to discover good tactics. 
C)  The artful combination of tactic and strategy creates a position in the consumer's mind. 
D)  Tactics refer to the place a brand occupies competitively in the minds of consumers. 
E)  A large company cannot profit from bottom-up marketing because they cannot find a unique tactic. 
A)  Companies should find two or three tactics to exploit instead of a single tactic. 
B)  Managers of large companies are more likely than those in small companies to discover good tactics. 
C)  The artful combination of tactic and strategy creates a position in the consumer's mind. 
D)  Tactics refer to the place a brand occupies competitively in the minds of consumers. 
E)  A large company cannot profit from bottom-up marketing because they cannot find a unique tactic.

Question 4

The product user positioning strategy involves positioning a brand against other products that,while not the same,offer the same class of benefits.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is the first step taken by a brand manager when developing an IMC plan?

Accepted Answer

A)  Selecting the target audience 
B)  Setting marketing objectives 
C)  Determining the most cost-effective media 
D)  Establishing an advertising budget 
E)  Reviewing the marketing plan 
A)  Selecting the target audience 
B)  Setting marketing objectives 
C)  Determining the most cost-effective media 
D)  Establishing an advertising budget 
E)  Reviewing the marketing plan

Question 6

Describe the seven steps in the IMC planning model developed by Wang and Schultz.

Accepted Answer

Wang and Schultz developed a seven-step

Question 7

Which of the following methods of developing an IMC budget is commonly used for new product introductions?

Accepted Answer

A)  Objective/task method 
B)  Empirical research 
C)  Quantitative mathematical models 
D)  Competitive parity 
E)  Share of market/share of voice method 
A)  Objective/task method 
B)  Empirical research 
C)  Quantitative mathematical models 
D)  Competitive parity 
E)  Share of market/share of voice method

Question 8

In the _____ method of developing an IMC budget,companies allocate dollars according to the amounts spent by major competitors.

Accepted Answer

A)  percentage of sales 
B)  percentage of profit 
C)  share of market/share of voice 
D)  objective/task 
E)  competitive parity 
A)  percentage of sales 
B)  percentage of profit 
C)  share of market/share of voice 
D)  objective/task 
E)  competitive parity

Question 9

The product class approach to developing a positioning strategy involves:

Accepted Answer

A)  positioning the brand against other products that, while not the same, offer the same class of benefits. 
B)  positioning against the particular group that uses a product. 
C)  positioning apart from competitors through the creation or use of some recognized symbol or icon. 
D)  positioning on the basis of how a product is used. 
E)  setting a brand apart by stressing a particular product feature important to consumers. 
A)  positioning the brand against other products that, while not the same, offer the same class of benefits. 
B)  positioning against the particular group that uses a product. 
C)  positioning apart from competitors through the creation or use of some recognized symbol or icon. 
D)  positioning on the basis of how a product is used. 
E)  setting a brand apart by stressing a particular product feature important to consumers.

Question 10

Which of the following is the first step in the development of a marketing strategy?

Accepted Answer

A)  Selecting the target market 
B)  Formulating a mission statement 
C)  Determining the marketing mix 
D)  Finding a unique marketing tactic 
E)  Positioning the product 
A)  Selecting the target market 
B)  Formulating a mission statement 
C)  Determining the marketing mix 
D)  Finding a unique marketing tactic 
E)  Positioning the product

Question 11

Describe the five communication objectives in terms of the IMC pyramid.

Accepted Answer

The five tasks described in the IMC pyra

Question 12

Which of the following enables better implementation,control,and continuity of campaigns,and guides the allocation of promotional dollars?

Accepted Answer

A)  Copy points 
B)  Marketing plan 
C)  Product concept 
D)  Subliminal advertising 
E)  Communications media 
A)  Copy points 
B)  Marketing plan 
C)  Product concept 
D)  Subliminal advertising 
E)  Communications media

Question 13

Distinguish between sales target objectives and communication objectives.

Accepted Answer

Sales-target objectives include goals re

Question 14

In the IMC approach,message tactics come from a consideration of broader marketing strategies.

Accepted Answer

A) True 
 B)False

Question 15

In the IMC pyramid,_____ refers to acquainting people with the company,product,service,and brand.

Accepted Answer

A)  awareness 
B)  action 
C)  conviction 
D)  desire 
E)  comprehension 
A)  awareness 
B)  action 
C)  conviction 
D)  desire 
E)  comprehension

Question 16

Which of the following refers to clear,quantifiable,realistic marketing goals that are to be accomplished within a defined time period?

Accepted Answer

A)  Marketing mix 
B)  Marketing objectives 
C)  Target market 
D)  Bottom-up marketing 
E)  Market orientation 
A)  Marketing mix 
B)  Marketing objectives 
C)  Target market 
D)  Bottom-up marketing 
E)  Market orientation

Question 17

Which of the following is true of the influence of IMC on sales?

Accepted Answer

A)  IMC is a result of sales. 
B)  The real role of an IMC campaign is to create sales. 
C)  IMC is the only factor affecting sales. 
D)  IMC campaigns may stimulate inquiries and product trials. 
E)  The principle job of IMC is to close sales. 
A)  IMC is a result of sales. 
B)  The real role of an IMC campaign is to create sales. 
C)  IMC is the only factor affecting sales. 
D)  IMC campaigns may stimulate inquiries and product trials. 
E)  The principle job of IMC is to close sales.

Question 18

Historically,companies that spend more on IMC during tough times lose a substantial share of the market before the economy starts growing again.

Accepted Answer

A) True 
 B)False

Question 19

Describe the importance of IMC to the study of advertising.

Accepted Answer

Because many customers see all sponsored

Question 20

Which of the following is true of the effect of marketing objectives on sales?

Accepted Answer

A)  The impact of a campaign can be seen immediately and directly on sales. 
B)  An effective campaign cannot induce customer trial. 
C)  Good advertising can negate the effect of government regulation on sales. 
D)  Good marketing plans should place greater emphasis on sales-target objectives than on communication objectives. 
E)  Good campaigns can fail if consumers are dissatisfied with a product when they try it. 
A)  The impact of a campaign can be seen immediately and directly on sales. 
B)  An effective campaign cannot induce customer trial. 
C)  Good advertising can negate the effect of government regulation on sales. 
D)  Good marketing plans should place greater emphasis on sales-target objectives than on communication objectives. 
E)  Good campaigns can fail if consumers are dissatisfied with a product when they try it.

List the five communication objectives according to the IMC pyramid.

The _____ method of developing an IMC budget,also known as the budget buildup method,treats IMC as a marketing tool for generating sales.

Which of the following is true of finding tactics in a bottom-up marketing plan?

The product user positioning strategy involves positioning a brand against other products that,while not the same,offer the same class of benefits.

Which of the following is the first step taken by a brand manager when developing an IMC plan?

Describe the seven steps in the IMC planning model developed by Wang and Schultz.

Which of the following methods of developing an IMC budget is commonly used for new product introductions?

In the _____ method of developing an IMC budget,companies allocate dollars according to the amounts spent by major competitors.

The product class approach to developing a positioning strategy involves:

Which of the following is the first step in the development of a marketing strategy?

Describe the five communication objectives in terms of the IMC pyramid.

Which of the following enables better implementation,control,and continuity of campaigns,and guides the allocation of promotional dollars?

Distinguish between sales target objectives and communication objectives.

In the IMC approach,message tactics come from a consideration of broader marketing strategies.

In the IMC pyramid,_____ refers to acquainting people with the company,product,service,and brand.

Which of the following refers to clear,quantifiable,realistic marketing goals that are to be accomplished within a defined time period?

Which of the following is true of the influence of IMC on sales?

Historically,companies that spend more on IMC during tough times lose a substantial share of the market before the economy starts growing again.

Describe the importance of IMC to the study of advertising.

Which of the following is true of the effect of marketing objectives on sales?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 8: Marketing and Imc Planning

List the five communication objectives according to the IMC pyramid.

The _____ method of developing an IMC budget,also known as the budget buildup method,treats IMC as a marketing tool for generating sales.

Which of the following is true of finding tactics in a bottom-up marketing plan?

The product user positioning strategy involves positioning a brand against other products that,while not the same,offer the same class of benefits.

Which of the following is the first step taken by a brand manager when developing an IMC plan?

Describe the seven steps in the IMC planning model developed by Wang and Schultz.

Which of the following methods of developing an IMC budget is commonly used for new product introductions?

In the _____ method of developing an IMC budget,companies allocate dollars according to the amounts spent by major competitors.

The product class approach to developing a positioning strategy involves:

Which of the following is the first step in the development of a marketing strategy?

Describe the five communication objectives in terms of the IMC pyramid.

Which of the following enables better implementation,control,and continuity of campaigns,and guides the allocation of promotional dollars?

Distinguish between sales target objectives and communication objectives.

In the IMC approach,message tactics come from a consideration of broader marketing strategies.

In the IMC pyramid,_____ refers to acquainting people with the company,product,service,and brand.

Which of the following refers to clear,quantifiable,realistic marketing goals that are to be accomplished within a defined time period?

Which of the following is true of the influence of IMC on sales?

Historically,companies that spend more on IMC during tough times lose a substantial share of the market before the economy starts growing again.

Describe the importance of IMC to the study of advertising.

Which of the following is true of the effect of marketing objectives on sales?

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters