Question 1

Which of the following refers to sales-target objectives?

Accepted Answer

A)  They are outcomes that can be associated with promotional activities. 
B)  They are marketing tools used to generate sales. 
C)  They are goals related to increasing or maintaining sales volume and market share. 
D)  They are the "bundle of values" the marketer presents to the consumer. 
E)  They are a series of tests run in different markets with different budgets to determine the best level of advertising expenditure. 
A)  They are outcomes that can be associated with promotional activities. 
B)  They are marketing tools used to generate sales. 
C)  They are goals related to increasing or maintaining sales volume and market share. 
D)  They are the "bundle of values" the marketer presents to the consumer. 
E)  They are a series of tests run in different markets with different budgets to determine the best level of advertising expenditure.

Question 2

The _____ approach to developing a positioning strategy involves positioning apart from competitors through the creation or use of some recognized icon.

Accepted Answer

A)  product attribute 
B)  cultural symbol 
C)  use/application 
D)  price/quality 
E)  product competitor 
A)  product attribute 
B)  cultural symbol 
C)  use/application 
D)  price/quality 
E)  product competitor

Question 3

Integrated marketing communications activities begin with the customer and work back to the brand.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following principles regarding the relationship of IMC to sales and profits is true?

Accepted Answer

A)  In consumer goods marketing, increases in market share are closely related to decreases in the marketing budget. 
B)  Sales normally decrease with additional advertising because consumers are turned off by the information overload. 
C)  Sales response to advertising may build over time, but the durability of advertising is brief, so a consistent investment is important. 
D)  Sales will not occur if there is no advertising. 
E)  Advertising expenditures above certain minimum levels have no effect on sales. 
A)  In consumer goods marketing, increases in market share are closely related to decreases in the marketing budget. 
B)  Sales normally decrease with additional advertising because consumers are turned off by the information overload. 
C)  Sales response to advertising may build over time, but the durability of advertising is brief, so a consistent investment is important. 
D)  Sales will not occur if there is no advertising. 
E)  Advertising expenditures above certain minimum levels have no effect on sales.

Question 5

As an element of creative strategy,the _____ are all the vehicles that might transmit the marketer's message.

Accepted Answer

A)  marketing tactics 
B)  copy points 
C)  communications media 
D)  advertising messages 
E)  product concepts 
A)  marketing tactics 
B)  copy points 
C)  communications media 
D)  advertising messages 
E)  product concepts

Question 6

It is beneficial that many light users are exposed to IMC campaigns because brand popularity cuts across all levels of purchasing frequency.

Accepted Answer

A) True 
 B)False

Question 7

In terms of marketing strategy,the _____ of a company determine(s)the specific short-term actions to be taken,internally and externally,by whom,and when,and largely influence advertising campaigns.

Accepted Answer

A)  product concept 
B)  marketing tactics 
C)  organizational structure 
D)  core values 
E)  mission statement 
A)  product concept 
B)  marketing tactics 
C)  organizational structure 
D)  core values 
E)  mission statement

Question 8

The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

Accepted Answer

A)  advertising message 
B)  creative mix 
C)  marketing mix 
D)  evoked set 
E)  product concept 
A)  advertising message 
B)  creative mix 
C)  marketing mix 
D)  evoked set 
E)  product concept

Question 9

In consumer goods marketing,increases in market share are closely related to increases in the marketing budget.

Accepted Answer

A) True 
 B)False

Question 10

According to Wang and Schultz's IMC planning model,which step immediately follows the segmentation of customers and prospects in the database based on a measurable purchase behavior?

Accepted Answer

A)  Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior 
B)  Setting marketing objectives based on analysis of customer information 
C)  Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product 
D)  Deciding what elements of the marketing mix (product, price, distribution) will further encourage the desired behavior 
E)  Determining what communications tactics to use to make contact and influence the consumer's behavior 
A)  Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior 
B)  Setting marketing objectives based on analysis of customer information 
C)  Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product 
D)  Deciding what elements of the marketing mix (product, price, distribution) will further encourage the desired behavior 
E)  Determining what communications tactics to use to make contact and influence the consumer's behavior

Question 11

_____ refer(s)to computer-based programs developed by major advertisers and agencies to develop IMC budgets.They rely on input of sophisticated data,history,and assumptions.

Accepted Answer

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

Question 12

Describe the relationship of IMC to sales and profits.

Accepted Answer

Economists have long studied the relatio

Question 13

Briefly describe the bottom-up marketing plan.

Accepted Answer

In a small company,everybody is both pla

Question 14

Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.

Accepted Answer

A) True 
 B)False

Question 15

In terms of bottom-up marketing,a _____ refers to a specific action for helping to accomplish a marketing strategy.

Accepted Answer

A)  marketing result 
B)  creative mix 
C)  tactic 
D)  communication objective 
E)  situation analysis 
A)  marketing result 
B)  creative mix 
C)  tactic 
D)  communication objective 
E)  situation analysis

Question 16

Which of the following describes how the company plans to meet its marketing objectives?

Accepted Answer

A)  Market orientation 
B)  Share of market/share of voice method 
C)  Marketing strategy 
D)  Competitive parity method 
E)  Percentage of sales method 
A)  Market orientation 
B)  Share of market/share of voice method 
C)  Marketing strategy 
D)  Competitive parity method 
E)  Percentage of sales method

Question 17

When developing an IMC budget,an IMC focus helps to remind us that advertising is just one component of IMC.

Accepted Answer

A) True 
 B)False

Question 18

According to the IMC pyramid,which of the following refers to action?

Accepted Answer

A)  Stimulating desire for a product 
B)  Communicating enough information about a product so that its features are recognized 
C)  Persuading a certain number of people to actually believe in a product's value 
D)  Acquainting people with a company, product, service, and brand 
E)  Requesting additional information, sending in a coupon, visiting a store, or actually buying a product 
A)  Stimulating desire for a product 
B)  Communicating enough information about a product so that its features are recognized 
C)  Persuading a certain number of people to actually believe in a product's value 
D)  Acquainting people with a company, product, service, and brand 
E)  Requesting additional information, sending in a coupon, visiting a store, or actually buying a product

Question 19

Briefly describe any five of the nine methods for setting a IMC budget.

Accepted Answer

The nine methods are: (a)percentage of s

Question 20

Which of the following is true of sales-target objectives?

Accepted Answer

A)  In a new product category, a company tends to set low sales-target objectives. 
B)  Sales-target objectives are given more emphasis than communication objectives in a good marketing plan. 
C)  Sales-target objectives should not be impacted by recession. 
D)  Sales-target objectives are not influenced by government regulations. 
E)  In good economic times, a company may set ambitious sales-target objectives. 
A)  In a new product category, a company tends to set low sales-target objectives. 
B)  Sales-target objectives are given more emphasis than communication objectives in a good marketing plan. 
C)  Sales-target objectives should not be impacted by recession. 
D)  Sales-target objectives are not influenced by government regulations. 
E)  In good economic times, a company may set ambitious sales-target objectives.

Which of the following refers to sales-target objectives?

The _____ approach to developing a positioning strategy involves positioning apart from competitors through the creation or use of some recognized icon.

Integrated marketing communications activities begin with the customer and work back to the brand.

Which of the following principles regarding the relationship of IMC to sales and profits is true?

As an element of creative strategy,the _____ are all the vehicles that might transmit the marketer's message.

It is beneficial that many light users are exposed to IMC campaigns because brand popularity cuts across all levels of purchasing frequency.

In terms of marketing strategy,the _____ of a company determine(s)the specific short-term actions to be taken,internally and externally,by whom,and when,and largely influence advertising campaigns.

The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

In consumer goods marketing,increases in market share are closely related to increases in the marketing budget.

According to Wang and Schultz's IMC planning model,which step immediately follows the segmentation of customers and prospects in the database based on a measurable purchase behavior?

_____ refer(s)to computer-based programs developed by major advertisers and agencies to develop IMC budgets.They rely on input of sophisticated data,history,and assumptions.

Describe the relationship of IMC to sales and profits.

Briefly describe the bottom-up marketing plan.

Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.

In terms of bottom-up marketing,a _____ refers to a specific action for helping to accomplish a marketing strategy.

Which of the following describes how the company plans to meet its marketing objectives?

When developing an IMC budget,an IMC focus helps to remind us that advertising is just one component of IMC.

According to the IMC pyramid,which of the following refers to action?

Briefly describe any five of the nine methods for setting a IMC budget.

Which of the following is true of sales-target objectives?

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

Which of the following refers to sales-target objectives?

The _____ approach to developing a positioning strategy involves positioning apart from competitors through the creation or use of some recognized icon.

Integrated marketing communications activities begin with the customer and work back to the brand.

Which of the following principles regarding the relationship of IMC to sales and profits is true?

As an element of creative strategy,the _____ are all the vehicles that might transmit the marketer's message.

It is beneficial that many light users are exposed to IMC campaigns because brand popularity cuts across all levels of purchasing frequency.

In terms of marketing strategy,the _____ of a company determine(s)the specific short-term actions to be taken,internally and externally,by whom,and when,and largely influence advertising campaigns.

The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

In consumer goods marketing,increases in market share are closely related to increases in the marketing budget.

According to Wang and Schultz's IMC planning model,which step immediately follows the segmentation of customers and prospects in the database based on a measurable purchase behavior?

_____ refer(s)to computer-based programs developed by major advertisers and agencies to develop IMC budgets.They rely on input of sophisticated data,history,and assumptions.

Describe the relationship of IMC to sales and profits.

Briefly describe the bottom-up marketing plan.

Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.

In terms of bottom-up marketing,a _____ refers to a specific action for helping to accomplish a marketing strategy.

Which of the following describes how the company plans to meet its marketing objectives?

When developing an IMC budget,an IMC focus helps to remind us that advertising is just one component of IMC.

According to the IMC pyramid,which of the following refers to action?

Briefly describe any five of the nine methods for setting a IMC budget.

Which of the following is true of sales-target objectives?

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