Question 1

Which of the following is the first step in the bottom-up marketing plan?

Accepted Answer

A)  Finding a unique marketing tactic 
B)  Evaluating marketing results 
C)  Forming marketing strategies 
D)  Setting marketing objectives 
E)  Conducting a situation analysis 
A)  Finding a unique marketing tactic 
B)  Evaluating marketing results 
C)  Forming marketing strategies 
D)  Setting marketing objectives 
E)  Conducting a situation analysis

Question 2

In terms of marketing objectives,which of the following helps define what IMC should do in order to help a brand achieve its sales goals?

Accepted Answer

A)  Mission statement 
B)  Pricing objectives 
C)  Product concept 
D)  Communication objectives 
E)  Sales-target objectives 
A)  Mission statement 
B)  Pricing objectives 
C)  Product concept 
D)  Communication objectives 
E)  Sales-target objectives

Question 3

According to the IMC pyramid,conviction refers to:

Accepted Answer

A)  acquainting people with the company, product, service, and brand. 
B)  communicating enough information about a product to persuade a certain number of people to actually believe in the product's value. 
C)  communicating enough information about the product so that some percentage of the aware consumer group recognizes its purpose, image, or position, and perhaps some of its features. 
D)  inducing people to visit a store, or actually buy a product. 
E)  stimulating desire for a product. 
A)  acquainting people with the company, product, service, and brand. 
B)  communicating enough information about a product to persuade a certain number of people to actually believe in the product's value. 
C)  communicating enough information about the product so that some percentage of the aware consumer group recognizes its purpose, image, or position, and perhaps some of its features. 
D)  inducing people to visit a store, or actually buy a product. 
E)  stimulating desire for a product.

Question 4

In terms of developing an IMC budget,the _____ method is an attempt to link promotional dollars with sales objectives.

Accepted Answer

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

Question 5

Which method of developing an IMC budget is also known as the budget buildup method?

Accepted Answer

The objective/task m

Question 6

In terms of product concept,briefly describe the FCB grid and the Kim-Lord grid.

Accepted Answer

When writing the IMC plan,the brand mana

Question 7

Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.

Accepted Answer

A) True 
 B)False

Question 8

In terms of the IMC plan,which of the following is true of the process of setting objectives?

Accepted Answer

A)  Objectives should be specific, realistic, and measurable. 
B)  Sales goals are advertising objectives, not marketing objectives. 
C)  IMC objectives should always be related to profit goals. 
D)  It is advisable to assign IMC the complete responsibility for meeting sales goals. 
E)  The IMC plan merely restates the sales objectives present in the marketing plan. 
A)  Objectives should be specific, realistic, and measurable. 
B)  Sales goals are advertising objectives, not marketing objectives. 
C)  IMC objectives should always be related to profit goals. 
D)  It is advisable to assign IMC the complete responsibility for meeting sales goals. 
E)  The IMC plan merely restates the sales objectives present in the marketing plan.

Question 9

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

Accepted Answer

A) True 
 B)False

Question 10

The share of market/share of voice method has three steps: defining objectives,determining strategy,and estimating cost.

Accepted Answer

A) True 
 B)False

Question 11

According to the IMC pyramid,comprehension involves:

Accepted Answer

A)  communicating enough information about a product and its features to persuade a certain number of people to believe in its value. 
B)  communicating enough information about a product so that some aware consumers recognize its purpose, image, or position. 
C)  acquainting people with a company, product, service, and brand. 
D)  persuading customers to buy multiple units of a company's product. 
E)  accelerating sales by conducting a variety of sales promotions. 
A)  communicating enough information about a product and its features to persuade a certain number of people to believe in its value. 
B)  communicating enough information about a product so that some aware consumers recognize its purpose, image, or position. 
C)  acquainting people with a company, product, service, and brand. 
D)  persuading customers to buy multiple units of a company's product. 
E)  accelerating sales by conducting a variety of sales promotions.

Question 12

A(n)_____ is a document that serves as a guide for the present and future marketing activities of an organization.

Accepted Answer

A)  marketing mix 
B)  mission statement 
C)  integrated marketing communications message 
D)  marketing plan 
E)  product concept 
A)  marketing mix 
B)  mission statement 
C)  integrated marketing communications message 
D)  marketing plan 
E)  product concept

Question 13

Sales goals are advertising objectives,not marketing objectives.

Accepted Answer

A) True 
 B)False

Question 14

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

Accepted Answer

A) True 
 B)False

Question 15

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

Accepted Answer

A) True 
 B)False

Question 16

The DAGMAR system of setting objectives emphasizes communication objectives because Russell Colley believed that the proper way to evaluate a campaign is to determine how well it communicates information,within a given budget,to the target audience.

Accepted Answer

A) True 
 B)False

Question 17

A(n)_____ refers to a short description of an organization's purpose and philosophy.

Accepted Answer

A)  mission statement 
B)  advertising research strategy 
C)  marketing plan 
D)  creative mix 
E)  product concept 
A)  mission statement 
B)  advertising research strategy 
C)  marketing plan 
D)  creative mix 
E)  product concept

Question 18

Which of the following uses the facts contained in a situation analysis to point out strengths,weaknesses,opportunities,and threats for a brand?

Accepted Answer

A)  Objective/task method 
B)  Share of market analysis 
C)  Empirical research method 
D)  SWOT analysis 
E)  Percentage of sales method 
A)  Objective/task method 
B)  Share of market analysis 
C)  Empirical research method 
D)  SWOT analysis 
E)  Percentage of sales method

Question 19

Which of the following is true of the IMC approach to marketing and campaign planning?

Accepted Answer

A)  IMC activities start with the brand and work back to the customer. 
B)  It emphasizes the separation of marketing and communications planning. 
C)  It moves a company's sales objective or profit goals further up in the planning process. 
D)  It helps a company focus on its profit goals by starting the planning process with a database. 
E)  Using the outside-in process, the IMC approach starts with the customer. 
A)  IMC activities start with the brand and work back to the customer. 
B)  It emphasizes the separation of marketing and communications planning. 
C)  It moves a company's sales objective or profit goals further up in the planning process. 
D)  It helps a company focus on its profit goals by starting the planning process with a database. 
E)  Using the outside-in process, the IMC approach starts with the customer.

Question 20

Which of the following is a method used by advertisers to determine how much to spend on IMC?

Accepted Answer

A)  Percentage of sales method 
B)  Experimental method 
C)  Survey method 
D)  Observation method 
E)  Attitude testing method 
A)  Percentage of sales method 
B)  Experimental method 
C)  Survey method 
D)  Observation method 
E)  Attitude testing method

Which of the following is the first step in the bottom-up marketing plan?

In terms of marketing objectives,which of the following helps define what IMC should do in order to help a brand achieve its sales goals?

According to the IMC pyramid,conviction refers to:

In terms of developing an IMC budget,the _____ method is an attempt to link promotional dollars with sales objectives.

Which method of developing an IMC budget is also known as the budget buildup method?

In terms of product concept,briefly describe the FCB grid and the Kim-Lord grid.

Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.

In terms of the IMC plan,which of the following is true of the process of setting objectives?

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

The share of market/share of voice method has three steps: defining objectives,determining strategy,and estimating cost.

According to the IMC pyramid,comprehension involves:

A(n)_____ is a document that serves as a guide for the present and future marketing activities of an organization.

Sales goals are advertising objectives,not marketing objectives.

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

The DAGMAR system of setting objectives emphasizes communication objectives because Russell Colley believed that the proper way to evaluate a campaign is to determine how well it communicates information,within a given budget,to the target audience.

A(n)_____ refers to a short description of an organization's purpose and philosophy.

Which of the following uses the facts contained in a situation analysis to point out strengths,weaknesses,opportunities,and threats for a brand?

Which of the following is true of the IMC approach to marketing and campaign planning?

Which of the following is a method used by advertisers to determine how much to spend on IMC?

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 is the first step in the bottom-up marketing plan?

In terms of marketing objectives,which of the following helps define what IMC should do in order to help a brand achieve its sales goals?

According to the IMC pyramid,conviction refers to:

In terms of developing an IMC budget,the _____ method is an attempt to link promotional dollars with sales objectives.

Which method of developing an IMC budget is also known as the budget buildup method?

In terms of product concept,briefly describe the FCB grid and the Kim-Lord grid.

Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.

In terms of the IMC plan,which of the following is true of the process of setting objectives?

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

The share of market/share of voice method has three steps: defining objectives,determining strategy,and estimating cost.

According to the IMC pyramid,comprehension involves:

A(n)_____ is a document that serves as a guide for the present and future marketing activities of an organization.

Sales goals are advertising objectives,not marketing objectives.

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

The DAGMAR system of setting objectives emphasizes communication objectives because Russell Colley believed that the proper way to evaluate a campaign is to determine how well it communicates information,within a given budget,to the target audience.

A(n)_____ refers to a short description of an organization's purpose and philosophy.

Which of the following uses the facts contained in a situation analysis to point out strengths,weaknesses,opportunities,and threats for a brand?

Which of the following is true of the IMC approach to marketing and campaign planning?

Which of the following is a method used by advertisers to determine how much to spend on IMC?

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