Question 1

IMC objectives should always be related to communication effects.

Accepted Answer

A) True 
 B)False

Question 2

Briefly describe the importance of a mission statement.

Accepted Answer

A good marketing plan generally begins w

Question 3

Which of the following approaches to developing a positioning strategy involves positioning on the basis of how a product is used?

Accepted Answer

A)  Product user 
B)  Price/quality 
C)  Product attribute 
D)  Product function 
E)  Use/application 
A)  Product user 
B)  Price/quality 
C)  Product attribute 
D)  Product function 
E)  Use/application

Question 4

The IMC plan is a natural outgrowth of the marketing plan and is prepared in the same way.

Accepted Answer

A) True 
 B)False

Question 5

What are the functions of a marketing plan?

Accepted Answer

Marketing plans generally do a number of

Question 6

According to Wang and Schultz's IMC planning model,which of the following steps should be taken immediately after a marketer identifies what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior?

Accepted Answer

A)  Segmenting customers and prospects in the database by a measurable purchase behavior 
B)  Setting communications objectives and strategies for reaching the consumer and influencing his or her attitudes, beliefs, and purchase behavior 
C)  Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product 
D)  Finding the best time, place, and situation to build and maintain relationships 
E)  Setting marketing objectives based on analysis of customer information 
A)  Segmenting customers and prospects in the database by a measurable purchase behavior 
B)  Setting communications objectives and strategies for reaching the consumer and influencing his or her attitudes, beliefs, and purchase behavior 
C)  Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product 
D)  Finding the best time, place, and situation to build and maintain relationships 
E)  Setting marketing objectives based on analysis of customer information

Question 7

In a SWOT analysis,which of the following represents environmental factors?

Accepted Answer

A)  Strengths 
B)  Weaknesses 
C)  Opportunities 
D)  Objectives 
E)  Tactics 
A)  Strengths 
B)  Weaknesses 
C)  Opportunities 
D)  Objectives 
E)  Tactics

Question 8

_____ refer to outcomes that can reasonably be associated with promotional activities,such as increases in brand recognition or awareness.

Accepted Answer

A)  Sales-target objectives 
B)  Tactics 
C)  Copy points 
D)  Communication objectives 
E)  Media units 
A)  Sales-target objectives 
B)  Tactics 
C)  Copy points 
D)  Communication objectives 
E)  Media units

Question 9

Which of the following dictates the role of promotional messages in the marketing mix?

Accepted Answer

A)  Creative mix 
B)  Marketing plan 
C)  Mission statement 
D)  Test marketing 
E)  Marketing tactics 
A)  Creative mix 
B)  Marketing plan 
C)  Mission statement 
D)  Test marketing 
E)  Marketing tactics

Question 10

A(n)_____ refer(s)to a detailed description of a brand's current marketing position.

Accepted Answer

A)  situation analysis 
B)  advertising research strategy 
C)  sales-target objectives 
D)  product concept 
E)  mission statement 
A)  situation analysis 
B)  advertising research strategy 
C)  sales-target objectives 
D)  product concept 
E)  mission statement

Question 11

In terms of IMC strategy,what a company plans to say and how it plans to say it,both verbally and nonverbally,make up the _____.

Accepted Answer

A)  product concept 
B)  creative mix 
C)  IMC objective 
D)  IMC message 
E)  mission statement 
A)  product concept 
B)  creative mix 
C)  IMC objective 
D)  IMC message 
E)  mission statement

Question 12

Which of the following statements about the objective/task method for developing an IMC budget is true?

Accepted Answer

A)  It forces companies to think in terms of accomplishing goals. 
B)  It is slow to adapt to changing market conditions and cannot be altered easily. 
C)  It attempts to link promotional dollars with sales objectives. 
D)  It is commonly used for new product introductions. 
E)  It holds that a company's best chance of maintaining its share of a market is to keep a share of IMC somewhat ahead of its market share. 
A)  It forces companies to think in terms of accomplishing goals. 
B)  It is slow to adapt to changing market conditions and cannot be altered easily. 
C)  It attempts to link promotional dollars with sales objectives. 
D)  It is commonly used for new product introductions. 
E)  It holds that a company's best chance of maintaining its share of a market is to keep a share of IMC somewhat ahead of its market share.

Question 13

What is a bottom-up marketing plan?

Accepted Answer

A bottom-up marketing plan inv

Question 14

What is the key benefit of IMC?

Accepted Answer

Synergy is

Question 15

Which of the following models,developed by Richard Vaughn,categorized consumer products into four quadrants based on "high involvement" or "low involvement" and "think" or "feel"?

Accepted Answer

A)  Johari window 
B)  Forming-Storming-Norming-Performing model 
C)  Six Sigma model 
D)  FCB grid 
E)  BCG matrix 
A)  Johari window 
B)  Forming-Storming-Norming-Performing model 
C)  Six Sigma model 
D)  FCB grid 
E)  BCG matrix

Question 16

In terms of IMC strategy,which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

Accepted Answer

A)  Kim-Lord grid 
B)  Johari window 
C)  Forming-Storming-Norming-Performing model 
D)  BCG matrix 
E)  Six Sigma model 
A)  Kim-Lord grid 
B)  Johari window 
C)  Forming-Storming-Norming-Performing model 
D)  BCG matrix 
E)  Six Sigma model

Question 17

Successful organizations separate IMC plans from marketing.

Accepted Answer

A) True 
 B)False

Question 18

According to the IMC pyramid,the first communication objective is to convey enough information about a product to develop conviction.

Accepted Answer

A) True 
 B)False

Question 19

In a new product category,a company should ideally set low sales-target objectives.

Accepted Answer

A) True 
 B)False

Question 20

A(n)_____ declares what the marketer wants to achieve with respect to consumer awareness,attitude,and preference.

Accepted Answer

A)  product concept 
B)  SWOT analysis 
C)  IMC objective 
D)  advertising message 
E)  mission statement 
A)  product concept 
B)  SWOT analysis 
C)  IMC objective 
D)  advertising message 
E)  mission statement

IMC objectives should always be related to communication effects.

Briefly describe the importance of a mission statement.

Which of the following approaches to developing a positioning strategy involves positioning on the basis of how a product is used?

The IMC plan is a natural outgrowth of the marketing plan and is prepared in the same way.

What are the functions of a marketing plan?

According to Wang and Schultz's IMC planning model,which of the following steps should be taken immediately after a marketer identifies what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior?

In a SWOT analysis,which of the following represents environmental factors?

_____ refer to outcomes that can reasonably be associated with promotional activities,such as increases in brand recognition or awareness.

Which of the following dictates the role of promotional messages in the marketing mix?

A(n)_____ refer(s)to a detailed description of a brand's current marketing position.

In terms of IMC strategy,what a company plans to say and how it plans to say it,both verbally and nonverbally,make up the _____.

Which of the following statements about the objective/task method for developing an IMC budget is true?

What is a bottom-up marketing plan?

What is the key benefit of IMC?

Which of the following models,developed by Richard Vaughn,categorized consumer products into four quadrants based on "high involvement" or "low involvement" and "think" or "feel"?

In terms of IMC strategy,which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

Successful organizations separate IMC plans from marketing.

According to the IMC pyramid,the first communication objective is to convey enough information about a product to develop conviction.

In a new product category,a company should ideally set low sales-target objectives.

A(n)_____ declares what the marketer wants to achieve with respect to consumer awareness,attitude,and preference.

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

IMC objectives should always be related to communication effects.

Briefly describe the importance of a mission statement.

Which of the following approaches to developing a positioning strategy involves positioning on the basis of how a product is used?

The IMC plan is a natural outgrowth of the marketing plan and is prepared in the same way.

What are the functions of a marketing plan?

According to Wang and Schultz's IMC planning model,which of the following steps should be taken immediately after a marketer identifies what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior?

In a SWOT analysis,which of the following represents environmental factors?

_____ refer to outcomes that can reasonably be associated with promotional activities,such as increases in brand recognition or awareness.

Which of the following dictates the role of promotional messages in the marketing mix?

A(n)_____ refer(s)to a detailed description of a brand's current marketing position.

In terms of IMC strategy,what a company plans to say and how it plans to say it,both verbally and nonverbally,make up the _____.

Which of the following statements about the objective/task method for developing an IMC budget is true?

What is a bottom-up marketing plan?

What is the key benefit of IMC?

Which of the following models,developed by Richard Vaughn,categorized consumer products into four quadrants based on "high involvement" or "low involvement" and "think" or "feel"?

In terms of IMC strategy,which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

Successful organizations separate IMC plans from marketing.

According to the IMC pyramid,the first communication objective is to convey enough information about a product to develop conviction.

In a new product category,a company should ideally set low sales-target objectives.

A(n)_____ declares what the marketer wants to achieve with respect to consumer awareness,attitude,and preference.

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