Question 1

In allocating its marketing communications budget, a company such as Hershey's advertises all year, but adds additional advertising during holidays, such as Easter. Therefore, Hershey's would tend to use the ________ schedule.

Accepted Answer

A)  flighting 
B)  continuous 
C)  payout 
D)  pulsating

Question 2

Discovering the major selling idea for a good or service is part of which component of communications research?

Accepted Answer

A)  Consumer-oriented research 
B)  Target-market research 
C)  Product-specific research 
D)  Quantitative research

Question 3

The primary objective of the meet-the-competition method for developing a marketing communications budget is to:

Accepted Answer

A)  match the communication budget with sales. 
B)  ensure marketing dollars are invested where it is most needed. 
C)  prevent the loss of market share. 
D)  ensure marketing dollars are allocated appropriately.

Question 4

A pulsating communications schedule involves continuous advertising and communications during the year with bursts of higher intensity at specific times.

Accepted Answer

A) True 
 B)False

Question 5

Which method of segmenting markets is based on the idea that people experience significant external events during their late adolescence and early adulthood that impact their social values, attitudes, and preferences?

Accepted Answer

A)  Demographic 
B)  Psychographic 
C)  Generations 
D)  Geodemographics

Question 6

Targeting people who wish to improve their sex lives using herbs and supplements is an example of ________ segmentation.

Accepted Answer

A)  demographic 
B)  geographic 
C)  benefit 
D)  geodemographic

Question 7

What are the major consumer market segments?

Accepted Answer

The answer of What are the major consumer market segments?...

Question 8

Benefit segmentation is more valuable when it can be combined with demographic and psychographic information.

Accepted Answer

A) True 
 B)False

Question 9

Consumer-oriented advertising research includes using methods from disciplines such as anthropology, psychology, and biology.

Accepted Answer

A) True 
 B)False

Question 10

Product positioning can be based on variables beyond price and quality, such as product users, product class, and cultural symbols.

Accepted Answer

A) True 
 B)False

Question 11

If Microsoft's marketing team wanted to feature a different communications approach when designing mailings for various business industries, they could use:

Accepted Answer

A)  the NAICS code. 
B)  demographics. 
C)  a competitive analysis. 
D)  an opportunity analysis.

Exam 4: The IMC Planning Process

In allocating its marketing communications budget, a company such as Hershey's advertises all year, but adds additional advertising during holidays, such as Easter. Therefore, Hershey's would tend to use the ________ schedule.

Discovering the major selling idea for a good or service is part of which component of communications research?

The primary objective of the meet-the-competition method for developing a marketing communications budget is to:

A pulsating communications schedule involves continuous advertising and communications during the year with bursts of higher intensity at specific times.

Which method of segmenting markets is based on the idea that people experience significant external events during their late adolescence and early adulthood that impact their social values, attitudes, and preferences?

Targeting people who wish to improve their sex lives using herbs and supplements is an example of ________ segmentation.

What are the major consumer market segments?

Benefit segmentation is more valuable when it can be combined with demographic and psychographic information.

Consumer-oriented advertising research includes using methods from disciplines such as anthropology, psychology, and biology.

Product positioning can be based on variables beyond price and quality, such as product users, product class, and cultural symbols.

If Microsoft's marketing team wanted to feature a different communications approach when designing mailings for various business industries, they could use: