Question 1

Psychographic information is often combined with usage and benefit information to provide marketers with a more complete understanding of a target market.

Accepted Answer

A) True 
 B)False  False

Question 2

A flighting communications schedule involves communications only at specific times during the year with periods of no marketing communications at other times.

Accepted Answer

A) True 
 B)False  True

Question 3

If Burger King's advertising manager decides to match McDonald's advertising expenditures, which type of advertising budget method is being used?

Accepted Answer

A)  Objective and task
B)  Meet the competition
C)  What we can afford
D)  The percentage of share method B

Question 4

Which method of developing marketing communications budget is often used in highly competitive markets where rivalries between competitors are intense?

Accepted Answer

A)  Percentage of sales
B)  Meet the competition
C)  What we can afford
D)  Objective and task

Question 5

When conducting communications research, researchers examine the context of a product's use.

Accepted Answer

A) True 
 B)False

Question 6

Which type of schedule in allocating its marketing communications budget would fit weight-loss programs such as Weight Watchers that advertise primarily during the first part of a year?

Accepted Answer

A)  Flighting
B)  Continuous
C)  Payout
D)  Pulsating

Question 7

In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to use the ________ schedule.

Accepted Answer

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

Question 8

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

Accepted Answer

A)  Geographic
B)  Psychographic
C)  Generational
D)  Product use

Question 9

A communications budget is based on:

Accepted Answer

A)  communication objectives.
B)  marketing objectives.
C)  both communication and marketing objectives.
D)  a targeted level of return on investment.

Question 10

In terms of marketing communication expenditures, the fastest growing media outlet is the internet.

Accepted Answer

A) True 
 B)False

Question 11

The first step in the IMC planning process is:

Accepted Answer

A)  communications research.
B)  defining the firm's target market.
C)  an analysis of the product positioning.
D)  developing communications objective.

Question 12

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

Accepted Answer

A) True 
 B)False

Question 13

The percentage-of-sales method for budgeting for communications tends to allocate funds for advertising in the opposite direction from what is needed.

Accepted Answer

A) True 
 B)False

Question 14

The method of consumer segmentation that is based on population characteristics is:

Accepted Answer

A)  demographics.
B)  psychographics.
C)  geographic.
D)  polygraphic.

Question 15

Market segments should be internally:

Accepted Answer

A)  heterogeneous.
B)  qualitative.
C)  unique.
D)  homogeneous.

Question 16

In terms of marketing expenditures, companies tend to spend the most, 41 percent, on:

Accepted Answer

A)  media advertising.
B)  trade promotions.
C)  consumer promotions.
D)  direct marketing.

Question 17

During the product-specific research phase of advertising research, an agency's employee may ask consumers if there are any problems or difficulties with the product.

Accepted Answer

A) True 
 B)False

Question 18

Which type of schedule in allocating a marketing communications budget would best match a company such as General Electric that sells kitchen appliances?

Accepted Answer

A)  Flighting
B)  Continuous
C)  Payout
D)  Pulsating

Question 19

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 20

Each of the following is possible product positioning strategy except:

Accepted Answer

A)  governmental customers.
B)  cultural symbols.
C)  product users.
D)  product class.

Exam 4: The Imc Planning Process

Psychographic information is often combined with usage and benefit information to provide marketers with a more complete understanding of a target market.

A flighting communications schedule involves communications only at specific times during the year with periods of no marketing communications at other times.

If Burger King's advertising manager decides to match McDonald's advertising expenditures, which type of advertising budget method is being used?

Which method of developing marketing communications budget is often used in highly competitive markets where rivalries between competitors are intense?

When conducting communications research, researchers examine the context of a product's use.

Which type of schedule in allocating its marketing communications budget would fit weight-loss programs such as Weight Watchers that advertise primarily during the first part of a year?

In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to use the ________ schedule.

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

A communications budget is based on:

In terms of marketing communication expenditures, the fastest growing media outlet is the internet.

The first step in the IMC planning process is:

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

The percentage-of-sales method for budgeting for communications tends to allocate funds for advertising in the opposite direction from what is needed.

The method of consumer segmentation that is based on population characteristics is:

Market segments should be internally:

In terms of marketing expenditures, companies tend to spend the most, 41 percent, on:

During the product-specific research phase of advertising research, an agency's employee may ask consumers if there are any problems or difficulties with the product.

Which type of schedule in allocating a marketing communications budget would best match a company such as General Electric that sells kitchen appliances?

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.

Each of the following is possible product positioning strategy except: