Question 1

Ja'Nelle is conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a weakness for FroZenYo?

Accepted Answer

A) Yum Yogurt,one of FroZenYo's competitors,was featured in a USA Today article about the continued popularity of frozen yogurt. 
B) Yogurt You,one of FroZenYo's competitors,recently closed two stores due to decreased sales. 
C) FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt. 
D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits. 
E) Recent economic data indicates that people are spending more money on eating out than they did last year. 
A) Yum Yogurt,one of FroZenYo's competitors,was featured in a USA Today article about the continued popularity of frozen yogurt. 
B) Yogurt You,one of FroZenYo's competitors,recently closed two stores due to decreased sales. 
C) FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt. 
D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits. 
E) Recent economic data indicates that people are spending more money on eating out than they did last year. D

Question 2

Refer to the passage below to answer the questions that follow.
Head Over Heels is a unique children's toy and shoe store.It is the only store in town that has a large selection of infant and educational toys and that features brands such as Thomas the Tank and Madeline.Head Over Heels carries the largest selection of Stride Rite shoes in town,as well.The store advertises all year,but it advertises more heavily around back-to-school time for shoes and the holidays for toys.
-The planners at Head Over Heels believe that share of media voice directly relates to market share.What budgeting method are they most likely to use to create an IMC budget?

Accepted Answer

They are likely to use the competitive budget method,using competitors' budgets as benchmarks.

Question 3

A basic concept of 360-degree communication is that everything communicates.

Accepted Answer

A) True 
 B)False  True

Question 4

What is the difference between an IMC plan and an advertising plan?

Accepted Answer

Though an IMC plan follows the

Question 5

In traditional media,the synergistic effect of cross-media integration is referred to as ________.

Accepted Answer

A) image transfer 
B) strategic consistency 
C) brand essence 
D) multiplatform marketing 
E) standardization 
A) image transfer 
B) strategic consistency 
C) brand essence 
D) multiplatform marketing 
E) standardization

Question 6

Refer to the passage below to answer the questions that follow.
Acme,Inc.is a U.S.manufacturer of industrial goods,such as ball bearings,filters,and valves.Acme's target market is manufacturers who purchase these goods as inputs for the systems they manufacture,such as power plants,heating and cooling systems,and ships.Additionally,even though Acme is not a very large manufacturer and has never sold a product internationally,it intends to expand into foreign markets with a valve for which it recently received a patent and that is superior to any offered anywhere in the world.As a part of this expansion,Acme is developing an IMC plan.
-Acme is calculating its IMC budget by considering how much it will cost to establish a 20% share in the European market within one year.What type of budgeting method is Acme most likely using?

Accepted Answer

A) historical method 
B) objective-task method 
C) percentage-of-sales method 
D) competitive method 
E) all you can afford method 
A) historical method 
B) objective-task method 
C) percentage-of-sales method 
D) competitive method 
E) all you can afford method

Question 7

________ is more of a commitment than ________ because it reflects a long-term brand- building perspective.

Accepted Answer

A) Internal marketing;external marketing 
B) External marketing;internal marketing 
C) Reputation messaging;planned messaging 
D) Cause marketing;mission marketing 
E) Mission marketing;cause marketing 
A) Internal marketing;external marketing 
B) External marketing;internal marketing 
C) Reputation messaging;planned messaging 
D) Cause marketing;mission marketing 
E) Mission marketing;cause marketing

Question 8

In planning an international IMC campaign,vertical integration refers to coordinating the ________.

Accepted Answer

A) budgeting method in all countries and regions involved in the plan 
B) key planning decisions across all the marcom tools 
C) purchasing of media through a single agency 
D) timing of the campaign in all countries and regions involved in the plan 
E) supply chain in all countries and regions involved in the plan 
A) budgeting method in all countries and regions involved in the plan 
B) key planning decisions across all the marcom tools 
C) purchasing of media through a single agency 
D) timing of the campaign in all countries and regions involved in the plan 
E) supply chain in all countries and regions involved in the plan

Question 9

Which of the following could most accurately be called part of the art of IMC management?

Accepted Answer

A) a system of planned and managed activities 
B) a vision of the essence of the brand 
C) cross-functional management across department lines 
D) communication of the unified vision of the brand by the brand steward 
E) integrating the marcom tools 
A) a system of planned and managed activities 
B) a vision of the essence of the brand 
C) cross-functional management across department lines 
D) communication of the unified vision of the brand by the brand steward 
E) integrating the marcom tools

Question 10

Explain the IMC concept that a brand is an integrated perception.How is this related to the concept of synergy?

Accepted Answer

Integrated perception refers to the way

Question 11

The IMC planning team for a popular fashion label is focused on developing an international IMC campaign that limits costs and maintains brand essence by using the same artwork and photography in all countries.Which type of planning approach is this team most likely to use?

Accepted Answer

A) local initiative 
B) localization 
C) 360-degree communication 
D) centrally conceived campaign 
E) bottom-up creativity 
A) local initiative 
B) localization 
C) 360-degree communication 
D) centrally conceived campaign 
E) bottom-up creativity

Question 12

The goal of all IMC planning is to identify a problem that can be solved with marketing.

Accepted Answer

A) True 
 B)False

Question 13

The media,consumer activist groups,and opinion leaders are all stakeholder audiences at the ________ level.

Accepted Answer

A) corporate 
B) marketing 
C) branding 
D) internal 
E) marcom 
A) corporate 
B) marketing 
C) branding 
D) internal 
E) marcom

Question 14

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%.The current share of wallet of 18% is the ________.

Accepted Answer

A) benchmark 
B) baseline 
C) percentage change 
D) specific effect 
E) target 
A) benchmark 
B) baseline 
C) percentage change 
D) specific effect 
E) target

Question 15

IMC planning encourages the silo approach to selecting,using,and evaluating campaign tools.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is NOT determined by a campaign's budget?

Accepted Answer

A) the number of stakeholders who can be contacted 
B) the message strategy that can be used 
C) the length of time the campaign can run 
D) the number of media the campaign can use 
E) the total amount the campaign can spend 
A) the number of stakeholders who can be contacted 
B) the message strategy that can be used 
C) the length of time the campaign can run 
D) the number of media the campaign can use 
E) the total amount the campaign can spend

Question 17

Which of the following is NOT a requirement of a measurable objective?

Accepted Answer

A) a specific effect that can be measured 
B) a baseline 
C) a time frame 
D) a budget 
E) a percentage change 
A) a specific effect that can be measured 
B) a baseline 
C) a time frame 
D) a budget 
E) a percentage change

Question 18

Juan works at an advertising agency that has been designated as the lead agency for a client's global advertising effort.Explain what is meant by lead agency and describe its purpose.

Accepted Answer

This is a variation on a centrally conce

Question 19

Cause marketing means adopting a good cause and helping in its fund-raising and other community-oriented efforts.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT a planning approach for creating global campaigns?

Accepted Answer

A) local initiative 
B) centrally conceived campaign 
C) variations on central campaign 
D) top-down creativity 
E) bottom-up creativity 
A) local initiative 
B) centrally conceived campaign 
C) variations on central campaign 
D) top-down creativity 
E) bottom-up creativity

Ja'Nelle is conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a weakness for FroZenYo?

A basic concept of 360-degree communication is that everything communicates.

What is the difference between an IMC plan and an advertising plan?

In traditional media,the synergistic effect of cross-media integration is referred to as ________.

is more of a commitment than because it reflects a long-term brand- building perspective.

In planning an international IMC campaign,vertical integration refers to coordinating the ________.

Which of the following could most accurately be called part of the art of IMC management?

Explain the IMC concept that a brand is an integrated perception.How is this related to the concept of synergy?

The IMC planning team for a popular fashion label is focused on developing an international IMC campaign that limits costs and maintains brand essence by using the same artwork and photography in all countries.Which type of planning approach is this team most likely to use?

The goal of all IMC planning is to identify a problem that can be solved with marketing.

The media,consumer activist groups,and opinion leaders are all stakeholder audiences at the ________ level.

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%.The current share of wallet of 18% is the ________.

IMC planning encourages the silo approach to selecting,using,and evaluating campaign tools.

Which of the following is NOT determined by a campaign's budget?

Which of the following is NOT a requirement of a measurable objective?

Juan works at an advertising agency that has been designated as the lead agency for a client's global advertising effort.Explain what is meant by lead agency and describe its purpose.

Cause marketing means adopting a good cause and helping in its fund-raising and other community-oriented efforts.

Which of the following is NOT a planning approach for creating global campaigns?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 16: Imc Management

Ja'Nelle is conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a weakness for FroZenYo?

A basic concept of 360-degree communication is that everything communicates.

What is the difference between an IMC plan and an advertising plan?

In traditional media,the synergistic effect of cross-media integration is referred to as ________.

________ is more of a commitment than ________ because it reflects a long-term brand- building perspective.

In planning an international IMC campaign,vertical integration refers to coordinating the ________.

Which of the following could most accurately be called part of the art of IMC management?

Explain the IMC concept that a brand is an integrated perception.How is this related to the concept of synergy?

The IMC planning team for a popular fashion label is focused on developing an international IMC campaign that limits costs and maintains brand essence by using the same artwork and photography in all countries.Which type of planning approach is this team most likely to use?

The goal of all IMC planning is to identify a problem that can be solved with marketing.

The media,consumer activist groups,and opinion leaders are all stakeholder audiences at the ________ level.

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%.The current share of wallet of 18% is the ________.

IMC planning encourages the silo approach to selecting,using,and evaluating campaign tools.

Which of the following is NOT determined by a campaign's budget?

Which of the following is NOT a requirement of a measurable objective?

Juan works at an advertising agency that has been designated as the lead agency for a client's global advertising effort.Explain what is meant by lead agency and describe its purpose.

Cause marketing means adopting a good cause and helping in its fund-raising and other community-oriented efforts.

Which of the following is NOT a planning approach for creating global campaigns?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

is more of a commitment than because it reflects a long-term brand- building perspective.