Exam 18: The Imc Umbrella

Which of the following statements regarding planning a global advertising strategy is true?

A societal marketing philosophy describes the operations of companies whose corporate missions reflect their desire to do good.

The two classifications of general business and trade publications are ________.

Business-to-business advertising never uses consumer media to deliver ads.

Which television production format makes use of the same opening and closing sections, while changing the middle section to focus on different merchandise or local stores?

Compare and contrast cause marketing and mission marketing.

Time left at the end of a radio or television spot or space left at the bottom of print materials where the local store is mentioned is known as a(n)________.

Manufacturers use retail advertising to get retailers to stock their products.

Purchasing objectives in business-to-business center on rational, pragmatic considerations such as price, service, quality of the product or service, and assurance of supply.

Name and describe the three main schools of thought on advertising across national borders.

The localization school of thought in the global versus local debate contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers around the world.

B2B direct marketing provides sales leads and lays the groundwork for subsequent sales calls.

The office that develops the approved campaign is designated the ________ and develops all the necessary elements of the campaign and prepares a standards manual for use in other countries.

An ad for WD-40 appeared in a magazine targeted to hardware store retailers. The ad showed end-of-aisle displays for the product. The copy explained how the use of a WD-40 display produces 40 percent higher sales for the retailer. The ad did not tout the benefits of the product, just what the display will do for the retailer's sales. Included in the ad was a chart of the months when WD-40 ads will appear in consumer magazines as well as the months when promotional allowances are available to retailers. Name and describe this type of advertising.

Which school of thought on advertising across national borders contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers and a consistent brand presentation?

General Mills is planning on expanding its breakfast cereals to Central and South America. What should the company consider when executing the international campaign?

There were several tips regarding standardization advertising strategy in the text. List three tips for when to choose a standardized advertising strategy.

Reaching wide audiences through mass media, acquiring new customers, establishing brand image and personality, and defining brand position are all objectives for the IMC tool of ________.

Which of the following is NOT a guideline to create effective business-to-business ads?

Which of the following are two schools of thought on planning global advertising programs?