Exam 18: The Imc Umbrella

Like national advertisers, local retailers generally prefer frequency over reach with respect to media strategy.

A company wants to advertise its product in a trade magazine. The product would be aimed at managers who directly oversee manufacturing in different industries. What type of trade publication does the company want to advertise in?

What type of campaign is designed to raise a specified amount of money in a set time frame to finance new buildings, equipment purchases, and other programs?

The globalization of marketing communication is driven by the development of international media, globalization of brands, and the spread of market-based economies in countries and regions such as China, South America, India, and Eastern Europe.

When Disney releases one of its movies on DVD, print ads and scripts for radio ads are provided to retailers. Retailers are not supposed to alter the ad in any way. Each print ad has a spot on the bottom of the ad where a retailer can add its store information, and each radio script leaves 10 to 20 seconds for retailers to identify themselves. What is this time or space called?

The only way to prevent inconsistent messages through departmental silos and to monitor and plan for a diversity of brand communication is through ________.

The first strategic consideration in retail advertising is price.

What was Honda's Big Idea in its new advertising campaign, as described in the chapter's opening vignette?

Which of the following is a classification system that allows a marketer to determine its customers' business category and then obtain media lists?

Rene is considering advertising for her gift shop located in Memphis, Tennessee. What is the first concern Rene should consider in targeting consumers?

David is planning an IMC campaign and is considering using sponsorship and events. What are the objectives appropriate for these IMC tools?

Advertising directed at people who buy or specify products for business use is called ________.

One goal of integration is ________, making all of the marketing communications work together so that the whole is greater than the sum of its parts.

When is it best to use a standardization strategy?

Since the Japanese culture is low-context, a Japanese word can have multiple meanings.

Kevin has taken over the international operations of his company. He contends that advertisers must consider differences among countries, including local culture, media availability, and legal restrictions. What school of thought does Kevin subscribe to in approaching advertising across national borders?

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

In which type of culture can the message be understood as it stands, without context?

The biggest and longest-running network of advertising agencies, media, and suppliers that donate their services to create ads and campaigns on behalf of socially important causes is the ________.

Laurie loves Sunday mornings because that's the day the newspaper comes with all the shopping ads. She takes one to two hours to leisurely go through the paper, looking at all the ads first, such as those from Best Buy, Lowe's, and JC Penney's. These inserts furnished by the retailers are called ________.