Exam 18: The Imc Umbrella

Every state has an industrial ________, such as the New York-based Thomas Register listing industrial companies.

Which of the following is NOT a type of business-to-business advertising?

Total communication over the life of a brand is referred to as ________.

________ is used to persuade distribution channel members, such as distributors,wholesalers, dealers, and retailers, to stock the product of the manufacturer.

Dillard's is a regional department store, primarily located in the South. Every Sunday, Dillard's has large ads in the newspaper, but each ad features only one brand. For example, there might be an ad for Clinique cosmetics or one for Easy Spirit shoes. Dillard's sells other brands of these products but features only one in a given ad. The company does this because of the agreement it has with the national brand manufacturer (i.e., Clinique), under which the manufacturer will reimburse Dillard's for the cost of the ad. What is this known as?

What was the objective of Yoplait yogurt's "Save Lids to Save Lives" campaign described in "A Principled Practice"? What kind of marketing is this?

Mary is the advertising director of a clothing manufacturer that distributes its brand in the United States, Europe, and some Asian markets. She observed that women's preferences in clothes differ considerably in different countries. Explain the school of thought Mary holds.

Ralph worked in an advertising agency in New York City for 10 years, all of it developing brand advertising for national brands. He decided he wanted to move back to his hometown of Jackson, Mississippi and open his own advertising agency, where most of his clients will be local retailers. Which of the following is NOT a difference between national brand advertising and local retail advertising that Ralph needs to know?

All local media create and produce ads for retailers free of charge.

Which of the following is LEAST likely to be a purchasing objective of business buyers?

Name and describe the five types of business-to-business advertising.

Timberland is a well-known manufacturer of rugged shoes and boots, as well as other outdoor clothing and equipment. Helping others is part of the company's core values, and Timberland allows its employees a full week paid leave of absence to assist in a cause that is important to them. The leave is in addition to the regular paid vacation time employees receive. What type of social marketing does this commitment to community service by Timberland illustrate?

Retail food and drug chains are increasingly giving more promotional support to their own ________, also called private-label brands.

A characteristic of globalized companies is that the ________ label often doesn't apply, as shown with companies like Nokia and Motorola that are not U.S. companies but are familiar brands to U.S. consumers.

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

Direct mail is a type of ________ that provides business advertisers with sales leads and lays the groundwork for subsequent sales calls.

________ are undertaken by nonprofit organizations as conscious efforts to influence the thoughts or actions of the public.

Martin is working on a client's global advertising strategy. What are the stages Martin will most likely follow for market development in international markets?

One way local retailers can compensate for their smaller budgets and limited expertise is to take advantage of ________, which involves the national brand reimbursing the retailer for part or all of the advertising expenses.

Horizontal trade publications are directed to people who hold similar jobs in different companies across different industries.