Exam 18: The Imc Umbrella

Refer to the passage below to answer the questions that follow. Head Over Heels is a unique children's toy and shoe store. Although it is the only store in town that has a large selection of educational toys, it also features Thomas the Tank Engine and Madeline dolls, clothes, and dollhouses, and all sorts of infant toys. 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. It receives prepared print ads and radio scripts from manufacturers to use for the store's advertising with enough time or space to include the store's information. When Head Over Heels uses these ads, it gets reimbursed the full media cost by the manufacturers, which really helps in shop's advertising efforts. Another way it gets assistance from manufacturers is by offering them the opportunity to buy space in the multipage ad that the store distributes every year on Thanksgiving, which features several Christmas gift ideas at promotional prices for the famous "day after Thanksgiving" shopping day. -Name and describe the relationship between Stride Rite and Head Over Heels when Stride Rite assists with the store's advertising by providing print ads to the retailer and reimbursing them for the newspaper space.

Virtually every product category can be divided into local, national, regional (trading bloc), and international markets and brands.

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

Refer to the passage below to answer the questions that follow. Head Over Heels is a unique children's toy and shoe store. Although it is the only store in town that has a large selection of educational toys, it also features Thomas the Tank Engine and Madeline dolls, clothes, and dollhouses, and all sorts of infant toys. 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. It receives prepared print ads and radio scripts from manufacturers to use for the store's advertising with enough time or space to include the store's information. When Head Over Heels uses these ads, it gets reimbursed the full media cost by the manufacturers, which really helps in shop's advertising efforts. Another way it gets assistance from manufacturers is by offering them the opportunity to buy space in the multipage ad that the store distributes every year on Thanksgiving, which features several Christmas gift ideas at promotional prices for the famous "day after Thanksgiving" shopping day. -Every year Head Over Heels donates $1 dollar to the local school district for every pair of shoes sold during the back-to-school promotion. Name and describe this activity.

Everything communicates is the first principle of IMC.

Responsible marketing refers to the use of marketing programs and marketing communication tools to create awareness for a social need.

________ are advertising inserts furnished by retailers for distribution in newspapers.

Which targeting consideration refers to assessing a country's level of infrastructure, literacy levels, economic level, and level of media availability?

Howard Computers is targeting hospitals for its new "Medicart" portable computer cart that allows for tracking of medication dispensing right at the patient's bedside. If Howard wants a list of the publications that purchasing agents in hospitals use in order to know which publications to advertise in, which of the following should Howard use?

What is the primary objective of retail advertising?

Advertising targeted at consumers who live close to a retail store is known as ________.

In which type of culture is the meaning of a message best understood when contained within contextual cues?

Which of the following is NOT considered a universal value?

On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients. In order to monitor and plan for this diversity of brand communication, the company must have ________ to deliver a consistent message from all department silos.

Refer to the passage below to answer the questions that follow. Acme, Inc. is a manufacturer of industrial goods, such as ball bearings, filters, and valves. Acme's target market is manufacturers who purchase these goods to go into the systems that they manufacture for their customers, 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 go international with a valve for which it recently received a patent and that is superior to any offered anywhere in the world. -What type of business-to-business advertising is appropriate for Acme?

Advertising by attorneys, doctors, or other types of professionals directed to consumers is called professional advertising.

Which of the following is NOT an objective of retail advertising?

According to the text, a study by the Association of National Advertisers found in 2008 that only 34 percent of ANA members said they were using IMC for most or all of their brands.

The global name for Microsoft's operating system, Vista, turns out to be a disparaging term for a frumpy old woman in Lativa. Microsoft must adjust the name. This is an example of the need for ________ in international advertising campaigns.

An ad for the new edition of this advertising textbook was placed in the Journal of Advertising, which is read by professors teaching this subject and practitioners in the advertising industry. What type of business-to-business advertising is this an example of?