Exam 18: The Principles and Practice of IMC

IMC planning would be LEAST likely to address and solve which of the following problems?

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 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 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. -As a part of its IMC plan,Acme,Inc.intends to use promotional sales competitions to motivate its international sales force.The sales competitions are an example of an IMC ________.

Which of the following should be used to prevent the delivery of inconsistent messages through departmental marcom silos?

Using the ________ for budgeting,the budget is determined based on a comparison of the total brand sales and the total marcom budget during the previous years.

Using the percentage-of-sales method of budgeting,the ratio of advertising expenditures to sales from the previous year is multiplied by ________ to determine the new advertising budget.

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 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 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?

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

In a ________ campaign,a task force or work team is assembled from around the world to agree on a basic strategy as the foundation for the campaign.

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

Cross-media integration means that various media work together to create coherent brand communication.

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

An individual should be considered as belonging to only one stakeholder audience.

A firm that exercises tight central international control over its advertising is likely to adopt a ________ strategy for an international IMC campaign.

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 strategy Mary likely uses.

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

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 ________.

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

Planners for the new IMC campaign for Mean Jeans need to design a plan that meets the objective of stimulating customer involvement with and excitement about the brand.Which of the following IMC tools would the planners be LEAST likely to include in their plan for Mean Jeans?

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

Several profit-oriented organizations participated in the Great American Bake Sale that was held to raise funds to end child hunger in the United States.Parade magazine and ABC entertainment helped get the word out about this event.For Parade and ABC,this represents what type of social marketing program?