Exam 18: The Principles and Practice of IMC

Which of the following approaches to developing an international IMC campaign would most likely rely on a competition to determine the content of the campaign?

What is the difference between a touch point and a critical touch point?

In a SWOT analysis,strengths and opportunities are internally focused,and weaknesses and threats are externally focused.

In IMC planning,what is the relationship between a strategy and a tactic?

A(n)________ identifies the three key aspects of brand communication that must work together.

Explain the idea of strategic consistency and its relationship to synergy.

Share of media voice is an indication of ________.

A SWOT analysis is used in the ________ step of developing an IMC plan.

Juan works at an advertising agency that has been designated as the lead agency for a client's global advertising effort.Explain what is meant by lead agency and describe its purpose.

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; 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. -The planners at Head Over Heels believe that share of media voice directly relates to market share.What budgeting method are they most likely to use to create an IMC budget?

In a SWOT analysis,opportunities are situations in which a company could develop advantages over its competition.

What is the difference between an IMC plan and an advertising plan?

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. -In a SWOT analysis,Acme's new patent is an example of a(n)________.

________ links a company's mission and core values to a cause that connects with the company's and its customers' interests.

An IMC measurable objective can contain a baseline or a benchmark,but not both.

Brand essence and brand position are two terms that describe the same concept.

In traditional media,the synergistic effect of cross-media integration is referred to as ________.

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

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.

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; 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. -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.