Exam 18: The Principles and Practice of IMC

In a SWOT analysis,which of the following would be considered a strength?

________ are the various ways a consumer comes in contact with a brand while ________ are the brand experiences that affect a consumer's feelings about a brand.

Brand value refers to what a brand is worth to the company and to its customers.

Internal marketing targets ________ to get their support or buy-in for marketing communication programs.

In SWOT planning,what makes a strength different from an opportunity? Give an example of each.

Explain the IMC concept that a brand is an integrated perception.How is this related to the concept of synergy?

In planning an international IMC campaign,horizontal integration refers to coordinating across all ________.

Compare and contrast cause marketing and mission marketing.

Dove wanted to do more than just sell its beauty care products.The company was on a quest to discover "real beauty" and help women be happy just the way they are.As a result,the Dove Campaign for Real Beauty was successfully launched in 2004.Dove was practicing which type of marketing?

Lolly,Lolly,Lollypop is a candy manufacturer building its brand nationally.In addition to advertising,the company is careful about what it says,how the company performs,and what the response is from consumers.All of this is to promote one consistent message through many different aspects,also known as brand message ________.

The Australian IMC campaign for Luscious,a line of beauty products,was so successful that planners for Luscious decided to use the campaign,with a few modifications,in England.This is an example of a local initiative approach to international IMC campaigns.

Julian and his planning team are creating an IMC campaign for Parties-R-Us.They plan to focus on positioning Parties-R-Us as the specialists that can solve all of your party problems.This focus on the positioning of Parties-R-Us is an example of an IMC tactic.

The global name for the Microsoft operating system Vista turned out to be a disparaging term for a frumpy old woman in Latvia.Microsoft had to adjust the name.This is an example of the need for ________ in international advertising campaigns.

After spending 15 minutes on hold with a company's customer service line for information about a product she was considering purchasing,Cristina decided that she would buy a similar product from another company.This is an example of a ________.

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.Which strategy is Kevin most likely to follow?

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%,an increase of 7%.Which of the following is missing from this objective in order for it to be measurable?

The first step in IMC planning is ________.

Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a strength for FroZenYo?

How is a new advertising budget calculated using the percentage-of-sales method?

The idea of ________ means that no matter the consumer's angle of vision,the brand always looks the same.