Question 1

Explain how every component of the marketing mix,not just marketing communication,sends a brand message.

Accepted Answer

The marketing mix components of price,pl

Question 2

One of the primary effects of packaging is to ________.

Accepted Answer

A)  create participation 
B)  maximize credibility and likability 
C)  deliver product information 
D)  create conviction 
E)  reward behavior 
A)  create participation 
B)  maximize credibility and likability 
C)  deliver product information 
D)  create conviction 
E)  reward behavior

Question 3

Compare and contrast the five common budgeting methods described in your text.

Accepted Answer

(1) Historical method: Budgets from past

Question 4

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 weakness for FroZenYo?

Accepted Answer

A)  Yum Yogurt, one of FroZenYo's competitors, was featured in a USA Today article about the continued popularity of frozen yogurt. 
B)  Yogurt You, one of FroZenYo's competitors, recently closed two stores due to decreased sales. 
C)  FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt. 
D)  The union representing workers at FroZenYo is negotiating for a pay raise and better benefits. 
E)  Recent economic data indicates that people are spending more money on eating out than they did last year. 
A)  Yum Yogurt, one of FroZenYo's competitors, was featured in a USA Today article about the continued popularity of frozen yogurt. 
B)  Yogurt You, one of FroZenYo's competitors, recently closed two stores due to decreased sales. 
C)  FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt. 
D)  The union representing workers at FroZenYo is negotiating for a pay raise and better benefits. 
E)  Recent economic data indicates that people are spending more money on eating out than they did last year.

Question 5

IMC cannot solve problems related to actual brand quality,but it can address the issue of perception of brand quality.

Accepted Answer

A) True 
 B)False

Question 6

The majority of companies with international IMC campaigns adopt a localization strategy.

Accepted Answer

A) True 
 B)False

Question 7

The practice called search and reapply is typically used in the ________ approach to planning an international IMC campaign.

Accepted Answer

A)  centrally conceived 
B)  bottom-up creativity 
C)  local initiative 
D)  standardized 
E)  lead agency 
A)  centrally conceived 
B)  bottom-up creativity 
C)  local initiative 
D)  standardized 
E)  lead agency

Question 8

Employees,investors,business partners,and government bodies are all stakeholder audiences at the ________ level.

Accepted Answer

A)  corporate 
B)  marketing 
C)  branding 
D)  internal 
E)  marcom 
A)  corporate 
B)  marketing 
C)  branding 
D)  internal 
E)  marcom

Question 9

The execution of a global campaign is usually no more complex than a national plan.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements regarding planning a global advertising strategy is true?

Accepted Answer

A)  The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall. 
B)  The globalization/localization debate is really about budgeting. 
C)  It is not advantageous to conduct research in each international market that is entered. 
D)  Consumer buying motivations are basically the same in every country. 
E)  The execution of a global campaign is no more complex than executing a national plan. 
A)  The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall. 
B)  The globalization/localization debate is really about budgeting. 
C)  It is not advantageous to conduct research in each international market that is entered. 
D)  Consumer buying motivations are basically the same in every country. 
E)  The execution of a global campaign is no more complex than executing a national plan.

Question 11

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

Accepted Answer

A)  a loss of market share 
B)  a strong economy 
C)  a loss of stock value 
D)  another company's loss of market share 
E)  an economic downturn 
A)  a loss of market share 
B)  a strong economy 
C)  a loss of stock value 
D)  another company's loss of market share 
E)  an economic downturn

Question 12

Through the local initiative approach to international IMC campaign planning,a successful campaign created for one country is modified for use in other countries.

Accepted Answer

A) True 
 B)False

Question 13

Touch point strategies and programs are sometimes referred to as ________.

Accepted Answer

A)  mission marketing 
B)  permission marketing 
C)  experiential marketing 
D)  spherical marketing 
E)  direct marketing 
A)  mission marketing 
B)  permission marketing 
C)  experiential marketing 
D)  spherical marketing 
E)  direct marketing

Question 14

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.
-This year,Head Over Heels has the IMC objective of increasing share of wallet by 10% during the back-to-school sale season.Which IMC tools would you recommend for an IMC plan designed to meet this objective?

Accepted Answer

To increase share of wallet,He

Question 15

Touch points are contact points that touch our emotions.

Accepted Answer

A) True 
 B)False

Question 16

The goal of IMC planning is to identify a problem that can be solved with communication.

Accepted Answer

A) True 
 B)False

Question 17

According to Stan Richards,three-part positioning includes identifying which of the following?

Accepted Answer

A)  target audience, media plan, and competitors 
B)  target audience, competitors, and most meaningful brand benefit 
C)  media plan, competitors, and most meaningful brand benefit 
D)  target audience, brand personality, and competitors 
E)  brand personality, competitors, and most meaningful brand benefit 
A)  target audience, media plan, and competitors 
B)  target audience, competitors, and most meaningful brand benefit 
C)  media plan, competitors, and most meaningful brand benefit 
D)  target audience, brand personality, and competitors 
E)  brand personality, competitors, and most meaningful brand benefit

Question 18

Increasing immediate sales,attracting attention at decision points,creating interest,stimulating urgency,and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

Accepted Answer

A)  direct marketing 
B)  guerilla marketing 
C)  advertising 
D)  point-of-purchase 
E)  public relations 
A)  direct marketing 
B)  guerilla marketing 
C)  advertising 
D)  point-of-purchase 
E)  public relations

Question 19

Competitors are included in the marketing level of stakeholder audiences.

Accepted Answer

A) True 
 B)False

Question 20

Consumers will not integrate brand messages and experiences unless a brand has a unified vision.

Accepted Answer

A) True 
 B)False

Explain how every component of the marketing mix,not just marketing communication,sends a brand message.

One of the primary effects of packaging is to ________.

Compare and contrast the five common budgeting methods described in your text.

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 weakness for FroZenYo?

IMC cannot solve problems related to actual brand quality,but it can address the issue of perception of brand quality.

The majority of companies with international IMC campaigns adopt a localization strategy.

The practice called search and reapply is typically used in the ________ approach to planning an international IMC campaign.

Employees,investors,business partners,and government bodies are all stakeholder audiences at the ________ level.

The execution of a global campaign is usually no more complex than a national plan.

Which of the following statements regarding planning a global advertising strategy is true?

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

Through the local initiative approach to international IMC campaign planning,a successful campaign created for one country is modified for use in other countries.

Touch point strategies and programs are sometimes referred to as ________.

Touch points are contact points that touch our emotions.

The goal of IMC planning is to identify a problem that can be solved with communication.

According to Stan Richards,three-part positioning includes identifying which of the following?

Increasing immediate sales,attracting attention at decision points,creating interest,stimulating urgency,and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

Competitors are included in the marketing level of stakeholder audiences.

Consumers will not integrate brand messages and experiences unless a brand has a unified vision.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

Evaluating Imc Effectiveness

Filters

Exam 18: The Principles and Practice of IMC

Explain how every component of the marketing mix,not just marketing communication,sends a brand message.

One of the primary effects of packaging is to ________.

Compare and contrast the five common budgeting methods described in your text.

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 weakness for FroZenYo?

IMC cannot solve problems related to actual brand quality,but it can address the issue of perception of brand quality.

The majority of companies with international IMC campaigns adopt a localization strategy.

The practice called search and reapply is typically used in the ________ approach to planning an international IMC campaign.

Employees,investors,business partners,and government bodies are all stakeholder audiences at the ________ level.

The execution of a global campaign is usually no more complex than a national plan.

Which of the following statements regarding planning a global advertising strategy is true?

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

Through the local initiative approach to international IMC campaign planning,a successful campaign created for one country is modified for use in other countries.

Touch point strategies and programs are sometimes referred to as ________.

Touch points are contact points that touch our emotions.

The goal of IMC planning is to identify a problem that can be solved with communication.

According to Stan Richards,three-part positioning includes identifying which of the following?

Increasing immediate sales,attracting attention at decision points,creating interest,stimulating urgency,and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

Competitors are included in the marketing level of stakeholder audiences.

Consumers will not integrate brand messages and experiences unless a brand has a unified vision.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

Evaluating Imc Effectiveness

Filters