Question 1

Explain how a centrally conceived international campaign can be cost efficient.

Accepted Answer

A centrally conceived campaign can be co

Question 2

One goal of integration is ________,making all of the marketing communications work together so that the whole is greater than the sum of its parts.

Accepted Answer

A)  localization 
B)  synergy 
C)  adaptation 
D)  development 
E)  standardization 
A)  localization 
B)  synergy 
C)  adaptation 
D)  development 
E)  standardization

Question 3

Which of the following refers to the central concept that makes a brand different and distinctive from all other brands in its product category?

Accepted Answer

A)  brand position 
B)  brand target 
C)  brand personality 
D)  brand value 
E)  brand essence 
A)  brand position 
B)  brand target 
C)  brand personality 
D)  brand value 
E)  brand essence

Question 4

Julian and his planning team are conducting a SWOT analysis for Parties-R-Us,a regional chain of party supplies stores.According to the research Julian received,a national party supply store chain is planning on opening five new retail outlets in the region in which Parties-R-Us currently is the market leader.In the SWOT analysis for Parties-R-Us,this represents a weakness.

Accepted Answer

A) True 
 B)False

Question 5

Everything communicates is a basic concept of 360° communication.

Accepted Answer

A) True 
 B)False

Question 6

Using the ________ for budgeting,the budget is determined based on whatever is left over after other budget responsibilities have been met.

Accepted Answer

A)  percentage-of-sales method 
B)  objective-task method 
C)  historical method 
D)  competitive method 
E)  all you can afford method 
A)  percentage-of-sales method 
B)  objective-task method 
C)  historical method 
D)  competitive method 
E)  all you can afford method

Question 7

Positioning is one of the key strategic elements that brands usually try to change from country to country when using a localization strategy for an international IMC campaign.

Accepted Answer

A) True 
 B)False

Question 8

Compare and contrast the local initiative and centrally conceived approaches to international IMC campaign planning.

Accepted Answer

Using the local initiative approach to i

Question 9

Using the ________ for budgeting,the budget is determined by estimating how much it will cost to accomplish the objectives for each promotional activity.

Accepted Answer

A)  percentage-of-sales method 
B)  objective-task method 
C)  historical method 
D)  competitive method 
E)  all you can afford method 
A)  percentage-of-sales method 
B)  objective-task method 
C)  historical method 
D)  competitive method 
E)  all you can afford method

Question 10

Which of the following enables consumers to self-select themselves into a brand's target market?

Accepted Answer

A)  total communication strategies 
B)  360-degree communication 
C)  spherical marketing 
D)  permission marketing 
E)  mission marketing 
A)  total communication strategies 
B)  360-degree communication 
C)  spherical marketing 
D)  permission marketing 
E)  mission marketing

Question 11

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.
-In a SWOT analysis,what would be Head Over Heels' strengths?

Accepted Answer

Two strengths would be that it

Question 12

All touch points are contact points,but not all contact points are touch points.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following are two strategies for global advertising programs?

Accepted Answer

A)  market-orientation and culture-orientation 
B)  standardization and localization 
C)  short-term and long-term 
D)  high-context and low-context 
E)  structured and unstructured 
A)  market-orientation and culture-orientation 
B)  standardization and localization 
C)  short-term and long-term 
D)  high-context and low-context 
E)  structured and unstructured

Question 14

The goal in a measurable objective should be a realistic estimate of the change the IMC campaign can create.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT a planning approach for creating global campaigns?

Accepted Answer

A)  local initiative 
B)  centrally conceived campaigns 
C)  variations on central campaigns 
D)  top-down creativity 
E)  bottom-up creativity 
A)  local initiative 
B)  centrally conceived campaigns 
C)  variations on central campaigns 
D)  top-down creativity 
E)  bottom-up creativity

Question 16

Which of the following is NOT a part of the typical IMC plan?

Accepted Answer

A)  situation analysis 
B)  marcom mix 
C)  management and campaign controls 
D)  message strategy 
E)  product development 
A)  situation analysis 
B)  marcom mix 
C)  management and campaign controls 
D)  message strategy 
E)  product development

Question 17

Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?

Accepted Answer

A)  The creative may need to be reshot with local models and settings, as well as language. 
B)  There may be favoritism toward local companies. 
C)  Government approval of television commercials can be difficult. 
D)  Agencies often are not available to assist the advertiser in executing a global campaign. 
E)  Language is a problem for a campaign dependent on words rather than visuals. 
A)  The creative may need to be reshot with local models and settings, as well as language. 
B)  There may be favoritism toward local companies. 
C)  Government approval of television commercials can be difficult. 
D)  Agencies often are not available to assist the advertiser in executing a global campaign. 
E)  Language is a problem for a campaign dependent on words rather than visuals.

Question 18

Mission marketing indicates a greater commitment to a cause than cause marketing does.

Accepted Answer

A) True 
 B)False

Question 19

When using a ________ in setting objectives,a planner uses a comparable effort,such as a similar product or prior campaign,to set a logical goal.

Accepted Answer

A)  baseline 
B)  target 
C)  benchmark 
D)  schedule 
E)  platform 
A)  baseline 
B)  target 
C)  benchmark 
D)  schedule 
E)  platform

Question 20

Stimulating buzz,creating curiosity and excitement,and providing opportunity for involvement are all objectives for the IMC tool of ________.

Accepted Answer

A)  packaging 
B)  guerilla marketing 
C)  advertising 
D)  sales promotion 
E)  public relations 
A)  packaging 
B)  guerilla marketing 
C)  advertising 
D)  sales promotion 
E)  public relations

Explain how a centrally conceived international campaign can be cost efficient.

One goal of integration is ________,making all of the marketing communications work together so that the whole is greater than the sum of its parts.

Which of the following refers to the central concept that makes a brand different and distinctive from all other brands in its product category?

Everything communicates is a basic concept of 360° communication.

Using the ________ for budgeting,the budget is determined based on whatever is left over after other budget responsibilities have been met.

Positioning is one of the key strategic elements that brands usually try to change from country to country when using a localization strategy for an international IMC campaign.

Compare and contrast the local initiative and centrally conceived approaches to international IMC campaign planning.

Using the ________ for budgeting,the budget is determined by estimating how much it will cost to accomplish the objectives for each promotional activity.

Which of the following enables consumers to self-select themselves into a brand's target market?

All touch points are contact points,but not all contact points are touch points.

Which of the following are two strategies for global advertising programs?

The goal in a measurable objective should be a realistic estimate of the change the IMC campaign can create.

Which of the following is NOT a planning approach for creating global campaigns?

Which of the following is NOT a part of the typical IMC plan?

Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?

Mission marketing indicates a greater commitment to a cause than cause marketing does.

When using a ________ in setting objectives,a planner uses a comparable effort,such as a similar product or prior campaign,to set a logical goal.

Stimulating buzz,creating curiosity and excitement,and providing opportunity for involvement are all objectives for the IMC tool of ________.

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 a centrally conceived international campaign can be cost efficient.

One goal of integration is ________,making all of the marketing communications work together so that the whole is greater than the sum of its parts.

Which of the following refers to the central concept that makes a brand different and distinctive from all other brands in its product category?

Everything communicates is a basic concept of 360° communication.

Using the ________ for budgeting,the budget is determined based on whatever is left over after other budget responsibilities have been met.

Positioning is one of the key strategic elements that brands usually try to change from country to country when using a localization strategy for an international IMC campaign.

Compare and contrast the local initiative and centrally conceived approaches to international IMC campaign planning.

Using the ________ for budgeting,the budget is determined by estimating how much it will cost to accomplish the objectives for each promotional activity.

Which of the following enables consumers to self-select themselves into a brand's target market?

All touch points are contact points,but not all contact points are touch points.

Which of the following are two strategies for global advertising programs?

The goal in a measurable objective should be a realistic estimate of the change the IMC campaign can create.

Which of the following is NOT a planning approach for creating global campaigns?

Which of the following is NOT a part of the typical IMC plan?

Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?

Mission marketing indicates a greater commitment to a cause than cause marketing does.

When using a ________ in setting objectives,a planner uses a comparable effort,such as a similar product or prior campaign,to set a logical goal.

Stimulating buzz,creating curiosity and excitement,and providing opportunity for involvement are all objectives for the IMC tool of ________.

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