Exam 18: The Principles and Practice of IMC

Using the ________ for budgeting,the budget is determined based on last year's budget,typically with a percentage increase for inflation.

How does the IMC approach to campaign planning and implementation differ from the silo approach?

One of the primary effects of trade sales promotions is to ________.

Encouraging repeat purchases and rewarding loyal customers are two of the primary effects of the IMC tool of specialties.

Which of the following is NOT a requirement of a measurable objective?

Using the ________ for budgeting,the budget is determined based on a comparison to what other companies in the product category are spending.

On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients.In order to monitor and integrate this diversity of brand communication,the company must have ________.

The more IMC tools that are used,the easier it is to maintain consistency across a variety of messages.

Consumers,competitors,distributors,and suppliers are all stakeholder audiences at the ________ level.

The same budgeting techniques used for an IMC campaign for one country can also be used to prepare a budget for an international IMC campaign.

Total communication programs consider all sources of brand messages,but 360° communication planning considers only traditional and nontraditional media.

Marcus is the advertising director of a major international corporation that manufactures skateboard components to sell to skate shops around the world.His philosophy is that teenagers,who are his products' target market,are pretty much the same all over the world,especially teens that are passionate about skateboarding.Name and describe the strategy Marcus will likely use.

The exchange rate can affect the amount of money spent in a foreign market as well as the timing of the expenditure.

Identify two common starting points of most international IMC campaigns.

Vertical coordination is required for a coherent international IMC campaign,but horizontal coordination is not.

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. -Part of Acme's objective in its new IMC campaign is to establish a significant market share in the European market.In terms of measurable objectives,this is most likely a ________.

An IMC campaign strategy focused on share of wallet seeks to ________.

What is the purpose of cross-functional brand management?

In IMC planning,it is important to establish tactics before determining strategies.

All budgeting is dependent on a time frame or schedule.