Deck 4: Analysing the Integrated Marketing Communications Environment

Question 1

An integrated strategy offers benefits of

A) convenience
B) uniformity and consistency
C) quickness
D) control

Answer 1

B

Question 2

Which of these groups should be 'on message' for IMC to be successful?

A) sales force
B) all staff
C) customers
D) customer service personnel
E) all of the above

Answer 2

B

Question 3

Objectives are developed in the following order:

A) corporate, marketing, IMC
B) marketing, IMC, corporate
C) corporate, IMC, marketing
D) marketing, corporate, IMC

Answer 3

A

Question 4

Which of the following is not a clear IMC objective?

A) increase awareness of brand X by 20% over 20 months
B) increase levels of trial of brand X by 5% over three months
C) increase consumer positivity towards the brand relative to its rivals by 5% over three months
D) increase brand recognition from 2% of the target audience to 10% in four months
E) all of the above are clear IMC objectives

Question 5

When conducting a SPENT analysis, what does SPENT stand for?

A) Social, Political, Economical, Natural, Technological
B) Social, Political, Ecological, Natural, Technological
C) Social, Political, Economical, National, Technological
D) Sales, Political, Economical, Natural, Technological
E) Social, Promotional, Economical, Natural, Technological

Question 6

Social factors

A) are irrelevant when designing communications
B) affect the way consumers view products and services
C) include the state of the economy
D) are separate from attitudes

Question 7

Political factors specify

A) opportunities and restrictions on the way markets operate
B) broad guidelines only
C) regulations only in planned economies
D) only what cannot be done

Question 8

Natural factors are

A) naturally occurring phenomenon over which marketers have no control
B) resources that can be exploited without restriction
C) physical environment and natural resources that must be considered
D) manipulated by marketers to obtain the highest profits

Question 9

Which of these are not social factors:

A) cultural norms
B) exchange rates
C) religious beliefs
D) attitudes towards social issues