Deck 8: Marketing and Imc Planning

Question 1

The IMC pyramid represents the learn-feel-do model of effects.

Answer 1

False
Explanation: The IMC pyramid represents the learn-feel-do model of effects. That is, it assumes that people rationally consider a prospective purchase, and once they feel good about it, they act.

Question 2

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

Answer 2

False
Explanation: The IMC pyramid reflects the traditional mass marketing monologue. The marketer talks and the customer listens. That was appropriate before the advent of computers and databases, and it may still be appropriate in those categories where the marketer has little choice or does not expect a repeat purchase.

Question 3

Sales goals are advertising objectives,not marketing objectives.

Answer 3

False
Explanation: Sales goals are marketing objectives, not advertising objectives. Before a company can persuade customers to buy, it must inform, persuade, or remind its intended audience about the company, product, service, or issue.

Question 4

The IMC plan is a natural outgrowth of the marketing plan and is prepared in the same way.

Question 5

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

Question 6

In consumer goods marketing,increases in market share are closely related to increases in the marketing budget.

Question 7

According to the IMC pyramid,the first communication objective is to convey enough information about a product to develop conviction.

Question 8

Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.

Question 9

In a new product category,a company should ideally set low sales-target objectives.

Question 10

In a good marketing plan,the situation analysis provides pertinent factual details but leaves out contextual information.

Question 11

Integrated marketing communications activities begin with the customer and work back to the brand.

Question 12

A marketing tactic refers to a specific action for helping to accomplish a marketing strategy.

Question 13

The second step of the IMC planning model developed by Wang and Schultz analyzes information on customers to understand their attitudes,their history,and how they discover and interact with the brand or product.

Question 14

It is beneficial that many light users are exposed to IMC campaigns because brand popularity cuts across all levels of purchasing frequency.

Question 15

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

Question 16

The product user positioning strategy involves positioning a brand against other products that,while not the same,offer the same class of benefits.

Question 17

In the IMC approach,message tactics come from a consideration of broader marketing strategies.

Question 18

The DAGMAR system of setting objectives emphasizes communication objectives because Russell Colley believed that the proper way to evaluate a campaign is to determine how well it communicates information,within a given budget,to the target audience.

Question 19

Successful organizations separate IMC plans from marketing.

Question 20

IMC objectives should always be related to communication effects.

Question 21

A(n)_____ is a document that serves as a guide for the present and future marketing activities of an organization.

A) marketing mix
B) mission statement
C) integrated marketing communications message
D) marketing plan
E) product concept

Question 22

Which of the following is true of the objectives and outcomes of DAGMAR,a hierarchical model introduced by Russell Colley?

A) It specifies the qualities of a good objective.
B) Conviction refers to purchasing and using a brand.
C) Comprehension refers to knowing that a brand exists.
D) Awareness refers to knowing about a brand's benefits or attributes.
E) It emphasizes sales-target objectives.

Question 23

Which of the following refers to sales-target objectives?

A) They are outcomes that can be associated with promotional activities.
B) They are marketing tools used to generate sales.
C) They are goals related to increasing or maintaining sales volume and market share.
D) They are the "bundle of values" the marketer presents to the consumer.
E) They are a series of tests run in different markets with different budgets to determine the best level of advertising expenditure.

Question 24

Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.

Question 25

Which of the following is true of the effect of marketing objectives on sales?

A) The impact of a campaign can be seen immediately and directly on sales.
B) An effective campaign cannot induce customer trial.
C) Good advertising can negate the effect of government regulation on sales.
D) Good marketing plans should place greater emphasis on sales-target objectives than on communication objectives.
E) Good campaigns can fail if consumers are dissatisfied with a product when they try it.

Question 26

The share of market/share of voice method has three steps: defining objectives,determining strategy,and estimating cost.

Question 27

A(n)_____ refer(s)to a detailed description of a brand's current marketing position.

A) situation analysis
B) advertising research strategy
C) sales-target objectives
D) product concept
E) mission statement

Question 28

When developing an IMC budget,an IMC focus helps to remind us that advertising is just one component of IMC.

Question 29

A(n)_____ refers to a short description of an organization's purpose and philosophy.

A) mission statement
B) advertising research strategy
C) marketing plan
D) creative mix
E) product concept

Question 30

In a SWOT analysis,which of the following represents environmental factors?

A) Strengths
B) Weaknesses
C) Opportunities
D) Objectives
E) Tactics

Question 31

Which of the following dictates the role of promotional messages in the marketing mix?

A) Creative mix
B) Marketing plan
C) Mission statement
D) Test marketing
E) Marketing tactics

Question 32

Which of the following refers to clear,quantifiable,realistic marketing goals that are to be accomplished within a defined time period?

A) Marketing mix
B) Marketing objectives
C) Target market
D) Bottom-up marketing
E) Market orientation

Question 33

Which of the following uses the facts contained in a situation analysis to point out strengths,weaknesses,opportunities,and threats for a brand?

A) Objective/task method
B) Share of market analysis
C) Empirical research method
D) SWOT analysis
E) Percentage of sales method

Question 34

The percentage of sales method of developing an IMC budget is commonly used for new product introductions.

Question 35

Starting the marketing plan with a _____ helps remind planners and marketing partners about what the organization is and what it stands for.

A) marketing objective
B) situation analysis
C) testimonial
D) product concept
E) mission statement

Question 36

Historically,companies that spend more on IMC during tough times lose a substantial share of the market before the economy starts growing again.

Question 37

Which of the following enables better implementation,control,and continuity of campaigns,and guides the allocation of promotional dollars?

A) Copy points
B) Marketing plan
C) Product concept
D) Subliminal advertising
E) Communications media

Question 38

Which of the following is true of sales-target objectives?

A) In a new product category, a company tends to set low sales-target objectives.
B) Sales-target objectives are given more emphasis than communication objectives in a good marketing plan.
C) Sales-target objectives should not be impacted by recession.
D) Sales-target objectives are not influenced by government regulations.
E) In good economic times, a company may set ambitious sales-target objectives.

Question 39

Which of the following is the first step in a traditional top-down marketing plan?

A) Marketing objectives
B) Situation analysis
C) Marketing strategy
D) Communication objectives
E) Marketing tactics

Question 40

_____ refer to outcomes that can reasonably be associated with promotional activities,such as increases in brand recognition or awareness.

A) Sales-target objectives
B) Tactics
C) Copy points
D) Communication objectives
E) Media units

Question 41

Which of the following is true of the IMC approach to marketing and campaign planning?

A) IMC activities start with the brand and work back to the customer.
B) It emphasizes the separation of marketing and communications planning.
C) It moves a company's sales objective or profit goals further up in the planning process.
D) It helps a company focus on its profit goals by starting the planning process with a database.
E) Using the outside-in process, the IMC approach starts with the customer.

Question 42

The product competitor approach to developing a positioning strategy involves:

A) setting the brand apart by stressing a particular product feature important to consumers.
B) positioning the brand against other products that, while not the same, offer the same class of benefits.
C) positioning against competitors using the strength of the competitor's position to help define the subject brand.
D) positioning apart from competitors through the creation or use of some recognized symbol or icon.
E) positioning on the basis of how a product is used.

Question 43

Which of the following describes how the company plans to meet its marketing objectives?

A) Market orientation
B) Share of market/share of voice method
C) Marketing strategy
D) Competitive parity method
E) Percentage of sales method

Question 44

Which of the following is the first step in the development of a marketing strategy?

A) Selecting the target market
B) Formulating a mission statement
C) Determining the marketing mix
D) Finding a unique marketing tactic
E) Positioning the product

Question 45

What is the first step in Wang and Schultz's seven-step IMC planning model?

A) Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior
B) Setting marketing objectives based on analysis of customer information
C) Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D) Segmenting customers and prospects in the database by a measurable purchase behavior
E) Determining what communications tactics to use to make contact and influence the consumer's behavior

Question 46

Which of the following approaches to developing a positioning strategy involves positioning on the basis of how a product is used?

A) Product user
B) Price/quality
C) Product attribute
D) Product function
E) Use/application

Question 47

In terms of bottom-up marketing,a _____ refers to a specific action for helping to accomplish a marketing strategy.

A) marketing result
B) creative mix
C) tactic
D) communication objective
E) situation analysis

Question 48

According to Wang and Schultz's IMC planning model,which step immediately follows the segmentation of customers and prospects in the database based on a measurable purchase behavior?

A) Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior
B) Setting marketing objectives based on analysis of customer information
C) Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D) Deciding what elements of the marketing mix (product, price, distribution) will further encourage the desired behavior
E) Determining what communications tactics to use to make contact and influence the consumer's behavior

Question 49

Which of the following is true of finding tactics in a bottom-up marketing plan?

A) Companies should find two or three tactics to exploit instead of a single tactic.
B) Managers of large companies are more likely than those in small companies to discover good tactics.
C) The artful combination of tactic and strategy creates a position in the consumer's mind.
D) Tactics refer to the place a brand occupies competitively in the minds of consumers.
E) A large company cannot profit from bottom-up marketing because they cannot find a unique tactic.

Question 50

Which of the following is the first step in the bottom-up marketing plan?

A) Finding a unique marketing tactic
B) Evaluating marketing results
C) Forming marketing strategies
D) Setting marketing objectives
E) Conducting a situation analysis

Question 51

Which of the following approaches to developing a positioning strategy sets the brand apart by stressing a particular product feature important to consumers?

A) Product class
B) Product attribute
C) Cultural symbol
D) Product user
E) Use/application

Question 52

In terms of marketing objectives,which of the following helps define what IMC should do in order to help a brand achieve its sales goals?

A) Mission statement
B) Pricing objectives
C) Product concept
D) Communication objectives
E) Sales-target objectives

Question 53

Which of the following is the first step taken by a brand manager when developing an IMC plan?

A) Selecting the target audience
B) Setting marketing objectives
C) Determining the most cost-effective media
D) Establishing an advertising budget
E) Reviewing the marketing plan

Question 54

After product positioning,what is the next step in the development of a marketing strategy?

A) Selecting the target market
B) Determining the marketing mix
C) Formulating the marketing objectives
D) Performing a situation analysis
E) Conducting marketing research

Question 55

Which of the following is the final step in Wang and Schultz's IMC planning model?

A) Identifying what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior
B) Setting marketing objectives based on analysis of customer information
C) Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D) Deciding what elements of the marketing mix (product, price, distribution) will further encourage the desired behavior
E) Determining what communications tactics to use to make further contact and influence the consumer's behavior

Question 56

The product class approach to developing a positioning strategy involves:

A) positioning the brand against other products that, while not the same, offer the same class of benefits.
B) positioning against the particular group that uses a product.
C) positioning apart from competitors through the creation or use of some recognized symbol or icon.
D) positioning on the basis of how a product is used.
E) setting a brand apart by stressing a particular product feature important to consumers.

Question 57

_____ refer(s)to the place a brand occupies competitively in the minds of consumers.

A) Positioning
B) Situation analysis
C) Product concept
D) Market segmentation
E) Communication objectives

Question 58

The _____ approach to developing a positioning strategy involves positioning apart from competitors through the creation or use of some recognized icon.

A) product attribute
B) cultural symbol
C) use/application
D) price/quality
E) product competitor

Question 59

According to Wang and Schultz's IMC planning model,which of the following steps should be taken immediately after a marketer identifies what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior?

A) Segmenting customers and prospects in the database by a measurable purchase behavior
B) Setting communications objectives and strategies for reaching the consumer and influencing his or her attitudes, beliefs, and purchase behavior
C) Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D) Finding the best time, place, and situation to build and maintain relationships
E) Setting marketing objectives based on analysis of customer information

Question 60

In terms of marketing strategy,the _____ of a company determine(s)the specific short-term actions to be taken,internally and externally,by whom,and when,and largely influence advertising campaigns.

A) product concept
B) marketing tactics
C) organizational structure
D) core values
E) mission statement

Question 61

A(n)_____ declares what the marketer wants to achieve with respect to consumer awareness,attitude,and preference.

A) product concept
B) SWOT analysis
C) IMC objective
D) advertising message
E) mission statement

Question 62

According to the _____ method of developing an IMC budget,when a new brand is introduced,the budget for the first two years should be about one and a half times the brand's targeted share of the market in two years.

A) empirical research
B) share of market/share of voice
C) competitive parity
D) percentage of sales
E) percentage of profit

Question 63

As an element of creative strategy,the _____ are all the vehicles that might transmit the marketer's message.

A) marketing tactics
B) copy points
C) communications media
D) advertising messages
E) product concepts

Question 64

In terms of IMC strategy,which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

A) Kim-Lord grid
B) Johari window
C) Forming-Storming-Norming-Performing model
D) BCG matrix
E) Six Sigma model

Question 65

In the IMC pyramid,_____ refers to acquainting people with the company,product,service,and brand.

A) awareness
B) action
C) conviction
D) desire
E) comprehension

Question 66

Which of the following methods of developing an IMC budget is commonly used for new product introductions?

A) Objective/task method
B) Empirical research
C) Quantitative mathematical models
D) Competitive parity
E) Share of market/share of voice method

Question 67

In terms of IMC strategy,what a company plans to say and how it plans to say it,both verbally and nonverbally,make up the _____.

A) product concept
B) creative mix
C) IMC objective
D) IMC message
E) mission statement

Question 68

The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

A) advertising message
B) creative mix
C) marketing mix
D) evoked set
E) product concept

Question 69

According to the IMC pyramid,conviction refers to:

A) acquainting people with the company, product, service, and brand.
B) communicating enough information about a product to persuade a certain number of people to actually believe in the product's value.
C) communicating enough information about the product so that some percentage of the aware consumer group recognizes its purpose, image, or position, and perhaps some of its features.
D) inducing people to visit a store, or actually buy a product.
E) stimulating desire for a product.

Question 70

According to the IMC pyramid,which of the following refers to action?

A) Stimulating desire for a product
B) Communicating enough information about a product so that its features are recognized
C) Persuading a certain number of people to actually believe in a product's value
D) Acquainting people with a company, product, service, and brand
E) Requesting additional information, sending in a coupon, visiting a store, or actually buying a product

Question 71

In terms of developing an IMC budget,the _____ method is an attempt to link promotional dollars with sales objectives.

A) percentage of sales
B) competitive parity
C) percentage of profit
D) share of market/share of voice
E) objective/task

Question 72

Which of the following is a method used by advertisers to determine how much to spend on IMC?

A) Percentage of sales method
B) Experimental method
C) Survey method
D) Observation method
E) Attitude testing method

Question 73

Which of the following models,developed by Richard Vaughn,categorized consumer products into four quadrants based on "high involvement" or "low involvement" and "think" or "feel"?

A) Johari window
B) Forming-Storming-Norming-Performing model
C) Six Sigma model
D) FCB grid
E) BCG matrix

Question 74

According to the IMC pyramid,comprehension involves:

A) communicating enough information about a product and its features to persuade a certain number of people to believe in its value.
B) communicating enough information about a product so that some aware consumers recognize its purpose, image, or position.
C) acquainting people with a company, product, service, and brand.
D) persuading customers to buy multiple units of a company's product.
E) accelerating sales by conducting a variety of sales promotions.

Question 75

_____ refer(s)to computer-based programs developed by major advertisers and agencies to develop IMC budgets.They rely on input of sophisticated data,history,and assumptions.

A) Quantitative mathematical models
B) Percentage of profits
C) Share of market/share of voice
D) Objective/task method
E) Competitive parity

Question 76

In terms of IMC strategy,the _____ refer(s)to the specific people the IMC will reach.

A) reference groups
B) target audience
C) social class
D) centers of influence
E) focus group

Question 77

Which of the following principles regarding the relationship of IMC to sales and profits is true?

A) In consumer goods marketing, increases in market share are closely related to decreases in the marketing budget.
B) Sales normally decrease with additional advertising because consumers are turned off by the information overload.
C) Sales response to advertising may build over time, but the durability of advertising is brief, so a consistent investment is important.
D) Sales will not occur if there is no advertising.
E) Advertising expenditures above certain minimum levels have no effect on sales.

Question 78

Which of the following statements about the relationship of advertising to sales and profits is true?

A) Sales will remain constant even if there is additional advertising.
B) Some sales will occur even if there is no advertising.
C) The durability of advertising is long, so a one-time investment is sufficient.
D) In consumer goods marketing, the marketing budget is a prime indicator of profitability.
E) There is no saturation level for advertising.

Question 79

In terms of the IMC plan,which of the following is true of the process of setting objectives?

A) Objectives should be specific, realistic, and measurable.
B) Sales goals are advertising objectives, not marketing objectives.
C) IMC objectives should always be related to profit goals.
D) It is advisable to assign IMC the complete responsibility for meeting sales goals.
E) The IMC plan merely restates the sales objectives present in the marketing plan.

Question 80

In the _____ method of developing an IMC budget,companies allocate dollars according to the amounts spent by major competitors.

A) percentage of sales
B) percentage of profit
C) share of market/share of voice
D) objective/task
E) competitive parity