Deck 16: Imc Management

Question 1

The idea of ________ means that no matter the consumer's angle of vision,the brand always looks the same.

A)multimedia marketing
B)standardization
C)mission branding
D)multiplatform marketing
E)spherical branding

Answer 1

E

Question 2

Through the practice of ________,the core or essence of a brand is clear in every brand message.

A)permission marketing
B)integrated perception
C)strategic consistency
D)360-degree communication
E)critical touchpoints

Answer 2

C

Question 3

Consumers draw on images from the media,word of mouth,marketing messages and more to form a(n)________ of a brand,which is how a brand impression is created.

A)unified vision
B)position
C)integrated perception
D)synergistic perception
E)personality

Answer 3

C

Question 4

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

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

Question 5

The first step in IMC planning is ________.

A)backgrounding
B)targeting
C)positioning
D)setting objectives
E)selecting media

Question 6

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

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 7

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

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

Question 8

Which of the following is designed to monitor all of the message delivery points for a brand?

A)touchpoint plan
B)total communication program
C)cross-functional management
D)integrated perception
E)brand integrity

Question 9

Touchpoint strategies and programs are sometimes referred to as ________.

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

Question 10

After spending 15 minutes on hold with a company's customer service line for information about a product she was considering purchasing,Cristina decided that she would buy a similar product from another company.Christina's interaction with the company is an example of a ________.

A)conversion
B)commercial message
C)silo effect
D)one-way communication
E)critical touch point

Question 11

When a brand's messages are supported by word-of-mouth comments and testimonies from users,the brand has ________.

A)cross-functional management
B)brand integrity
C)a defined benchmark
D)a synergistic perception
E)brand personality

Question 12

A SWOT analysis is used in the ________ step of developing an IMC plan.

A)budgeting
B)targeting
C)situation analysis
D)message strategy
E)objectives

Question 13

Which of the following is NOT a basic concept of IMC?

A)Strategic consistency drives synergy.
B)Stakeholders overlap and so do their messages.
C)External brand integration requires internal integration.
D)Brand value drives brand relationships.
E)People automatically integrate brand messages and experiences.

Question 14

Which of the following could most accurately be called part of the art of IMC management?

A)a system of planned and managed activities
B)a vision of the essence of the brand
C)cross-functional management across department lines
D)communication of the unified vision of the brand by the brand steward
E)integrating the marcom tools

Question 15

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 ________.

A)cooperative advertising
B)house brands
C)standardization
D)cross-functional management
E)localization

Question 16

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

A)another company's weakness
B)a strong economy
C)a leading position in a product category
D)another company's loss of market share
E)an economic downturn

Question 17

________ are the various ways a consumer interacts with a brand,while ________ are the brand experiences that affect a consumer's feelings about a brand.

A)Touchpoints;critical touchpoints
B)Touchpoints;contact points
C)Contact points;touchpoints
D)Contact points;critical points
E)Touchpoints;critical points

Question 18

Which integration goal involves making all marketing communications work together so that the whole is greater than the sum of its parts?

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

Question 19

Lolly,Lolly,Lollypop is a candy manufacturer building its brand nationally.In addition to advertising,the company is careful about what it says,how the company performs,and what the response is from consumers.All of this is to promote one consistent message through many different aspects,also known as brand message ________.

A)synergy
B)adaptation
C)reorganization
D)promotion
E)cooperation

Question 20

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

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 21

IMC planning would be LEAST likely to address and solve which of the following problems?

A)brand image
B)product price
C)brand perception
D)knowledge of product
E)consumers' attitude toward the product

Question 22

Announcing news,maximizing credibility,and improving stakeholder relationships are objectives for which IMC area?

A)specialties
B)guerilla marketing
C)sponsorship and events
D)sales promotion
E)public relations

Question 23

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

A)baselining
B)targeting
C)benchmarking
D)scheduling
E)platforming

Question 24

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

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

Question 25

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

A)increase the price customers are willing to pay for the product
B)introduce a new product
C)extend a brand name
D)increase the amount customers spend on the brand
E)establish a market leader position

Question 26

Which of the following is a key objective of trade sales promotions?

A)reaching a wide audience through mass media
B)creating conviction in consumers
C)reinforcing consumer satisfaction
D)energizing the sales force
E)creating a brand reminder

Question 27

Stimulating buzz,creating curiosity and excitement,and providing opportunity for involvement are objectives for which IMC area?

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

Question 28

Which of the following is a measure taken before an IMC campaign begins?

A)a platform
B)a baseline
C)a time frame
D)an objective
E)a percentage change

Question 29

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

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)the company's position as a market leader

Question 30

Reaching wide audiences through mass media,acquiring new customers,establishing brand image and personality,and defining brand position are objectives for which IMC area?

A)advertising
B)public relations
C)trade sales promotion
D)point of purchase
E)packaging

Question 31

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

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

Question 32

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

A)a specific effect that can be measured
B)a baseline
C)a time frame
D)a budget
E)a percentage change

Question 33

Increasing immediate sales,attracting attention at decision points,creating interest,stimulating urgency,and encouraging trial and impulse purchasing are objectives for which IMC area?

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

Question 34

Answering questions,listening to consumer perceptions,and recording complaints and compliments are objectives for which IMC area?

A)specialties
B)guerilla marketing
C)customer service
D)sponsorship
E)public relations

Question 35

Which of the following is used to determine the effectiveness of a campaign?

A)a platform
B)contact point management
C)a SWOT analysis
D)a measurable objective
E)backgrounding

Question 36

The media,consumer activist groups,and opinion leaders are all stakeholder audiences at the ________ level.

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

Question 37

Internal marketing targets ________ to get their support or buy-in for marketing communication programs.

A)regulatory bodies
B)retailers
C)suppliers
D)media
E)employees

Question 38

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

A)a loss of market share
B)a strong economy
C)the introduction of a competitor's product
D)another company's loss of market share
E)an economic downturn

Question 39

Which term refers to any group of people who have an interest in the success of a company or brand?

A)employee
B)shareholder
C)stakeholder
D)regulator
E)partner

Question 40

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

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

Question 41

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 as inputs for the systems they manufacture,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.
Based on the information given,which area is most likely to be the primary focus of Acme's IMC planning?

A)trade sales promotion
B)packaging
C)point of purchase
D)guerilla marketing
E)specialties

Question 42

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

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

Question 43

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

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

Question 44

Ja'Nelle is conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a strength for FroZenYo?

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 45

Using the percentage-of-sales method of budgeting,the ratio of advertising expenditures to sales from the previous year is multiplied by ________ to determine the new advertising budget.

A)the competition's sales
B)share of media
C)share of market
D)last year's sales
E)next year's sales forecast

Question 46

Share of media voice is an indication of ________.

A)profit margins
B)advertising expenditures
C)the sales-expense ratio
D)share of wallet
E)product positioning

Question 47

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%,an increase of 7%.Which of the following is missing from this objective for it to be measurable?

A)a budget
B)a media plan
C)a time frame
D)a specific effect
E)a strategy

Question 48

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

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

Question 49

Which budgeting method compares the total brand sales with the total marcom budget during the previous year?

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

Question 50

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%.The current share of wallet of 18% is the ________.

A)benchmark
B)baseline
C)percentage change
D)specific effect
E)target

Question 51

Which of the following is a key objective of packaging?

A)creating customer participation
B)maximizing credibility and likability
C)delivering product information
D)creating brand conviction
E)rewarding purchase behavior

Question 52

Ja'Nelle is 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?

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 53

Ja'Nelle is conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.In terms of a SWOT analysis,which of the following research findings would Ja'Nelle classify as a threat for FroZenYo?

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 54

Functional IMC areas that operate on their own with little concern for the plans and activities of other IMC areas are referred to as ________.

A)platforms
B)positions
C)silos
D)standards
E)specialties

Question 55

Through ________,an IMC plan carefully considers and evaluates all of the ways in which a consumer might interact with a brand.

A)SWOT analysis
B)multichannel marketing
C)budgeting and scheduling
D)message strategy development
E)contact point management

Question 56

In a SWOT analysis,Acme's new patent is an example of a(n)________.

A)trend
B)opportunity
C)strength
D)threat
E)obligation

Question 57

Which of the following is NOT determined by a campaign's budget?

A)the number of stakeholders who can be contacted
B)the message strategy that can be used
C)the length of time the campaign can run
D)the number of media the campaign can use
E)the total amount the campaign can spend

Question 58

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

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

Question 59

In traditional media,the synergistic effect of cross-media integration is referred to as ________.

A)image transfer
B)strategic consistency
C)brand essence
D)multiplatform marketing
E)standardization

Question 60

Planners for the new IMC campaign for Mean Jeans need to design a plan that meets the objective of stimulating customer involvement with and excitement about the brand.Which of the following IMC tools would the planners be LEAST likely to include in their plan for Mean Jeans?

A)sponsorship
B)guerilla marketing
C)consumer sales promotion
D)direct marketing
E)events

Question 61

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

A)Management of brand consistency limits 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 62

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

A)The creative work may need to be reshot with local models and settings.
B)There may be favoritism toward local companies.
C)Government approval of television commercials can be difficult.
D)Agencies often are unavailable to assist the advertiser in campaign execution.
E)Language is a problem for a campaign dependent on words rather than visuals.

Question 63

A firm that exercises tight central international control over its advertising is likely to adopt a ________ strategy for an international IMC campaign.

A)localized
B)low-context
C)high-context
D)standardized
E)culture-oriented

Question 64

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 ________.

A)benchmark
B)specific effect
C)strategy
D)tactic
E)baseline

Question 65

The IMC planning team for a popular fashion label is focused on developing an international IMC campaign that limits costs and maintains brand essence by using the same artwork and photography in all countries.Which type of planning approach is this team most likely to use?

A)local initiative
B)localization
C)360-degree communication
D)centrally conceived campaign
E)bottom-up creativity

Question 66

Which approach to developing an international IMC campaign would most likely rely on a competition to determine the content of the campaign?

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

Question 67

Total communication over the life of a brand is referred to as ________.

A)lifetime customer value
B)lifetime customer communication
C)the marketing mix
D)360-degree communication
E)the integrated marketing campaign

Question 68

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

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

Question 69

The practice called search and reapply is typically used in which approach to planning an international IMC campaign?

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

Question 70

In a ________ campaign,a task force or work team is assembled from around the world to agree on a basic strategy as the foundation for the campaign.

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

Question 71

The office that develops the approved campaign is designated the ________ and develops all the necessary elements of the campaign and prepares a standards manual for use in other countries.

A)agency-of-record
B)lead agency
C)contextual agency
D)planning agency
E)buying agency

Question 72

A successful IMC campaign for an over-the-counter pain reliever was developed by an agency in Argentina.The results of the campaign were so impressive that the company decided to implement a similar campaign in other South American and Central American countries.Which type of planning approach is this?

A)centrally conceived campaign
B)localization
C)standardization
D)variation on central campaign
E)bottom-up creativity

Question 73

The global name for the Microsoft operating system Vista turned out to be a disparaging term for a frumpy old woman in Latvia.Microsoft had to adjust the name.This is an example of the need for ________ in international advertising campaigns.

A)adaptation
B)standardization
C)centralization
D)decentralization
E)bottom-up creativity

Question 74

In planning an international IMC campaign,vertical integration refers to coordinating the ________.

A)budgeting method in all countries and regions involved in the plan
B)key planning decisions across all the marcom tools
C)purchasing of media through a single agency
D)timing of the campaign in all countries and regions involved in the plan
E)supply chain in all countries and regions involved in the plan

Question 75

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

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 76

Acme is calculating its IMC budget by considering how much it will cost to establish a 20% share in the European market within one year.What type of budgeting method is Acme most likely using?

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

Question 77

In planning an international IMC campaign,horizontal integration refers to coordinating across all ________.

A)budgets
B)marcom tools
C)media outlets
D)regions and countries
E)agencies

Question 78

Which of the following strategic elements is a brand most likely to try to keep consistent from country to country in an international IMC campaign?

A)budget
B)positioning
C)media mix
D)schedule
E)SWOT analysis

Question 79

Kevin has taken over the international operations of his company.He contends that advertisers must consider differences among countries,including local culture,media availability,and legal restrictions.Which strategy is Kevin most likely to follow?

A)centrally conceived campaign
B)localization
C)standardization
D)cooperation
E)synergy

Question 80

As part of its IMC plan,Acme,Inc.intends to use promotional sales competitions to motivate its international sales force.The sales competitions are an example of an IMC ________.

A)strategy
B)objective
C)message
D)tactic
E)metric