Question 1

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

Accepted Answer

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

Question 2

What are the functions of a marketing plan?

Accepted Answer

Marketing plans generally do a number of...

Question 3

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"?

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

The _____ method of developing an IMC budget has three steps: defining objectives, determining strategy, and estimating costs.

Accepted Answer

A)  unit of sales
B)  share of market/share of voice
C)  percentage of sales
D)  percentage of profit
E)  budget buildup

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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 11

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

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

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

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

Describe the importance of IMC to the study of advertising.

Accepted Answer

Because many customers see all sponsored...

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

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 18

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

Accepted Answer

A)  marketing mix
B)  mission statement
C)  integrated marketing communications message
D)  marketing plan
E)  product concept A marketing plan is a document that serves as a guide for the present and future marketing activities of an organization.The marketing plan has a profound effect on an organization's IMC.It dictates the role of promotional messages in the marketing mix.

Question 19

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

Accepted Answer

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 20

The product class approach to developing a positioning strategy involves:

Accepted Answer

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 abrand apart by stressing a particular product feature important to consumers.

Exam 8: Marketing and Imc Planning

What are the functions of a marketing plan?

Correct AnswerverifiedMarketing plans generally do a number of...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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"?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The product class approach to developing a positioning strategy involves:

Correct AnswerverifiedShow Answer

The _____ method of developing an IMC budget has three steps: defining objectives, determining strategy, and estimating costs.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe the importance of IMC to the study of advertising.

Correct AnswerverifiedBecause many customers see all sponsored...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Marketing plans generally do a number of...
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Because many customers see all sponsored...
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