Question 1

_____ 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.

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

Which of the following refers to sales-target objectives?

Accepted Answer

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 5

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

Accepted Answer

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 6

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

Accepted Answer

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

Question 7

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 8

Describe the relationship of IMC to sales and profits.

Accepted Answer

Economists have long studied the relatio...

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

Briefly describe any five of the nine methods for setting a IMC budget.

Accepted Answer

The nine methods are: (a)percentage of s...

Question 16

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 17

Briefly describe the bottom-up marketing plan.

Accepted Answer

In a small company,everybody is both pla...

Question 18

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?

Accepted Answer

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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 8: Marketing and Imc Planning

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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

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 is true of sales-target objectives?

Correct AnswerverifiedShow Answer

_____ 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.

Correct AnswerverifiedShow Answer

Which of the following refers to sales-target objectives?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Briefly describe any five of the nine methods for setting a IMC budget.

Correct AnswerverifiedThe nine methods are: (a)percentage of s...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Describe the relationship of IMC to sales and profits.

Correct AnswerverifiedEconomists have long studied the relatio...View AnswerShow Answer

Briefly describe the bottom-up marketing plan.

Correct AnswerverifiedIn a small company,everybody is both pla...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The nine methods are: (a)percentage of s...
View Answer

Correct Answer
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Correct Answer
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Economists have long studied the relatio...
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Correct Answer
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In a small company,everybody is both pla...
View Answer

Correct Answer
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Correct Answer
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