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Exam 7: Marketing,Advertising,and Imc Planning

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Question 51

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According to the advertising pyramid,the first task of advertising is to communicate enough information about the product to develop consumer conviction.

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Question 52

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Describe the role of the marketing plan in an organization's advertising program.

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The marketing plan has a profound effect...

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Question 53

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Which of the following states how a firm is going to accomplish its marketing objectives?

The three steps involved in the objective/task method are defining objectives,determining strategy,and estimating cost.

To influence customers' perceptions,marketers must understand that every corporate activity has a message component.

Silly Putty has been around for years as a gag gift sold in specialty stores.It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a market leader.Which of the following strategies has Silly Putty most likely followed?

What is the first step in the traditional top-down marketing plan?

Mood-lites are colored lightbulbs that were developed according to research on how colors affect moods.According to the advertising pyramid,the first task of the initial advertising for Mood-lites was to create

The development of a marketing strategy typically involves three steps.List and briefly describe each of these steps.

One of the benefits of bottom-up marketing is that it allows advertisers to use multiple action programs.

What is the basis for calculating a budget allocation in the percentage-of-sales method?

_____ refers to the place a brand occupies competitively in the minds of consumers.

In creating an advertising plan for its new electric car,the Lightning Bug,Volkswagen sets an objective to motivate two-thirds of consumers who are convinced the Lightning Bug is a practical alternative to hybrids to take a test drive.Taking a test drive demonstrates the _____ level of the advertising pyramid.

The principal benefit of integrated marketing communications (IMC)is cost-efficiency.

Describe how an advertiser might achieve synergy,the principal benefit of IM C. Provide an example. The concept of integration is wholeness. Achieving this wholeness in communications creates synergy-the principal benefit of IMC-because each product message reinforces the others for greater effect. For example, when a Mountain Dew grocer runs an endcap promotion (a special display at the end of an aisle) alone, it might generate a 10 percent increase in volume. If he runs an ad for Dew with a coupon, that might deliver a 15 percent increase. But running both together might grow volume by 35 percent. That's synergy-the whole is greater than the sum of its parts.

What are the two general types of marketing objectives?

The objective/task method of setting budgets is also known as the budget-buildup method.

Harry & David is a catalog retailer that specializes in fruit gifts,but it does not see itself as just a merchant of fruit.By setting _____ objectives,the retailer views itself as a gift provider and acts accordingly.

A firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years will most likely have a tendency to

What should be the advertising manager's first step when asked to develop an advertising plan?