Question 1

Which of the following statements about the objective/task method for developing an IMC budget is true?

Accepted Answer

A)  It forces companies to think in terms of accomplishing goals.
B)  It is slow to adapt to changing market conditions and cannot be altered easily.
C)  It attempts to link promotional dollars with sales objectives.
D)  It is commonly used for new product introductions.
E)  It holds that a company's best chance of maintaining its share of a market is to keep a share of IMC somewhat ahead of its market share.F) C) and D)
G) B) and D)

Question 2

According to the IMC pyramid, conviction refers to:

Accepted Answer

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.F) A) and E)
G) A) and B)

Question 3

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.F) A) and D)
G) A) and C)

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  Creative mix
B)  Marketing plan
C)  Mission statement
D)  Test marketing
E)  Marketing tactics The marketing plan has a profound effect on an organization's IMC.It dictates the role of promotional messages in the marketing mix.It enables better implementation, control, and continuity of campaigns, and it guides the allocation of promotional dollars.F) C) and D)
G) A) and E)

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 competitorF) B) and C)
G) None of the above

Question 7

In terms of product concept, briefly describe the FCB grid and the Kim-Lord grid.

Accepted Answer

When writing the IMC plan, the brand man...

Question 8

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

Accepted Answer

A) True 
 B)False  False

Question 9

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

Accepted Answer

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.F) B) and D)
G) A) and D)

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  situation analysis
B)  advertising research strategy
C)  sales-target objectives
D)  product concept
E)  mission statementF) B) and D)
G) None of the above

Question 12

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

Accepted Answer

A)  Copy points
B)  Marketing plan
C)  Product concept
D)  Subliminal advertising
E)  Communications media The marketing plan has a profound effect on an organization's IMC.It dictates the role of promotional messages in the marketing mix.It enables better implementation, control, and continuity of campaigns, and it guides the allocation of promotional dollars.F) A) and D)
G) C) and E) B

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  Finding a unique marketing tactic
B)  Evaluating marketing results
C)  Forming marketing strategies
D)  Setting marketing objectives
E)  Conducting a situation analysisF) D) and E)
G) None of the above

Question 15

Sales goals are advertising objectives, not marketing objectives.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)  marketing objective
B)  situation analysis
C)  testimonial
D)  product concept
E)  mission statementF) A) and B)
G) A) and E) E

Question 17

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

Accepted Answer

A)  Product class
B)  Product attribute
C)  Cultural symbol
D)  Product user
E)  Use/applicationF) A) and E)
G) A) and D)

Question 18

Which of the following is true of the influence of IMC on sales?

Accepted Answer

A)  IMC is a result of sales.
B)  The real role of an IMC campaign is to create sales.
C)  IMC is the only factor affecting sales.
D)  IMC campaigns may stimulate inquiries and product trials.
E)  The principle job of IMC is to close sales.F) C) and D)
G) A) and E)

Question 19

According to the IMC pyramid, comprehension involves:

Accepted Answer

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.F) B) and E)
G) C) and E)

Question 20

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?

Accepted Answer

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 informationF) A) and B)
G) A) and C)

Exam 8: Marketing and Imc Planning

Which of the following statements about the objective/task method for developing an IMC budget is true?

Correct AnswerverifiedShow Answer

According to the IMC pyramid, conviction refers to:

Correct AnswerverifiedShow Answer

Which of the following refers to sales-target objectives?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow 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

In terms of product concept, briefly describe the FCB grid and the Kim-Lord grid.

Correct AnswerverifiedWhen writing the IMC plan, the brand man...View AnswerShow Answer

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

Correct AnswerverifiedFalse

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sales goals are advertising objectives, not marketing objectives.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedE

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

Correct AnswerverifiedShow Answer

Which of the following is true of the influence of IMC on sales?

Correct AnswerverifiedShow Answer

According to the IMC pyramid, comprehension involves:

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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When writing the IMC plan, the brand man...
View Answer

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False

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B

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E

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