Question 1

What is the key benefit of IMC?

Accepted Answer

Synergy is...

Question 2

In terms of IMC strategy,what a company plans to say and how it plans to say it,both verbally and nonverbally,make up the _____.

Accepted Answer

A)   product concept
B)   creative mix
C)   IMC objective
D)   IMC message
E)   mission statementF) A) and E)
G) None of the above

Question 3

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) All of the above
G) C) and E)

Question 4

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

Accepted Answer

A)   Strengths
B)   Weaknesses
C)   Opportunities
D)   Objectives
E)   TacticsF) A) and D)
G) All of the above

Question 5

A(n) _____ declares what the marketer wants to achieve with respect to consumer awareness,attitude,and preference.

Accepted Answer

A)   product concept
B)   SWOT analysis
C)   IMC objective
D)   advertising message
E)   mission statementF) A) and D)
G) C) and D)

Question 6

Successful organizations separate IMC plans from marketing.

Accepted Answer

A) True 
 B)False

Question 7

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 tacticsF) A) and B)
G) A) and C)

Question 8

What are the functions of a marketing plan?

Accepted Answer

Marketing plans generally do a number of...

Question 9

What is a bottom-up marketing plan?

Accepted Answer

A bottom-up marketing plan inv...

Question 10

In a new product category,a company should ideally set low sales-target objectives.

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) A) and D)
G) None of the above

Question 12

IMC objectives should always be related to communication effects.

Accepted Answer

A) True 
 B)False

Question 13

According to the IMC pyramid,the first communication objective is to convey enough information about a product to develop conviction.

Accepted Answer

A) True 
 B)False

Question 14

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 15

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 matrixF) A) and E)
G) A) and D)

Question 16

In terms of IMC strategy,which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

Accepted Answer

A)   Kim-Lord grid
B)   Johari window
C)   Forming-Storming-Norming-Performing model
D)   BCG matrix
E)   Six Sigma modelF) All of the above
G) C) and D)

Question 17

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) B) and D)
G) B) and C)

Question 18

Briefly describe the importance of a mission statement.

Accepted Answer

A good marketing plan generally begins w...

Question 19

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/applicationF) B) and D)
G) A) and B)

Question 20

_____ 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 unitsF) B) and C)
G) A) and C)

Exam 8: Marketing and Imc Planning

What is a bottom-up marketing plan?

Correct AnswerverifiedA bottom-up marketing plan inv...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Successful organizations separate IMC plans from marketing.

Correct AnswerverifiedShow Answer

In terms of IMC strategy,which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

Correct AnswerverifiedShow Answer

According to the IMC pyramid,the first communication objective is to convey enough information about a product to develop conviction.

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

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

Correct AnswerverifiedShow Answer

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

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

In terms of IMC strategy,what a company plans to say and how it plans to say it,both verbally and nonverbally,make up the _____.

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

What is the key benefit of IMC?

Correct AnswerverifiedSynergy is...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

In a new product category,a company should ideally set low sales-target objectives.

Correct AnswerverifiedShow Answer

What are the functions of a marketing plan?

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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) _____ declares what the marketer wants to achieve with respect to consumer awareness,attitude,and preference.

Correct AnswerverifiedShow Answer

Briefly describe the importance of a mission statement.

Correct AnswerverifiedA good marketing plan generally begins w...View AnswerShow Answer

IMC objectives should always be related to communication effects.

Correct AnswerverifiedShow Answer

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A bottom-up marketing plan inv...
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Synergy is...
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Marketing plans generally do a number of...
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Correct Answer
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Correct Answer
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A good marketing plan generally begins w...
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Correct Answer
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