Question 1

Which of the following uses the facts contained in a situation analysis to point out strengths,weaknesses,opportunities,and threats for a brand?

Accepted Answer

A)   Objective/task method
B)   Share of market analysis
C)   Empirical research method
D)   SWOT analysis
E)   Percentage of sales method

Question 2

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.

Question 3

A(n) _____ refers to a short description of an organization's purpose and philosophy.

Accepted Answer

A)   mission statement
B)   advertising research strategy
C)   marketing plan
D)   creative mix
E)   product concept

Question 4

Which method of developing an IMC budget is also known as the budget buildup method?

Accepted Answer

The objective/task m...

Question 5

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.

Question 6

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 7

In terms of the IMC plan,which of the following is true of the process of setting objectives?

Accepted Answer

A)   Objectives should be specific, realistic, and measurable.
B)   Sales goals are advertising objectives, not marketing objectives.
C)   IMC objectives should always be related to profit goals.
D)   It is advisable to assign IMC the complete responsibility for meeting sales goals.
E)   The IMC plan merely restates the sales objectives present in the marketing plan.

Question 8

Sales goals are advertising objectives,not marketing objectives.

Accepted Answer

A) True 
 B)False

Question 9

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

Accepted Answer

A) True 
 B)False

Question 10

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

Accepted Answer

A) True 
 B)False

Question 11

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

Accepted Answer

A) True 
 B)False

Question 12

The share of market/share of voice method has three steps: defining objectives,determining strategy,and estimating cost.

Accepted Answer

A) True 
 B)False

Question 13

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

Question 14

In terms of marketing objectives,which of the following helps define what IMC should do in order to help a brand achieve its sales goals?

Accepted Answer

A)   Mission statement
B)   Pricing objectives
C)   Product concept
D)   Communication objectives
E)   Sales-target objectives

Question 15

Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.

Accepted Answer

A) True 
 B)False

Question 16

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.

Question 17

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

Accepted Answer

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

Question 18

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 analysis

Question 19

In terms of developing an IMC budget,the _____ method is an attempt to link promotional dollars with sales objectives.

Accepted Answer

A)   percentage of sales
B)   competitive parity
C)   percentage of profit
D)   share of market/share of voice
E)   objective/task

Question 20

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

Exam 8: Marketing and Imc Planning

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

Correct AnswerverifiedShow Answer

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

Correct AnswerverifiedShow Answer

Sales goals are advertising objectives,not marketing objectives.

Correct AnswerverifiedShow Answer

In terms of marketing objectives,which of the following helps define what IMC should do in order to help a brand achieve its sales goals?

Correct AnswerverifiedShow Answer

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

Correct AnswerverifiedShow Answer

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

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

According to the IMC pyramid,conviction refers to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to the IMC pyramid,comprehension involves:

Correct AnswerverifiedShow Answer

In terms of the IMC plan,which of the following is true of the process of setting objectives?

Correct AnswerverifiedShow Answer

Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.

Correct AnswerverifiedShow Answer

Which of the following uses the facts contained in a situation analysis to point out strengths,weaknesses,opportunities,and threats for a brand?

Correct AnswerverifiedShow Answer

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

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 mana...View AnswerShow Answer

Which method of developing an IMC budget is also known as the budget buildup method?

Correct AnswerverifiedThe objective/task m...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The share of market/share of voice method has three steps: defining objectives,determining strategy,and estimating cost.

Correct AnswerverifiedShow Answer

A(n) _____ refers to a short description of an organization's purpose and philosophy.

Correct AnswerverifiedShow Answer

In terms of developing an IMC budget,the _____ method is an attempt to link promotional dollars with sales objectives.

Correct AnswerverifiedShow Answer

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When writing the IMC plan,the brand mana...
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The objective/task m...
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