Question 1

What are the four sources of brand messages? Briefly describe each source.

Accepted Answer

The four sources of brand messages are (...

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Distinguish between need-satisfying objectives and sales-target objectives.

Accepted Answer

A need-satisfying objective is a marketi...

Question 4

Eby-Brown, a large distributor of candies and snacks to convenience stores in the eastern U.S., describes itself as "a service-oriented company." Its corporate guidelines state, "Without our customers, we don't exist as an organization. So our priority in life is to make sure that our customers are happy, that we're taking good care of them, and addressing their needs." What type of relationship does Eby-Brown most likely strive to maintain with its customers?

Accepted Answer

A)   Reactive relationship
B)   Basic transactional relationship
C)   Accountable relationship
D)   Proactive relationship
E)   PartnershipF) B) and E)
G) None of the above

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The two sub-strategies of the advertising strategy are the:

Accepted Answer

A)   stakeholder strategy and the creative strategy.
B)   message strategy and the media strategy.
C)   creative strategy and media strategy.
D)   planning strategy and the implementation strategy.
E)   customer-satisfaction strategy and the profit strategy.F) B) and E)
G) B) and C)

Question 7

Endcap promotions are messages communicated through packaging and distribution.

Accepted Answer

A) True 
 B)False

Question 8

When used to determine how to allocate funds for advertising, the _____ method has three steps-defining objectives, determining strategy, and estimating cost.

Accepted Answer

A)   unit-of-sales
B)   share-of-market/share-of-voice
C)   percentage-of-sales
D)   percentage-of-profit
E)   objective/taskF) C) and D)
G) All of the above

Question 9

Why would a company set need-satisfying objectives?

Accepted Answer

A)   To modify the hierarchical structure from transformational to transactional
B)   To shift the organization's focus from production to the target market
C)   To take advantage of a consumer-oriented economic trend
D)   To provide equity to every stakeholder of the firm
E)   To stir demand in a static environmentF) All of the above
G) A) and C)

Question 10

What is integrated marketing communications (IMC)?

Accepted Answer

Integrated marketing communications is t...

Question 11

Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience stores. Stakeholders receive a(n)  _____ message when they go to a drugstore to pick up a prescription and are able to buy milk and bread without having to go to another store.

Accepted Answer

A)   planned
B)   functional
C)   unplanned
D)   product
E)   serviceF) D) and E)
G) A) and D)

Question 12

What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget?

Accepted Answer

A)   The percentage-of-sales method is too expensive to be used by small business owners.
B)   The percentage-of-sales method violates the principle that marketing activities should stimulate sales rather than occur as a result of sales.
C)   The percentage-of-sales method assumes that a certain number of dollars are needed to sell a certain number of units.
D)   The percentage-of-sales method encourages top management to think of growth in terms of percentages.
E)   The percentage-of-sales method assumes the marketplace will be dynamic.F) A) and C)
G) A) and D)

Question 13

Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.

Accepted Answer

A)   corporate
B)   entrepreneurial
C)   advertising
D)   logistical
E)   stakeholderF) All of the above
G) B) and E)

Question 14

The two main components of an advertising strategy are the segmentation strategy and the message strategy.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   SWOT analysis
B)   Situation analysis
C)   Stakeholder analysis
D)   Marketing strategy
E)   Marketing mixF) All of the above
G) B) and E)

Question 16

_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.

Accepted Answer

A)   Corporate objectives
B)   Tactics
C)   Organizational structures
D)   Environmental objectives
E)   Strategic posturesF) A) and B)
G) None of the above

Question 17

What types of marketing plan choices are available to companies?

Accepted Answer

Companies have a choice in how...

Question 18

Jerome stopped at Brewster's and purchased a chocolate ice cream cone. As he was exiting the store, the cone developed a leak and dripped ice cream all over his expensive suit. At that point, he swore to never buy Brewster's ice cream ever again. In terms of the messages that stakeholders receive, Jerome received a(n)  _____ message.

Accepted Answer

A)   planned
B)   functional
C)   unplanned
D)   product
E)   serviceF) All of the above
G) A) and B)

Question 19

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

Accepted Answer

A)   Product segmentation
B)   Product placement
C)   Positioning
D)   The perceptual pyramid
E)   The strategic mapF) D) and E)
G) None of the above

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 7: Marketing, Advertising, and Imc Planning

Correct Answer
verified

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

Correct Answer
verified

What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget?

Correct Answer
verified

The two main components of an advertising strategy are the segmentation strategy and the message strategy.

Correct Answer
verified

Distinguish between need-satisfying objectives and sales-target objectives.

Correct Answer
verified
A need-satisfying objective is a marketi...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

Endcap promotions are messages communicated through packaging and distribution.

Correct Answer
verified

What is integrated marketing communications (IMC)?

Correct Answer
verified
Integrated marketing communications is t...
View Answer

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

Correct Answer
verified

What are the four sources of brand messages? Briefly describe each source.

Correct Answer
verified
The four sources of brand messages are (...
View Answer

Correct Answer
verified

Why would a company set need-satisfying objectives?

Correct Answer
verified

What types of marketing plan choices are available to companies?

Correct Answer
verified
Companies have a choice in how...
View Answer

The two sub-strategies of the advertising strategy are the:

Correct Answer
verified

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

Correct Answer
verified

_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.

Correct Answer
verified

Correct Answer
verified

When used to determine how to allocate funds for advertising, the _____ method has three steps-defining objectives, determining strategy, and estimating cost.

Correct Answer
verified

Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.

Correct Answer
verified

Exam 7: Marketing, Advertising, and Imc Planning

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget?

Correct AnswerverifiedShow Answer

The two main components of an advertising strategy are the segmentation strategy and the message strategy.

Correct AnswerverifiedShow Answer

Distinguish between need-satisfying objectives and sales-target objectives.

Correct AnswerverifiedA need-satisfying objective is a marketi...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Endcap promotions are messages communicated through packaging and distribution.

Correct AnswerverifiedShow Answer

What is integrated marketing communications (IMC)?

Correct AnswerverifiedIntegrated marketing communications is t...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

What are the four sources of brand messages? Briefly describe each source.

Correct AnswerverifiedThe four sources of brand messages are (...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Why would a company set need-satisfying objectives?

Correct AnswerverifiedShow Answer

What types of marketing plan choices are available to companies?

Correct AnswerverifiedCompanies have a choice in how...View AnswerShow Answer

The two sub-strategies of the advertising strategy are the:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When used to determine how to allocate funds for advertising, the _____ method has three steps-defining objectives, determining strategy, and estimating cost.

Correct AnswerverifiedShow Answer

Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A need-satisfying objective is a marketi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Integrated marketing communications is t...
View Answer

Correct Answer
verified

Correct Answer
verified
The four sources of brand messages are (...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Companies have a choice in how...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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