Question 1

The _____ method of developing an IMC budget has three steps: defining objectives,determining strategy,and estimating costs.

Accepted Answer

A)   unit of sales
B)   share of market/share of voice
C)   percentage of sales
D)   percentage of profit
E)   budget buildupF) A) and D)
G) A) and C)

Question 2

Which of the following is true of the objectives and outcomes of DAGMAR,a hierarchical model introduced by Russell Colley?

Accepted Answer

A)   It specifies the qualities of a good objective.
B)   Conviction refers to purchasing and using a brand.
C)   Comprehension refers to knowing that a brand exists.
D)   Awareness refers to knowing about a brand's benefits or attributes.
E)   It emphasizes sales-target objectives.F) All of the above
G) B) and C)

Question 3

A marketing tactic refers to a specific action for helping to accomplish a marketing strategy.

Accepted Answer

A) True 
 B)False

Question 4

According to the _____ method of developing an IMC budget,when a new brand is introduced,the budget for the first two years should be about one and a half times the brand's targeted share of the market in two years.

Accepted Answer

A)   empirical research
B)   share of market/share of voice
C)   competitive parity
D)   percentage of sales
E)   percentage of profitF) B) and C)
G) A) and E)

Question 5

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

Question 6

_____ refer(s) to the place a brand occupies competitively in the minds of consumers.

Accepted Answer

A)   Positioning
B)   Situation analysis
C)   Product concept
D)   Market segmentation
E)   Communication objectivesF) C) and D)
G) B) and C)

Question 7

What is meant by SWOT analysis?

Accepted Answer

The SWOT analysis uses the fac...

Question 8

The product competitor approach to developing a positioning strategy involves:

Accepted Answer

A)   setting the brand apart by stressing a particular product feature important to consumers.
B)   positioning the brand against other products that, while not the same, offer the same class of benefits.
C)   positioning against competitors using the strength of the competitor's position to help define the subject brand.
D)   positioning apart from competitors through the creation or use of some recognized symbol or icon.
E)   positioning on the basis of how a product is used.F) None of the above
G) B) and D)

Question 9

The percentage of sales method of developing an IMC budget is commonly used for new product introductions.

Accepted Answer

A) True 
 B)False

Question 10

In terms of IMC strategy,the _____ refer(s) to the specific people the IMC will reach.

Accepted Answer

A)   reference groups
B)   target audience
C)   social class
D)   centers of influence
E)   focus groupF) A) and B)
G) B) and D) B

Question 11

Which of the following is the final step in Wang and Schultz's IMC planning model?

Accepted Answer

A)   Identifying what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior
B)   Setting marketing objectives based on analysis of customer information
C)   Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D)   Deciding what elements of the marketing mix (product, price, distribution)  will further encourage the desired behavior
E)   Determining what communications tactics to use to make further contact and influence the consumer's behaviorF) B) and C)
G) All of the above

Question 12

Which of the following statements about the relationship of advertising to sales and profits is true?

Accepted Answer

A)   Sales will remain constant even if there is additional advertising.
B)   Some sales will occur even if there is no advertising.
C)   The durability of advertising is long, so a one-time investment is sufficient.
D)   In consumer goods marketing, the marketing budget is a prime indicator of profitability.
E)   There is no saturation level for advertising.F) B) and E)
G) A) and B)

Question 13

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 C) E

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

After product positioning,what is the next step in the development of a marketing strategy?

Accepted Answer

A)   Selecting the target market
B)   Determining the marketing mix
C)   Formulating the marketing objectives
D)   Performing a situation analysis
E)   Conducting marketing researchF) B) and E)
G) C) and E)

Question 16

In the _____ method of developing an IMC budget,a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure.

Accepted Answer

A)   empirical research
B)   percentage of sales
C)   competitive parity
D)   unit of sale
E)   share of marketF) A) and D)
G) B) and D)

Question 17

Which of the following is the first step in a traditional top-down marketing plan?

Accepted Answer

A)   Marketing objectives
B)   Situation analysis
C)   Marketing strategy
D)   Communication objectives
E)   Marketing tacticsF) A) and E)
G) A) and B)

Question 18

The second step of the IMC planning model developed by Wang and Schultz analyzes information on customers to understand their attitudes,their history,and how they discover and interact with the brand or product.

Accepted Answer

A) True 
 B)False  True

Question 19

What is the first step in Wang and Schultz's seven-step IMC planning model?

Accepted Answer

A)   Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior
B)   Setting marketing objectives based on analysis of customer information
C)   Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D)   Segmenting customers and prospects in the database by a measurable purchase behavior
E)   Determining what communications tactics to use to make contact and influence the consumer's behaviorF) A) and C)
G) C) and E)

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 8: Marketing and Imc Planning

The _____ method of developing an IMC budget has three steps: defining objectives,determining strategy,and estimating costs.

Correct AnswerverifiedShow Answer

Which of the following is true of the objectives and outcomes of DAGMAR,a hierarchical model introduced by Russell Colley?

Correct AnswerverifiedShow Answer

A marketing tactic refers to a specific action for helping to accomplish a marketing strategy.

Correct AnswerverifiedShow Answer

According to the _____ method of developing an IMC budget,when a new brand is introduced,the budget for the first two years should be about one and a half times the brand's targeted share of the market in two years.

Correct AnswerverifiedShow Answer

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

_____ refer(s) to the place a brand occupies competitively in the minds of consumers.

Correct AnswerverifiedShow Answer

What is meant by SWOT analysis?

Correct AnswerverifiedThe SWOT analysis uses the fac...View AnswerShow Answer

The product competitor approach to developing a positioning strategy involves:

Correct AnswerverifiedShow Answer

The percentage of sales method of developing an IMC budget is commonly used for new product introductions.

Correct AnswerverifiedShow Answer

In terms of IMC strategy,the _____ refer(s) to the specific people the IMC will reach.

Correct AnswerverifiedB

Which of the following is the final step in Wang and Schultz's IMC planning model?

Correct AnswerverifiedShow Answer

Which of the following statements about the relationship of advertising to sales and profits is true?

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

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

Correct AnswerverifiedShow Answer

After product positioning,what is the next step in the development of a marketing strategy?

Correct AnswerverifiedShow Answer

In the _____ method of developing an IMC budget,a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure.

Correct AnswerverifiedShow Answer

Which of the following is the first step in a traditional top-down marketing plan?

Correct AnswerverifiedShow Answer

The second step of the IMC planning model developed by Wang and Schultz analyzes information on customers to understand their attitudes,their history,and how they discover and interact with the brand or product.

Correct AnswerverifiedTrue

What is the first step in Wang and Schultz's seven-step IMC planning model?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The SWOT analysis uses the fac...
View Answer

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B

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E

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True

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