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The primary driver behind an integrated marketing communications (IMC)

strategy is to

to create a seamless experience for consumers across different aspects


of the marketing mix.

to create a one-way feed for consumers via one communication


channel.

c to create a one-way conversation conversation between marketers

and consumers.

d to broadcast the same products and brand value propositions to

consumers with diverse needs.


Question 3/61

All of the following trends have driven the transition from mass
communications to integrated marketing communications
EXCEPT

a A larger focus on performance-based compensation within

organizations.

b A larger focus on accountability in advertising.

A larger focus on developing a "one size fits all" approach for


communications activities.

A larger focus on data-based marketing versus general-focus


advertising and marketing.
Question 4/61

Which of the following is considered an input subsystem that


allows consumers to receive messages and stimuli?

a Culture

Genetics

c Age

Taste

After deciding on the brands that appeal most to them, consumers then
move to the stage in the perception process where they

compare the products to the number of alternatives in their evoked


set.

b choose which promotional messages they will expose themselves to.

c choose to selectively listen to and remember messages that are more

meaningful or important to them.

d compare the products using personal, commercial, and public

sources of information.
Question 6/61

Which of the following does NOT help brands maximize their


marketing communications efforts?

a Spending advertising dollars on big television networks

Studying consumer usage patterns

Focusing on consumer purchasing cycles

d Understanding seasonal trends

The I in AIDA represents the

advertiser's ability to successfully demonstrate the advantages and


benefits of the product.

b advertiser's ability to get consumers to purchase a product or

service.

advertiser's ability to attract consumer attention or awareness.

d advertiser's ability to convince consumers that the product or service

will satisfy their needs.

hich of the following is NOT a promotional subcategory?

a Advertising

b Sales promotion

Product marketing

d Direct marketing

Why have marketers found personality traits of target customers to be


difficult to apply in marketing strategy?

Lack of metrics for mentally healthy consumers

b Difficulty in engaging consumers in goal-directed, problem-solving

behavior

c Difficulty in defining motives in consumer research

Lack of attention given to understanding consumer behavior


Question 11/61

Which of the following best describes the purpose of a unique


selling proposition?

Nurturing relationships with and guiding prospects further along the


buying process.

b Converting leads and contacts into business opportunities.

Entering markets where there is greater potential to build brand equity


and recognition..
d Supplying marketing analysis to support sales efforts.

A marketing director at a manufacturing company plans to


organize a conference that brings together leading experts,
customers and stakeholders in her industry. She hopes the
event will build partnerships with external stakeholders,
strengthen customer loyalty and enhance her company's
industry credibility. Which of the following promotional tools is
best suited to achieve these goals?

a Personal selling

b Industry endorsements

Public relations

Direct mailers

Next Question
Question 13/61

A food manufacturer produces boxed baking goods. However, it


shares shelf space with several competitors that offer the same
products at similar prices and quality. All of the following are
persuasive techniques the manufacturer can use to differentiate
its brand on store shelves EXCEPT

a incorporating easily recognizable colors in packaging.

b placing and arranging products strategically on store floors.

using captivating and clever messaging.

d using bright and attractive displays.

\For there to be a demand for products and services, there must be

a consumer need and action.

consumer need and motivation.

c consumer interest and motivation.

d consumer interest and opinion.

Question 15/61

Combining several products or services into one "package" and


offering them at a single price is referred to as what customer
retention strategy?

a Cross-selling

b Cross Promotions

Product bundling

d Loyalty programs

Question 16/61

All of the following tactics can be used to incentivize consumers


to participate in product trials EXCEPT

a Free shipping & handling

b Future coupons

Monthly newsletter

d Discounted subscription

Question 17/61

During the sales process, prospects are usually labeled as

leads.

b opportunities.

c contacts.

customers.
Question 18/61

Fill in the blank: ____ is an approach marketers use through


promotions to show why their brand is unique when compared
to other offerings in their class.

a positioning

b packaging

differentiation

d branding

Question 19/61

The different types of marketing communications an


organization uses is known as which of the following?

a pull strategy

promotion

c media mix

push strategy

One of the biggest benefits of direct marketing is that

a it allows marketers to message to numerous consumers

simultaneously.

it allows marketers to increase retail efforts in "brick and mortar" retail


stores.

it allows marketers to collect reliable sales data and quantifiable


success metrics for analysis.

d it allows marketers to easily reach customers via print and electronic

mediums.

Which of the following differentiates direct marketing from mass


marketing tactics?

a Direct marketing employs tools such as TV and radio to sell products

to target audiences.

Direct marketing seeks to build customer relationships with individual


members of defined groups.
c Direct marketing provides a multi-billion dollar business for

advertising.

d Direct marketing attracts numerous competitors by developing

products for niche markets.

Social media used as a marketing tool provides useful and valuable


measurable data on which of the following?

a Customer interactions

All of these answers.

c Customer feedback

d Customer buying habits

Question 23/61

Sales promotion is a marketing function that is used to achieve


which of the following?

a Improve product functionality

Improve product availability

Improve product sales

d Improve advertising effectiveness

Spin within public relations can be best described as

constructing a consistent and specific story to eliminate contradictory


or confusing information.

b developing several distinct but complementary messages for

multiple stakeholders.

c destroying or discrediting individuals and organizations using dirty

secrets, misleading facts, or legitimate claims.

coloring truth by selectively presenting facts that support a desired


position and can sway public opinion.

Which of the following is NOT a core element of public relations?

a PR creates and retains goodwill.

PR effectively communicates varying viewpoints to specific target


markets.
c PR takes credit for positive actions.

PR is a spontaneous activity.
Question 26/61

A prestige beauty company wants to publish online beauty tips


for its customers. Which of the following social media would be
most appropriate for promoting this content via interactive
dialogue and increased search engine rankings?

Blogs

b Viral videos

c QR codes

Social networking sites

Next Question

All of the following are distribution techniques for consumer coupons


EXCEPT

a neckers.

b rebates.

lipstickboards.

free-standing inserts.

The step in the personal selling process where salespeople find and
identify buyers who are most likely to buy the product or service is
referred to as

a pre-approach.

b gaining commitment.

c need assessment.

prospecting.

Meredith, an account executive at a large ad agency, has been tasked to


put together a media plan for a new client. Which of the following stages
should Meredith complete to create a strong media plan for her client's
advertising campaign?

a Evaluate how the client's product differs from its competition

b Develop the client's Unique Selling Position

c Develop the client's character statement for its target group or

audience

Evaluate how the client's messaging and target audiences relate to


different types of media

Advertising ___.

a is another word for marketing.

b is the process of selling goods or services to consumers.

c All of the answers.

involves paying to disseminate a message that identifies a good or


service or an organization being promoted to many people at one time.

Next Question

Fill in the blank: __________ helps improve and promote an


organization's image and products by putting a positive spin on news
stories.

a direct marketing

b sales promotion

c advertising

public relations and publicity

e personal selling

Direct response advertising includes which of the following? Choose one


answer.

a PR and damage control

b Advertising and catalogs

A personalized message

An offer and a call to action

e A sales promotion

Fill in the blank. Telemarketing is an example of ________________.


Choose one answer.

Direct marketing

b PR

c A sales promotion

Personal selling

e Advertising

Question 34/61

Fill in the blank: ____ consists of other types of promotions that


are not included in another component of the communication
mix such as coupons, contests, games, rebates, and mail-in
offers.

a public relations and publicity

b personal selling

sales promotions

advertising

e direct marketing

Fill in the blank: _____ involves delivering personalized promotional


materials directly to individual consumers.

a public relations and publicity

direct marketing

c advertising

d sales promotion

e personal selling

Which of the following is important to public relations as part of the


marketing process?

a None of the answers

Retaining as well as creating goodwill.

c Planning the communication activities of the campaign.

precisely describing the publics that may be concerned with the


behavior of the firm

e All of the answers

Why does consumer buying behavior differ from business buying


behavior?

a Because consumers buy at the lowest price.

b Because businesses always buy items with the best terms.

Because each goes through a different thought process before they

buy.
d There is no difference, they both buy based upon product features.

At what stage, in a product's life cycle, does a company make the most
profit?

a Introduction.

b Decline.

Maturity.

Growth.

At what stage of a product's life cycle is competition the


heaviest?

a Maturity.

Decline.

c Growth.

Introduction

Next Question
Question 40/61

What product characteristics impact the selection of a


promotional mix?

a Price and features.

b Improvements made to an existing product.

All of these answers.

How the product fulfills the needs of the target consumer group.

Next Question

A target market characteristic that focuses on repeat business is


________.

a Psychographic

b Geographic.

c Demographic.

Behavioral.

If a company selects a promotional mix based upon a target market that


buys "green," the characteristic is ____________.

Behavioral.

b Demographic.

c Product Related.

Psychographic.

A trade promotion is important to the marketing mix of a product


because________.

a It encourages retailers to stock products even if they are not selling

through.

b It provides customers with better service.

It motivates retailers to stock and sell one product over another.

d It discourages competitors from vying for market share.

What promotional mix objective is predicated on a product having the


competitive edge?

Differentiation.

b Supply.

c Consumer Knowledge.

d Demandoptomization.

Which of the following statements about consumer promotions


is TRUE?

Their primary purpose is to appeal to the end user and motivate them
to buy.

b They must rely on retailer incentive programs to work properly.

c They are never used in conjunction with trade promotions.

d They include bonuses and incentives for the salesperson who has

sold the most.

Next Question

Goodyear Tire is a well known and highly respected brand. What


marketing strategy are they using when they advertise a special rebate
sale through an extensive mix of marketing channels?

A consumer promotion strategy aimed at the end user.

b A trade promotion strategy involving retailers.

A pull strategy because they have developed a powerful and


recognizable brand.
d A push strategy because retailers will need to stock product in large

quantities.

Which of the following best describes the rationale for the amount of
funds available relative to costs in the promotion mix?

a If there will be a mix of trade and consumer promotions included in

the marketing plan.

The advertising that will connect with targeted market and if the
product is new or established.

The amount of money lost on past product launches.

d The cost of the product being sold so that marketing costs can be

easily recouped.

In what stage of the product life cycle does the good or service
experience competitive disadvantages?

a growth

decline

product development

d introduction

e maturity

In what stage of the product life cycle does the marketing team
emphasize promotion and initial distribution?

a growth

introduction

c maturity

d decline

e product development

In what stage of the product life cycle does a good or service get tested
for viability?

product development

introduction

c maturity

d decline

e growth

The strategy in which a manufacturer convinces wholesalers, distributors,


or retailers to sell its products and that also informs. consumers via
advertising and other promotions that the product is available for sale is
known as a (an)________.

push strategy

b deceptive strategy

c pull strategy

d sorting strategy

Fill in the blank. The different types of marketing communications an


organization uses comprise its _________________. Choose one
answer.

a Publicity

b Personal selling

c Direct marketing

Advertising

Promotional mix

Which of the following involves promoting a product to final consumers?

a Push strategy

IMC strategy

Pull strategy

d Frequency

e Communication process

Offering special incentives to restaurant owners who sell a particular


brand of beverages is an example of a(n) ________________.

a Advertisement

PR technique

Push strategy

d Encoding

e Dull strategy

In what stage of the product life cycle does the good or service
experience acceptance by consumers?

a introduction

product development

growth

d decline

e maturity

The strategy that focuses on creating demand for a product among


consumers so that businesses agree to sell the product is known as a
________.

push strategy

b sorting strategy

pull strategy

d deceptive strategy

Which of the following best describes why the Internet has increased the
role of word-of-mouth in integrated marketing communications?

a The Internet facilitates one-way broadcasting to consumers.

The Internet facilitates a "sharing" culture based on consumer


connections.

c The Internet allows 24/7 access to goods and services.

d The Internet allows marketers to identify the right touch points to

reach consumers.

A performance assessment that tracks key ratios including gross


contribution to net profit, gross profit to return on investment, and net
contribution to profit on sales is called a

a sales analysis.

financial analysis.

c market share analysis.

d expense analysis.

The essential purposes of budgeting for marketing activities


include all of the following EXCEPT

To evaluate company risks and opportunities.

b To motivate managers to strive to achieve budget goals.

c To provide visibility into the company's performance.

To evaluate the performance of managers.

Next Question

A marketing director assembling an annual budget considers the amount


of money spent on product design and packaging during the previous
year. Which of the following IMC components is a determinant in the
annual budget?

Consumer experience

b Corporate culture

c Promotional tools

Communications tools

Value
customer's perception of all of the benefits of a product or
service weighed against all costs of acquiring it.

Benefits
can be functional, experiential, and/or psychological

functional benefit
performance of a product

experiential benefit
what it feels like to use the product

psychological benefit
feels such as self-esteem or status that result from owning
a particular product

How did integrated marketing communications (IMC)


revolutionize the role of marketing?
IMC led to rapid growth and development of database
marketing

primary-demand advertising
primary demand advertising is designed to stimulate
demand for the general product class or entire industry

selective-demand advertising
selective-demand advertising focuses on creating demand
for a specific company's brands

trade advertising
trade advertising is targeted to marketing channel
members such as wholesalers, distributors, and retailers.
the goal is to encourage channel members to stock,
promote, and resell the manufacturer's branded products
to their customers.

sales promotion
sales promotion: those marketing activities that provide
extra value or incentives to the sales force, the distributors,
or the ultimate consumer and can stimulate sales

public relations
public relations uses publicity and a variety of other toolsincluding special publications, participation in community
activities, fund-raising, sponsorship of special events, and
other various public affairs activities to enhance the
organization's image.

company created touch points


company created touch points: planned marketing
communication messages created by the company such as
advertisements, websites, news/press releases, packaging,
brochures and collateral material, sales promotions, and
point-of-purchase displays along with other types of instore decor.

internal analysis
analyze the image of the company as an efficient
manufacturer, and assess the strengths and weaknesses of
a firm or the brand from an image perspective

image a firm brings to the market


has a significant impact on the way the firm can advertise
and promote itself as well as its various products and
services

external analysis
examines the characteristics and buying patterns of the
firm's customers, their decision process, and factors
influencing their purchase decisions

evolution of integrated marketing communications (IMC)


-wanted IMC because wanted promotional synergy
-IMC supports the notion that customers perceptions of a
company are a synthesis of all of the messages they
receive or contact they have with the company
-IMC -> orchestration and seamless communication

branding
a brand can be described as a promise to the customer

market opportunity
areas where there are favorable demand trends, where the
company believes customers needs and opportunities are
not being satisfied, and where it can complete effectively

competitive advantage
something special a firm does or has that gives it an edge
over competitors

ways to achieve a competitive advantage


-quality products that command a premium price
-providing superior customer service
-having the lowest production costs and lower prices
-dominating channels of distribution

first step in the target marketing process


identify markets with unfulfilled needs

target marketing process


1. identify markets with unfulfilled needs
2. segment the market
3. target specific segments
4. position the product

market segmentation
dividing up a market into distinct groups that 1) have
common needs and 2) will respond similarly to a marketing
action

demographic variables
age, sex, family size, education, income, and social class

demographic segmentation
dividing up the market based on demographic variables

benefits sought
consumers are generally trying to satisfy specific needs
and/or wants

benefit segmentation
grouping of customers on the basis of attributes sought in
a product

positioning
the art and science of fitting the product of service to one
or more segments of the broad market in such a way as to
set it meaningfully apart from the competition

brand equity
intangible asset of added value of goodwill that results
from the favorable image, impressions of differentiation,
and/or the strength of consumer attachment to a brand
name

brand equity
allows a brand to earn greater sales volume and/or higher
margins than it could without the name, providing the
company with a competitive advatnage

promotional pull strategy


deals with spending money on advertising and sales
promotion efforts directed toward the ultimate consumer.
goal is to create demand among customers and encourage
them to request the product from the retailer. stimulating
demand at the end-user lever pulls the product through the
channels of distribution

geographic segmentation
markets can be divided according to different climates

three types of marketing coverage


differentiated marketing, undifferentiated marketing, and
concentrated marketing

product repositioning
change in advertising theme

to determine the positioning for a new product, the


producer should first...
identify any competition

advertising manager-centralized system


controls the entire promotions operation, including
budgeting, coordinating creation and production of ads,
planning media schedules, and monitoring and
administering the sales promotions programs for all the
company's products and services

advantage of decentralized system


each brand receives concentrated managerial attention,
resulting in faster response to both problems and
opportunities

why outside advertising agencies are used


provide the client with the services of highly skilled
individuals who are specialists in their chosen fields

creation services
responsible for the creation and execution of
advertisements. copywriters are in this department and
conceive the ideas for ads, write headlines, subheads, and
body copy.

creative boutiques
provide creative services to clients- small ad agencies

how advertising agencies are compensated


commission system, where agency receives a specified
commsision from the media on any advertising time or
space it purchases for its client

advertising agency's two types of assessments


financial audit and qualitative audit

direct response agency divided into 3 main departments


account management, creative, and media

collateral services
include marketing research companies, package design
firms, consultants, photographers, printers, video
production houses, and event marketing services
companies

participants included in IMC process are


client, sales promotion agencies, media organizations,
public relations firms

PACT
Positioning Advertising Copy Testing - defines copy testing
as research, which is undertaken when a decision is to be

made about whether advertising should run in the


marketplace

weakness associated with focus group research


results are not quantifiable

comprehension and reaction tests


pretests that are designed to assess responses to an ad

Halo effect
rate an ad good on all characteristics because they like a
few things and overlook specific weaknesses. this tendency
distorts the ratings and defeats the ability to control for
specific components

advantage of dummy advertising pretest


provides a more natural setting than the portfolio test

inquiry tests
designed to measure advertising effectiveness on the basis
of inquiries generated from ads appearing in various print
media, often referred to as "bingo cards"

advantage of test marketing ads


realism

factors that make of break tracking studies


include properly designed objectives, alignment with sales
objectives, properly designed measures, etc.

methods for measuring the effectiveness of sponsorship


are
exposure based methods and tracking measures

examples of field post tests


inquiry tests, single-source systems, tracking studies,
recognition tests

eye tracking
is a physical measure, can identify strengths and
weaknesses of ads, has been used to measure
effectiveness of internet advertising, and is used to
determining which element of the ad is attracting attention

most popular method of post testing and ad's


effectiveness in the broadcasting industry is
recognition tests

why is advertising the subject of more controversy and


criticism compared to other disciplines?
advertising has high visibility and is pervasive

deceptive advertising
when ads are misleading or untrue, and deceive customers

shock advertising
marketers use nudity, sexual suggestiveness, or other
startling images to get consumers attention

critics decided advertising wrongly encourages


materialism in society, seeks to create needs rather than
merely showing how a product or service fulfills them

why would advertising encourage materialism


advertising can create needs that never existed to
encourage selling

economic censorship
when media avoid certain topics or even present biased
news coverage, due to advertiser demands

barrier to entry for a new product


existing competitors for the new product have huge
advertising budgets

proponents of advertising argue it is the


lifeblood of a business

children television act of 1990


limited the amount of advertising in commercial
programming targeted toward children

research methods to pretest promotional efforts include


readability tests

people who believe "promotion equals power" argue


that promotion lowers sensitivity to price

the best strategic communication research method to use


when investigating sensitive issues like sex or drugs is...
in-depth interviews

strategic communication research technique that results


in detailed description of a single event in order to
discover new insights and interpretations
case studies

on a scale of 1 to 10, where 1 is extremely unimportant


and 10 is extremely important...
close ended question

people who believe "promotion equals information" argue


that
promotion creates pressure for higher quality

Axciom, collects data regarding consumers different


attributes...
data mining

sale of entertainment to audiences while selling


audiences to advertisers at the same time is known as
the double transaction

if newly launched airlines decides to target adult women,


what kind of segmentation strategy are they using
demographic

brand positioning
is often based on how customers and prospects see it in
relation to competing brands

4 components of the marketing mix


product, place, promotion, and price

segmenting customers by how much and how often they


used a brand is and example of
segmenting based on buying situation

spending money on advertising targeting consumers


directly is an example of
pull strategy

what makes a promise to consumers?


brand

marketers pay close attention to brand packaging


because
packaging sets expectations regarding the brand, creates
brand perception and experience, and communicates
quality.

IMC has become increasingly important strategy for


marketers because of:
more specialize media, the dominance of retailers, and
increase in advertising "clutter"

Advertising
paid, non-personal communication

narrowcasting
segmenting voters and creating individual political
messages targeted to their specific concerns, issues, or
lifestyles

SWOT analysis
focuses on internal and external factors that give you
advantages or disadvantages relative to competitors and
must be updated and maintained