Deck 18: The Principles and Practice of IMC

Question 1

Which of the following is NOT a part of the typical IMC plan?

A) situation analysis
B) marcom mix
C) management and campaign controls
D) message strategy
E) product development

Answer 1

E

Question 2

Consumers,competitors,distributors,and suppliers are all stakeholder audiences at the ________ level.

A) corporate
B) marketing
C) branding
D) internal
E) marcom

Answer 2

B

Question 3

Which of the following enables consumers to self-select themselves into a brand's target market?

A) total communication strategies
B) 360-degree communication
C) spherical marketing
D) permission marketing
E) mission marketing

Answer 3

D

Question 4

The idea of ________ means that no matter the consumer's angle of vision,the brand always looks the same.

A) multimedia marketing
B) standardization
C) mission branding
D) multiplatform marketing
E) spherical branding

Question 5

Internal marketing targets ________ to get their support or buy-in for marketing communication programs.

A) regulatory bodies
B) retailers
C) suppliers
D) media
E) employees

Question 6

________ are the various ways a consumer comes in contact with a brand while ________ are the brand experiences that affect a consumer's feelings about a brand.

A) Touch points; critical touch points
B) Touch points; contact points
C) Contact points; touch points
D) Contact points; critical points
E) Touch points; critical points

Question 7

The first step in IMC planning is ________.

A) backgrounding
B) targeting
C) positioning
D) setting objectives
E) selecting media

Question 8

IMC planning would be LEAST likely to address and solve which of the following problems?

A) brand image
B) product price
C) brand perception
D) knowledge of product
E) consumers' attitude toward the product

Question 9

One goal of integration is ________,making all of the marketing communications work together so that the whole is greater than the sum of its parts.

A) localization
B) synergy
C) adaptation
D) development
E) standardization

Question 10

Which of the following is NOT a requirement of a measurable objective?

A) a specific effect that can be measured
B) a baseline
C) a time frame
D) a budget
E) a percentage change

Question 11

In a SWOT analysis,which of the following would be considered a strength?

A) another company's weakness
B) a strong economy
C) a leading position in a product category
D) another company's loss of market share
E) an economic downturn

Question 12

An IMC campaign strategy focused on share of wallet seeks to ________.

A) increase the size of the market
B) introduce a new product
C) extend a brand name
D) increase the amount customers spend on the brand
E) establish a market leader position

Question 13

A SWOT analysis is used in the ________ step of developing an IMC plan.

A) budgeting
B) targeting
C) situation analysis
D) message strategy
E) objectives

Question 14

Employees,investors,business partners,and government bodies are all stakeholder audiences at the ________ level.

A) corporate
B) marketing
C) branding
D) internal
E) marcom

Question 15

Touch point strategies and programs are sometimes referred to as ________.

A) mission marketing
B) permission marketing
C) experiential marketing
D) spherical marketing
E) direct marketing

Question 16

When using a ________ in setting objectives,a planner uses a comparable effort,such as a similar product or prior campaign,to set a logical goal.

A) baseline
B) target
C) benchmark
D) schedule
E) platform

Question 17

Which of the following is NOT a basic concept of IMC?

A) Strategic consistency drives synergy.
B) Stakeholders overlap and so do their messages.
C) External brand integration requires internal integration.
D) Brand value drives brand relationships.
E) People automatically integrate brand messages and experiences.

Question 18

The term ________ refers to any group of people who have an interest in the success of a company or brand.

A) employee
B) shareholder
C) stakeholder
D) regulator
E) partner

Question 19

In a SWOT analysis,which of the following would be considered a threat?

A) a loss of market share
B) a strong economy
C) a loss of stock value
D) another company's loss of market share
E) an economic downturn

Question 20

According to Stan Richards,three-part positioning includes identifying which of the following?

A) target audience, media plan, and competitors
B) target audience, competitors, and most meaningful brand benefit
C) media plan, competitors, and most meaningful brand benefit
D) target audience, brand personality, and competitors
E) brand personality, competitors, and most meaningful brand benefit

Question 21

Using the ________ for budgeting,the budget is determined based on last year's budget,typically with a percentage increase for inflation.

A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method

Question 22

Using the ________ for budgeting,the budget is determined by estimating how much it will cost to accomplish the objectives for each promotional activity.

A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method

Question 23

Share of media voice is an indication of ________.

A) profit margins
B) advertising expenditures
C) the sales-expenses ratio
D) share of wallet
E) product positioning

Question 24

Which of the following is NOT a planning approach for creating global campaigns?

A) local initiative
B) centrally conceived campaigns
C) variations on central campaigns
D) top-down creativity
E) bottom-up creativity

Question 25

Using the ________ for budgeting,the budget is determined based on a comparison to what other companies in the product category are spending.

A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method

Question 26

Increasing immediate sales,attracting attention at decision points,creating interest,stimulating urgency,and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

A) direct marketing
B) guerilla marketing
C) advertising
D) point-of-purchase
E) public relations

Question 27

Using the ________ for budgeting,the budget is determined based on a comparison of the total brand sales and the total marcom budget during the previous years.

A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method

Question 28

Reaching wide audiences through mass media,acquiring new customers,establishing brand image and personality,and defining brand position are all objectives for the IMC tool of ________.

A) advertising
B) public relations
C) trade sales promotion
D) point-of-purchase
E) packaging

Question 29

In traditional media,the synergistic effect of cross-media integration is referred to as ________.

A) image transfer
B) strategic consistency
C) brand essence
D) multiplatform marketing
E) standardization

Question 30

Stimulating buzz,creating curiosity and excitement,and providing opportunity for involvement are all objectives for the IMC tool of ________.

A) packaging
B) guerilla marketing
C) advertising
D) sales promotion
E) public relations

Question 31

Which of the following refers to the central concept that makes a brand different and distinctive from all other brands in its product category?

A) brand position
B) brand target
C) brand personality
D) brand value
E) brand essence

Question 32

The office that develops the approved campaign is designated the ________ and develops all the necessary elements of the campaign and prepares a standards manual for use in other countries.

A) agency-of-record
B) lead agency
C) contextual agency
D) planning agency
E) buying agency

Question 33

Which of the following are two strategies for global advertising programs?

A) market-orientation and culture-orientation
B) standardization and localization
C) short-term and long-term
D) high-context and low-context
E) structured and unstructured

Question 34

One of the primary effects of packaging is to ________.

A) create participation
B) maximize credibility and likability
C) deliver product information
D) create conviction
E) reward behavior

Question 35

In a ________ campaign,a task force or work team is assembled from around the world to agree on a basic strategy as the foundation for the campaign.

A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency

Question 36

One of the primary effects of trade sales promotions is to ________.

A) reach a wide audience through mass media
B) create conviction in consumers
C) reinforce consumer satisfaction
D) energize the sales force
E) create a brand reminder

Question 37

Using the ________ for budgeting,the budget is determined based on whatever is left over after other budget responsibilities have been met.

A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method

Question 38

The practice called search and reapply is typically used in the ________ approach to planning an international IMC campaign.

A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency

Question 39

A firm that exercises tight central international control over its advertising is likely to adopt a ________ strategy for an international IMC campaign.

A) localized
B) low-context
C) high-context
D) standardized
E) culture-oriented

Question 40

Using the percentage-of-sales method of budgeting,the ratio of advertising expenditures to sales from the previous year is multiplied by ________ to determine the new advertising budget.

A) the competition's sales
B) share of media
C) share of market
D) last year's sales
E) next year's sales forecast

Question 41

Which of the following approaches to developing an international IMC campaign would most likely rely on a competition to determine the content of the campaign?

A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency

Question 42

In a SWOT analysis,opportunities are situations in which a company could develop advantages over its competition.

Question 43

________ means adopting a good cause and helping in its fund-raising and other community-oriented efforts.

A) Social marketing
B) Cause marketing
C) Capital marketing
D) Nonprofit marketing
E) Development marketing

Question 44

Which of the following should be used to prevent the delivery of inconsistent messages through departmental marcom silos?

A) co-marketing
B) 360-degree communication
C) co-op advertising
D) cross-functional management
E) mission marketing

Question 45

Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?

A) The creative may need to be reshot with local models and settings, as well as language.
B) There may be favoritism toward local companies.
C) Government approval of television commercials can be difficult.
D) Agencies often are not available to assist the advertiser in executing a global campaign.
E) Language is a problem for a campaign dependent on words rather than visuals.

Question 46

________ links a company's mission and core values to a cause that connects with the company's and its customers' interests.

A) Social marketing
B) Cause marketing
C) Mission marketing
D) Nonprofit marketing
E) Development marketing

Question 47

Brand value refers to what a brand is worth to the company and to its customers.

Question 48

Touch points are contact points that touch our emotions.

Question 49

In planning an international IMC campaign,vertical integration refers to coordinating the ________.

A) budgeting method in all countries and regions involved in the plan
B) key planning decisions across all the marcom tools
C) purchasing of media through a single agency
D) timing of the campaign in all countries and regions involved in the plan
E) supply chain in all countries and regions involved in the plan

Question 50

Total communication programs consider all sources of brand messages,but 360° communication planning considers only traditional and nontraditional media.

Question 51

Everything communicates is a basic concept of 360° communication.

Question 52

In planning an international IMC campaign,horizontal integration refers to coordinating across all ________.

A) budgets
B) marcom tools
C) media outlets
D) regions and countries
E) agencies

Question 53

In a SWOT analysis,strengths and opportunities are internally focused,and weaknesses and threats are externally focused.

Question 54

A(n)________ identifies the three key aspects of brand communication that must work together.

A) IMC planning grid
B) SWOT analysis
C) integration triangle
D) brand vision
E) media schedule

Question 55

Consumers will not integrate brand messages and experiences unless a brand has a unified vision.

Question 56

The more IMC tools that are used,the easier it is to maintain consistency across a variety of messages.

Question 57

Total communication over the life of a brand is referred to as ________.

A) lifetime customer value
B) lifetime customer communication
C) the marketing mix
D) 360-degree communication
E) the integrated marketing campaign

Question 58

Which of the following statements regarding planning a global advertising strategy is true?

A) The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall.
B) The globalization/localization debate is really about budgeting.
C) It is not advantageous to conduct research in each international market that is entered.
D) Consumer buying motivations are basically the same in every country.
E) The execution of a global campaign is no more complex than executing a national plan.

Question 59

The goal of IMC planning is to identify a problem that can be solved with communication.

Question 60

IMC cannot solve problems related to actual brand quality,but it can address the issue of perception of brand quality.

Question 61

The execution of a global campaign is usually no more complex than a national plan.

Question 62

Encouraging repeat purchases and rewarding loyal customers are two of the primary effects of the IMC tool of specialties.

Question 63

Competitors are included in the marketing level of stakeholder audiences.

Question 64

Mission marketing indicates a greater commitment to a cause than cause marketing does.

Question 65

Brand essence and brand position are two terms that describe the same concept.

Question 66

The majority of companies with international IMC campaigns adopt a localization strategy.

Question 67

Through the local initiative approach to international IMC campaign planning,a successful campaign created for one country is modified for use in other countries.

Question 68

Cross-media integration means that various media work together to create coherent brand communication.

Question 69

The historical method of calculating a marcom budget is focused on reaching brand communication objectives.

Question 70

The exchange rate can affect the amount of money spent in a foreign market as well as the timing of the expenditure.

Question 71

IMC planning encourages the silo approach to selecting,using,and evaluating campaign tools.

Question 72

Cause marketing means adopting a good cause and helping in its fund-raising and other community-oriented efforts.

Question 73

An individual should be considered as belonging to only one stakeholder audience.

Question 74

The goal in a measurable objective should be a realistic estimate of the change the IMC campaign can create.

Question 75

Responsible marketing refers to the use of marketing programs and marketing communication tools to create awareness for a social need.

Question 76

The same budgeting techniques used for an IMC campaign for one country can also be used to prepare a budget for an international IMC campaign.

Question 77

All budgeting is dependent on a time frame or schedule.

Question 78

Vertical coordination is required for a coherent international IMC campaign,but horizontal coordination is not.

Question 79

In IMC planning,it is important to establish tactics before determining strategies.

Question 80

Positioning is one of the key strategic elements that brands usually try to change from country to country when using a localization strategy for an international IMC campaign.