Question 1

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

Accepted Answer

Spherical branding is the concept that ensures a brand appears consistent and the same to consumers, regardless of the angle from which they are viewing it. This approach aims to maintain a uniform brand image across various consumer perspectives.

Question 2

Through the practice of ________,the core or essence of a brand is clear in every brand message.
A)permission marketing
B)integrated perception
C)strategic consistency
D)360-degree communication
E)critical touchpoints

Accepted Answer

Strategic consistency ensures that the fundamental message and essence of the brand are present in every interaction with stakeholders, resulting in a clear and trustworthy brand image. Permission marketing refers to the practice of acquiring consent from potential customers before sending them promotional messages, while integrated perception is the integration of various communication channels for a unified message. 360-degree communication refers to a holistic approach to communication that covers all aspects of an organization, and critical touchpoints are the crucial moments of interaction with a customer that can influence their perception of a brand.

Question 3

Consumers draw on images from the media,word of mouth,marketing messages and more to form a(n)________ of a brand,which is how a brand impression is created.
A)unified vision
B)position
C)integrated perception
D)synergistic perception
E)personality

Accepted Answer

Integrated perception is formed from various sources such as media, word of mouth, and marketing messages, contributing to the overall brand impression.

Question 4

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

Accepted Answer

Product development is not a part of the IMC plan, as it pertains to the development of the product itself rather than the communication and promotion strategies for the product. The typical IMC plan includes a situation analysis, marcom mix, management and campaign controls, and message strategy.

Question 5

The first step in IMC planning is ________.
A)backgrounding
B)targeting
C)positioning
D)setting objectives
E)selecting media

Accepted Answer

Backgrounding involves understanding the current situation, market, and environment, which is essential before proceeding with other steps in the IMC planning process.

Question 6

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

Accepted Answer

A threat is an external factor that can negatively impact the business or organization. An economic downturn would be considered a threat as it could decrease consumer demand, increase competition, and lead to financial constraints. The other options (A, B, C, and D) are either internal factors or do not pose a direct threat to the business or organization.

Question 7

Which of the following enables consumers to self-select themselves into a brand's target market?
A)total communication strategy
B)360-degree communication
C)spherical marketing
D)permission marketing
E)mission marketing

Accepted Answer

Permission marketing allows consumers to voluntarily opt-in to receive communication from a brand, indicating their interest and self-selecting themselves into the brand's target market.

Question 8

Which of the following is designed to monitor all of the message delivery points for a brand?
A)touchpoint plan
B)total communication program
C)cross-functional management
D)integrated perception
E)brand integrity

Accepted Answer

A total communication program is designed to monitor all of the message delivery points for a brand. It involves integrating all aspects of communication, including advertising, public relations, sales promotions, and personal selling, to ensure a consistent message is being delivered across all channels.

Question 9

Touchpoint strategies and programs are sometimes referred to as ________.
A)mission marketing
B)permission marketing
C)experiential marketing
D)spherical marketing
E)direct marketing

Accepted Answer

Touchpoint strategies and programs are designed to create positive customer experiences and engage with them on a personal level. This type of marketing is often referred to as experiential marketing, as it focuses on creating memorable and meaningful interactions with customers at every stage of their journey. Options A, B, D, and E are not relevant to the concept of touchpoint strategies and programs.

Question 10

After spending 15 minutes on hold with a company's customer service line for information about a product she was considering purchasing,Cristina decided that she would buy a similar product from another company.Christina's interaction with the company is an example of a ________.
A)conversion
B)commercial message
C)silo effect
D)one-way communication
E)critical touch point

Accepted Answer

Christina's experience represents a critical touch point, which is a moment when a customer interacts with a brand, product, or service that significantly affects their perception and decision-making regarding that brand. Her negative experience on hold influenced her decision to purchase from a competitor.

Question 11

When a brand's messages are supported by word-of-mouth comments and testimonies from users,the brand has ________.
A)cross-functional management
B)brand integrity
C)a defined benchmark
D)a synergistic perception
E)brand personality

Accepted Answer

When a brand's messages are supported by word-of-mouth comments and testimonies from users, it shows that the brand has maintained its integrity, authenticity, and reliability. Such strong brand integrity can attract more customers and establish a loyal customer base.

Question 12

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

Accepted Answer

A SWOT analysis is typically conducted in the situation analysis step of developing an IMC plan. This analysis allows companies to assess their internal strengths and weaknesses, as well as external opportunities and threats in the marketplace. It helps companies to identify areas where they can leverage their strengths and develop strategies to address any weaknesses or threats. This assessment is crucial in developing a successful IMC plan that is tailored to the company's specific situation and goals.

Question 13

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.

Accepted Answer

The answer of Which of the following is NOT a...

Question 14

Which of the following could most accurately be called part of the art of IMC management?
A)a system of planned and managed activities
B)a vision of the essence of the brand
C)cross-functional management across department lines
D)communication of the unified vision of the brand by the brand steward
E)integrating the marcom tools

Accepted Answer

The answer of Which of the following could most accurately...

Question 15

On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients.In order to monitor and integrate this diversity of brand communication,the company must have ________.
A)cooperative advertising
B)house brands
C)standardization
D)cross-functional management
E)localization

Accepted Answer

Cross-functional management is the practice of bringing together individuals from different departments or areas of expertise within a company to work towards a common goal. In the case of On Your Side Worldwide, having cross-functional management would allow the different departments working on brand communication to collaborate and ensure that all aspects are integrated and aligned with the overall brand strategy.

Question 16

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

Accepted Answer

A leading position in a product category is considered a strength in a SWOT analysis as it gives the company a competitive advantage and a higher market share. The other options listed are either external factors or relate to another company, which do not directly contribute to the company's own strengths.

Question 17

________ are the various ways a consumer interacts with a brand,while ________ are the brand experiences that affect a consumer's feelings about a brand.
A)Touchpoints;critical touchpoints
B)Touchpoints;contact points
C)Contact points;touchpoints
D)Contact points;critical points
E)Touchpoints;critical points

Accepted Answer

The answer of ________ are the various ways a consumer...

Question 18

Which integration goal involves making all 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

Accepted Answer

The integration goal that involves making all marketing communications work together so that the whole is greater than the sum of its parts is known as synergy. Therefore, the correct answer is option B.

Question 19

Lolly,Lolly,Lollypop is a candy manufacturer building its brand nationally.In addition to advertising,the company is careful about what it says,how the company performs,and what the response is from consumers.All of this is to promote one consistent message through many different aspects,also known as brand message ________.
A)synergy
B)adaptation
C)reorganization
D)promotion
E)cooperation

Accepted Answer

Brand message synergy is the coordination of all aspects of a brand to create a consistent message. This includes advertising, performance, and consumer response. Therefore, A is the best choice as it accurately describes the concept being discussed. Choices B, C, D, and E are not as relevant to the concept of brand messaging synergy.

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

Accepted Answer

The three-part positioning includes identifying the target audience, competitors, and the most meaningful brand benefit. The media plan and brand personality are important but do not make up the three essential parts of positioning.

Quiz 16: Imc Management

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

Through the practice of ________,the core or essence of a brand is clear in every brand message.

Consumers draw on images from the media,word of mouth,marketing messages and more to form a(n) ________ of a brand,which is how a brand impression is created.

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

The first step in IMC planning is ________.

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

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

Which of the following is designed to monitor all of the message delivery points for a brand?

Touchpoint strategies and programs are sometimes referred to as ________.

After spending 15 minutes on hold with a company's customer service line for information about a product she was considering purchasing,Cristina decided that she would buy a similar product from another company.Christina's interaction with the company is an example of a ________.

When a brand's messages are supported by word-of-mouth comments and testimonies from users,the brand has ________.

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

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

Which of the following could most accurately be called part of the art of IMC management?

On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients.In order to monitor and integrate this diversity of brand communication,the company must have ________.

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

are the various ways a consumer interacts with a brand,while are the brand experiences that affect a consumer's feelings about a brand.

Which integration goal involves making all marketing communications work together so that the whole is greater than the sum of its parts?

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