IMC-Chap1

Personal selling involves direct contact b/w the buyer and the seller, wheres advertising deals with indirect contact
What is the major advantage of personal selling over advertising as a communication method?
Touch point
A_____ refers to each and every opportunity the customer has to see or hear about the company and/or its brand or have an encounter with it.
According to Tom Duncan’s basic categories of conduct or touch points, which of the following best describes planned marketing communication messages created by an org such as advertisements, websites, news/press, packaging, brochures, and sales promo?
Company created touch points
which of the following touch points relates to unanticipated references or info about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?
unexpected touch points
How does the IMC plan approach differ from traditional approaches to promotion?
IMC recognizes that marketers must be able to use a wide range of marketing and promo tools to present a consistent image to target audiences.
The first step in the IMC process is?
Review of the marketing plan
typically, a marketing plan usually includes:
A detailed situation analysis
The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the;
promotional program situation analysis
According to an IMC marketing communications planning model, which of the following activities is best associated with the review of marketing plan step?
Assessing environmental influences
According to an IMC marketing communications planning model, which of the following activities is best associated with the implement marketing comm stratgeies step?
Purchasing media time and space
According to an IMC marketing communications planning model, which of the following activities is best associated with the step of “analysis of promotional program situation?”
analyzing consumer behavior
According to an IMC marketing communications planning model, which of the following activities is best associated with the analysis of comm process step?
Analyzing source, message, and channel factors
According to an IMC marketing communications planning model, which of the following activities is best associated with the developing IMC program step?
Determining advertising budget
Which of the following is an area of focus of internal analysis?
Product/service offering
Which of the following is a question that firms are likely to ask during an external analysis?
Who influences the decision to buy our product?
What is the next stage in the IMC planning process, once marketing and comm obj. have been set?
Budget determination
The development of the advertising message that the marketer wants to convey to its target audience is called the____
Creative strategy
____ involves determining which comm. channels will be used to deliver the advertising message to the target audience.
Media Strategy
Which is the final stage in the IMC planning process?
Monitoring, evaluating, and controlling the promotional program
Which of the following is true of the final stage of the IMC planning Process?
It involves monitoring, evaluating, and controlling the promotional program
nontraditional media account for the majority of campanies’ marketing comm. expenditures?
FALSE
Not all marketing transactions involve the exchange of money for a product or service
TRUE
The status gained from owing a particular brand is an example of a functional benefit
FALSE
as marketers embraced the concept of IMC, they began to rely primarily on media advertising
FALSE
the IMC approach to marketing comm planning and strategy is popular among business-to-business marketers
TRUE
Most consumers in generation Y are very receptive to traditional advertising
FALSE
Primary-demand advertising focuses on creating demand for a specific company’s brands
FALSE
analysis of the comm process may onvolve preliminary discussions on media-mix options and their cost implications
TRUE
Which of the following is an example of a marketing exchange?
Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence
According to the AMA’s definition of marketing, what is true?
Successful companies recognize that creating and delivering value to their customers is extremely important
Prior to the development of IMC, the promotional function in most companies was dominated by:
mass-media advertising
Which of the following is true of IMC?
It calls for a “big picture” approach to promotional activities
In advertising, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of:
Integration
According to the definition of IMC by Don Schultz, which of the following is true of IMC?
it is viewed as an ongoing strategic business process
To respond to media fragmentation, marketers are increasing their spending on:
micromarketing
_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it
Brand identity
____ has long been the cornerstone of brand building efforts for many companies
Mass-media advertising
____ is the coordination of all seller-initiated efforts to set up channels of info and persuasion to sell goods and services
Promotion
Traditionally, what has been considered an element of the promotional mix?
Advertising
Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?
Advertising
The basic elemtns that are used to accomplish an organization’s marketing communication obj. are referred to as
The promotional mix, NOT marketing mix
Which of the following factors is generally neglected through the use of advertising?
immediate feedback
Which of the following is true of advertising as a form of promotion?
low cost per contact
need to reach a broad audience across various countries in a persuassive & cost-effective manner
Mass Advertising
Which of the following features of direct-response advertising differentiates it from other forms of advertising?
it provides for immediate feedback from the message ecipient
The best known and most widely discussed form of promotion is:
Advertising
Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?
Advertising
___ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment
retail
Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of ____ advertising
Direct-action
Which of the following is true of retail advertising?
it is done to build store traffic and sales
Retail/ local advertising often takes the form of:
direct-action advertising
Primary-demand advertising is designed to:
stimulate demand for a general product class or entire industry
In the context of advertising for consumer markets, ___ advertising focuses on creating demand for a specific company’s brand
Selective-demand
____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products
Business-to-business
Milky way, a milk Co. comes up with new ads that promote the benefits of drinking milk. This is an example of
Primary-demand advertising
Which of the following best describes selective brand advertising?
it focuses on creating demand for a specific company’s brands
Doc Stock sells stethoscopes, and places an ad in a doctor magazine. the company is trying to improve sales by directly reaching out to its primary market segment. this is an ex of?
professional advertising
___ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.
TRADE
Which of the following is true of direct marketing?
Traditionally it has not been considered an element of the promotional mix.
What is true of direct marketing?
it encourages the buyer to buy directly from the manufacturer
Which of the following is true of the internet as a marketing medium?
it enables marketers to gather valuable personal info from customers
___ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums
Sales Promotion
Sales promo targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:
Consumer-oriented sales promo
__ refers to nonpersonal comm regarding an org, products, service or idea not directly paid or run under identified sponsorship
Publicity
What is a similarity b/w publicity and advertising?
Both involve nonpersonal comm to a mass audience
One of the PRIMARY advantages inherent in the use of publicity is its
credibility
Which statement is true about publicity?
usually comes in the form of a news story or an editorial
Which of the following is true of public relations?
it includes fund-raising, sponsorship of special events, and special publications
The promotional mix element that allows for the most immediate and precise feedback from the customer is:
Personal selling
to encourage more people to use mass transit, ads from providers of mass trans compare the ease and comfort of riding mass trans with the difficulties of driving in congested traffic and parking headaches. What positioning strategy is used?
Product class- airlines compete with trains and buses
which of the following is true of brand equity?
it is goodwill that results from a favorable impression
Breeze Corp. a manufacturer of fans, sells its products to retailers who in turn sell them to the final consumers. In the given scenario, the manufacturer is using?
Indirect channel of distribution
___ are programs designed to persuade the retailer to promote a manufacturer’s products
Promotional push strategies
Cat food manufacturer places an ad in a vet magazine, saying they should recommend it to cat owners. what is this?
Promo Push strategy
with____ advertising expenditures and promotional efforts are directed toward the ultimate consumer.
Promotional pull strategy
What is true of a promotional pull strategy?
its goal is to create demand among consumers.
___ are the major participants in the IMC process who pay for advertising campaigns and promotions
Clients
Creative networks is a major participant in the advertising and promotion process. It attracts various companies to buy space and time with them by providing the same at discounted rates. CN helps these companies reach their target market effectively by comm. their message, CN is a(n):
Media Organization
With respect to the major participants in the advertising and promotions process, which of the following participants include sales promo agencies, digital/ interactive agencies, and public relations firms?
Specialized marketing communications service agencies
Which of the following statements is true about the role of top management in the advertising and promotion decision making process?
The top management is usually interested in how the advertising program represents the organization.
a company often uses a centralized system when:
it does not have many product lines or brands to advertise
In a decentralized system, ind who oversee management of the entire product category and focus on the strategies role of the various brands in order to build profits and market share are known as:
Category managers
A company often uses a decentralized organizational system when:
it has multiple divisions and many different products
which is a limitation associated with the decentralized organizational structure for advertising?
Brand managers often end up competing for management attention, marketing budgets, and other resources
which of the following consumer behaviors leads them to seek different brands and try out various options?
Novelty-seeking behavior