In the dynamic arena of IMC decisions, the marketing manager must respond to many recent changes in the marketplace. Which of the following is currently an issue with which marketers must deal?
The existence of more fragmented markets
Some industry experts predict that the traditional mass-media communication model will become obsolete for all of the following reason but one. Which of the following is driving IMC decisions away from the mass-communication model?
Mass-media cost increases
One very personalized version of communications, which can be very important in communicating about the brand but over which the marketer has little control, is called what?
A consumer is ready to buy a new refrigerator and has done some comparison shopping. She heads to Home Depot to do one last comparison between two side-by-side units with the external ice dispenser
What is currently considered to be the “hottest” element of the market mix given the rapidity with which it changes?
Integrated marketing communications (IMC)
In the communication process, what are the two parties who are involved in the process?
Sender and receiver
To develop an effective integrated marketing communications program, the first step is to identify the target market. Four of the following five elements are steps in the process. Which of the following steps is second in the process?
Determination of the communication objectives.
A marketing manager is concerned about the execution of an ad series being developed for multiple video media. He is concerned about the colors, layout, actors, costuming, background, and sound qualities. About what is he specifically concerned?
The marketer is developing an appeal to buyers that tells a story about a daughter leaving for college and her parents being sad, and then going to The Olive Garden where the message is communicated, “You’re family.” What is the appeal of this message?
The marketing communicator needs to know where in the buyer-readiness hierarchy the target audience now stands and to what stage it needs to be moved. What is the final stage in the six-stage process?
McDonald’s has been running the “I’m Lovin’ it” ad campaign for several years. What part of the communication model is described as the process of putting thought into symbolic meaning and words, “I’m Lovin’ it?”
Of the five tools that comprise the IMC, which is more directed to the channels and less towards the final consumer?
To deliver a clear and compelling message, each tool of the promotional mix must be fully coordinated with what concept?
Integrated marketing communications (IMC)
To improve the communication process and ensure the message is fully communicated, what is advised in the relationship of the sender and the receiver?
There should be experience overlap between the sender and receiver.
Which method is not one of the four common methods used to set the total budget for advertising?
The multi-channel method
As the marketer begins to develop an effective message, he is advised to follow the AIDA model. What is the final element of AIDA?
Although advertising, particularly TV advertising, is very expensive, there are distinct advantages to using it as a promotional tool. Why does the IMC manager use TV advertising?
It has a large reach at a low cost per exposure.
McDonald’s, which has 38% of the fast-food market share, sets its monthly promotional budget in the United States at $22M. Wendy’s has 15% of the fast-food market share and allocates $19M to its promotional budget. What method is Wendy’s using to determine the budget?
The competitive-parity method
If a firm allocates 65% of its IMC budget primarily to personal selling and trade promotion toward channel members to induce them to carry the product and promote it to final consumers, what strategy is being used?
Coca-Cola has developed a video ad campaign that encompasses several different viewing platforms including TV, digital, mobile, and social media. What is this approach that combines and integrates multiple media options?
Digital video ad convergence
What are marketers called who no longer simply just develop and place TV ads or print ads but instead create, inspire, and share brand messages and conversations with and among customers across a fluid mix of paid, owned, earned, and shared communication channels?
Content marketing managers
Which of the IMC tool mixes includes broadcast, print, online, mobile, outdoor, and other forms of communication?
How should a marketing manager begin the process of auditing the communication process?
Analyze of all the touch points.
Of the five tools that comprise the IMC, which is typically designed to achieve short-term goals?
There are several categories of nonpersonal communication channels including major media and what are the others?
Atmospheres and events