What is the first step of IMC process?

t/f The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning

true

t/f The first step in the IMC planning process is to review the marketing plan and objectives.

true

t/f Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image.

false

t/f Analysis of the communication process may involve preliminary discussions on media-mix options and their cost implications

true

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of:

A.
business-to-business advertising.

B.
trade advertising.

C.
professional advertising.

D.
primary-demand advertising.

E.
direct-action advertising.

C.
professional advertising.

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

A.
Advertising

B.
Sale promotion

C.
Direct marketing

D.
Publicity

E.
Pricing

C.
Direct marketing

Which of the following statements about publicity is true?

A.
Publicity is a form of communication which is directly run under an identified sponsorship.

B.
Publicity is the only tool used in a firm's public relations efforts.

C.
Publicity usually comes in the form of a news story or an editorial.

D.
Publicity has more of a long term, ongoing purpose than public relations.

E.
Publicity refers to personal communications regarding an organization and its products.

C.
Publicity usually comes in the form of a news story or an editorial.

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes interactions that occur with a company or brand during the process of buying or using the product or service?

A.
Intrinsic touch points

B.
Company created touch points

C.
Unexpected touch points

D.
Customer-initiated touch points

E.
Distributive touch points

A.
Intrinsic touch points

What is the next stage in the IMC planning process, once marketing and communication objectives have been set?

A.
Budget determination

B.
Developing the advertising message

C.
Reviewing the marketing plan

D.
Recruitment of marketing and promotion personnel

E.
Development of the IMC program

A.
Budget determination

The first step in the IMC planning process is:

A.
the analysis of the communication process.

B.
the determination of a budget.

C.
the review of the marketing plan.

D.
the development of an advertising message.

E.
the distribution of sales promotion materials.

C.
the review of the marketing plan.

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the:

A.
integration and implementation of marketing communications strategies.

B.
development of marketing job descriptions.

C.
promotional program situation analysis.

D.
budget determination.

E.
analysis of market forecasts.

C.
promotional program situation analysis.

According to an integrated marketing communications planning model, which of the following activities is best associated with the review of marketing plan step?

A.
Integrating promotional-mix strategies

B.
Analyzing source, message, and channel factors

C.
Assessing environmental influences

D.
Setting direct-marketing objectives

E.
Purchasing media time and space

C.
Assessing environmental influences

According to an integrated marketing communications planning model, which of the following activities is best associated with the step of "analysis of promotional program situation?"

A.
Developing selling roles and responsibilities

B.
Setting advertising objectives

C.
Analyzing consumer behavior

D.
Purchasing media time and space

E.
Setting a tentative marketing communications budget

C.
Analyzing consumer behavior

According to an integrated marketing communications planning model, which of the following activities is best associated with the developing integrated marketing communications program step?

A.
Examining overall marketing plan and objectives

B.
Internal analysis

C.
Analyzing receiver's response processes

D.
Determining advertising budget

E.
External analysis

D.
Determining advertising budget

t/f In a typical target marketing process, the stage of segmenting the market is immediately followed by positioning one's product or service through effective marketing strategies.

false

According to the marketing and promotions process model, the marketing process begins with the:

A.
development of the brand equity.

B.
development of a marketing strategy.

C.
development of the promotional mix.

D.
determination of the promotional budget.

E.
establishment of a nano-campaign marketing strategy.

B.
development of a marketing strategy.

According to the marketing and promotions process model, in which of the following stages does the company decide the product or service areas and particular markets where it wants to compete?

A.
Development of a marketing strategy and analysis

B.
Development of the target marketing process

C.
Allocation of advertising budget

D.
Development of the marketing planning program

E.
Creation of a positioning strategy

A.
Development of a marketing strategy and analysis

Treat Corp., a manufacturer of packaged soups, launched an ad campaign that provided quick and easy recipes using Treat's products on the back of the soup sachets. This is an example of positioning by:

A.
product class.

B.
product use.

C.
price/quality.

D.
competitor.

E.
cultural symbol.

B.
product use.

t/f A disadvantage of the decentralized system is that each brand does not receive concentrated managerial attention, resulting in slower response to both problems and opportunities.

false

t/f Media buying services have been experiencing strong growth in recent years as clients seek alternatives to full-service agency relationships

true

t/f A cost-plus system requires that the agency keep detailed records of the costs it incurs in working on a client's account

true

With respect to the major participants in the advertising and promotions process, which of the following participants include sales promotion agencies, digital/interactive agencies, and public relations firms?

A.
Advertising agencies

B.
Media organizations

C.
Collateral service agencies

D.
Specialized marketing communications service agencies

E.
Bait-and-switch marketing service agencies

D.
Specialized marketing communications service agencies

In companies which follow a centralized organizational system, who among the following is likely to be given the title "marketing communications manager"?

A.
Art director

B.
Brand manager

C.
Advertising manager

D.
Product manager

E.
Copywriter

C.
Advertising manager

Under a centralized organizational system, the responsibility for planning and controlling the advertising and promotional functions lies with the:

A.
brand manager.

B.
marketing communications manager.

C.
product manager.

D.
art director.

E.
account planning supervisor.

B.
marketing communications manager.

Which of the following is true of the problems associated with the centralized organizational structure?

A.
It does not enable a transfer of functions and responsibilities associated with advertising and promotions to the brand manager.

B.
It does not facilitate coordination with external advertising agencies.

C.
It makes it difficult for the advertising department to understand the overall marketing strategy of the brand.

D.
It makes it difficult for the brand manager to coordinate with the various departments within the organization.

E.
It facilitates disassociation of advertising managers from the category management system.

C.
It makes it difficult for the advertising department to understand the overall marketing strategy of the brand.

Which of the following is an advantage of a decentralized organizational system?

A.
Effective decision making

B.
Rapid response to problems and opportunities

C.
Lack of internal conflicts

D.
Enhanced authority

E.
External rather than internal focus

B.
Rapid response to problems and opportunities

Which of the following is a disadvantage of a decentralized organizational system?

A.
Inability to handle multiple product lines

B.
Ineffective decision making

C.
Longer response time

D.
Lack of flexibility

E.
Lack of managerial attention

B.
Ineffective decision making

Greg is hired into the marketing services department of a full-service advertising agency. His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy. He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience. In this scenario, Greg has been hired as a(n):

A.
art director.

B.
account planner.

C.
illustrator.

D.
media specialist.

E.
account executive.

B.
account planner.

t/f Media strategies refer to the available delivery systems, which include broadcast and print media, outdoor advertising, and other support media.

false

t/f Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.

false

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A.
media planning

B.
market segmentation

C.
target marketing

D.
organizational planning

E.
a communication hierarchy

A.
media planning

_____ refers to the potential audience that might receive a message through a media vehicle.

A.
Frequency

B.
Reach

C.
Viewer number

D.
Coverage

E.
Exposure

D.
Coverage

Which of the following factors reduces the effectiveness of a media plan?

A.
Information overload

B.
Product life cycle differences

C.
Market segmentation

D.
Time pressures

E.
Audience diversity

D.
Time pressures

The rate of product usage in a geographical area can be calculated through the use of:

A.
gross rating points.

B.
reach and frequency.

C.
brand development index.

D.
benchmark designated index.

E.
category development index.

C.
brand development index.

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be:

A.
survey of buying power index.

B.
brand development index.

C.
category development index.

D.
Dow Jones sustainability index.

E.
consumer price index.

B.
brand development index.

Which of the following situations offers an advertiser the least attractive marketing opportunity?

A.
High brand development index (BDI) and high category development index (CDI)

B.
High brand development index (BDI) and low category development index (CDI)

C.
Low brand development index (BDI) and high category development index (CDI)

D.
Low brand development index (BDI) and low category development index (CDI)

E.
High survey of buying power index and high brand development index (BDI)

D.
Low brand development index (BDI) and low category development index (CDI)

Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?

A.
Research manager

B.
Account executive

C.
Brand manager

D.
Media planner

E.
Market research analyst

D.
Media planner

_____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

A.
Weighting

B.
Continuity

C.
Pulsing

D.
Flighting

E.
Circulation

D.
Flighting

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

A.
Gross rating points (GRPs)

B.
Target rating points (TRPs)

C.
Total target rating points (TTRPs)

D.
Sweeps periods

E.
Coverage frequencies

A.
Gross rating points (GRPs)

Recency planning focuses on:

A.
continuous scheduling over a one week period.

B.
frequency rather than reach.

C.
short interval reach at maximum frequency levels.

D.
more targeting to gain exposure to reach as many potential consumers as possible.

E.
a four-week planning period for reach.

A.
continuous scheduling over a one week period.

Which of the following is an advantage associated with direct mail advertising?

A.
Low selectivity

B.
High repetition

C.
Low cost per exposure

D.
Low level of clutter

E.
Opportunities for repeat exposures

E.
Opportunities for repeat exposures

t/f Spot advertising is more easily acquired by national advertisers than local ones.

false

t/f The first-run syndication market does not include shows that did not make it as network shows.

false

t/f The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

true

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

A.
Network advertising

B.
Spot advertising

C.
Regional advertising

D.
Syndicated advertising

E.
Rep advertising

B.
Spot advertising

Which of the following statements about spot advertising is true?

A.
It is subject to less commercial clutter than network advertising.

B.
It is used only by national advertisers.

C.
It is generally more expensive than network advertising.

D.
It is used only by local advertisers.

E.
It offers the national advertiser flexibility in adjusting to local market conditions.

E.
It offers the national advertiser flexibility in adjusting to local market conditions.

What is the first step in IMC?

What is IMC and its process?

What are the 7 steps required when developing an IMC plan?

What are the 4 pillars of IMC?