Question 1

Which of the following is the final step in Wang and Schultz's IMC planning model?

Accepted Answer

A)  Identifying what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior
B)  Setting marketing objectives based on analysis of customer information
C)  Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D)  Deciding what elements of the marketing mix (product, price, distribution)  will further encourage the desired behavior
E)  Determining what communications tactics to use to make further contact and influence the consumer's behaviorF) A) and E)
G) None of the above

Question 2

Which of the following principles regarding the relationship of IMC to sales and profits is true?

Accepted Answer

A)  In consumer goods marketing, increases in market share are closely related to decreases in the marketing budget.
B)  Sales normally decrease with additional advertising because consumers are turned off by the information overload.
C)  Sales response to advertising may build over time, but the durability of advertising is brief, so a consistent investment is important.
D)  Sales will not occur if there is no advertising.
E)  Advertising expenditures above certain minimum levels have no effect on sales.F) A) and C)
G) C) and D)

Question 3

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

Accepted Answer

A) True 
 B)False

Question 4

The product competitor approach to developing a positioning strategy involves:

Accepted Answer

A)  setting the brand apart by stressing a particular product feature important to consumers.
B)  positioning the brand against other products that, while not the same, offer the same class of benefits.
C)  positioning against competitors using the strength of the competitor's position to help define the subject brand.
D)  positioning apart from competitors through the creation or use of some recognized symbol or icon.
E)  positioning on the basis of how a product is used.F) C) and D)
G) A) and B)

Question 5

Describe the seven steps in the IMC planning model developed by Wang and Schultz.

Accepted Answer

Wang and Schultz developed a seven-step ...

Question 6

In terms of IMC strategy, what a company plans to say and how it plans to say it, both verbally and nonverbally, make up the _____.

Accepted Answer

A)  product concept
B)  creative mix
C)  IMC objective
D)  IMC message
E)  mission statementF) A) and D)
G) C) and D)

Question 7

IMC objectives should always be related to communication effects.

Accepted Answer

A) True 
 B)False

Question 8

A(n)  _____ refers to a short description of an organization's purpose and philosophy.

Accepted Answer

A)  mission statement
B)  advertising research strategy
C)  marketing plan
D)  creative mix
E)  product conceptF) A) and B)
G) A) and C)

Question 9

What is a bottom-up marketing plan?

Accepted Answer

A bottom-up marketing plan inv...

Question 10

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is the first step taken by a brand manager when developing an IMC plan?

Accepted Answer

A)  Selecting the target audience
B)  Setting marketing objectives
C)  Determining the most cost-effective media
D)  Establishing an advertising budget
E)  Reviewing the marketing planF) C) and E)
G) All of the above

Question 12

Briefly describe the bottom-up marketing plan.

Accepted Answer

In a small company, everybody is both pl...

Question 13

Which of the following describes how the company plans to meet its marketing objectives?

Accepted Answer

A)  Market orientation
B)  Share of market/share of voice method
C)  Marketing strategy
D)  Competitive parity method
E)  Percentage of sales methodF) A) and E)
G) B) and E)

Question 14

Briefly describe any five of the nine methods for setting a IMC budget.

Accepted Answer

The nine methods are: (a) percentage of ...

Question 15

Which of the following is the first step in a traditional top-down marketing plan?

Accepted Answer

A)  Marketing objectives
B)  Situation analysis
C)  Marketing strategy
D)  Communication objectives
E)  Marketing tacticsF) None of the above
G) A) and B)

Question 16

The share of market/share of voice method has three steps: defining objectives, determining strategy, and estimating cost.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is the first step in the development of a marketing strategy?

Accepted Answer

A)  Selecting the target market
B)  Formulating a mission statement
C)  Determining the marketing mix
D)  Finding a unique marketing tactic
E)  Positioning the productF) C) and E)
G) A) and B)

Question 18

Describe the five communication objectives in terms of the IMC pyramid.

Accepted Answer

The five tasks described in the IMC pyra...

Question 19

In terms of bottom-up marketing, a _____ refers to a specific action for helping to accomplish a marketing strategy.

Accepted Answer

A)  marketing result
B)  creative mix
C)  tactic
D)  communication objective
E)  situation analysisF) B) and E)
G) D) and E)

Question 20

In consumer goods marketing, increases in market share are closely related to increases in the marketing budget.

Accepted Answer

A) True 
 B)False

Exam 8: Marketing and Imc Planning

In consumer goods marketing, increases in market share are closely related to increases in the marketing budget.

Correct AnswerverifiedShow Answer

Describe the seven steps in the IMC planning model developed by Wang and Schultz.

Correct AnswerverifiedWang and Schultz developed a seven-step ...View AnswerShow Answer

A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.

Correct AnswerverifiedShow Answer

What is a bottom-up marketing plan?

Correct AnswerverifiedA bottom-up marketing plan inv...View AnswerShow Answer

IMC objectives should always be related to communication effects.

Correct AnswerverifiedShow Answer

The share of market/share of voice method has three steps: defining objectives, determining strategy, and estimating cost.

Correct AnswerverifiedShow Answer

Which of the following is the final step in Wang and Schultz's IMC planning model?

Correct AnswerverifiedShow Answer

Briefly describe any five of the nine methods for setting a IMC budget.

Correct AnswerverifiedThe nine methods are: (a) percentage of ...View AnswerShow Answer

Describe the five communication objectives in terms of the IMC pyramid.

Correct AnswerverifiedThe five tasks described in the IMC pyra...View AnswerShow Answer

Which of the following describes how the company plans to meet its marketing objectives?

Correct AnswerverifiedShow Answer

Briefly describe the bottom-up marketing plan.

Correct AnswerverifiedIn a small company, everybody is both pl...View AnswerShow Answer

In terms of bottom-up marketing, a _____ refers to a specific action for helping to accomplish a marketing strategy.

Correct AnswerverifiedShow Answer

A(n) _____ refers to a short description of an organization's purpose and philosophy.

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The product competitor approach to developing a positioning strategy involves:

Correct AnswerverifiedShow Answer

Which of the following principles regarding the relationship of IMC to sales and profits is true?

Correct AnswerverifiedShow Answer

Which of the following is the first step in the development of a marketing strategy?

Correct AnswerverifiedShow Answer

A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.

Correct AnswerverifiedShow Answer

Which of the following is the first step in a traditional top-down marketing plan?

Correct AnswerverifiedShow Answer

Which of the following is the first step taken by a brand manager when developing an IMC plan?

Correct AnswerverifiedShow Answer

In terms of IMC strategy, what a company plans to say and how it plans to say it, both verbally and nonverbally, make up the _____.

Correct AnswerverifiedShow Answer

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Wang and Schultz developed a seven-step ...
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A bottom-up marketing plan inv...
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The nine methods are: (a) percentage of ...
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The five tasks described in the IMC pyra...
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In a small company, everybody is both pl...
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