Question 1

In terms of developing an IMC budget, the _____ method is an attempt to link promotional dollars with sales objectives.

Accepted Answer

A)  percentage of sales
B)  competitive parity
C)  percentage of profit
D)  share of market/share of voice
E)  objective/taskF) A) and B)
G) A) and C)

Question 2

In a new product category, a company should ideally set low sales-target objectives.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is true of sales-target objectives?

Accepted Answer

A)  In a new product category, a company tends to set low sales-target objectives.
B)  Sales-target objectives are given more emphasis than communication objectives in a good marketing plan.
C)  Sales-target objectives should not be impacted by recession.
D)  Sales-target objectives are not influenced by government regulations.
E)  In good economic times, a company may set ambitious sales-target objectives.F) A) and B)
G) A) and C)

Question 4

Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.

Accepted Answer

A) True 
 B)False

Question 5

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

Accepted Answer

A) True 
 B)False

Question 6

List the five communication objectives according to the IMC pyramid.

Accepted Answer

The five communicati...

Question 7

Which of the following refers to clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period?

Accepted Answer

A)  Marketing mix
B)  Marketing objectives
C)  Target market
D)  Bottom-up marketing
E)  Market orientationF) B) and E)
G) A) and C)

Question 8

As an element of creative strategy, the _____ are all the vehicles that might transmit the marketer's message.

Accepted Answer

A)  marketing tactics
B)  copy points
C)  communications media
D)  advertising messages
E)  product conceptsF) B) and E)
G) All of the above

Question 9

Distinguish between sales target objectives and communication objectives.

Accepted Answer

Sales-target objectives include goals re...

Question 10

Describe the relationship of IMC to sales and profits.

Accepted Answer

Economists have long studied the relatio...

Question 11

In terms of IMC strategy, which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

Accepted Answer

A)  Kim-Lord grid
B)  Johari window
C)  Forming-Storming-Norming-Performing model
D)  BCG matrix
E)  Six Sigma modelF) B) and D)
G) C) and E)

Question 12

The _____ method of developing an IMC budget, also known as the budget buildup method, treats IMC as a marketing tool for generating sales.

Accepted Answer

A)  percentage of sales
B)  competitive parity
C)  objective/task
D)  unit of sale
E)  percentage of profitF) A) and E)
G) A) and D)

Question 13

After product positioning, what is the next step in the development of a marketing strategy?

Accepted Answer

A)  Selecting the target market
B)  Determining the marketing mix
C)  Formulating the marketing objectives
D)  Performing a situation analysis
E)  Conducting marketing researchF) A) and E)
G) C) and D)

Question 14

The second step of the IMC planning model developed by Wang and Schultz analyzes information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true of the objectives and outcomes of DAGMAR, a hierarchical model introduced by Russell Colley?

Accepted Answer

A)  It specifies the qualities of a good objective.
B)  Conviction refers to purchasing and using a brand.
C)  Comprehension refers to knowing that a brand exists.
D)  Awareness refers to knowing about a brand's benefits or attributes.
E)  It emphasizes sales-target objectives.F) B) and D)
G) A) and B)

Question 16

The percentage of sales method of developing an IMC budget is commonly used for new product introductions.

Accepted Answer

A) True 
 B)False

Question 17

A(n)  _____ declares what the marketer wants to achieve with respect to consumer awareness, attitude, and preference.

Accepted Answer

A)  product concept
B)  SWOT analysis
C)  IMC objective
D)  advertising message
E)  mission statementF) B) and D)
G) C) and D)

Question 18

Which of the following uses the facts contained in a situation analysis to point out strengths, weaknesses, opportunities, and threats for a brand?

Accepted Answer

A)  Objective/task method
B)  Share of market analysis
C)  Empirical research method
D)  SWOT analysis
E)  Percentage of sales methodF) B) and D)
G) A) and E)

Question 19

In the _____ method of developing an IMC budget, a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure.

Accepted Answer

A)  empirical research
B)  percentage of sales
C)  competitive parity
D)  unit of sale
E)  share of marketF) A) and B)
G) C) and D)

Question 20

Successful organizations separate IMC plans from marketing.

Accepted Answer

A) True 
 B)False

Exam 8: Marketing and Imc Planning

The percentage of sales method of developing an IMC budget is commonly used for new product introductions.

Correct AnswerverifiedShow Answer

As an element of creative strategy, the _____ are all the vehicles that might transmit the marketer's message.

Correct AnswerverifiedShow Answer

In terms of IMC strategy, which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

Correct AnswerverifiedShow Answer

After product positioning, what is the next step in the development of a marketing strategy?

Correct AnswerverifiedShow Answer

Which of the following is true of sales-target objectives?

Correct AnswerverifiedShow Answer

Which of the following is true of the objectives and outcomes of DAGMAR, a hierarchical model introduced by Russell Colley?

Correct AnswerverifiedShow Answer

The _____ method of developing an IMC budget, also known as the budget buildup method, treats IMC as a marketing tool for generating sales.

Correct AnswerverifiedShow Answer

In the _____ method of developing an IMC budget, a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure.

Correct AnswerverifiedShow Answer

A(n) _____ declares what the marketer wants to achieve with respect to consumer awareness, attitude, and preference.

Correct AnswerverifiedShow Answer

In a new product category, a company should ideally set low sales-target objectives.

Correct AnswerverifiedShow Answer

Distinguish between sales target objectives and communication objectives.

Correct AnswerverifiedSales-target objectives include goals re...View AnswerShow Answer

Describe the relationship of IMC to sales and profits.

Correct AnswerverifiedEconomists have long studied the relatio...View AnswerShow Answer

The second step of the IMC planning model developed by Wang and Schultz analyzes information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product.

Correct AnswerverifiedShow Answer

Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.

Correct AnswerverifiedShow Answer

In terms of developing an IMC budget, the _____ method is an attempt to link promotional dollars with sales objectives.

Correct AnswerverifiedShow Answer

The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.

Correct AnswerverifiedShow Answer

Successful organizations separate IMC plans from marketing.

Correct AnswerverifiedShow Answer

List the five communication objectives according to the IMC pyramid.

Correct AnswerverifiedThe five communicati...View AnswerShow Answer

Which of the following refers to clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period?

Correct AnswerverifiedShow Answer

Which of the following uses the facts contained in a situation analysis to point out strengths, weaknesses, opportunities, and threats for a brand?

Correct AnswerverifiedShow Answer

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Sales-target objectives include goals re...
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Economists have long studied the relatio...
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The five communicati...
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