Ice Breaker- Integrated Marketing Communication

The first step in the IMC planning process is ________.

1. 
   

• 1. determine the

     objectives

• 1. determine the budget

• 1. identify the target audience

• 1. select the promotional tools

According to the 5A framework, when Jennifer uses the Panera Bread coupon sent through a text message to her mobile device, which stage of the customer journey is she in?

• 1. Advocacy

• 1. Aware

• 1. Appeal

• 1. Act

When advertising is scheduled to run constantly without variation, this is referred to as ________.

• 1. flighting

• 1. continuity

• 1. reach

• 1. pulsing

When Nestlé shows an advertisement that has children coming down the stairs on Christmas morning to the smell of freshly baked Nestlé Tollhouse chocolate chip cookies, this is an example of which method of message appeal?

• 1. Rational

• 1. Emotional

• 1. Fear

• 1. Moral

The CFO for Wendy’s tells the CMO that after doing the annual budget, there is only $700,000 left for marketing promotions. Which form of budgeting is Wendy’s using?

• 1. Objective and task

• 1. Competitive parity

• 1. Affordable

• 1. Percent of sales