
IMC Planning Process Quiz
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Business
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University
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Burak Öçlü
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36 questions
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1.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
The first step in the IMC planning process is:
communications research.
defining the firm's target market.
an analysis of the product positioning.
developing communications objective.
2.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
The three primary approaches used in communications research include:
consumer-oriented, business-to-business research, and market-based research.
product-specific research, consumer-oriented research, and target-market research.
competitive analysis, industry research, and consumer research.
consumer-specific research, brand equity research, and business-specific research.
3.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Which best describes product-specific research?
Identifying the type of consumer best matched to a product.
Specifying the ideal target marketing for an item.
Discovering the major selling idea for a good or service.
Examining the characteristics of an economy that relate to a product's sales.
4.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
When conducting communications research, each of the following perspectives is typically used except:
anthropology.
sociology.
psychology.
statistics.
5.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend?
product-specific research
anthropological research
psychological research
a sociological approach assessing social class
6.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Which best describes the psychological approach to analyzing consumer behavior?
Using product-specific research to understand why people buy things
Concentrating on the motives for purchase decisions
Discovering sociological variables that impact buyers
Seeking cultural and subcultural explanations for purchases
7.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Advertising researchers want to understand reasons individuals take part in specific fashion trends. Which approach would be the best consumer-oriented research method to use?
Product-specific research
Psychological
Sociological
Anthropological
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