WorksheetsMarketing Concepts Quiz
Total questions: 106
Worksheet time: 53mins
Which of the following is an example of a marketing exchange?
The waitress gave Cyrus a menu, and he placed his food order.
Griffin helped Mandy replace the air filter in her lawn mower.
Ken and Maggie gave their son an MP3 player for his birthday.
In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.
Which of the following statements is true about marketing?
Most marketers are seeking a one-time exchange or transaction with their customers.
The focus of production-driven companies is on developing and sustaining relationships with their customers.
Successful companies recognize that creating and delivering value to their customers is extremely important.
Though marketing plays an important role in developing relationships with customers, it cannot do much to maintain them.
By definition, a marketing transaction has to involve the exchange of money.
_____ is the customer's perception of all the benefits of a product or service weighed against all the costs of acquiring and consuming it.
Cost efficiency
Information
Range
Value
Exposure
Product, price, promotion, and _____ are the 4Ps of the marketing mix.
people
place
package
privilege
Price, product, place and promotion together form the:
value.
promotional mix.
marketing mix.
integrated marketing communication.
distribution channel.
Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:
advertising.
sales promotion.
public relations.
publicity.
direct marketing
_____ involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers.
Marketing mix
Integrated marketing communications
Relationship marketing
Sales promotion
Mass media advertising
British Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on British Airways.
the marketing mix
sales promotion activities
integrated marketing communications
the 4As
relationship marketing
Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Which marketing strategy was Arm & Hammer implementing?
Mass customization
Exchange
Integrated marketing communications
Buzz marketing
Relationship marketing
"The 4As" stands for:
Association for Awareness of Advertising and Action.
American Association of Advertising Agencies.
Asian Association for Advertising Agencies.
Advertising aimed at Americans, Africans and Asians.
Advertising Agencies Association of America.
The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate consistently and in a unified manner with its customers.
the marketing mix
exchange
integrated marketing communications
the promotional mix
relationship marketing
Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):
alternative approach for each media method.
support system for production differentiation.
total marketing communications strategy.
reduced emphasis on information advertising and increased emphasis on persuasive marketing.
different marketing mix for the same product in different countries.
_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.
Marketing mix
Buzz marketing
Exchange
Integrated marketing communications
Promotional planning
Terms such as new advertising, orchestration, and seamless communication have been used to describe:
the marketing mix.
integrated marketing communications.
the promotion mix.
relationship marketing.
the 4 A's.
Advocates of integrated marketing communications argue that:
firms should communicate with its customers primarily through media advertising.
nonpersonal communications is more effective than personal communications.
package design is the most important way of communicating with customers.
firms should communicate with its customers primarily through one-on-one communication techniques.
firms should develop a total marketing communications strategy.
The goal of an integrated marketing communications program is to:
have all of a company's marketing and promotional activities project a consistent unified image to its customers.
control all facets of a product's distribution.
communicate with customers primarily through advertising.
have complete control over all the channel partners in the distribution channel.
create a brand image so strong that it destroys all of its competition.
Which of the following is true about integrated marketing communication (IMC)?
It is a tactical integration of various communication activities.
Audience does not form an important part of the IMC process.
Employees are not seen as an important part of the IMC process.
IMC is viewed as on ongoing strategic business process.
IMC simply involves bundling promotional mix elements together.
_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.
Marketing Mix
Promotion
Integrated Marketing Communications
Mass media advertising
Mass marketing
To respond to media fragmentation, marketers are moving away from mass marketing and engaging in:
mass media communication.
television advertising.
micromarketing.
mass production.
relationship management.
Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Through the use of IMC, Arm & Hammer is hoping to create _____ for its new product.
a marketing plan
competition
mass customization
brand identity
market segments
_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.
Touch point
Brand identity
Marketing mix
Customization
Interactive marketing
Traditionally, _____ has been the cornerstone of brand-building efforts.
interactive media
mass-media advertising
public relations
product placement
personal selling
______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.
Publicity
Advertising
Organizational communication
Promotion
Marketing
Which of the following is NOT an element of the traditional promotional mix?
Packaging
Advertising
Personal selling
Sales promotion
Public relations
The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:
the marketing mix.
marketing strategy tools.
persuasive marketing mix.
the promotional mix.
public relations.
_____ is defined as any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication.
Advertising
Personal selling
The promotional mix
Publicity
Sales promotion
Advertising is defined as any:
paid forms of nonpersonal communication about a good, service, or company.
any communication about a good, service, or company.
any communication that moves a product from one level to another level of the distribution channel.
personal communication from a company's representative to prospective buyers.
nonpersonal communication about a good or service that is not paid for or run under identified sponsorship.
Which of the following is a characteristic of advertising as a form of promotion?
Low cost per contact
Non-paid form of promotion
The sponsor or advertiser is not identified
Immediate feedback and capability to close sales
Makes use of non-traditional media
Clave, a large soap manufacturing firm, has come up with a new soap known as 'Honeydew' for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of 'Honeydew'?
Advertising
Direct marketing
Personal selling
Sales promotion
Publicity
The best-known and most widely discussed form of promotion is:
personal selling.
sales promotion.
direct marketing.
advertising.
publicity/public relations.
Which the following is NOT possible through the use of advertising?
Ability to control the message
Low cost per contact
Ability to create brand images and symbolism
Immediate feedback
Control of message content and media placement
Which promotional mix would a firm use if it wanted to reach a large consumer audience while keeping cost per contact low and create a symbolic image or appeal for a new brand?
Advertising
Personal selling
Sales promotion
Coupons
Door-to-door selling
Which of the following is true about advertising?
It attempts to create a personal relationship with the customers.
The nature and purpose of advertising is usually the same across various industries.
It is a valuable tool for building company and brand image.
Advertising is used only for the promotion of mass consumer products.
One disadvantage of advertising is that it gets too personal with consumers.
_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.
Advertising
Sales promotion
Direct marketing
Publicity
Public relations
Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.
primary demand
trade
consumer
national
retail
Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of?
National advertising
Primary demand advertising
Trade advertising
Business-to-business advertising
Professional advertising
_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
Trade
Professional
Direct response
Retail
National
Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of?
National advertising
Trade advertising
Retail advertising
Primary-demand advertising
Direct response advertising
Advertising done by Target, Kohl's, and Macy's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising.
trade
facultative
cooperative
direct-action
direct-response
Which of the following is true about retail advertising?
It is done by large companies on a nationwide basis or in most regions of the country.
It takes the form of direct-response advertising.
It is done to build store traffic and sales.
It designed to stimulate demand for the general product class or entire industry.
It is targeted to marketing channel members such as wholesalers, distributors, and retailers.
A used bookstore that runs an ad which announces a '12-hour, everything must go' sale is using:
homogeneous marketing.
direct-response advertising.
a direct-action promotion.
an indirect-response advertising.
bait and switch advertising.
Retail/Local advertising often takes the form of:
trade advertising.
selective-demand advertising.
bait and switch advertising.
direct-action advertising.
indirect response advertising.
Primary-demand advertising is designed to:
draw particular attention to a particular branded item.
stimulate demand for a general product class or industry.
help launch a specific line extension.
compare two or more competitors in a real world situation.
create a market share gain for the industry leader.
_____ advertising focuses on creating demand for a specific company's brand.
Primary-demand
Selective-demand
Trade
Secondary-demand
Industrial
Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of:
trade advertising.
primary-demand advertising.
secondary-demand advertising.
retail advertising.
professional advertising.
The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of?
National advertising
Professional advertising
Primary-demand advertising
Selective-demand advertising
Trade advertising
Which of the following best describes selective-demand advertising?
Advertisement of 'Complan' that compares its benefits against its competitor 'Bournvita'.
Beef council stimulating the demand for beef through an ad.
Advertisement of Coca-Cola placed in progressive grocer, a trade magazine to promote Coca-Cola to food store managers.
Lufthansa ad that appears in the newspapers all across the country.
Ad for a 3 day discount in a restaurant located in San Diego which appears in the local newspaper.
(p. 20) Which of the following is an example of retail advertising?
Advertisement of a health drink 'Complan' that compares its benefits against its competitor 'Bournvita'.
Beef council stimulating the demand for beef through an ad.
Advertisement of Coca-Cola placed in Progressive grocer, a trade magazine to promote Coca-Cola to food store managers.
Lufthansa ad that appears in the newspapers all across the country.
A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San Diego.
_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.
Professional
Primary demand
Retail
Business-to-Business
Direct-response
Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising.
retail
direct-response
business-to-business
direct - mail
primary-demand
DocStock, a company that manufactures stethoscopes, has placed an ad in DocsMag, a magazine targeted at doctors. This is an example of:
business-to-business advertising.
trade advertising.
professional advertising.
primary-demand advertising.
direct action advertising.
_____ advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.
National
Selective-demand
Professional
Trade
Retail
Which of the following is an example of trade advertising?
Advertisement of a health drink i.e. 'Complan' that specifies the benefits of drinking it.
The Silk Federation of Asia advertising the importance of silk and the various purposes that it could be used for.
Advertisement of Coca-Cola placed in Progressive grocer, a magazine to promote Coca-Cola to food store managers.
SouthWest Airlines ads that appears in the newspapers all across the country.
Ad for a 3 day discount in a restaurant located in a remote area in San Diego which appears in the local newspaper.
Which of the following statements is true about direct marketing?
Traditionally, it has not been considered an element of the promotional mix.
It is synonymous with direct mail.
Indirect-response advertising is considered as one of its major tools.
It is seldom, if ever, used by companies that have an external sales force.
It does not exist beyond direct mail and mail-order catalogs.
Bradford Exchange 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 of new issues and encouraging you to place your order for additional plates. Given this information, which promotional element does Bradford Exchange depend upon?
Advertising
Sale promotion
Direct marketing
Publicity
Pricing
One of the major tools of direct marketing is ______ advertising, where a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.
direct-response
primary-demand
business-to-business
trade
selective-demand
The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you can use to order the radio/CD player, a toll-free number you can call to place an order, and a website to place orders. This ad is an example of _____ advertising.
direct-response
primary-demand
business-to-business
trade
secondary demand
_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.
Advertising
Buzz marketing
Telemarketing
Direct response marketing
Door-to-door selling
Coldwater Creek is a retailer that uses its website to promote and sell new merchandise. Coldwater Creek views the Internet as a(n) _____ medium.
interactive
indirect
primary-demand
traditional
Starbucks has developed apps for the iPhone which allow customers to share drink recipes, find the nearest Starbucks, look up nutritional information, and manage their Starbucks gift cards. This is an example of _____ marketing.
trade
direct
direct action
professional
interactive
Which of the following is true about the Internet media?
It is considered as traditional media.
It essentially allows for one-way communication.
It enables marketers to gather valuable personal information from customers and prospects.
The effect of using Internet media can be closely and precisely measured by advertising and other forms of promotion.
One major disadvantage of Internet media is that it cannot be integrated with other media programs.
_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.
Direct marketing
Advertising
Public relations
Sales promotion
Brand equity
Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as:
consumer-oriented sales promotion.
trade-oriented sales promotion.
direct marketing incentives.
public relations.
strategic promotions.
Chicken of the Sea includes coupons in their magazine advertisements. This is an example of:
consumer-oriented sales promotion.
direct-response advertising campaign.
primary-demand advertising campaign.
trade-oriented sales promotion.
service-oriented sales promotion.
Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as:
consumer-oriented sales promotion.
trade-oriented sales promotion.
functional inducement.
direct marketing.
integrated promotions.
Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using:
consumer-oriented sales promotion.
trade-oriented sales promotion.
functional inducement.
telemarketing.
integrated promotions.
_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.
Advertising
Sales promotion
Publicity
Public relations
Personal selling
Which of the following statements describe the difference between publicity and advertising?
Advertising is done by manufacturers, and publicity is done by retailers.
Advertising is personal, and publicity is nonpersonal in nature.
Advertising is paid for by the sponsoring organization, and publicity is not.
Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character.
Advertising typically utilizes mass media, and publicity does not.
One of the primary advantages inherent in the use of publicity is its:
ability to be personalized.
credibility.
negligible variable costs.
tangibility.
ability to be closely controlled and monitored by the organization that is being publicized.
When the individual voted off of The Survivor, a reality series, appears on David Letterman as a guest to discuss the series and his or her role in the series, it is an example of _____ for the CBS television show.
advertising
publicity
sales promotion
personal selling
direct marketing
Because of the perceived objectivity of the source, which of the elements of the promotional mix is usually regarded as most credible?
Advertising
Publicity
Packaging
Sales promotion
Direct marketing
Which of the following statements about publicity and public relations is true?
Publicity generally has a broader purpose and objective than public relations.
Publicity is the only tool used in a firm's public relations efforts.
Publicity is one of the most important communication techniques used in public relations.
Publicity has more of a long term, on-going purpose than public relations.
Publicity and public relations are synonyms for each other.
Which of the following statements describe a disadvantage of publicity?
Publicity is expensive to implement.
Publicity has relatively low credibility.
Publicity is not always under the control of the organization that reaps the negative and positive benefits from it.
Publicity is not useful with a market segmentation strategy.
Publicity makes a market aggregation strategy ineffective.
An article in Financial Times announced that Puma had developed the Thrift shoe, based on its award-winning design. The Thrift shoe was to be made in a limited edition of 510 pairs of fabric from second-hands clothes and would not be available in the U.S. According to the article, each pair would come complete with a numbered certificate of authenticity and a private password for the dedicated Web page so all proud owners could "swap their soles." The article created interest in the shoes and is an example of:
sales promotion.
advertising.
personal selling.
sponsorship.
publicity.
A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of:
sales detraction.
negative advertising.
cause selling.
negative publicity.
neutral publicity.
A review of a movie in Newsweek magazine or on the Good Morning America television show is an example of:
personal selling.
publicity/public relations.
direct marketing.
advertising.
media-selling.
When an organization systematically plans and distributes information in an attempt to control and manage the nature of the publicity it receives and its image, it is engaging in a function known as:
image management.
advertising.
integrated marketing.
public relations.
sales promotion.
_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
Direct marketing
Publicity
Corporate affairs
Public relations
Sales promotion
A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. In response to allegations that it charged African-Americans higher mortgage rates than others, the mortgage lender created a mystery shopper program in which it sent out African-American customers to report on their experience with the firm's lending offices. Their reports were released to the news media. This is an example of:
public relations.
advertising.
media-selling.
sales promotion.
cause marketing.
Which of the following is true about public relations?
It is another name for publicity.
It is narrower in perspective than publicity.
Publicity is a tool used for public relations.
It uses a variety of tools such as sponsorship, publicity, special events etc. except advertising.
It is a tool for publicity.
_____ is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.
Advertising
Sales promotion
Direct marketing
Interactive marketing
Personal selling
_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.
Advertising
Direct mail
Public relations
Sales promotion
Personal selling
Which of the following statements accurately describe how mass communication differs from personal communication?
To reach a large audience, interpersonal communication is faster.
Interpersonal communication messages are more easily adapted to the receiver.
Mass communication has a greater ability to attract attention.
Cost per individual reached tends to be higher with mass communication.
Feedback tends to be more accurate with mass communication.
The promotional mix element that allows for the most immediate and precise feedback from the customer is:
advertising.
sales promotion.
public relations.
publicity.
personal selling.
Business-to-business marketers who sell expensive, risky, and often complex products rely most heavily on which of the following promotional tools?
Print advertising
Coupons
Direct mail
Personal selling
Pricing
What is the major advantage of personal selling over advertising as a communication method?
Personal selling generates more sales per dollar invested.
Personal selling improves the image of the firm.
Personal selling activates the receiver's selective processes, and advertising does not.
Personal selling results in sales responses that are more difficult to measure than those of advertising.
Personal selling is more persuasive because the communicator can judge the sales prospect and modify his or her message accordingly.
_____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it.
Marketing mix
Promotion
Moment of truth
Touch point
Brand equity
_____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc.
Distributive touch points
Public relations
Company created touch points
Intrinsic touch points
Extrinsic touch points
_____ are interactions that occur with a company or brand during the process of buying or using the product or service.
Intrinsic touch points
Company created touch points
Sales promotions
Extrinsic touch points
Seamless communications
Which of the following touch points relate to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?
Company created touch point
Intrinsic touch point
Extrinsic touch point
Unexpected touch point
Customer initiated touch point
Joy calls a Samsung store in order to find out about the new Samsung Wave S8500. The customer service department personnel of Samsung emails him the entire product details in a very organized manner along with the price of the product and other special specifications as requested by Joy. Which type or category of touch point has been discussed here?
Company created touch point
Intrinsic touch point
Extrinsic touch point
Unexpected touch point
Customer-initiated touch point
Kerry is asked to evaluate the strengths and weaknesses of each IMC tool being used by the agency and make recommendations to plan and execute communications with target audiences. Kerry is engaged in:
survey research strategies.
account-client articulation agreements
integrated marketing communications management.
derived demand analysis.
efficient synergy management.
How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?
IMC puts more emphasis on advertising and less on sales promotion.
IMC puts more emphasis on sales promotion and less on advertising.
IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.
IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately.
IMC predominately makes use of mass media communications in order to attract and retain customers.
_____ is the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences.
Integrated advertising marketing
Integrated marketing communications management
Market auditing
Situation analysis
Communications process accounting
The first step in the IMC planning process is:
the situation analysis.
budget determination.
a review of the marketing plan.
specification of communications objectives.
development of the promotional mix strategies.
The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand.
promotional plan
marketing plan
communications plan
marketing audit
situation analysis
7. A marketing plan usually includes:
a corporate mission statement.
job descriptions and job specifications.
a media schedule.
a detailed situation analysis.
sales and market forecasts.
The second stage of the IMC planning process is the:
development of a mission statement.
development of marketing job descriptions.
promotional analysis.
development of an advertising plan.
preparation of a marketing plan.
_____ refer to what is to be accomplished by the overall marketing program and is stated in terms of sales, market share, and profitability.
Communication objectives
Marketing objectives
AdvertisiSegmentation approachesng platforms
Segmentation approaches
External analysis factors
_____ refer to what the firm seeks to accomplish with its promotional program and are often stated in terms of the nature of the message to be communicated.
Communication objectives
Sales quotas
Advertising platforms
Shaping goals
External analysis factors
_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix.
Communication objectives
Sales objectives
Marketing objectives
Promotional objectives
Production objectives
What is the next stage in the IMC planning process, once marketing and communication objectives have been set?
Budget determination
Implementation of those objectives
Media selection scheduling
Recruitment of marketing and promotion personnel
Development of the IMC program
The development of the advertising message that the marketer wants to convey to its target audience is called _____, and the determination of which communications channels to use to deliver the message is _____.
creative strategy; media strategy
media strategy; message strategy
the marketing program; the communications program
the Five Cs; the 4 Ms
message strategy; channel strategy
According to the planning model, the most involved and detailed step of the promotional planning process is:
reviewing the marketing plan and situation analysis.
determining the promotional budget.
developing the integrated marketing communications (IMC) program.
monitoring, evaluating, and controlling the promotional program.
determining the media strategy.
According to the IMC planning model,
promotional mix elements share a set of objectives and a strategy for meeting these objectives.
objectives and strategies for each promotional mix element are based on advertising goals.
budgeting is done only for advertising.
it is important to monitor, evaluate, and control the promotional program to determine how well it is meeting communications objectives.
the internal and external situation analysis is done after the budget is determined.
The final stage of the IMC planning model is:
budget determination.
the development of the media strategy.
analysis of communication process.
integrating creative strategies.
monitoring, evaluation, and control.
