CH. 1

_____ allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Targeting

The marketing mix for a brand consists of _____.

The 4 P's

Which of the following is NOT a key feature of IMC?

The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand.

The decision regarding how to allocate resources between the marcom elements has been described as an "ill-structured" problem. What does this mean?

There is no way of determining the mathematical optimum allocation among marcom elements.

The term media applies to which marcom tool?

advertising, public relations, promotions, personal selling

The ultimate goal of integrated marketing communications is to _____.

affect the behavior of the targeted audience

Which of the following is a fundamental decision in the brand-level marcom decision process?

all of these

Which of the following variables do companies use to identify potential target markets?

all of these

John is a subunit manager at a large consumer packaged goods manufacturer. Every year, he submits a budget request to the vice president of marketing, who coordinates the various requests and then submits an overall budget to top management for approval. This is an example of _____ budgeting.

bottom-up/top-down

The most frequently used budgeting method is _____.

bottom-up/top-down (BUTD)

Which of the following terms serves as a summary means for describing all forms of marketing focus?

brand

Frequency, loyalty, or ambassador programs and creating brand experiences that make positive and lasting impressions are ways to _____.

build customer/brand relationships

One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions. This is done by creating special events or developing exciting venues that attempt to _____.

build the sensation that the brand is relevant to the consumer's lifestyle

The objective of marketing communications is to _____ as a means of moving customers to favorable action toward the brand.

enhance brand equity

Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions. What are the expected outcomes of these decisions?

enhancing brand equity and affecting behavior

A key characteristic of IMC is the building of relationships with customers. Which of the following is NOT a benefit of building relationships?

huge acquisition costs

The context (or medium used) influences the _____ that the message has.

impact

Which of the following is an example of a communication outcome?

increase brand awareness by 15 percent

Which of the following is NOT a change in marketing communication practices?

increased reliance on outside suppliers, or specialized services

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

increasing demand for accountability

Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of _____.

promotions

Over the past two decades, the trend has moved toward greater expenditures on _____.

promotions

Which of the following is NOT a communications outcome measure?

purchase intentions, brand awareness, message comprehension, attitude toward the brand

Harvey is a brand manager for a national brand of soft drinks. He is making the implementation decisions in the marcom decision process, and he wants a marcom tool that is most capable of directly affecting consumer behavior. Which tool should he use?

sales promotion

Which of the following is NOT a form of media advertising?

sales promotions

A satisfactory mixture of advertising and promotion expenditures can be formulated by considering the different purposes of each. A key strategic consideration is whether _____.

short- or long-term goals are more important

A key feature of IMC is that the process should _____.

start with the customer or prospect and then work back to the brand communicator in determining the most appropriate messages and media

Fundamental decisions in the brand-level marcom decision process are _____, and implementation decisions are _____.

strategic; tactical

What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually?

synergy

Today, consumers are not only passive receivers of marcom messages, but are often active participants in the marcom process due to _____.

technological developments

For a given level of expenditure, there is no way of determining the mathematical optimum allocation between advertising and promotion because _____.

they are somewhat interchangeable and produce a synergistic effect

Joan Kaufman is a senior manager of a large conglomerate. She decides how much money is allocated to each subunit. This is an example of _____ budgeting.

top-down

Which of the following is NOT a budgeting method?

top-down/bottom-up/top-down process (TDBUTD)

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?

touch point and contact

All marketing communications should be _____.

All of these are correct.

Marketing communications is used by which type of organization?

All of these are correct.

What does the phrase, "speak with a single voice," mean?

Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

What is the greatest obstacle to implementing integrated marketing communications?

Few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.

Which of the following statements is true regarding the adoption of IMC?

Firms involved in marketing services rather than products are more likely to have adopted IMC.

Which of the following could be a brand?

Product, service, retail outlet, person

The idea of surrounding the customer or prospect with a brand's marcom messages, or that a brand's touch points should be everywhere the target audience is, is known as _____.

360-degree branding

_____ is the philosophy and practice of carefully coordinating a brand's sundry marketing communications elements.

Integrated marketing communications

The idea that "context matters," and that not all touch points are equally effective, has been termed _____ by marcom practitioners.

engagement

Milo is employed by a manufacturer of consumer packaged goods products. His job entails the planning, creation, integration, and implementation of diverse forms of marcom, such as advertising, sales promotion, publicity releases, events, etc., that are delivered over time to a brand's targeted customers and prospects with the ultimate goal of influencing or directly affecting their behavior. Milo is performing _____.

integrated marketing communications (IMC)

The marketing manager for Carver Products, Inc. asked her research staff to identify all of the points of contact that consumers are likely to have with Carver's products. The marketing manager would most likely use this information in designing a(n) _____.

integrated marketing communications program

Current marketing philosophy holds that _____ is absolutely imperative for success.

integration

The fact that it costs five to 10 times more to land a new customer than to keep a current customer has been compared to a(n) _____.

leaky bucket

Which term is preferred by most marketing practitioners to refer to the collection of advertising, sales promotions, public relations, event marketing, and other communication devices?

marketing communications

Brand managers should turn to alternative means of marcom as the option of first choice rather than automatically defaulting to _____.

mass media advertising

Program evaluation is accomplished by _____.

measuring the results of marcom efforts against the objectives that were established

When counseling its clients in selecting appropriate marcom tools, McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s) a marcom program is designed to accomplish and then identify the best way to allocate the marketer's budget. What is this approach known as?

media-neutral

Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year. Which implementation decision is Allison making?

mixing elements

Which of the following is an implementation decision in the brand-level marcom decision process?

mixing elements

The word _____ refers to an object's force or speed of movement.

momentum

The ultimate objective of IMC is to _____.

move people to action

Which of the following has NOT been a reason for the reluctance to change from a single-function, specialist model to an IMC model?

no way to assess the effectiveness of integration

Which approach will best serve the customers' information needs and motivate them to purchase the brand?

outside-in

A brand's _____ represents the key feature, benefit, or image that it stands for in the target audience's collective mind.

position

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind. Karen is writing a _____.

positioning statement

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?

positioning statement