ICM chapters 1-3 According to an integrated marketing communications planning model, which of the following activities is best associated with the review of the marketing plan step?

Which of the following is an example of trade advertising?

CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine.

Which of the following is true of the role of an advertising manager, under a centralized management system?

It includes budgeting and planning media schedule.

Which of the following is true of undifferentiated marketing?

It involves offering just one product or service to the entire market.

Which of the following is true of the traffic department in a full-service agency?

It may be located in the creative services area of the agency or be a part of media or account management.

________ are programs designed to persuade the retailer to promote a manufacturer's products.

Promotional push strategies

Which of the following is considered to be the greatest obstacle in implementing integrated marketing communications (IMC)?

The lack of people with the requisite broad perspective and skills to implement IMC presents the biggest obstacle.

Which of the following is a primary difference between publicity and advertising?

Unlike advertising, publicity is not paid for by the sponsoring organization.

Typically, a marketing plan usually includes

a detailed situation analysis.

According to an integrated marketing communications planning model, which of the following activities is best associated with the review of the marketing plan step?

assessing environmental influences

WristTactical, a watch manufacturer, specializes in manufacturing tactical watches for Navy divers. The company launched an ad campaign that stressed the water-resistant and endurance characteristics of its watches. In this scenario, WristTactical is making use of ________ segmentation.

benefit

Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its advertising needs. Momentum is only required to provide the necessary finances and does not take part in any decision making. In the given scenario, Momentum Automobiles would be classified as a(n)

client

With respect to the market coverage alternatives, ________ involves developing separate marketing strategies for a number of segments.

differentiated marketing

The first step in the target marketing process is to

identify markets with unfulfilled needs.

the process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as

integrated marketing communications

Rebecca is engaged in a process where she is assessing the strengths and weaknesses of her brand from an image perspective. She is in which stage of the integrated marketing communication planning process?

internal analysis

With respect to the types of organizational structures, some advertising agencies prefer the departmental system because

it gives employees the opportunity to develop expertise in servicing a variety of accounts.

To respond to media fragmentation, marketers are increasing their spending on

micromarketing.

Which of the following marketing-mix elements is best referred to as a bundle of benefits or values that satisfies the needs of consumers

product

DG Loans, a mortgage lender, was charged with a discrimination lawsuit. It alleged that the company was offering loans at higher rates of interest to African-American consumers. In response to these allegations, DG Loans sent out e-mail queries to its African-American customers to get feedback on their experiences with the firm's lending offices. This feedback was subsequently collected and released to the news media. This is an example of

public relations.

Primary-demand advertising is designed to

stimulate demand for a general product class or entire industry.