Unit 5 Extra Review Questions
________ is driven by a unifying brand vision that surrounds all the brand's interactions with all its stakeholders. A. 360-degree communication B. Shareholder planning C. Strategic planning D. Stakeholder planning E. Financial planning
A. 360-degree communication
An IMC plan follows the same basic outline as a(n) ________ plan. A. advertising B. operational C. financial D. strategic E. tactical
A. Advertising
Which approach involves headquarters developing a plan and using it globally? A. Centrally conceived campaigns B. Multidomestic strategy C. Transnational strategy D. Local initiative E. Bottom-up creativity
A. Centrally conceived campaigns
________ deal with the "right thing to do." A. Ethics B. Procedures C. Regulations D. Morals E. Rules
A. Ethics
When Wrigley took a successful campaign from one country and transplanted it around the world, Wrigley used the ________ strategy. A. local initiative B. centrally conceived campaign C. variations on a central campaign D. bottom-up creativity E. preemptive
A. Local inititative
Employees, distributors, channel members, agencies, and investors are examples of a firm's ________. A. stakeholders B. internal environment C. external environment D. stockholders E. bondholders
A. Stakeholders
Pharmaceutical advertisements are very common in the United States. They are heavily regulated by the FTC under which of the following? A. Wheeler-Lea Amendment B. Federal Trade Commission Act C. Magnuson-Moss Warranty/FTC Improvement Act D. Lanham Act E. Pure Food and Drug Act
A. Wheeler-Lea Amendment
An IMC campaign is BLANK than a traditional advertising plan. A. more complex B. less expensive C. less time consuming D. less complex E. less resource based
A. more complex
For the Xbox game system, Microsoft uses the same marketing strategy around the world. Which planning approach does this illustrate? A. Variations on central campaign B. Centrally conceived campaign C. Bottom-up creativity D. Search and reapply E. Local initiative
B. Centrally conceived campaign
A cosmetics company was found to have made greatly exaggerated claims about the efficacy of its product, misleading many consumers. A court ordered the company to run a media campaign to eliminate consumer misconceptions about the product. Which remedial method is described in this example? A. Consent decree B. Corrective advertising C. Consumer reprisal D. Consumer redress E. Cease-and-desist orders
B. Corrective advertising
In IMC, a critical touch point is one that connects the brand and customer on a(n) ________ level. A. higher B. emotional C. procedural D. lower E. financial
B. Emotional
As you begin building a campaign plan, you recall Stan Richards' outline as a starting point. Which of the following is NOT included in the outline? A. Three-part positioning B. Media channels C. Brand personality D. Brand vision E. Affiliation
B. Media Channels
One IMC principle states that stakeholders overlap, and so do their ________. A. problems B. messages C. costs D. revenues E. profits
B. Messages
Your upbringing and religious beliefs help guide your ____, which guide your beliefs of right and wrong. A. social responsibility B. morals C. stereotypes D. code of ethics E. ethics
B. morals
In IMC campaign planning, the idea of looking at a brand from all directions and points of view is called ________. A. financial planning B. cylindrical planning C. 360 degree planning D. robust planning E. strategic planning
C. 360 degree planning
Which of the following is consistent with the concept of integrated marketing communication (IMC)? A. Integration happens when all contact points deliver brand messages. B. Being internally integrated is not essential for companies adopting IMC. C. At every point of contact with every stakeholder, the essence of the brand should be the same. D. The only way to monitor and plan for a diversity of brand communication is by having independent management for different departments. E. Integration does not necessarily imply integrity.
C. At every point of contact with every stakeholder, the essence of the brand should be the same
An advertiser guilty of unfair or deceptive advertising may have to undergo cancellation or reformation of contracts, refund of money or return of property, payment of damages, and public notification. These are examples of ________. A. corrective advertising B. consent decree C. consumer redress D. cease-and-desist orders E. consumer rehabilitation
C. Consumer redress
A brand fails as a(n) ________ perception if there are gaps between what the brand says in its planned messages, what it does, and what others say about it. A. competitive B. stakeholder C. integrated D. financial E. profitable
C. Integrated
The practice of search and reapply is another name for which international strategy? A. Centrally conceived campaign B. Bottom-up creativity C. Local initiative D. Transnational E. Multidomestic
C. Local intiative
360-degree communication is driven by a unifying brand vision that surrounds all the brand's interactions with all its ________. A. managers B. suppliers C. stakeholders D. customers E. shareholders
C. STakeholders
Ben & Jerry's ensures that its ice cream does not contain growth hormones, has a self-imposed greenhouse emission fee, and has signed agreements to establish labor standards for the company's farm suppliers. The steps taken by Ben & Jerry's demonstrate the company's ____________. A. Cultural imperialism B. Brand equity C. Social responsibility D. Ethics E. Diversity
C. Social Responsibility
Which of the following involves monitoring all sources of brand messages? A. Touchpoint strategy B. Message synergy C. Total communication program D. Stakeholder messaging E. 360-degree communication
C. Total Communication Program
Which of the following integrated marketing communication tools aims to reach a wide audience through mass media, acquire new customers, establish brand image and personality, define brand position, and identify points of differentiation and competitive advantage? A. Consumer sales promotion B. Point of purchase C. Trade sales promotion D. Advertising E. Public relations
D. Advertising
Which of the following attempts to help communities and nonprofit organizations while generating goodwill and positive word-of-mouth for the brand? A. Competitive marketing B. Financial marketing C. Event marketing D. Cause marketing E. Stakeholder marketing
D. Cause marketing
A(n) ________ is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution. A. appeal B. recommendation C. claim D. endorsement E. demonstration
D. Endorsement
Which planning approach involves modifying a successful national campaign for use in other countries? A. Multidomestic strategy B. Transnational strategy C. Bottom-up creativity D. Local initiative E. Centrally conceived campaign
D. Local Initiative
While you are working on your creative brief, you instruct your team to be sure they can see the same brand message from every angle. What is this known as? A. Three-part positioning B. Affiliation C. Brand personality D. Spherical branding E. Brand vision
D. Spherical branding
Which of the following is a representation of a cultural group that emphasizes a trait or group of traits that might or might not communicate an accurate representation of the group? A. Abstract B. Role C. Typecast D. Stereotype E. Demographic
D. Sterotype
Consumer activist forums monitor advertisements and file complaints against objectionable or offensive ads. This is an example of ________. A. organizational self-regulation B. industry self-regulation C. in-house regulation D. regulation by public groups E. regulation by the media
D. regulation by public groups
In IMC campaign planning, the idea of looking at a brand from all directions and points of view is called ________ planning. A. strategic B. 180-degree C. 270-degree D. tactical E. 360-degree
E. 360-degree
Brenda's company is responsible for developing all the necessary elements of XYZ company's annual campaign. What role has Brenda's company been assigned? A. 360-degree communication manager B. Cross-media integrator C. Budgeter D. Bottom-up creative lead E. Lead agency
E. Lead agency
Critics of advertising say that by portraying ultrathin models in commercials, advertising causes young women to develop poor self-images and eating disorders. This is an example of the _________ effects of advertisements. A.mirroring B. over commercialization C. demand-creating D. gate-keeping E. shaping
E. Shaping
The shape-versus-mirror debate refers to which of the following? A. Whether unrealistic ideals of beauty in advertisements lead to risky or unhealthy behavior B. The tendency of advertising to resort to stereotyping C. The relationship of advertising to self-image D. Whether advertising creates personal insecurities E. Whether advertising reflects social values or creates them
E. Whether advertising reflects social values or creates them
360-degree communication is driven by a unifying ________ that surrounds all the brand's interactions with all its stakeholders. A. operational plan B. shareholder plan C. revenue plan D. financial plan E. brand vision
E. brand vision