Chapter 1 Homework
Company leaders expect advertising agencies to produce tangible outcomes with an increasing emphasis on _________________________.
accountability and measurable results
Big Apple Circus uses a(n) _____________________________ as the foundation of its advertising and marketing.
integrated marketing communications model
Recent technological developments have altered the levels of power held by members of ____________.
marketing channels
Big Apple Circus has been successful for many reasons. However, it is evident from the video that they have carefully considered which of the following primary factors?
the firm's ongoing market situation
Big Apple Circus' approach to marketing is an example of which of the following?
the marketing mix
The foundation of an integrated marketing communication program consists of a careful review of the company's _____________________.
image, the buyers to be served, and the markets in which the buyers are locate
___________ involves transmitting, receiving, and processing information.
Communication
The ___________________ includes identifying all target markets, most notably consumer and business-to-business market segments.
IMC planning program
_________________ take(s) place when customers (the receivers) decode or understand the message as it was intended by the sender.
Quality Marketing Communications
What are the two different strategies marketers employ for global companies?
Standardization and adaptation
What vehicle forms the basis for integrated marketing communications?
a strategic marketing plan
Big Apple Circus uses the media channels of social media, outdoor, and television to communicate its offerings. All of these are elements of which of the following?
components of promotion
According to Big Apple Circus' Vice President and General Manager Scott O'Donnell, the company's marketing and advertising strategy has changed over the last five to ten years. This change has been precipitated by which of the following?
emerging trends in marketing communications
Coordinating marketing efforts across all platforms is the goal of _____________.
globally integrated marketing communications
