Chapter 1 Interactive Quiz

The ultimate goal of a successful IMC campaign is to... A.educate the consumer. B.affect behavior. C.introduce the customer to a brand. D.Be exciting and memorable.

B. Affect Behavior

The term synergy, when applied to IMC, means that multiple marketing methods used in combination can cancel each other out, leading to less of a return on investment of marketing dollars. a. True b. False

B. False (It doesn't cancel each other out)

Many brand managers are increasing their use of TV advertising in their marcom budgets because they realized that this media is the best way to promote their brands. A. True B. False

B. False (TV advertising is becoming less popular)

The acronym IMC stands for Improved Marketing Communications. a. True b. False

B. False (it stands for integrated marketing communications)

McCann Worldgroup has developed an approach for counseling its clients in selecting the appropriate marcom tools, requiring that brand marketers first identify their goals and then identify the best way to allocate their budget. This approach is called a. a media-focused approach. b. The McCann Perspective. c. a media-neutral approach. d. synergy.

C. Media Neutral Approach

Which of the following is not one of the reasons why television advertising is less effective and cost-efficient as it once was? a. Audience fragmentation b. Other communication tools are often superior. c. More TV viewing due to Americans' inactive lifestyle d. The availability of many alternative entertainment options

C. More TV viewing due to Americans inactive lifestyle

Using coupons and sampling to promote trial purchases would be a good technique for a(n) a. brand that has used a lot of television advertising. b. established product. c. new brand. d. mature brand.

C. New Brand

The key idea that encapsulates what a brand is intended to stand for in the market's mind—like "Gillette, the best a man can get"—is called a A. Sponsorship B. Television Advertisement C. Public Relations Campaign D. Positioning Statement

D. Positioning Statement

Your company has developed a trail-running shoe that can keep feet warm and dry in any conditions. You determine that your audience for the shoe is young outdoor types with plenty of disposable income. The techniques you will use to get the message about the shoe to this group, and to prevent wasted coverage to those groups that don't fit your profile, are called a. positioning. b. budgeting. c. setting objectives. d. targeting.

D. Targeting

Many brand managers have reduced spending on A. Event Sponsorship B.Direct Mail C. Website Promotions D.Television Advertising

D. Television Advertising

When Ace Hardware gives red trash cans with the Ace logo imprinted on them to new families in a neighborhood, they are utilizing a(n) A. Analogy B. Sales Promotion C.Positioning Statement D.Touch Point

D. Touch Point

The statement "Visine gets the red out" is an example of a a. brand positioning statement. b. targeting strategy. c. program evaluation. d. brand objective.

A. Brand Positioning Statements

In top-down budgeting, senior management decides how many budget dollars each subunit of the company receives. a. True b. False

A. True

The term "short-term solution" in a marcom program refers to a. spending excessive amounts on promotion to create quick sales while failing to invest sufficiently in advertising to build a brand's long-term equity. b. basing a program's marcom needs on what competitors are doing with similar brands. c. allocating budget dollars to only one type of promotion for a product. d. not spending enough on initial promotions and instead putting budget dollars into television and other types of advertising.

A. spending excessive amounts on promotion to create quick sales while failing to invest sufficiently in advertising to build a brand's long-term equity.

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in the mind of its target market, so a positioning statement should consistently deliver the message across all channels. a. True b. False

A.True

Which of the following is an example of an implementation decision as outlined in the marcom model in this chapter? a. Positioning b. Selecting Media c. Setting Objectives d. Targeting

B. Selecting Media

Red Bull is a brand of energy drink whose target market is mainly young people looking for a drink that can improve performance and concentration. Advertisements for Red Bull can be seen in bike shops and bars and as sponsors for events like soccer games and the Running of the Bulls. The marketing philosophy that coordinates all these different approaches is called... A. synergy B.Touch point marketing. C. IMC (Integrated Marketing Communications). D.Managerial parochialism.

C. IMC (Integrated Marketing Communications

The positive communication result gained when a product like Red Bull is advertised using more than one media is called A. Interaction B.Interplay C. Synergy D. Synchronicity

C. Synergy

At your firm, managers get together each July to decide how much money each subunit will receive for their annual budget. This practice is referred to as a. bottom-up budgeting. b. bottom-up/top-down budgeting. c. top-down budgeting. d. just-in-time budgeting.

C. Top down budgeting

Swiffer has come out with a new product designed to work like a vacuum to clean up small spills and messes. After the initial ads run, Swiffer marketing executives measure levels of brand awareness, message comprehension, and attitudes toward the brand. These measures are all examples of a. behavioral objectives. b. purchase history. c. media allocations. d. communication outcomes.

D. Communication outcomes

You are opening a new retail concept store that will sell only upscale chocolates in a Starbucks-like environment. When sitting down to plan your marketing activities, your first consideration should be to A.choose the appropriate tools to do the job. B.Decide on the communications media you will use. C.Decide what type of grand opening materials you will need. D.Define your customer base.

D. Define your consumer base

Which of the following is not a fundamental decision in the marcom model explained in this chapter? a. Positioning b. Targeting c. Setting objectives d. Establishing momentum

D. Establishing Momentum