Exam #4

Which of the following statements accurately describe advertising in foreign markets?

- In developing countries, it is often more economical to send people around with baskets of samples than to use media. - Outdoor advertising has greater coverage in many markets than in the United States. - China has recently become a hot market for advertising.

Which of the following are true concerning the use of computers in media selection and scheduling?

- Software programs help planners select which media to buy. - Programmatic advertising can complete a series of complicated processes extremely quickly. - Programmatic advertising is used extensively in digital media buys.

What must a company establish before trying to sell its product(s)?

- an advertising plan - a marketing plan

The purposes of a mixed-media approach include

- reaching people who are unavailable through only one medium. - providing repeat exposure in a less expensive secondary medium after attaining optimum reach in the first. - delivering coupons in print media when the primary vehicle is broadcast.

What are the advantages to using outdoor advertising as a media vehicle?

- simple message - local targeting - larger than life

mechanics

What variety and specifications should be used in the media vehicle?

market

Who should be the target of the media message?

money

a budget for each medium including the cost of production

In order to make an aware group recognize a product's features, what must the IMC strategy develop in consumers' minds?

comprehension

What are the three critical elements of media planning?

continuity, frequency, and reach

In a media plan where, when, and how often advertising should appear is defined by ______ ______.

distribution / distrobution objectives

A company is planning its promotional budget. Its planners have been running tests in various markets with different budgets in order to determine the appropriate amount of advertising expenditure. In this scenario, what method is the company using for promotional budgeting?

empirical research

A company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure in the _____ method for promotional budgeting.

empirical research

Where does IMC's greatest power lie?

in its cumulative, long-range, reinforcement effect

Regardless of the size of the marketer's organization, what is the key to successful planning?

information

What is the genius of the business of marketing?

interpreting what the information means

What are the clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period called?

marketing objectives

A document that serves as a guide for the present and future marketing activities of an organization is referred to as a _____ _____

marketing plan

Planners develop media strategies by blending elements of the ______.

media mix

To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time is the purpose of ____ ____.

media planning / planners

The distribution objectives are directly related to _____.

message weight, reach, frequency, and continuity

What is the first part of a good marketing plan called?

mission statement

The _____ method is based on a percentage of anticipated sales for the next year, last year's sales, or a combination of the two.

percentage of sales

In the foreign markets of developing countries,

personal contact is a more widely used method of advertising than in the United States. (In many foreign markets, outdoor advertising enjoys far greater coverage than in the United States, in part because there are fewer restrictions on advertising.)

A consumer receives the ____ ____ from the marketer in the form of a "bundle of values."

product concept

What is the key to successful advertising?

proper planning

Most modern media scheduling programs

rely on programmatic advertising or some type of software to select their media buys.

Media planning needs _____.

solid scientific research and thorough mathematical analysis

In the world of advertising, people in the creative and account service departments are often thought of as ______.

stars

Using the outside-in process, the IMC approach to marketing and campaign planning _____.

starts with a customer and works back to a brand

What does a marketing plan of an organization generally aim to do?

state or restate an organization's mission

Jack Trout and Al Ries think that one of the best ways for a company to develop a competitive advantage is to focus on an ingenious _____ first.

tactic

Once people have the desire for a new product, what are they moved to do?

take action

The ____ ____ refers to the specific people that the IMC will reach.

target audience

The percentage of sales method is based on the fallacy ______.

that IMC is a result of sales

Which of the following factors do media planners use to evaluate media vehicles?

- audience characteristics - campaign strategy - cost efficiency - exposure value

What are the two types of media objectives?

- audience objectives - message-distribution objectives

What are media decisions influenced by?

- budget considerations - purchase patterns - media vehicles

What methods do companies use to determine how much to spend on IMC?

- competitive parity - percentage of profit - percentage of sales

What are the advantages to using magazine advertising as a media vehicle?

- local targeting - audience interest - various ad sizes

What are factors over which the media planner has little or no control?

- mood of the message - budget considerations - purchase patterns

What must a company do before it can convince customers to buy a product?

- persuade consumers about the product - remind buyers about the product - inform customers about the product

What does the media planner decide when scheduling media?

- the amount of space to buy - the number of time units to buy - the time frame for the ad

When the brand manager first reviews the marketing plan, what is the manager looking for?

- to understand how the company is going to get where it needs to be - to understand where the company is going - to understand the role of IMC in the marketing mix

When people desire a product, what actions do they take?

- visit a store - buy a product - request additional information

Rank the progression of communications effects on mass audiences according to the IMC pyramid, with the first item representing the lowest level of the pyramid and last item representing the highest level.

1. Awareness 2. Comprehension 3. Conviction 4. Desire 5. Action

Rank the components of a media strategy statement in the correct order of appearance, with the first component at the top and the last component at the bottom. Instructions

1. a brief definition of target audiences. 2. an explantation of the nature of the message. 3. an outline of the specific reach, frequency, and continuity goals. 4. a budget for each medium including the cost of production. 5. a statement about the intended size of message units.

Identify the accurate statement about product concepts related to a product.

A product can have multiple product concepts.

True or false: The final step in developing a marketing strategy is to determine a cost-effective marketing mix for a company's target markets that produce the most revenue.

False

True or false: Advertising people must avoid integrating marketing communications because consumers view advertising as IMC.

False (Because many customers see all sponsored communications as advertising, advertising people must grow beyond their traditional specialty and become familiar with and able to integrate all types of marketing communications.)

_____ are frequently used by media planners to define their target audiences.

Geo demographic classifications

money

How much should be budgeted and where should it be allocated?

What the marketer wants to accomplish concerning consumer awareness, attitude, and preference is stated in the ______,

IMC objective

The ____ ____ is the natural outgrowth of the marketing plan.

IMC plan

What is the natural outgrowth of the marketing plan called?

IMC plan

What blends the elements of the creative mix?

IMC strategy

Which best describes why businesspeople like the percentage of sales method?

It does not cost anything, is related to revenue, and is safe.

Why have ad agencies moved the task of media planning to an earlier phase in the overall process?

It is important to plan when, where, and under what conditions to make contact.

______ _________ ________ are marketing objectives that include goals related to increasing or maintaining sales volume and market share.

Sale-Target Objectives

What factor compels executives to consider spending more money on IMC?

They are assured increased profits will result.

Which of the following describes sales goals?

They are marketing objectives.

True or false: Promotional budgeting methods are based on the fallacy that IMC is a result of sales.

True (All promotional budgeting methods rely on one of two fallacies. The first is that IMC is a result of sales. Marketers know this is not true, yet they continue to use the percentage of sales method.)

True or false: In order for the frequency of a radio advertisement to be increased, its continuity and/or reach must be decreased.

True; Continuity, frequency, and reach have an inverse relationship to each other.

True or false: When evaluating media vehicles, the planner considers the overall campaign objectives and strategy.

True; When evaluating media vehicles, the planner considers several factors, including campaign objectives and strategy, cost efficiency, and audience.

media

What media vehicle should be used?

methodology

What overall strategy should be used to achieve the desired media objectives?

market

a brief definition of target audiences and the priorities for weighting them

mechanics

a statement about the intended size of message units

media

an indication of which media types will be used and why

IMC is used as ______.

an investment in a product or brand

methodology

an outline of the specific reach, frequency, and continuity goals

In the past, people who planned and bought media were _____.

anonymous in comparison to the employees in the creative department

Who is included in the target audience of a product's IMC?

anyone who can influence the purchasing decision

Unlike customers, how do traditional marketers view advertising?

as integrated marketing communications

The specific types of people the advertiser wants to reach are defined by _____ ______.

audience objectives

The IMC related to a new product can develop conviction by persuading people to _____.

believe in the product's value

What is it called when a company focuses on a tactic first and then develops that tactic into a strategy?

bottom-up marketing

In scheduling the release of advertisements, the media planner takes into consideration when consumers are most likely to ______.

buy the product

How does an advertiser achieve its stated media objectives?

by creating a media strategy

In what way does the IMC approach to planning marketing and communications activities differ from the traditional processes?

by mixing marketing and communications planning together

During adverse economic conditions, the marketing department has a tough time convincing top management that ______ make(s) good business sense?

communication spending

What is the first step in a marketing strategy?

define and select the target market

What is used to define and select a target market?

market segmentation

What translates a company's advertising strategy into goals that can be accomplished?

media objectives

Prior to developing creative concepts for advertising, what type of strategic work must be done?

media planning

The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, message weight, frequency, and continuity objectives is referred to as _____.

methodology

Where is a short description of an organization's purpose and philosophy stated?

mission statement

What is the motor driving every marketing and IMC plan?

money

What is one of the big mistakes that a company can make in developing its marketing strategy?

not staking out any position in the market

A situation analysis provides the information needed for ______.

planning a marketing strategy

The marketing mix for each target market blends which marketing elements that are controlled by the company?

product, price, distribution, and communications

What is the name of the detailed description of a brand's current marketing position?

situation analysis

What should the first section of the marketing plan briefly summarize?

the situation analysis and SWOT analysis

Synergy means

the total effect is greater than the sum of its parts.

When a company discovers a market position not held by a competitor, how can it rapidly fill in the hole?

through product differentiation