ADV3008 smartbook 7-8

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

IMC objective

What is the natural outgrowth of the marketing plan called?

IMC plan

To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research?

IMC strategy

What blends the elements of the creative mix?

IMC strategy

Unlike customers, how do traditional marketers view advertising?

as integrated marketing communications

What are used to determine how effectively a campaign creates a favorable image for a company?

attitude tests

What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?

informal research

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

information

What is used to define and select a target market?

market segmentation

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

marketing objectives

What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?

marketing research

Unlike quantitative research, qualitative research is used by marketers to perform what function?

obtain a general impression of the market

Consumers are urged to have open discussions with interviewers in ______.

qualitative research

What must researchers do to get hard numbers about specific marketing situations?

quantitative research

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

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

What drives marketing decision making?

research

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

state or restate an organization's mission

Which of the following best describes the elements of the creative mix?

target audience, product concept, communications media, and advertising message

What does the David Ogilvy Research Award honor?

the most effective campaign guided by research

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

the situation analysis and SWOT analysis

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

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

Positive attitude changes about a brand are likely to predispose consumers to take what action?

buy the company's product

Companies build a message strategy by combining components of the _____ mix, which includes product concept, target audience, communication media, and the creative message.

creative

What is the first step in a marketing strategy?

define and select the target market

What are the first steps in the marketing research process?

defining the problem analyzing the situation

After building an IMC strategy, what do companies begin doing?

developing creative concepts

What type of research method is used to coax a variety of answers from people in order to determine how well advertising messages convey main ideas?

direct questioning

Name the stage of the marketing research process that includes researchers talking about problems with customers, competitors, suppliers, and employees.

informal research

Arrange the steps in the marketing research process in the order that they occur.

1. situational analysis and problem definition 2. informal research 3. construction of research objectives 4. primary research 5. interpretations and reporting of findings

The is the natural outgrowth of the marketing plan.

Blank 1: IMC Blank 2: plan

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

Blank 1: Sales Blank 2: Target Blank 3: Objectives

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

Blank 1: marketing Blank 2: plan

After completing the exploratory phase, a company needs to establish in order to get the additional information that it needs through primary research.

Blank 1: specific Blank 2: research Blank 3: objectives

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

False

Before developing any messaging campaign or making any IMC decisions companies must use research to get a feel for how people perceive its products, how they view the competition, and which messages offer the greatest appeal.

IMC

In order to get a feel for potential customers' views on their products, their competitors, and their advertising methods, companies use what type of research before developing a campaign?

IMC

What is one of the largest costs in a company's marketing budget?

IMC

What is used to assist in the selection of target markets, messages, or media?

IMC strategy research

Match the category of IMC research on the left to its usage on the right.

IMC strategy research -> defining product concepts defining product concepts concept research -> assessing audience's acceptance of creative ideas assessing audience's acceptance of creative ideas message pretesting -> diagnosing communication problems before a campaign begins diagnosing communication problems before a campaign begins message posttesting -> evaluating a campaign after it runs evaluating a campaign after it runs

Which of the following describes sales goals?

They are marketing objectives.

True or false: Research is helpful in determining which creative concepts to use in the IMC strategy.

True

What types of information are important to advertisers?

Who their customers are Where their customers spend their media time What their customers like

What does MIS refer to?

a marketing information system

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

When interpreting and reporting findings, tables and graphs should be ______.

explained using everyday language

One of the functions of marketing research is to help managers do what?

identify consumer needs

What is the genius of the business of marketing?

interpreting what the information means

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

mission statement

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

mission statement

What is another name for qualitative research?

motivation research

A situation analysis provides the information needed for ______.

planning a marketing strategy

What is the name of the testing activity that takes place after a campaign has begun?

posttesting

What is it called when message testing occurs before a campaign launches?

pretesting

A company could find, once it completes the exploratory research phase, that it needs more information that can only be acquired from what type of research?

primary research

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

situation analysis

What is the first step in the marketing research process?

situation analysis and problem definition

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

starts with a customer and works back to a brand

In order to make a report understandable and useful to managers, a researcher should avoid the following.

using technical jargon

When doing research for print ads, direct questioning is often used at what stage?

pretest