IMC FINAL EXAM (multiple choice only)

After building an IMC strategy, the company or its agency will start the process of Blank______. 1. developing creative concepts 2. selecting appropriate media 3. selecting the target audience 4. developing the product concept

1. developing creative concepts

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

A product can have multiple product concepts.

IMC is used as Blank______. 1. a tactic to curb immediate sales of product 2. an investment in a product or brand 3. a ploy to prevent repeated purchases of a product 4. a short-term capital investment

2. an investment in a product or brand

What is the natural outgrowth of the marketing plan called? 1. IMC plan 2. Brand plan 3. SWOT plan A4. DV plan

1. IMC plan

The set of computer processes or routines designed to help marketers understand patterns present in large data sets and to then use these patterns to make better marketing and IMC predictions and decisions is known as: 1. artificial intelligence 2. quantitative research 3. IMC strategy research 4. a marketing information system

1. artificial intelligence

What is it called when a company focuses on a tactic first and then develops that tactic into a strategy? 1. bottom-up marketing 2. vertical marketing 3. top-down marketing 4. horizontal marketing

1. bottom-up marketing

Name the stage of the marketing research process that includes researchers talking about problems with customers, competitors, suppliers, and employees. 1. informal research 2. analysis of the situation 3. constructed researching objectives 4. problem definition

1. informal research

Using the outside-in process, the IMC approach to marketing and campaign planning Blank______. 1. starts with a customer and works back to a brand 2. dedicates all marketing functions to building market share 3. focuses on reducing overheads instead of stakeholder loyalty 4. separates marketing and communications planning

1. starts with a customer and works back to a brand

What does the David Ogilvy Research Award honor? 1. the most effective campaign guided by research 2. the most effective use of shock value in an ad campaign 3. the best advertisement at the lowest cost 4. the best use of color in an advertisement

1. the most effective campaign guided by research

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? 1. marketing 2. IMC 3. pricing 4. sales

2. IMC

Tyrone is shopping on Amazon. When he adds an item to his cart and continues shopping, Amazon shows him "products you might also like." What type of technology is Amazon using to generate these product suggestions? 1. robotics 2. artificial intelligence 3. probability sampling 4. informal research

2. artificial intelligence

Consumers are urged to have open discussions with interviewers in Blank______. 1. attitude testing 2. qualitative research 3. non-probability sampling 4. quantitative research

2. qualitative research

What is the name of the detailed description of a brand's current marketing position? 1. non-disclosure agreement 2. situation analysis 3. mission statement 4. value chain proposition

2. situation analysis

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 Blank______ first. 1. creative mix 2. tactic 3. attribute 4. marketing objective

2. tactic

A company advertises its products heavily on Facebook. The company's use of AI has shown that a product marketed exclusively to young adults has garnered many "likes" by older consumers who also use the product. This shows how AI can be used to: 1. reduce the use of IMC tactics 2. uncover hidden market segments 3. streamline ad campaigns 4. uncover new product features

2. uncover hidden market segments

To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research? 1. creative mix 2. production strategy 3. IMC strategy 4. preset strategy

3. IMC strategy

What factor compels executives to consider spending more money on IMC? 1. They are assured increased customer feedback will result. 2. They are assured increased industry recognition will result. 3. They are assured increased profits will result. 4. They are assured increased brand recognition will result.

3. They are assured increased profits will result.

How does AI help marketers with its IMC tasks? 1. by automating routine tasks to free up time for creative design 2. by better targeting market segments so ads will be more effective 3. by presenting patterns in data sets that can be used for decision making 4. by separating valid data from invalid data to eliminate errors

3. by presenting patterns in data sets that can be used for decision making

Research departments that utilize a set of procedures for generating an orderly flow of pertinent information for use in making marketing decisions is using a(n) Blank______ system. 1. advertising research 2. pretest/posttest 3. marketing information 4. data tabulation

3. marketing information system (MIS)

What is one of the big mistakes that a company can make in developing its marketing strategy? 1. not having mass marketing monologue 2. having precise communications objectives 3. not staking out any position in the market correct 4. having realistic sales-target objectives

3. not staking out any position in the market correct

What is the first step in the marketing research process? 1. informal (exploratory) research 2. primary research 3. situation analysis and problem definition 4. interpretation and reporting of findings

3. situation analysis and problem definition

Which of the following describes sales goals? 1. They are customer objectives. 2. They are advertising objectives. 3. They are short-term objectives. 4. They are marketing objectives.

4. They are marketing objectives.

What is the first step in a marketing strategy? 1. determine the strategic position 2. form sales-target and communications objectives 3. develop an appropriate marketing mix 4. define and select the target market

4. define and select the target market

Where does IMC's greatest power lie? 1. in its returns as a short-term capital investment 2. in its ability to be trimmed like other budget items 3. in its ability to curb repeat purchases 4. in its cumulative, long-range, reinforcement effect

4. in its cumulative, long-range, reinforcement effect

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

Marketing Plan

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

mission statement

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

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