ADPR CHAPTER 16 questions???
SWOT analysis can be used to provide a good framework for .......
1 - evaluating business proposals or idea 2 - assessing opportunities for the development and survival of the organization 3 - strategic planning 4 - competitor analysis 5 - reviewing strategy 6 - risk assessment
In IMC campaign planning, the idea of looking at a brand from all directions and points of view is called ________ planning.
360 degree
________ is driven by a unifying brand vision that surrounds all the brand's interactions with all its stakeholders.
360 degree communication
Total communication over the life of a brand is referred to as ________.
360-degree communication
In IMC campaign planning, the idea of looking at a brand from all directions and points of view is called ________.
360-degree planning a term used by Stan Richards to refer to looking at a brand from all directions and points of view.
Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?
Agencies often are not available to assist the advertiser in executing a global campaign.
Which of the following is consistent with the concept of integrated marketing communication (IMC)?
At every point of contact with every stakeholder, the essence of the brand should be the same.
Which is NOT a basic concept of IMC?
Brand values drives brand relationships
________ means adopting a good cause and helping in its fund-raising and other community-oriented efforts.
Cause marketing
An advertising plan follows the same basic outline as a ________ plan.
IMC
________ links a company's mission and core values to a cause that connects with the company's and its customers' interests.
Mission marketing
O
Opportunities possibilities and prospects for future development
S
Strengths internal factors that are positive compared to competitors
Which of the following statements regarding planning a global advertising strategy is true?
The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall.
T
Threats external factors that hinder the prospects of an organization
W
Weaknesses internal factors that are negative compared to competitors
Which of the following is NOT a requirement of a measurable objective?
a budget
In a SWOT analysis, which would be considered a strength?
a leading position in a product category
SWOT analysis
a planning tool used to analyze an organization's strengths, weaknesses, opportunities, and threats
Which of the following integrated marketing communication tools aims to reach a wide audience through mass media, acquire new customers, establish brand image and personality, define brand position, and identify points of differentiation and competitive advantage?
advertising
reaching wide audience through masss media, acquiring new customers, establishing brand image and personality, and defining brand position are all objectives for the IMC tool of ____________.
advertising
share media voice is an indication of _________
advertising expenditures
An IMC plan follows the same basic outline as a(n) ________ plan.
advertising plan
Using the __________ for budgeting, the budget is determined based on whatever is left over after the other budget responsibilities have been met.
all you can afford method
In a SWOT analysis, which of the following would be considered a threat?
an economic downturn
The first step in IMC planning is ________
backrounding
When using a _______ in setting objectives, a planner uses a comparable efforts such as a similar product or prior campaign, to set a logical goal.
benchmark
Which of the following approaches to developing an international IMC campaign would most likely rely on a competition to determine the content of the campaign?
bottom-up creativity
Which of the following refers to the central brand concept that makes a brand different and distinctive from all other brands in its product category?
brand essence
360-degree communication is driven by a unifying ________ that surrounds all the brand's interactions with all its stakeholders.
brand vision
Which of the following attempts to help communities and nonprofit organizations while generating goodwill and positive word-of-mouth for the brand?
cause marketing
In a ________ campaign, a task force or work team is assembled from around the world to agree on a basic strategy as the foundation for the campaign.
centrally conceived
For the Xbox game system, Microsoft uses the same marketing strategy around the world. Which planning approach does this illustrate?
centrally conceived campaign
Which approach involves headquarters developing a plan and using it globally?
centrally conceived campaigns
Using the ____________ for budgeting, the budget is determined based on a comparison to what other companies in the product category are spending.
competitive method
________ are the various ways a consumer comes in contact with a brand while ________ are the brand experiences that affect a consumer's feelings about a brand.
contact points, touch points
employees, investors, business partners, and government bodies are all stakeholder audiences as the _____________ level.
corporate
Which of the following should be used to prevent the delivery of inconsistent messages through departmental marcom silos?
cross-functional management
One of the primary effects of packaging is to _________
deliver product information
In IMC, a critical touch point is one that connects the brand and customer on a(n) ________ level.
emotional
Internal marketing targets ___________ to get their support or buy-in for marketing communication programs
employees
one of the primary effects of trade sales promotions is to __________
energize the sales force
Touch point strategies and programs are sometimes referred to as ________.
experimental marketing
opportunities and threats happen _______
future
Stimulating buzz, creating curiosity and excitement, and providing opportunity for involvement are all objectives for the IMC tools of _____________________.
guerilla marketing
Using the _____________ for budgeting, the budget is determined based on last year's budget, typically with a percentage increase for inflation.
historical method
In traditional media, the synergistic effect of cross-media integration is referred to as ____________.
image transfer
An IMC campaign strategy focused on share of wallet seek to _____________.
increase the amount customers spend on the brand
A(n) ________ identifies the three key aspects of brand communication that must work together.
integration triangle
In planning an international IMC campaign, vertical integration refers to coordinating the ________.
key planning decisions across all the marcom tools
The office that develops the approved campaign is designated the ________ and develops all the necessary elements of the campaign and prepares a standards manual for use in other countries.
lead agency
Brenda's company is responsible for developing all the necessary elements of XYZ company's annual campaign. What role has Brenda's company been assigned?
leads agency
The practice called search and reapply is typically used in the ________ approach to planning an international IMC campaign.
local initiative
The practice of search and reapply is another name for which international strategy
local initiative
When Wrigley took a successful campaign from one country and transplanted it around theworld, Wrigley used the ________ strategy.
local initiative
Consumers, competitors, distributors, and suppliers are all stakeholder audiences as the _______________ level.
marketing
As you begin building a campaign plan, you recall Stan Richards' outline as a starting point. Which of the following is NOT included in the outline?
media channel
One IMC principle states that stakeholders overlap, and so do their ________.
messages
An IMC campaign plan is _______ than a traditional advertising plan.
more complex because of the variety of marcom areas and stakeholders involved
Using the percentage-of-sales method of budgeting, the ratio of advertising expenditures to sales from the previous year is multiplied by ________ to determine the new advertising budget.
next year's sales
strengths and weaknesses happen _________
now
Using the ________ for budgeting, the budget is determined by estimating how much it will cost to accomplish the objectives for each promotional activity.
objective-task method
Using the ________ for budgeting, the budget is determined based on a comparison of the total brand sales and the total marcom budget during the previous years.
percentage-of-sales method
Which of the following enables consumers to self-select themselves into a brand's target market?
permission marketing
Increasing immediate sales, attracting attention at decision points, creating interest, stimulating urgency, and encouraging trial and impulse purchasing are all objectives for the IMC tool of ____________________.
point-of-purchase
Which of the following is NOT a part of the typical IMC plan?
product development
IMC planning would be LEAST likely to address and solve which of the following problems?
product price
In planning an international IMC campaign, horizontal integration refers to coordinating across all ________.
regions and countries
A SWOT analysis is used in the ___________ step of developing an IMC plan
situation analysis
The idea of _________ means that no matter the consumer's angle of vision, the brand always looks the same
spherical branding
While you are working on your creative brief, you instruct your team to be sure they can see the same brand message from every angle. What is this known as?
spherical branding
the term _________ refers ti any group of people who have interest in the success of a company or brand
stakeholder
Employees, distributors, channel members, agencies, and investors are examples of a firm's ________.
stakeholders
360-degree communication is driven by a unifying brand vision that surrounds all the brand's interactions with all its ________.
stakeholders
Which of the following are two strategies for global advertising programs?
standardization and localization
A firm that exercises tight central international control over its advertising is likely to adopt a ________ strategy for an international IMC campaign.
standardized
corporate image, highly skilled workers
strengths
Strategic consistency drives
synergy
one goal of integration is ________, making all the marketing communication work together so that he whole is great than the sum of its parts.
synergy
According to Stan Richards, three-part positioning includes identifying which of the following?
target audience competitors most meaningful brand benefit
Which of the following is NOT a planning approach for creating global campaigns?
top-down creativity
Which of the following involves monitoring all sources of brand messages?
total communication program
factors are likely to prevent or delay the business from achieving its organizational objectives
weaknesses
