Chapter 1 Homework

Company leaders expect advertising agencies to produce tangible outcomes with an increasing emphasis on​ _________________________.

accountability and measurable results

Big Apple Circus uses​ a(n) _____________________________ as the foundation of its advertising and marketing.

integrated marketing communications model

Recent technological developments have altered the levels of power held by members of​ ____________.

marketing channels

Big Apple Circus has been successful for many reasons.​ However, it is evident from the video that they have carefully considered which of the following primary​ factors?

the firm's ongoing market situation

Big Apple​ Circus' approach to marketing is an example of which of the​ following?

the marketing mix

The foundation of an integrated marketing communication program consists of a careful review of the​ company's _____________________.

​image, the buyers to be​ served, and the markets in which the buyers are locate

___________ involves​ transmitting, receiving, and processing information.

Communication

The​ ___________________ includes identifying all target​ markets, most notably consumer and​ business-to-business market segments.

IMC planning program

​_________________ take(s) place when customers​ (the receivers) decode or understand the message as it was intended by the sender.

Quality Marketing Communications

What are the two different strategies marketers employ for global​ companies?

Standardization and adaptation

What vehicle forms the basis for integrated marketing​ communications?

a strategic marketing plan

Big Apple Circus uses the media channels of social​ media, outdoor, and television to communicate its offerings. All of these are elements of which of the​ following?

components of promotion

According to Big Apple​ Circus' Vice President and General Manager Scott​ O'Donnell, the​ company's marketing and advertising strategy has changed over the last five to ten years. This change has been precipitated by which of the​ following?

emerging trends in marketing communications

Coordinating marketing efforts across all platforms is the goal of​ _____________.

globally integrated marketing communications