Unit 5 Extra Review Questions

​________ is driven by a unifying brand vision that surrounds all the​ brand's interactions with all its stakeholders. A. 360-degree communication B. Shareholder planning C. Strategic planning D. Stakeholder planning E. Financial planning

A. 360-degree communication

An IMC plan follows the same basic outline as​ a(n) ________ plan. A. advertising B. operational C. financial D. strategic E. tactical

A. Advertising

Which approach involves headquarters developing a plan and using it​ globally? A. Centrally conceived campaigns B. Multidomestic strategy C. Transnational strategy D. Local initiative E. Bottom-up creativity

A. Centrally conceived campaigns

​________ deal with the​ "right thing to​ do." A. Ethics B. Procedures C. Regulations D. Morals E. Rules

A. Ethics

When Wrigley took a successful campaign from one country and transplanted it around the​ world, Wrigley used the​ ________ strategy. A. local initiative B. centrally conceived campaign C. variations on a central campaign D. bottom-up creativity E. preemptive

A. Local inititative

​Employees, distributors, channel​ members, agencies, and investors are examples of a​ firm's ________. A. stakeholders B. internal environment C. external environment D. stockholders E. bondholders

A. Stakeholders

Pharmaceutical advertisements are very common in the United States. They are heavily regulated by the FTC under which of the​ following? A. Wheeler-Lea Amendment B. Federal Trade Commission Act C. Magnuson-Moss Warranty/FTC Improvement Act D. Lanham Act E. Pure Food and Drug Act

A. Wheeler-Lea Amendment

An IMC campaign is BLANK than a traditional advertising plan. A. more complex B. less expensive C. less time consuming D. less complex E. less resource based

A. more complex

For the Xbox game​ system, Microsoft uses the same marketing strategy around the world. Which planning approach does this​ illustrate? A. Variations on central campaign B. Centrally conceived campaign C. Bottom-up creativity D. Search and reapply E. Local initiative

B. Centrally conceived campaign

A cosmetics company was found to have made greatly exaggerated claims about the efficacy of its​ product, misleading many consumers. A court ordered the company to run a media campaign to eliminate consumer misconceptions about the product. Which remedial method is described in this​ example? A. Consent decree B. Corrective advertising C. Consumer reprisal D. Consumer redress E. Cease-and-desist orders

B. Corrective advertising

In​ IMC, a critical touch point is one that connects the brand and customer on​ a(n) ________ level. A. higher B. emotional C. procedural D. lower E. financial

B. Emotional

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? A. Three-part positioning B. Media channels C. Brand personality D. Brand vision E. Affiliation

B. Media Channels

One IMC principle states that stakeholders​ overlap, and so do their​ ________. A. problems B. messages C. costs D. revenues E. profits

B. Messages

Your upbringing and religious beliefs help guide your​ ____, which guide your beliefs of right and wrong. A. social responsibility B. morals C. stereotypes D. code of ethics E. ethics

B. morals

In IMC campaign​ planning, the idea of looking at a brand from all directions and points of view is called​ ________. A. financial planning B. cylindrical planning C. 360 degree planning D. robust planning E. strategic planning

C. 360 degree planning

Which of the following is consistent with the concept of integrated marketing communication​ (IMC)? A. Integration happens when all contact points deliver brand messages. B. Being internally integrated is not essential for companies adopting IMC. C. At every point of contact with every​ stakeholder, the essence of the brand should be the same. D. The only way to monitor and plan for a diversity of brand communication is by having independent management for different departments. E. Integration does not necessarily imply integrity.

C. At every point of contact with every stakeholder, the essence of the brand should be the same

An advertiser guilty of unfair or deceptive advertising may have to undergo cancellation or reformation of​ contracts, refund of money or return of​ property, payment of​ damages, and public notification. These are examples of​ ________. A. corrective advertising B. consent decree C. consumer redress D. cease-and-desist orders E. consumer rehabilitation

C. Consumer redress

A brand fails as​ a(n) ________ perception if there are gaps between what the brand says in its planned​ messages, what it​ does, and what others say about it. A. competitive B. stakeholder C. integrated D. financial E. profitable

C. Integrated

The practice of search and reapply is another name for which international​ strategy? A. Centrally conceived campaign B. Bottom-up creativity C. Local initiative D. Transnational E. Multidomestic

C. Local intiative

360-degree communication is driven by a unifying brand vision that surrounds all the​ brand's interactions with all its​ ________. A. managers B. suppliers C. stakeholders D. customers E. shareholders

C. STakeholders

Ben​ & Jerry's ensures that its ice cream does not contain growth​ hormones, has a​ self-imposed greenhouse emission​ fee, and has signed agreements to establish labor standards for the​ company's farm suppliers. The steps taken by Ben​ & Jerry's demonstrate the​ company's ____________. A. Cultural imperialism B. Brand equity C. Social responsibility D. Ethics E. Diversity

C. Social Responsibility

Which of the following involves monitoring all sources of brand​ messages? A. Touchpoint strategy B. Message synergy C. Total communication program D. Stakeholder messaging E. 360-degree communication

C. Total Communication Program

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? A. Consumer sales promotion B. Point of purchase C. Trade sales promotion D. Advertising E. Public relations

D. Advertising

Which of the following attempts to help communities and nonprofit organizations while generating goodwill and positive​ word-of-mouth for the​ brand? A. Competitive marketing B. Financial marketing C. Event marketing D. Cause marketing E. Stakeholder marketing

D. Cause marketing

​A(n) ________ is any advertising message that consumers believe reflects the​ opinions, beliefs, or experiences of an​ individual, group, or institution. A. appeal B. recommendation C. claim D. endorsement E. demonstration

D. Endorsement

Which planning approach involves modifying a successful national campaign for use in other​ countries? A. Multidomestic strategy B. Transnational strategy C. Bottom-up creativity D. Local initiative E. Centrally conceived campaign

D. Local Initiative

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? A. Three-part positioning B. Affiliation C. Brand personality D. Spherical branding E. Brand vision

D. Spherical branding

Which of the following is a representation of a cultural group that emphasizes a trait or group of traits that might or might not communicate an accurate representation of the​ group? A. Abstract B. Role C. Typecast D. Stereotype E. Demographic

D. Sterotype

Consumer activist forums monitor advertisements and file complaints against objectionable or offensive ads. This is an example of​ ________. A. organizational​ self-regulation B. industry​ self-regulation C. in-house regulation D. regulation by public groups E. regulation by the media

D. regulation by public groups

In IMC campaign​ planning, the idea of looking at a brand from all directions and points of view is called​ ________ planning. A. strategic B. 180-degree C. 270-degree D. tactical E. 360-degree

E. 360-degree

​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? A. 360-degree communication manager B. Cross-media integrator C. Budgeter D. ​Bottom-up creative lead E. Lead agency

E. Lead agency

Critics of advertising say that by portraying ultrathin models in​ commercials, advertising causes young women to develop poor​ self-images and eating disorders. This is an example of the​ _________ effects of advertisements. A.mirroring B. over commercialization C. demand-creating D. gate-keeping E. shaping

E. Shaping

The​ shape-versus-mirror debate refers to which of the​ following? A. Whether unrealistic ideals of beauty in advertisements lead to risky or unhealthy behavior B. The tendency of advertising to resort to stereotyping C. The relationship of advertising to​ self-image D. Whether advertising creates personal insecurities E. Whether advertising reflects social values or creates them

E. Whether advertising reflects social values or creates them

​360-degree communication is driven by a unifying​ ________ that surrounds all the​ brand's interactions with all its stakeholders. A. operational plan B. shareholder plan C. revenue plan D. financial plan E. brand vision

E. brand vision