Question 1

An integrated strategy offers benefits of&#10;A) convenience&#10;B) uniformity and consistency&#10;C) quickness&#10;D) control

Accepted Answer

An integrated strategy provides uniformity and consistency throughout different aspects of a business, leading to a cohesive and efficient approach. While it may also offer convenience, quickness, and control, these benefits are secondary to the primary advantage of consistency.

Question 2

Which of these groups should be 'on message' for IMC to be successful?&#10;A) sales force&#10;B) all staff&#10;C) customers&#10;D) customer service personnel&#10;E) all of the above

Accepted Answer

B

Question 3

Objectives are developed in the following order:&#10;A) corporate, marketing, IMC&#10;B) marketing, IMC, corporate&#10;C) corporate, IMC, marketing&#10;D) marketing, corporate, IMC

Accepted Answer

Objectives are typically developed in a hierarchical order starting with the broad, overarching goals at the corporate level. These corporate objectives then guide the development of more specific marketing objectives, which in turn inform the integrated marketing communications (IMC) objectives. This ensures alignment across all levels of planning.

Question 4

Which of the following is not a clear IMC objective?&#10;A) increase awareness of brand X by 20% over 20 months&#10;B) increase levels of trial of brand X by 5% over three months&#10;C) increase consumer positivity towards the brand relative to its rivals by 5% over three months&#10;D) increase brand recognition from 2% of the target audience to 10% in four months&#10;E) all of the above are clear IMC objectives

Accepted Answer

All of the given objectives are clear IMC objectives. They are specific, measurable, achievable, relevant, and time-bound. Therefore, all of them can be used to effectively plan and execute an integrated marketing communications campaign.

Question 5

When conducting a SPENT analysis, what does SPENT stand for?&#10;A) Social, Political, Economical, Natural, Technological&#10;B) Social, Political, Ecological, Natural, Technological&#10;C) Social, Political, Economical, National, Technological&#10;D) Sales, Political, Economical, Natural, Technological&#10;E) Social, Promotional, Economical, Natural, Technological

Accepted Answer

SPENT analysis stands for Social, Political, Economical, Natural, Technological. It is a framework used to assess various external factors that could impact an organization's performance.

Question 6

Social factors&#10;A) are irrelevant when designing communications&#10;B) affect the way consumers view products and services&#10;C) include the state of the economy&#10;D) are separate from attitudes

Accepted Answer

Social factors such as culture, family, reference groups, and social class can greatly influence the way consumers view products and services. Understanding these factors is important when developing effective communication strategies. A and D are incorrect because social factors are not irrelevant and are often intertwined with attitudes. C may be a social factor, but does not encompass all social factors.

Question 7

Political factors specify&#10;A) opportunities and restrictions on the way markets operate&#10;B) broad guidelines only&#10;C) regulations only in planned economies&#10;D) only what cannot be done

Accepted Answer

Political factors specify opportunities and restrictions on the way markets operate, including laws, regulations, and policies that can affect businesses and industries. These factors can shape the business environment and impact market demand, supply, and pricing. Therefore, businesses need to consider the political factors and adapt their strategies accordingly to mitigate risks and capitalize on opportunities.

Question 8

Natural factors are&#10;A) naturally occurring phenomenon over which marketers have no control&#10;B) resources that can be exploited without restriction&#10;C) physical environment and natural resources that must be considered&#10;D) manipulated by marketers to obtain the highest profits

Accepted Answer

Natural factors refer to the physical environment and natural resources that are present in a particular location. Marketers must consider these factors when developing a marketing strategy, as they can have a significant impact on product development, distribution, and promotion. However, marketers cannot control natural factors, they can only take them into account when making business decisions.

Question 9

Which of these are not social factors:&#10;A) cultural norms&#10;B) exchange rates&#10;C) religious beliefs&#10;D) attitudes towards social issues

Accepted Answer

Exchange rates are not social factors as they are related to economic factors. Cultural norms, religious beliefs, and attitudes towards social issues are all social factors that influence human behavior and decision-making.

Deck 4: Analysing the Integrated Marketing Communications Environment