Deck 18: The Imc Umbrella

Question 1

Which television production format makes use of the same opening and closing sections, while changing the middle section to focus on different merchandise or local stores?

A)donut format
B)split-and-bookend format
C)dual-message format
D)beginning-middle-end format
E)storyline

Answer 1

A

Question 2

Discounters like Target and Walmart use a(n)________ strategy that suggests they offer the best quality for that price level.

A)cross-functional
B)development
C)off-price
D)price-value
E)less-for-less

Answer 2

D

Question 3

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 ________.

A)direct marketing
B)guerilla marketing
C)advertising
D)point of purchase
E)PR

Answer 3

D

Question 4

Which of the following statements regarding creation of the retail ad is false?

A)The larger the retail operation, the more likely it is to have an in-house advertising staff.
B)Television spots are created by advertising agencies because most television stations will not provide this service for advertisers.
C)All local media create and produce ads for retailers.
D)Generally, outside agency work is the most costly way to produce retail ads on a regular basis.
E)Because agencies work for many different clients, they cannot always respond as quickly as an in-house agency can.

Question 5

Advertising targeted at consumers who live close to a retail store is known as ________.

A)end-user advertising
B)limited advertising
C)short-range advertising
D)local advertising
E)direct advertising

Question 6

Reaching wide audiences through mass media, acquiring new customers, establishing brand image and personality, and defining brand position are all objectives for the IMC tool of ________.

A)advertising
B)PR
C)trade sales promotion
D)point of purchase
E)packaging

Question 7

Which type of advertising accounts for nearly half of all the money spent on advertising?

A)retail advertising
B)direct advertising
C)nonprofit advertising
D)business-to-business advertising
E)directory advertising

Question 8

Retail food and drug chains are increasingly giving more promotional support to their own ________, also called private-label brands.

A)generic brands
B)high-end brands
C)store brands
D)local brands
E)national brands

Question 9

Which of the following is NOT an objective of retail advertising?

A)motivate the retail sales force
B)build store brand awareness
C)prompt shopping behavior
D)cue store brand personality and image
E)inform consumers about store products and services

Question 10

Time left at the end of a radio or television spot or space left at the bottom of print materials where the local store is mentioned is known as a(n)________.

A)promotional spot
B)dealer tag
C)insert
D)free tag
E)donut

Question 11

Of the following, who does NOT create and produce retail advertising?

A)local media
B)in-house staff
C)ad agencies
D)freelancers
E)media buyers

Question 12

Co-op funds are also known as ________.

A)ad allowances
B)dealer loaders
C)tie-ins
D)co-expenses
E)ad reimbursements

Question 13

Total communication over the life of a brand is referred to as ________.

A)lifetime customer value
B)lifetime customer communication
C)the marketing mix
D)360-degree communication
E)the integrated marketing campaign

Question 14

The only way to prevent inconsistent messages through departmental silos and to monitor and plan for a diversity of brand communication is through ________.

A)co-marketing
B)360-degree communication
C)co-op advertising
D)cross-functional management
E)mission marketing

Question 15

What is the primary objective of retail advertising?

A)build store traffic
B)build store brand awareness
C)deliver sales promotion messages
D)establish a store brand that resonates with the local audience
E)sell a variety of products and brands by creating consumer understanding of items or services offered

Question 16

One goal of integration is ________, making all of the marketing communications work together so that the whole is greater than the sum of its parts.

A)localization
B)synergy
C)adaptation
D)development
E)standardization

Question 17

________ are signs attached to a shelf that let the consumer take away some piece of information or a coupon.

A)Dealer tags
B)Specialties
C)Banner ads
D)Shelf talkers
E)Free-standing inserts

Question 18

The first strategic consideration in retail advertising is ________.

A)image
B)behavior
C)geography
D)psychographics
E)cost

Question 19

One way local retailers can compensate for their smaller budgets and limited expertise is to take advantage of ________, which involves the national brand reimbursing the retailer for part or all of the advertising expenses.

A)dual advertising
B)co-branding
C)tie-in advertising
D)licensing
E)cooperative advertising

Question 20

________ is about selling the brand of the retail store and selling individual branded items the store carries.

A)Local advertising
B)Retail marketing communication
C)Direct marketing communication
D)Advertising
E)Sales promotion

Question 21

Which of the following is NOT a guideline to create effective business-to-business ads?

A)Use visuals sparingly because they detract from the selling message.
B)Make sure the ad selects the strongest benefit and presents it prominently and persuasively.
C)Dramatize the most important benefit, either by showing the product in action or by visualizing the problem and offering your product or service as a solution.
D)Make the offer as clear as possible.
E)Provide contact information.

Question 22

Free-distribution newspapers are known as ________.

A)supplements
B)co-ops
C)vendor support programs
D)shoppers
E)weeklies

Question 23

Local retailers generally prefer ________ over ________.

A)promotional advertising; nonpromotional advertising
B)nonpromotional advertising; promotional advertising
C)reach; frequency
D)frequency; reach
E)institutional retail advertising; product retail advertising

Question 24

With respect to general business and trade publications, ________ publications are directed to people who hold different positions in a particular industry.

A)multi-level
B)horizontal
C)vertical
D)internal
E)external

Question 25

Which type of business-to-business advertising promotes a variety of products and services that include animal health products, seeds, farm machinery and equipment, and fertilizer?

A)industrial advertising
B)retail advertising
C)agricultural advertising
D)profession advertising
E)government advertising

Question 26

With respect to general business and trade publications, ________ publications are directed to people who hold similar jobs in different companies across different industries.

A)level
B)horizontal
C)vertical
D)internal
E)external

Question 27

Advertising directed at people who buy or specify products for business use is called ________.

A)retail advertising
B)local advertising
C)brand advertising
D)business-to-business advertising
E)industrial advertising

Question 28

________ are advertising inserts furnished by retailers for distribution in newspapers.

A)Preprints
B)Shoppers
C)Co-ops
D)Vendor support programs
E)Dealer tags

Question 29

Which of the following is a classification system that allows a marketer to determine its customers' business category and then obtain media lists?

A)Business Classification System (BCS)
B)North American Industry Classification System (NAICS)
C)Business Industrial Classification System (BICS)
D)Business-to-Business Identification System (B2BIS)
E)Industrial Classification System (ICS)

Question 30

Which of the following media would a business-to-business advertiser be LEAST likely to use?

A)general business and trade publications
B)directory advertising
C)direct marketing
D)the Internet
E)local television

Question 31

What is the most common method of communicating with business buyers?

A)advertising
B)sales promotion
C)personal selling
D)public relations
E)direct mail

Question 32

Which type of business-to-business advertising is directed at original equipment manufacturers (OEMs)?

A)industrial advertising
B)government advertising
C)channel advertising
D)agricultural advertising
E)profession advertising

Question 33

Which of the following is NOT a main objective of business-to-business advertising?

A)create awareness
B)change attitudes
C)create sales leads
D)gain consumer acceptance
E)encourage repurchase

Question 34

Which of the following is the advertising medium used most by retailers?

A)newspapers
B)magazines
C)radio
D)outdoor
E)direct mail

Question 35

Which of the following is LEAST likely to be a purchasing objective of business buyers?

A)service
B)quality of the good or service
C)price
D)name recognition
E)assurance of supply

Question 36

________ is used to persuade distribution channel members, such as distributors,wholesalers, dealers, and retailers, to stock the product of the manufacturer.

A)Industrial advertising
B)Trade advertising
C)Retail advertising
D)Profession advertising
E)Relationship advertising

Question 37

Advertising directed at a group of mostly white-collar workers, such as lawyers, accountants, technology consultants, doctors, teachers, and advertising and marketing specialists, is known as ________.

A)industrial advertising
B)government advertising
C)trade/channel advertising
D)agricultural advertising
E)profession advertising

Question 38

Every state has an industrial ________, such as the New York-based Thomas Register listing industrial companies.

A)clearinghouse
B)directory
C)market
D)media
E)website

Question 39

The two classifications of general business and trade publications are ________.

A)profit and nonprofit
B)top and bottom
C)horizontal and vertical
D)internal and external
E)government and private sector

Question 40

Which of the following is NOT a type of business-to-business advertising?

A)industrial advertising
B)government advertising
C)retail advertising
D)agricultural advertising
E)trade advertising

Question 41

Which of the following are two schools of thought on planning global advertising programs?

A)market-orientation and culture-orientation
B)standardization and localization
C)short-term and long-term
D)high-context and low-context
E)structured and unstructured

Question 42

Which of the following is NOT considered a universal value?

A)health and fitness
B)learning
C)rugged individualism
D)freedom
E)justice

Question 43

A professional specializing in fund-raising is known as a(n)________.

A)advocate
B)capital director
C)development officer
D)counselor
E)public relations specialist

Question 44

What type of campaign is designed to raise a specified amount of money in a set time frame to finance new buildings, equipment purchases, and other programs?

A)promotional campaign
B)mission campaign
C)social campaign
D)corporate campaign
E)capital campaign

Question 45

________ means adopting a good cause and helping in its fund-raising and other community-oriented efforts.

A)Social marketing
B)Cause marketing
C)Capital marketing
D)Nonprofit marketing
E)Development marketing

Question 46

A ________ philosophy describes the operations of companies with corporate missions that reflect their desire to do good.

A)non-profit business
B)philanthropic
C)fund-raising
D)cause marketing
E)societal marketing

Question 47

One activity that almost all nonprofits do is fund-raising, sometimes called ________.

A)exporting
B)development
C)importing
D)mission marketing
E)cause marketing

Question 48

________ are undertaken by nonprofit organizations as conscious efforts to influence the thoughts or actions of the public.

A)Capital campaigns
B)Development campaigns
C)Cause marketing campaigns
D)Public communication campaigns
E)Promotional campaigns

Question 49

Learning, honesty, and self-esteem are ________ that cross cultures.

A)universal values
B)regional concepts
C)morals
D)customs
E)standards

Question 50

A characteristic of globalized companies is that the ________ label often doesn't apply, as shown with companies like Nokia and Motorola that are not U.S. companies but are familiar brands to U.S. consumers.

A)brand
B)ownership
C)development
D)country of origin
E)retail

Question 51

Which school of thought on advertising across national borders argues that advertisers must consider differences among countries?

A)standardization
B)domestication
C)localization
D)individualization
E)customization

Question 52

Which school of thought on advertising across national borders contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers and a consistent brand presentation?

A)standardization
B)domestication
C)localization
D)combination
E)customization

Question 53

Direct mail is a type of ________ that provides business advertisers with sales leads and lays the groundwork for subsequent sales calls.

A)retail marketing
B)directory advertising
C)horizontal advertising
D)B2B direct marketing
E)vertical advertising

Question 54

Which of the following is NOT an approach to advertising across national borders?

A)standardization
B)domestication
C)localization
D)combination
E)adaptation

Question 55

When is it best to use a localization strategy?

A)The company wants an efficient campaign requiring the approval of fewer people.
B)The graphic or visual approaches can be used to overcome cultural differences.
C)The company wants to maintain control over the image projected by all brand communication.
D)The converging buyer wants and needs mean that buyers everywhere will increasingly want the same product.
E)There is little or no competition in many foreign markets.

Question 56

Which of the following is NOT a goal of nonprofit organizations?

A)consumer interactivity
B)membership
C)donations
D)advocacy
E)sales

Question 57

The biggest and longest-running network of advertising agencies, media, and suppliers that donate their services to create ads and campaigns on behalf of socially important causes is the ________.

A)Advertising Partnership
B)Advertising Council
C)Council of Better Business Bureaus
D)Partnership for America
E)Advertising Industry Initiative

Question 58

________ links a company's mission and core values to a cause that connects with the company's and its customers' interests.

A)Social marketing
B)Cause marketing
C)Mission marketing
D)Nonprofit marketing
E)Development marketing

Question 59

________ refers to the use of marketing programs and marketing communications tools to create awareness of a social need.

A)Integrity marketing
B)Global marketing
C)External marketing
D)Social marketing
E)Stakeholder marketing

Question 60

Which of the following is typically the first stage of international market development?

A)internationalization
B)globalization
C)exporting
D)importing
E)localization

Question 61

In which type of culture can the message be understood as it stands, without context?

A)applied-context culture
B)basic-context culture
C)high-context culture
D)low-context culture
E)group-based culture

Question 62

Everything communicates is the first principle of IMC.

Question 63

One way local retailers can compensate for their smaller budgets and limited expertise is to take advantage of national tie-ins, in which the national brand reimburses the retailer for part or all of the advertising expenses.

Question 64

Which of the following is NOT a planning approach for creating global campaigns?

A)local initiative
B)centrally conceived campaigns
C)variations on central campaigns
D)top-down creativity
E)bottom-up creativity

Question 65

The first strategic consideration in retail advertising is price.

Question 66

Which of the following statements regarding planning a global advertising strategy is true?

A)The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall.
B)The globalization/localization debate is really about budgeting.
C)It is not advantageous to conduct research in each international market that is entered.
D)Consumer buying motivations are basically the same in every country.
E)The execution of a global campaign is no more complex than executing a national plan.

Question 67

The primary objective of retail advertising is to build store traffic.

Question 68

A dealer tag is the time left at the end of a radio or television spot or space left at the bottom of print materials provided by a manufacturer where the local store is mentioned.

Question 69

All local media create and produce ads for retailers free of charge.

Question 70

Which of the following is true about international media buying?

A)For the most part, media buying is the same in all countries.
B)There are no adjustments for seasonality.
C)Media buying in other countries are normally handled by global media buying companies rather than local media buying companies.
D)It takes just as long to buy internationally as it does locally.
E)Media is developing and evolving differently in every country.

Question 71

Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?

A)The creative may need to be reshot with local models and settings, as well as language.
B)There may be favoritism toward local companies.
C)Government approval of television commercials can be difficult.
D)Agencies often are not available to assist the advertiser in executing a global campaign.
E)Language is a problem for a campaign dependent on words rather than visuals.

Question 72

Manufacturers use retail advertising to get retailers to stock their products.

Question 73

Announcing news, affecting attitudes and opinions, maximizing credibility and believability, generating likability, creating and improving stakeholder relationships, and stimulating buzz are all objectives for the IMC tool of PR.

Question 74

Which targeting consideration refers to assessing a country's level of infrastructure, literacy levels, economic level, and level of media availability?

A)cultural cohort
B)geographic region
C)market development level
D)positioning
E)standardization

Question 75

Which of the following is considered a high-context language?

A)English
B)Japanese
C)German
D)French
E)Scandinavian

Question 76

In which type of culture is the meaning of a message best understood when contained within contextual cues?

A)applied-context culture
B)basic-context culture
C)high-context culture
D)low-context culture
E)group-based culture

Question 77

According to the text, a study by the Association of National Advertisers found in 2008 that only 34 percent of ANA members said they were using IMC for most or all of their brands.

Question 78

When is it best to use a standardization strategy?

A)The company wants to decrease the chance of cultural blunders.
B)The company wants to avoid overlooking local variations that affect buyer behavior.
C)The company wants to avoid costs that come with mistargeted ads.
D)The company wants to get local managers and employees more involved and motivated.
E)There is little or no competition in many foreign markets.

Question 79

Shoppers are advertising circulars furnished by a retailer for distribution as free-standing inserts in newspapers.

Question 80

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.

A)agency-of-record
B)lead agency
C)contextual agency
D)planning agency
E)buying agency