Betty is the marketing communications director for a major consumer packaged goods company, and one of her responsibilities is to ensure consistency among all marketing communication elements used for a specific brand. Her staff is conducting the first step of an IMC audit for one of their brands, and they are collecting all the materials produced by the company or their agencies and coding the use of agreed-upon consistency elements, such as brand identity cues, slogans, design format, tone of voice, colors, the expression of core values, and positioning cues. This analysis also looks for materials that are coded as off-strategy and diagnoses the ways in which deviant messages are being sent. What type of analysis is Betty's staff conducting?
A)input assessment
B)output assessment
C)outcome analysis
D)content analysis
E)audience perspective analysis

Question

Quizplus · Accepted Answer

The staff is conducting a content analysis, which involves collecting and analyzing all marketing communication materials to identify consistency elements and off-strategy materials. Input assessment evaluates the inputs or resources used in an IMC program, output assessment examines the outputs or communication materials produced, outcome analysis measures the results of the IMC program, and audience perspective analysis examines how the target audience perceives the communication messages. None of these other options accurately describe the analysis being conducted by Betty's staff.

Betty Is the Marketing Communications Director for a Major Consumer