Question 1

The Australian IMC campaign for Luscious,a line of beauty products,was so successful that planners for Luscious decided to use the campaign,with a few modifications,in England.This is an example of a local initiative approach to international IMC campaigns.

Accepted Answer

The success of the Australian IMC campaign for Luscious led to the decision to use it in England with modifications, which is an example of a local initiative approach to international IMC campaigns.

Question 2

Kevin has taken over the international operations of his company.He contends that advertisers must consider differences among countries,including local culture,media availability,and legal restrictions.Which strategy is Kevin most likely to follow?
A) local initiative
B) localization
C) standardization
D) cooperation
E) synergy

Accepted Answer

Kevin's emphasis on considering differences among countries, including local culture, media availability, and legal restrictions, suggests that he is likely to follow a localization strategy. This approach involves tailoring marketing messages and tactics to specific local markets, rather than taking a standardized or one-size-fits-all approach. By acknowledging and adapting to local differences, companies can better connect with consumers and increase the effectiveness of their advertising efforts.

Question 3

Julian and his planning team are creating an IMC campaign for Parties-R-Us.They plan to focus on positioning Parties-R-Us as the specialists that can solve all of your party problems.This focus on the positioning of Parties-R-Us is an example of an IMC tactic.

Accepted Answer

Positioning Parties-R-Us as specialists is an example of an IMC strategy, not a tactic. Tactics would be the specific actions taken to implement this strategy.

Question 4

All touch points are contact points,but not all contact points are touch points.

Accepted Answer

This statement is correct. A touch point refers to any point of contact between a customer or potential customer and a business, while a contact point may refer to any point of communication or interaction, including non-physical interactions such as phone calls or emails. Therefore, all touch points can be considered contact points, but not all contact points involve physical touch.

Question 5

After spending 15 minutes on hold with a company's customer service line for information about a product she was considering purchasing,Cristina decided that she would buy a similar product from another company.This is an example of a ________.
A) conversion
B) commercial message
C) silo effect
D) one-way communication
E) critical touch point

Accepted Answer

A critical touch point is a moment of interaction that significantly influences a customer's perception or decision regarding a product or service. In this case, the long hold time negatively impacted Cristina's decision, leading her to choose a competitor.

Question 6

Several profit-oriented organizations participated in the Great American Bake Sale that was held to raise funds to end child hunger in the United States.Parade magazine and ABC entertainment helped get the word out about this event.For Parade and ABC,this represents what type of social marketing program?
A) mission marketing
B) development marketing
C) cause marketing
D) business-to-business marketing
E) promotional marketing

Accepted Answer

This campaign represents cause marketing, as profit-oriented organizations are participating in a bake sale to raise funds to end child hunger, which is a social cause. Parade magazine and ABC entertainment are helping to promote the event, but are not the primary focus of the campaign.

Question 7

An IMC measurable objective can contain a baseline or a benchmark,but not both.

Accepted Answer

IMC measurable objectives can contain both a baseline (the starting point from which progress will be measured) and a benchmark (a standard or target to aim for).

Question 8

Lolly,Lolly,Lollypop is a candy manufacturer building its brand nationally.In addition to advertising,the company is careful about what it says,how the company performs,and what the response is from consumers.All of this is to promote one consistent message through many different aspects,also known as brand message ________.
A) synergy
B) adaptation
C) reorganization
D) promotion
E) cooperation

Accepted Answer

The term used to describe the promotion of one consistent message through many different aspects is brand message synergy. It involves coordinating different aspects of the brand to create a cohesive message.

Question 9

Compare and contrast the local initiative and centrally conceived approaches to international IMC campaign planning.

Accepted Answer

The answer of Compare and contrast the local initiative and...

Question 10

Compare and contrast the five common budgeting methods described in your text.

Accepted Answer

The answer of Compare and contrast the five common budgeting...

Question 11

On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients.In order to monitor and integrate this diversity of brand communication,the company must have ________.
A) cooperative advertising
B) house brands
C) standardization
D) cross-functional management
E) localization

Accepted Answer

Cross-functional management is the best choice in this scenario as it refers to a management approach that involves multiple departments and teams working together towards a common goal. This would be crucial for On Your Side Worldwide to effectively monitor and integrate their diverse brand communications. Cooperative advertising refers to a marketing strategy where two or more companies share the cost and benefits of a campaign, which may not be relevant in this case. House brands refer to products or services that are exclusive to a particular company, which is not relevant in the context of brand communication. Standardization refers to a process of establishing uniformity and consistency across different elements of a product or service, which may not be suitable in a diverse branding context. Localization refers to the process of adapting a product or service to meet the cultural, linguistic, and other specific needs of a particular market or region, which is also not relevant in this context.

Question 12

Dove wanted to do more than just sell its beauty care products.The company was on a quest to discover "real beauty" and help women be happy just the way they are.As a result,the Dove Campaign for Real Beauty was successfully launched in 2004.Dove was practicing which type of marketing?
A) mission
B) channel
C) value
D) public communication
E) social

Accepted Answer

Dove's campaign for real beauty was focused on a mission to promote real beauty and self-acceptance in women, rather than simply selling beauty care products.

Question 13

Planners for the new IMC campaign for Mean Jeans need to design a plan that meets the objective of stimulating customer involvement with and excitement about the brand.Which of the following IMC tools would the planners be LEAST likely to include in their plan for Mean Jeans?
A) sponsorship
B) guerilla marketing
C) consumer sales promotion
D) direct marketing
E) events

Accepted Answer

Direct marketing is the least likely tool to be included in the IMC plan for Mean Jeans as it focuses on reaching customers individually through personal communication, which may not be effective in stimulating customer involvement and excitement about the brand. The other tools such as sponsorship, guerilla marketing, consumer sales promotion, and events are more likely to create a buzz and engage customers with the brand.

Question 14

Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a strength for FroZenYo?
A) Yum Yogurt, one of FroZenYo's competitors, was featured in a USA Today article about the continued popularity of frozen yogurt.
B) Yogurt You, one of FroZenYo's competitors, recently closed two stores due to decreased sales.
C) FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt.
D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits.
E) Recent economic data indicates that people are spending more money on eating out than they did last year.

Accepted Answer

FroZenYo's yogurt having fewer calories than its competitors is a strength because it could appeal to health-conscious customers and differentiate FroZenYo from other frozen yogurt shops.

Question 15

How does the IMC approach to campaign planning and implementation differ from the silo approach?

Accepted Answer

The answer of How does the IMC approach to campaign...

Question 16

Compare and contrast cause marketing and mission marketing.

Accepted Answer

The answer of Compare and contrast cause marketing and mission...

Question 17

Julian and his planning team are conducting a SWOT analysis for Parties-R-Us,a regional chain of party supplies stores.According to the research Julian received,a national party supply store chain is planning on opening five new retail outlets in the region in which Parties-R-Us currently is the market leader.In the SWOT analysis for Parties-R-Us,this represents a weakness.

Accepted Answer

In a SWOT analysis, the entry of a new competitor is considered a threat, not a weakness. Weaknesses are internal factors, while threats are external.

Question 18

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%,an increase of 7%.Which of the following is missing from this objective in order for it to be measurable?
A) a budget
B) a media plan
C) a time frame
D) a specific effect
E) a strategy

Accepted Answer

The objective lacks a specific time frame in which the increase is expected to occur. Without a time frame, it cannot be measured or evaluated effectively.

Question 19

Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a weakness for FroZenYo?
A) Yum Yogurt, one of FroZenYo's competitors, was featured in a USA Today article about the continued popularity of frozen yogurt.
B) Yogurt You, one of FroZenYo's competitors, recently closed two stores due to decreased sales.
C) FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt.
D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits.
E) Recent economic data indicates that people are spending more money on eating out than they did last year.

Accepted Answer

The fact that the union representing workers at FroZenYo is negotiating for a pay raise and better benefits is a weakness for the company as it may increase their labor costs and reduce their profitability. A SWOT analysis focuses on identifying internal and external factors that can positively or negatively impact the company's operations, and labor disputes fall under the internal factors that can hinder their success. The other options are either irrelevant or positive findings that do not fit the weakness category.

Question 20

Explain the IMC concept that a brand is an integrated perception.How is this related to the concept of synergy?

Accepted Answer

The answer of Explain the IMC concept that a brand...

Quiz 18: The Principles and Practice of IMC

The Australian IMC campaign for Luscious,a line of beauty products,was so successful that planners for Luscious decided to use the campaign,with a few modifications,in England.This is an example of a local initiative approach to international IMC campaigns.

Kevin has taken over the international operations of his company.He contends that advertisers must consider differences among countries,including local culture,media availability,and legal restrictions.Which strategy is Kevin most likely to follow?

Julian and his planning team are creating an IMC campaign for Parties-R-Us.They plan to focus on positioning Parties-R-Us as the specialists that can solve all of your party problems.This focus on the positioning of Parties-R-Us is an example of an IMC tactic.

All touch points are contact points,but not all contact points are touch points.

After spending 15 minutes on hold with a company's customer service line for information about a product she was considering purchasing,Cristina decided that she would buy a similar product from another company.This is an example of a ________.

An IMC measurable objective can contain a baseline or a benchmark,but not both.

Compare and contrast the local initiative and centrally conceived approaches to international IMC campaign planning.

Compare and contrast the five common budgeting methods described in your text.

On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients.In order to monitor and integrate this diversity of brand communication,the company must have ________.

Dove wanted to do more than just sell its beauty care products.The company was on a quest to discover "real beauty" and help women be happy just the way they are.As a result,the Dove Campaign for Real Beauty was successfully launched in 2004.Dove was practicing which type of marketing?

Planners for the new IMC campaign for Mean Jeans need to design a plan that meets the objective of stimulating customer involvement with and excitement about the brand.Which of the following IMC tools would the planners be LEAST likely to include in their plan for Mean Jeans?

Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a strength for FroZenYo?

How does the IMC approach to campaign planning and implementation differ from the silo approach?

Compare and contrast cause marketing and mission marketing.

The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%,an increase of 7%.Which of the following is missing from this objective in order for it to be measurable?

Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo,a chain of frozen yogurt shops.Which of the following research findings would Ja'Nelle classify as a weakness for FroZenYo?

Explain the IMC concept that a brand is an integrated perception.How is this related to the concept of synergy?