Question 1

How communication messages are crafted (________)and when they are communicated may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning is to be the same for all channels used.

Accepted Answer

The way communication messages are crafted can be referred to as the creative execution. This includes factors such as the tone, language, visuals, and overall approach used in the message. While the media channel and timing may vary, the ultimate goal is to effectively communicate the brand's position and meaning to the intended audience.

Question 2

What is the primary benefit to organizations of using IMC as the framework for communications?

Accepted Answer

The primary benefit for organizations of using IMC as the framework for communications is the synergy created among different communication platforms. By utilizing a coordinated and integrated approach across different channels, such as advertising, public relations, direct marketing, and social media, organizations can ensure consistent messaging and boost the effectiveness of their communication efforts. This can lead to increased exposure and engagement with the target audience, ultimately driving brand awareness and loyalty. While lower costs and elimination of brand parity may be secondary benefits, the primary focus of IMC is achieving synergy and integration.

Question 3

Advertising is not a good method of influencing consumers in the attitude stage of the hierarchy model for sports consumption.

Accepted Answer

Advertising is considered an effective method for influencing consumers in the attitude stage of the hierarchy model for sports consumption, as it helps shape perceptions and preferences towards a sport or team.

Question 4

Research by Millward Brown and AC Nielsen found that when messages are delivered in two or more media,________ is higher than if only one medium is used.

Accepted Answer

The research found that when messages are delivered in two or more media, brand awareness is higher than if only one medium is used. Therefore, the best choice is A (brand awareness).

Question 5

How communication messages are crafted and when they are communicated (________)may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning is to be the same for all channels used.

Accepted Answer

Media planning involves deciding how communication messages are crafted and when they are communicated across different media channels, with the consistent goal of communicating the brand's position and meaning.

Question 6

A combination of internal needs and external forces such as ________ led to the emergence of IMC as a marketing practice in the mid-1990s.

Accepted Answer

The answer of A combination of internal needs and external...

Question 7

How communication messages are crafted and when they are communicated may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning (________)is to be the same for all channels used.

Accepted Answer

The brand's position and meaning refer to the brand story or narrative, which should be consistent across all channels used. Creative execution and media planning involve the specific tactics and strategies for crafting and distributing messages, while emotional connection is a desired outcome of effective communication.

Question 8

Strategies particularly well suited with a pull marketing approach are

Accepted Answer

The answer of Strategies particularly well suited with a pull...

Question 9

While sports fans may watch and attend multiple sports,they can only develop a preference for one sport.

Accepted Answer

Sports fans can develop preferences for multiple sports, enjoying various aspects of each and often following more than one sport with enthusiasm.

Question 10

According to the hierarchy model for sports consumption,the knowledge stage forms a vital foundation and is sufficient for many consumers to move to the action phase and try the brand or make a purchase.

Accepted Answer

The knowledge stage in the hierarchy model for sports consumption is crucial as it involves awareness and understanding of the brand, but it is not sufficient on its own for most consumers to move to the action phase. Consumers typically need to progress through further stages such as interest, desire, and conviction before they reach the action phase of trying the brand or making a purchase.

Question 11

Social media is highly influential in building brand relevance during the attitude stage of the hierarchy model for sports consumption.

Accepted Answer

The answer of Social media is highly influential in building...

Question 12

Common pull strategy communication approaches include the following except

Accepted Answer

Personal selling is typically considered a push strategy, not a pull strategy. Pull strategies are designed to bring customers to you, such as through advertising or public relations, whereas push strategies involve taking the product directly to the customer through personal selling efforts.

Question 13

In terms of the concept of integrated marketing communications,the brand consists of the following except

Accepted Answer

The brand consists of identity, promise and image, but price is not considered to be a component of a brand in terms of integrated marketing communications. Price is related to the value proposition of a brand, but it is not a part of its overall identity or messaging.

Question 14

According to the opening vignette,Coca-Cola's most ambitious sports marketing partnership is with

Accepted Answer

The answer of According to the opening vignette,Coca-Cola's most ambitious...

Question 15

The long-term financial benefit of loyal customers motivates sports properties to encourage repeat purchases.

Accepted Answer

It is true that loyal customers provide long-term financial benefits to sports properties, as they are more likely to make repeat purchases and generate revenue over a longer period of time compared to one-time customers. Therefore, sports properties often focus on building strong relationships with their customers to encourage loyalty and repeat business.

Question 16

A(n)________ strategy relies heavily on persuasion to convince channel members to take action.

Accepted Answer

Push strategies focus on pushing products through the distribution channel and rely heavily on persuasion to convince channel members to take action. This is usually achieved through personal selling, promotions, and incentives. Pull strategies, on the other hand, focus on building demand through advertising and consumer promotions, and rely less on persuasion to move products through the channel. Digital and experiential strategies are types of marketing strategies that can be used in conjunction with push or pull strategies.

Question 17

A(n)________ strategy is based on the ability of brand communications to appeal to the end user to respond positively to the brand.

Accepted Answer

A pull strategy focuses on attracting and engaging the end user with the brand through advertising, promotions, and other marketing communications, with the aim of creating demand and pulling the customer towards the product or service. This approach is based on the assumption that a satisfied and engaged customer is more likely to remain loyal to the brand and recommend it to others, resulting in increased sales and revenue. Push strategies, on the other hand, aim to push the product or service towards the customer through aggressive sales and distribution tactics, such as trade shows, personal selling, or direct marketing.

Question 18

A combination of external forces and internal needs,such as ________,led to the emergence of IMC as a marketing practice in the mid-1990s.

Accepted Answer

The answer of A combination of external forces and internal...

Question 19

The first-time use of a service or product is called product trial.

Accepted Answer

Product trial refers to the first-time use of a service or product.

Question 20

In terms of a pull strategy,________ is(are)an effective means of communicating information that can engage consumers with a brand and potentially lead to desired actions.

Accepted Answer

Digital media is an effective means of communicating information and engaging consumers through channels such as social media, online advertising, and email marketing. These channels can allow brands to reach a large audience and tailor their messaging to specific segments or individuals. Sales promotions and direct marketing may also be effective, but they may not have the same reach or engagement potential as digital media. Public relations may help to build brand awareness and credibility, but it may not directly lead to consumer actions in the same way that digital media can. Therefore, the best choice for a pull strategy is digital media.

Quiz 8: Planning the Brand Storycommunications Strategy

How communication messages are crafted (________) and when they are communicated may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning is to be the same for all channels used.