Deck 9: Creating the Brand Storycommunications Campaigns

Question 1

If a team has never won a championship or has no notable achievements to promote in a communications campaign,most marketers either avoid or embrace the subject.

Answer 1

True

Question 2

A search of the team's database reveals 200 partial season ticket holders.Since these individuals already have a strong affinity for the team,it is appropriate to set a behavioral objective to boost the engagement of these individuals to larger ticket packages.

Answer 2

True

Question 3

An advantage of using return on investment budgeting is that ROI is relatively easy to measure for the entire IMC campaign as well as for individual tactics.

Answer 3

False

Question 4

An informational message strategy can most likely persuade John to buy a multi-game ticket package if he has already developed an affinity for the sports team.

Question 5

The percentage of the population that is classified as sports fans is now larger than the percentage identified as nonfans.

Question 6

Because customers are at different stages with a sports brand,it is important to develop ads using all three message strategy approaches.

Question 7

The benefits of tapping the goodwill that can be attributed to star players must be balanced with risks that come along with focusing on one or a few individuals.

Question 8

Based on the multiple risks involved in building IMC campaigns around individual star players,it is best to build campaigns exclusively around the team brand.

Question 9

In terms of timing communications with target audiences,the flighting schedule is ideal for a football team that wants to keep contact with fans all year with extra communications just before the season and during the season.

Question 10

If a sports team is mired in poor on-field performance,one marketing approach is to focus on the entertainment value of attending games.

Question 11

The only method of budgeting that does not view the marketing communications budget as an expense is the objective and task method.

Question 12

The marketing dilemma faced by the LPGA was to promote the star power of the players or the physical attractiveness of the players.

Question 13

One of the risks of focusing an IMC around a star player is if that player leaves via trade or free agency,fan connections typically shift to the player's new team.

Question 14

Strategy is the general game plan or direction that an organization plans to follow in pursuit of objectives.

Question 15

A basic decision that has to be made in regard to the target market is whether to focus on fans or nonfans.

Question 16

In evaluating the target market for an IMC campaign,Jennifer concludes that the target market lacks strong brand associations.To move this target market closer to a purchase,Jennifer should develop a behavioral objective aimed at action.

Question 17

In setting communications budgets,both the affordability method and return on investment method see marketing budgets as an expense item to be managed.

Question 18

The informational message strategy is the situational foundation for the message and execution of the brand story.

Question 19

In the final step of implementing a communications campaign,a decision must be made about who will be responsible for carrying out the tasks designed in the IMC campaign.

Question 20

For many organizations,marketing is viewed as an expense,just like payroll,insurance,or taxes.

Question 21

The second step in brand communications planning is to

A)determine IMC strategy and tactics
B)define the target market
C)establish the budget
D)set objectives

Question 22

The third step in brand communications planning is to

A)determine IMC strategy and tactics
B)define the target market
C)establish the budget
D)set objectives

Question 23

The percentage of sales method of budgeting is based on

A)the previous year's sales revenue
B)next year's projected sales revenue
C)an average of the previous year's sales revenue and next year's project revenue
D)the previous year's sales revenue or next year's projected sales revenue

Question 24

Methods of setting communication budgets include the following except

A)affordability
B)brand establishment
C)percentage of sales
D)return on investment

Question 25

The first step in brand communications planning is to

A)determine IMC strategy and tactics
B)define the target market
C)establish the budget
D)set objectives

Question 26

The following are examples of actions from a target market based on a behavioral objective except

A)developing a strong affinity for a sports team
B)attending a sporting event
C)becoming a follower of the team on Twitter
D)visiting a team website

Question 27

The fifth step in brand communications planning is to

A)determine IMC strategy and tactics
B)define the target market
C)implement the campaign
D)set objectives

Question 28

Defining the target market for an IMC campaign is necessary for the following reasons except that

A)budgets for communications tactics are limited
B)multiple stages of the hierarchy of effects model should be emphasized
C)an understanding of the target market affects the design of the message and the channels selected
D)focus may be on only a subset of the firm's total market,so segments to target must be identified

Question 29

After reviewing the operating budgets for the next fiscal year,Lauren suggested that the budget for marketing communications be boosted by $124,000 since the sports property was able to trim other budgets.This is most likely an example of which method of setting communication budgets?

A)affordability
B)objective and task
C)percentage of sales
D)return on investment

Question 30

The fourth step in brand communications planning is to

A)determine IMC strategy and tactics
B)define the target market
C)implement the campaign
D)set objectives

Question 31

Behavioral objectives link communication tactics to

A)affinity for a brand
B)action by the target market
C)preference for a brand
D)cognitive and affective relationships with a brand

Question 32

If college students are chosen as the target market,then appropriate media channels most likely include the following except

A)cable television
B)campus newspaper
C)social media
D)local radio stations

Question 33

The ________ method of setting an IMC budget is primarily based on managers' judgment.

A)affordability
B)objective and task
C)percentage of sales
D)return on investment

Question 34

Communication objectives seek to use IMC tactics to develop and strengthen consumers'

A)affinity for a brand
B)desire to take action with a brand
C)preference for a brand
D)cognitive and affective relationships with a brand

Question 35

Testimonial executions can involve fans talking about a sports team or event.

Question 36

________ serves as a bridge between objectives and strategy and is used to prioritize communication tactics.

A)Brand positioning
B)SWOT analysis
C)Establishing a budget
D)Segmentation

Question 37

From a cost standpoint,the most realistic approach to setting the IMC budget is

A)affordability
B)objective and task
C)percentage of sales
D)return on investment

Question 38

In selecting the target market for an IMC campaign,the following segmentation approaches are most likely used except

A)demographic characteristics
B)benefits sought
C)media habits
D)behavioral characteristics

Question 39

The slice-of-life execution has four stages: encounter,problem,solution,and reinforcement.

Question 40

An endorsement execution features individuals who have an actual connection with the brand while the testimonial execution involves individuals who may have no or limited connection with the brand.

Question 41

In terms of the timetable for implementing marketing tactics in an IMC campaign,a ________ schedule is characterized by periods of communication with a target audience and other periods with no communication activity.

A)continuous
B)flighting
C)pulsating
D)diverse

Question 42

In all of the following methods of budgeting,the budget is set before decisions are made about marketing tactics except

A)affordability
B)objective and task
C)percentage of sales
D)return on investment

Question 43

With the ________ method of budgeting,the marketing team first defines the desired outcomes and then determines what tactics are appropriate.The budget is set after the team decides what they want to accomplish.

A)affordability
B)objective and task
C)percentage of sales
D)return on investment

Question 44

"Use billboards,college newspaper,and the website" is an example of a(n)

A)objective
B)strategy
C)tactic
D)vision

Question 45

Strategy is defined as the

A)decision concerning the products and services to be offered and the markets that will be served
B)overall direction a firm will take and the target markets the organization wants to pursue
C)general game plan or direction that an organization plans to follow in pursuit of objectives
D)actual decisions made and implemented to enact long-term strategies

Question 46

Products for which there is year-round demand with relatively no fluctuation in demand are ideal candidates for the ________ scheduling method of marketing tactics.

A)continuous
B)flighting
C)pulsating
D)diverse

Question 47

The ideal budgeting method for IMC is

A)affordability
B)objective and task
C)percentage of sales
D)return on investment

Question 48

Sports products are ideal candidates for the ________ scheduling method of marketing tactics because of playing seasons that last only part of the year.

A)continuous
B)flighting
C)pulsating
D)diverse

Question 49

"Target college students with food and drink incentives" is an example of a(n)

A)objective
B)strategy
C)tactic
D)mission

Question 50

The percentage of sales method of setting the communications budget is preferred by managers because of the following reasons except

A)it is an easy method to use
B)it considers the impact of outside forces
C)no complex models or analysis needs to be conducted
D)tying the budget into sales is more objective than the affordability method

Question 51

During a meeting of the marketing staff,Ryan states,"I think we should have a sales contest among our ticket sales staff." This is an example of a(n)

A)objective
B)strategy
C)tactic
D)creative

Question 52

During the implementation stage,the marketing team must decide on the timetable for planned tactics.The following are approaches that can be used except

A)continuous
B)flighting
C)pulsating
D)diverse

Question 53

In terms of the timetable for implementing marketing tactics in an IMC campaign,a ________ schedule calls for a steady flow of communications between the marketer and audience over the course of the campaign.

A)continuous
B)flighting
C)pulsating
D)diverse

Question 54

As the marketing manager for a hockey team,Ryan has decided to focus all of his marketing communications during the season and two months before the season.He sees no need to spend any money on marketing after the season is over until just before the new season starts.This is an example of the ________ scheduling approach.

A)continuous
B)flighting
C)pulsating
D)diverse

Question 55

Limitations of the percentage of sales method of setting an IMC budget include the following except

A)the communications budget is treated as an expense item
B)the communications budget follows the revenue rather than having the budget drive or generate revenue
C)too much consideration is given on how to build the brand
D)budgets are cut at the times they may need to be increased to reverse declining sales

Question 56

For a particular sports brand,the communications budget has always been 4% of sales.Sales declined by 6% over the last year.The percentage of sales method of budgeting is used based on last year's sales,so the communications budget for next year will be

A)reduced by 4%
B)reduced by 6%
C)increased by 4%
D)increased by 6%

Question 57

"Increase the number of Facebook fans by 3,000 by December 1" is an example of a(n)

A)objective
B)strategy
C)tactic
D)value

Question 58

Products with seasonal demand are ideal candidates for the ________ scheduling method of marketing tactics.

A)continuous
B)flighting
C)pulsating
D)diverse

Question 59

The definition of tactics is the

A)selection of media channels for each of the IMC objectives
B)overall direction a firm will take and the target markets the organization wants to pursue
C)general game plan or direction that an organization plans to follow in pursuit of objectives
D)actual decisions made and implemented to enact strategies

Question 60

In calculating return on investment (ROI),costs that should be included are the following except

A)media costs
B)ad agency fees
C)direct mail fees
D)salaries of marketing personnel

Question 61

The primary tactic or approach used to deliver the key ideas in a marketing message is the

A)position strategy
B)message strategy
C)execution strategy
D)presentation strategy

Question 62

Creating advertisements that focus on the beauty of female tennis players is an example of a(n)________ message strategy.

A)behavioral
B)informational
C)endorsement
D)emotional

Question 63

The ________ message strategy is designed to build awareness and brand associations.

A)behavioral
B)informational
C)lifestyle
D)emotional

Question 64

The decision about whether to focus a campaign on an opposing team rather than on the home team is primarily based on the

A)effect of the opposing team's brand on attendance
B)current records of both teams
C)number of star players on the opposing team
D)ability of the home team to win

Question 65

In terms of the timetable for implementing marketing tactics in an IMC campaign,a ________ schedule has year-round communication with target audiences with periods of more frequent intensive communications.

A)continuous
B)flighting
C)pulsating
D)diverse

Question 66

The ________ message strategy corresponds with the knowledge component of the hierarchy of sports model.

A)behavioral
B)informational
C)lifestyle
D)emotional

Question 67

The ________ message strategy is designed to develop a positive brand attitude and preference.

A)behavioral
B)informational
C)lifestyle
D)emotional

Question 68

For an upcoming golf tournament,ads were run about the limited number of tickets.Fans interested in attending were encouraged to call immediately.This is an example of a(n)________ message strategy.

A)behavioral
B)informational
C)endorsement
D)emotional

Question 69

In using an emotional message strategy,a marketing director should most likely use the following elements in a campaign or ad except

A)happiness
B)excitement
C)reliability
D)belongingness

Question 70

The ________ message strategy corresponds with the action component of the hierarchy of sports model.

A)behavioral
B)informational
C)lifestyle
D)emotional

Question 71

Jacob developed Internet,TV,and billboard ads to promote a contest that would award a grand prize of season tickets for the upcoming football season.This is an example of a(n)________ message strategy.

A)behavioral
B)informational
C)endorsement
D)emotional

Question 72

Nicole asked her advertising agency to create a TV and a radio ad that talked about the concert after the game and how much fun it would be.This is an example of a(n)________ message strategy.

A)behavioral
B)informational
C)endorsement
D)emotional

Question 73

Sports products that want to have year-round contact with fans although they only have games part of the year are ideal candidates for the ________ scheduling method of marketing tactics.

A)continuous
B)flighting
C)pulsating
D)tactical

Question 74

Kayla believes that her target market will be persuaded by messages that outline the features,attributes,and benefits of the product.She should use the ________ message strategy.

A)behavioral
B)informational
C)endorsement
D)emotional

Question 75

The ________ message strategy corresponds with the affinity component of the hierarchy of sports model.

A)behavioral
B)informational
C)lifestyle
D)emotional

Question 76

Creative strategy involves the following creative decisions except the

A)position strategy
B)message strategy
C)execution strategy
D)presentation strategy

Question 77

Featuring opposing teams or their star players in brand communications can be a good strategy under the following conditions except when the

A)home team has excess capacity
B)goal is to build allegiance to the home team brand
C)short-term objective is to boost attendance
D)opposing team can draw fans who seldom attend

Question 78

The ________ message strategy is designed to encourage trial usage,repeat purchases,and brand loyalty.

A)behavioral
B)informational
C)lifestyle
D)emotional

Question 79

The situational foundation for the message and the execution of the brand story is the

A)position strategy
B)message strategy
C)execution strategy
D)presentation strategy

Question 80

"Tickets for the next game can also be purchased by phone,online,or through Ticketmaster." This message is an example of a(n)________ message strategy.

A)behavioral
B)informational
C)endorsement
D)emotional