Question 1

_________is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.

Accepted Answer

IMC (Integrated Marketing Communications) is a "new-generation" marketing approach that integrates various communication tools and tactics to create a seamless and coordinated message to the customers. It helps companies to better focus their efforts on acquiring, retaining, and developing relationships with customers and other stakeholders by using a holistic and coherent approach. This approach ensures that all marketing elements, such as advertising, public relations, direct marketing, sales promotion, personal selling, and digital marketing, work together to deliver a consistent and compelling message to the target audience.

Question 2

A market analysis includes a number of factors like market size, growth, and ___________.

Accepted Answer

Market analysis typically includes factors such as market size, growth potential, and profitability. Global ownership, census, and age may also be relevant factors in certain situations, but they are not as commonly included in a standard market analysis.

Question 3

Tourism BC wished to generate trial or repeat purchase of visitors from other provinces to British Columbia. This is an example of a(n):

Accepted Answer

The objective of generating trial or repeat purchase of visitors from other provinces to British Columbia is a behavioural objective, as it outlines a specific desired action or behaviour that Tourism BC wants to encourage from potential visitors. It is not a database research finding, internal analysis, or environmental assessment as these are different types of market research tools and approaches.

Question 4

Suggestions that McCain launch new frozen products based on changing trends and consumer demographics are as a result of:

Accepted Answer

Suggestions to launch new frozen products based on changing trends and consumer demographics suggest an external environmental analysis was conducted. This analysis would have examined the factors affecting McCain’s business strategy, such as changes in the market, consumer preferences, and trends.

Question 5

The development of the basic message to be conveyed to the target audience is called:

Accepted Answer

The development of the basic message to be conveyed to the target audience is called creative strategy, which involves deciding on the key message and tone to be communicated in an advertising or marketing campaign. Messaging and creative imaging are important components of creative strategy, but they are not the overall development process. IMC planning is a broader process that includes the coordination of various promotional channels and communication strategies, but it does not specifically refer to the development of the basic message to be conveyed to the target audience.

Question 6

Which of the following is NOT a general characteristic of IMC?

Accepted Answer

IMC is focused on building mutually beneficial relationships with customers through unified, consistent communication across different channels and targeting multiple customer groups. However, it is not competitive-oriented as the focus is on collaborative relationships with customers rather than overtly trying to outdo competitors.

Question 7

Media strategy includes each of the following decisions EXCEPT:

Accepted Answer

Overall slogan is not considered part of media strategy. Media strategy refers to the specific decisions made about how to reach the target audience through specific media channels and titles or shows.

Question 8

Which of the following statements about marketing and IMC plans is NOT necessarily true?

Accepted Answer

The marketing objectives in a marketing plan are broader goals related to the overall business and its sales, market share, and profitability, among other aspects. These objectives are not simply reproduced as communication objectives in the IMC plan. Instead, communication objectives are derived from the marketing objectives but are more specific to the goals of the communication efforts, such as awareness, knowledge, attitude change, or specific behavioral actions.

Question 9

Which of the following is NOT a good example of a communications objective?

Accepted Answer

Increasing sales volume is a business objective, not a communications objective. Communications objectives focus on the message and audience, not the ultimate outcome of increased sales. options B, C, and D are all examples of good communications objectives as they focus on creating a positive attitude, intention or awareness about a product or brand.

Question 10

Before determining the appropriate promotional mix for his new annual campaign, the Triscuit crackers brand manager needs to do a competitive analysis, including:

Accepted Answer

A competitive analysis should include a review of the brand equity and consumer preference of competing products, such as PC's Woven Wheat Thins. It is not relevant to consider how much profit Kraft expects the Triscuit brand to contribute, the manner in which people prefer to eat Triscuits, or the media costs of specific magazines.

Question 11

__________refer to what is to be accomplished by the overall marketing programs and is stated in terms of sales, market share, and profitability.

Accepted Answer

Marketing objectives refer to what is to be accomplished by the overall marketing programs and is stated in terms of sales, market share, and profitability. External analysis factors refer to the external forces that may impact the company's marketing strategies. Segmentation approaches refer to the different ways of dividing the market into subgroups. Communication objectives refer to the specific outcomes of promotional activities, such as increasing awareness or changing attitudes.

Question 12

Which of the following best describes a criticism of IMC?

Accepted Answer

This answer describes a common criticism of IMC, which is that it tends to prioritize the tactical coordination and consistency of communication tools at the expense of more strategic considerations such as differentiation and targeting.

Question 13

should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area.

Accepted Answer

Communication and behavioural objectives should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area. These objectives focus on creating awareness, changing attitudes, and influencing behavior of the target audience, which in turn can lead to achieving sales and marketing objectives. Promotional and marketing objectives, as well as marketing and behavioural objectives, are too broad and do not necessarily prioritize the communication aspect of the strategy.

Question 14

Kim Rossister, brand manager at GM, plans for a new communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner. Kim believes this approach can help develop an efficient and effective communication campaign. This approach is best described as:

Accepted Answer

The approach of considering all the potential ways of reaching the target audience and presenting the brand in a favourable manner focuses on the audience contact perspective. This perspective emphasizes on identifying all the possible ways to interact with the target audience to effectively communicate the brand message.

Question 15

Each promotional mix element has its own set of objectives, message and media strategy, tactics, and ________.

Accepted Answer

Each promotional mix element has its own set of objectives, message and media strategy, tactics, and budget, which corresponds to the financial resources allocated. Therefore, the best choice is B (budget) as it is an essential element of the promotional mix. The other options, such as A (slogan), C (target audience), and D (brand identity), can be part of the promotional mix but are not essential to each element.

Question 16

All of the following explain the importance of IMC EXCEPT:

Accepted Answer

None of the options explain the importance of advertising and promotion regulation in IMC.

Question 17

The _________approves and pays for the creative work and media plan.

Accepted Answer

The advertiser is the client who ultimately approves and pays for the creative work and media plan. The agency-of-record and promotional agency may assist in the development of these plans, but they do not have final approval or financial responsibility. The media planning group may also have a role in developing the media plan, but they do not have authority to approve or pay for the creative work.

Quiz 1: Integrated Marketing Communications