Question 1

Which of the following is the final stage in the integrated marketing communications (IMC) planning process?

Accepted Answer

The final stage in the IMC planning process is monitoring, evaluating, and controlling the promotional program. This involves tracking the outcomes of the program and making any necessary adjustments to improve its effectiveness. The other options listed are all earlier stages in the planning process.

Question 2

According to an integrated marketing communications planning model, which of the following activities is best associated with the review of the marketing plan step?

Accepted Answer

Reviewing the marketing plan involves assessing the external environment and internal factors that may impact the success of the marketing plan. This includes analyzing market trends, customer behavior, competition, and other factors that could influence the effectiveness of the plan. Integrating promotional mix strategies (A), analyzing source, message, and channel factors (B), setting direct-marketing objectives (D), and purchasing media time and space (E) are all part of the implementation phase of the integrated marketing communications planning model.

Question 3

Which of the following is a question that firms are likely to ask during an external analysis?

Accepted Answer

The answer of Which of the following is a question...

Question 4

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "analysis of promotional program situation"?

Accepted Answer

Analysis of the promotional program situation involves understanding the current state of the market and consumer behavior. Therefore, analyzing consumer behavior (choice C) would be the best associated activity. Developing selling roles and responsibilities (choice A) occurs during the implementation phase, setting advertising objectives (choice B) occurs during the planning phase, purchasing media time and space (choice D) occurs during the implementation phase, and setting a tentative marketing communications budget (choice E) occurs during the budgeting phase.

Question 5

Which of the following is true of the final stage of the integrated marketing communications (IMC) planning process?

Accepted Answer

The final stage of the IMC planning process involves monitoring, evaluating, and controlling the promotional program, which is necessary to ensure that objectives are being met and budgets are being used effectively. Choices A, B, C, and E are all stages that occur earlier in the IMC planning process.

Question 6

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the

Accepted Answer

The promotional program situation analysis comes immediately after the overall marketing plan is reviewed in the Integrated Marketing Communications (IMC) planning process. This stage involves analyzing the current market situation, including the competitive environment, target audience, and communication channels, to inform the development of effective marketing communications strategies.

Question 7

The development of the advertising message that the marketer wants to convey to its target audience is called the

Accepted Answer

The development of the advertising message that the marketer wants to convey to its target audience is called the creative strategy. This involves designing a message that will appeal to the target audience and effectively communicate the marketer's intended message.

Question 8

Which of the following is an area of focus of internal analysis?

Accepted Answer

Internal analysis focuses on the organization's resources, capabilities, and core competencies. Product/service offering is an area that internal analysis focuses on, as it considers the organization's strengths and weaknesses in the products/services it offers to the market. The other options listed are areas of focus for external analysis, as they consider external factors influencing the organization.

Question 9

_____ involves determining which communication channels will be used to deliver the advertising message to the target audience.

Accepted Answer

Media strategy involves determining the most effective channels to deliver the advertising message to the target audience. This includes selecting the media type, such as television, radio, or print, and the specific advertising vehicles, such as which TV network or which magazine to use. The media strategy should be based on factors such as the target audience's media consumption habits, the advertising budget, and the campaign's goals and objectives.

Question 10

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "integrate and implement marketing communications strategies"?

Accepted Answer

Purchasing media time and space is a specific action that directly relates to the implementation of marketing communications strategies, as it involves selecting the channels through which the message will be conveyed to the target audience. The other options are more closely associated with earlier steps in the planning model, such as analyzing factors and allocating budgets.

Question 11

Rebecca is engaged in a process where she is assessing the strengths and weaknesses of her brand from an image perspective.She is in which stage of the integrated marketing communication planning process?

Accepted Answer

Internal analysis involves assessing the strengths and weaknesses of the brand, including its image, as part of the integrated marketing communication planning process. This helps in understanding what the brand currently stands for and how it is perceived internally before planning how to communicate its values and messages externally.

Question 12

What is the next stage in the IMC planning process, once marketing and communication objectives have been set?

Accepted Answer

The answer of What is the next stage in the...

Question 13

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "developing integrated marketing communications program"?

Accepted Answer

Determining the advertising budget is best associated with the step of developing an integrated marketing communications program, as the budget will help determine the specific tactics and channels that will be used to reach the target audience. The other options listed are associated with different steps in the planning model, such as examining the overall marketing plan and objectives for the situation analysis step, and analyzing receiver's response processes for the message development step.

Question 14

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "analysis of communications process"?

Accepted Answer

The analysis of communications process involves analyzing the source (sender), message (what is being communicated), and channel (medium of communication). Therefore, option B, which involves analyzing these factors, is the best choice. Options A, C, D, and E are all activities that come under different steps of the integrated marketing communications planning model.

Quiz 1: An Introduction to Integrated Marketing Communications