Question 1

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 2

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

Accepted Answer

Media strategy involves choosing the appropriate communication channels through which the advertising message will be delivered to the target audience. This includes evaluating various media options, such as television, print, radio, digital, and outdoor, and selecting the most effective ones based on factors like audience reach, cost, frequency, and message impact. The media strategy also includes deciding on the timing and scheduling of media placements to optimize the campaign's impact and ensure maximum exposure to the target audience.

Question 3

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes interactions that occur with a company or brand during the process of buying or using the product or service?

Accepted Answer

Intrinsic touch points refer to interactions that occur during the process of buying or using the product or service. This includes interactions like product quality, packaging, the overall user experience, and customer service. Therefore, option A is the correct answer.

Question 4

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

Accepted Answer

Purchasing media time and space is an example of implementing the actual marketing communication strategies. In the model, after allocating budgets and establishing communication goals, the next step is to integrate and implement the strategies, which involves executing tactics like media buying and creative production. Analyzing source, message, and channel factors is part of the message strategy development stage, while identifying niche market segments is part of target audience identification.

Question 5

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

Accepted Answer

Determining the advertising budget is an activity commonly associated with the developing integrated marketing communications program step. This step often involves making decisions regarding the allocation of budget and resources across various communication channels and tactics.

Question 6

Joy calls a mobile phone store to enquire about a new phone available in the market. The customer service operator sends him an e-mail about the product details along with other special specifications Joy requested. Which of the following types of contact points is illustrated in this scenario?

Accepted Answer

The scenario describes a customer-initiated touch point, as Joy reached out to the mobile phone store to make an enquiry about their new phone. The email sent by the customer service operator can be considered as a response to Joy's initial contact, making it a customer-initiated touch point.

Question 7

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

Accepted Answer

Internal analysis focuses on assessing the strengths and weaknesses of an organization's internal resources and capabilities. As such, product/service offering is an area of focus in internal analysis. Positioning strategies, competitors, market segments, and consumer buying patterns are all external factors that are considered in external analysis.

Question 8

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

Accepted Answer

The step of analysis of promotional program situation involves analyzing the current situation, including consumer behavior, market trends, and competitor activity, among others. Therefore, analyzing consumer behavior is best associated with this step. The other choices are more appropriate for later steps in the planning model, such as developing selling roles and responsibilities (setting up the sales force), setting advertising objectives (establishing promotional goals), purchasing media time and space (media planning and buying), and setting a tentative marketing communications budget.

Question 9

The first step in the IMC planning process is:

Accepted Answer

Reviewing the marketing plan is the first step in the IMC planning process because it helps to identify the target audience and set communication objectives that are aligned with the overall marketing strategy. Without a clear understanding of the marketing plan, it is difficult to create an effective IMC plan. Analysis of the communication process, determination of a budget, development of an advertising message, and distribution of sales promotion materials are all important steps in the IMC planning process, but they come after reviewing the marketing plan.

Question 10

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?

Accepted Answer

The integrated marketing communications (IMC) plan approach differs from traditional approaches to promotion by recognizing that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. Traditional approaches often focused on separate and disconnected promotional strategies, while IMC combines all marketing communication tools to deliver a unified message. IMC also places an emphasis on building relationships with customers through two-way communication, rather than just pushing messages out to them through mass media.

Question 11

_____ involves the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively reach out target audiences.

Accepted Answer

The process described in the question is that of integrated marketing communications (IMC) management, which involves coordinating and utilizing all promotional elements in a cohesive and effective manner to reach target audiences. Options A, C, D, and E are not directly related to this process.

Question 12

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

Accepted Answer

Analyzing source, message, and channel factors is part of the analysis of communication process step in an integrated marketing communications planning model. This step involves identifying the target audience, determining the objectives of the communication, and analyzing various factors that affect the effectiveness of the communication message, including the source of the message, the message itself, and the channels used to deliver the message.

Question 13

Typically, a marketing plan usually includes:

Accepted Answer

A detailed situation analysis is an essential component of a marketing plan, as it involves analyzing the market, competitors, target audience, and other factors that can influence the success of a marketing campaign.

The other options are not typically included in a marketing plan - a corporate mission statement is important for guiding the company's overall strategy, but not specifically for marketing; job specifications relate to individual roles within a company rather than the marketing plan as a whole; a media schedule is part of the tactical plan for executing the marketing strategy, but not the entire marketing plan itself; and articles of incorporation are legal documents related to the formation of a company.

Question 14

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

Accepted Answer

The review of marketing plan step involves assessing the current marketing situation, evaluating performance against objectives, and taking corrective action as needed. This step includes assessing external and internal factors that could impact the marketing plan, such as competitive activity, changes in consumer behavior, and industry trends. Therefore, assessing environmental influences is the activity best associated with this step. Integrating promotional-mix strategies, analyzing source, message, and channel factors, setting direct-marketing objectives, and purchasing media time and space are activities more commonly associated with other steps in the integrated marketing communications planning model.

Question 15

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 is primarily handled by the creative strategy, which involves determining the message, tone, and brand positioning that the advertisement will convey to its target audience. The media strategy, distribution strategy, and channel strategy are important elements of the overall marketing plan, but they relate more to the means of delivering the message rather than its content. The term "user strategy" is not commonly used in marketing and does not relate directly to the development of the advertising message.

Question 16

Which of the following touch points relates to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?

Accepted Answer

The term "unexpected" indicates that this touch point is beyond the control of the organization. Therefore, the correct answer is unexpected touch point.

Question 17

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 to determine if it is achieving its intended objectives. This involves analyzing feedback from customers and sales data to assess the effectiveness of the promotional mix elements that were implemented in the previous stage of the process. The other options describe activities that occur in earlier stages of the IMC planning process.

Question 18

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

Accepted Answer

Monitoring, evaluating, and controlling the promotional program is the final stage in the IMC planning process. This involves reviewing the effectiveness of the communication channels and adjusting the program as needed to ensure that it meets marketing objectives.

Question 19

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

Accepted Answer

During an external analysis, firms focus on understanding the external environment, including market dynamics and customer behavior. "Who influences the decision to buy our product?" is an external factor related to customer behavior and market dynamics.

Question 20

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

Accepted Answer

After reviewing the overall marketing plan, the next step in the IMC planning process is to conduct a promotional program situation analysis to assess the current market conditions and promotional opportunities.

Quiz 1: An Introduction to Integrated Marketing Communications