Question 1

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.

Accepted Answer

A flighting schedule is characterized by periods of communication (or flights) with a target audience followed by periods of no communication activity. This approach is often used when there are limited resources or when the product or service has a seasonal or cyclical demand pattern. Continuous schedules involve consistent communication with the target audience over time, while pulsating schedules have regular bursts of communication interspersed with periods of lower activity. Diverse is not a relevant term in this context.

Question 2

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

Accepted Answer

Objective and task budgeting sets the budget based on the specific marketing objectives that need to be achieved and the tasks that must be carried out to meet those objectives. This approach considers the costs of all necessary marketing activities, rather than setting a budget first and then making decisions on which activities fit within that budget. The other budgeting methods listed (affordability, percentage of sales, and return on investment) all set the budget before deciding on specific marketing tactics.

Question 3

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.

Accepted Answer

The objective and task method is based on defining specific marketing goals or objectives and then designing activities or tasks that will accomplish these goals. Once these tasks have been identified, budgets are set based on the costs associated with each task. This method is considered to be one of the most effective budgeting methods since it ensures that resources are being used to achieve specific goals rather than simply spending money without a clear purpose.

Question 4

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

Accepted Answer

Using billboards, college newspaper, and website are specific actions that can be taken to implement a larger strategy. These specific actions are often referred to as tactics.

Question 5

Strategy is defined as the

Accepted Answer

Strategy is the general plan or direction that an organization will follow in order to achieve its objectives. It is not just the decisions on products, services, or markets (A), nor is it only about the target markets (B) or the actual decisions made (D). Strategy encompasses all of these factors and more.

Question 6

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

Accepted Answer

Continuous scheduling method is perfect for products with consistent year-round demand because it involves promoting products consistently, without any gaps or pauses throughout the year.

Question 7

The ideal budgeting method for IMC is

Accepted Answer

The objective and task budgeting method is the best choice for IMC as it involves setting specific objectives for the campaign and then allocating the budget based on the tasks needed to achieve those objectives. This helps ensure that the budget is being used effectively towards achieving the desired outcomes. The other budgeting methods (affordability, percentage of sales, and return on investment) do not provide the same level of specificity and may not align with the goals of the campaign.

Question 8

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

Accepted Answer

The flighting scheduling method involves alternating periods of advertising with periods of no advertising. This is ideal for sports products because their playing seasons last only part of the year, so it makes sense to advertise heavily during those seasons and then reduce or stop advertising during the off-season.

Question 9

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

Accepted Answer

The answer of "Target college students with food and drink...

Question 10

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

Accepted Answer

The percentage of sales method does not consider the impact of outside forces such as competition, economy, or technological advancements. It assumes that sales will increase with communication spending, which may not always be the case. Therefore, option B is incorrect, and the remaining options are valid reasons why managers prefer this method.

Question 11

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)

Accepted Answer

Ryan's statement is a tactic, which is a specific action or approach designed to achieve a particular goal or objective. It is a suggestion for a specific way to motivate the ticket sales staff to increase their sales, rather than a broader objective or strategy.

Question 12

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

Accepted Answer

The three approaches listed are common scheduling methods used in marketing plans. "Diverse" is not a scheduling method and does not belong in this list.

Question 13

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.

Accepted Answer

A continuous schedule calls for a consistent and steady stream of communication between the marketer and audience over the entire duration of the campaign. This approach is effective for building brand awareness and maintaining top-of-mind presence with the target audience.

Question 14

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.

Accepted Answer

Flighting scheduling approach involves alternating periods of advertising or promotional activity with periods of no activity. In this case, Ryan has decided to focus all marketing communications during the season and two months before the new season which means he is using a flighting scheduling approach.

Question 15

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

Accepted Answer

The statement "too much consideration is given on how to build the brand" is not a limitation of the percentage of sales method. The other options, A, B, and D, are all limitations of this budgeting method.

Question 16

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

Accepted Answer

The communications budget for the next year will be reduced by 6%, which is the same as the percentage by which the sales declined. Since the percentage of sales method of budgeting is used based on last year's sales, the budget will be reduced according to the decline in sales. Therefore, option B is the correct answer.

Question 17

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

Accepted Answer

This statement is an objective because it clearly outlines a specific and measurable goal to increase the number of Facebook fans by 3,000. Objectives are specific targets that a company aims to achieve within a set timeframe.

Question 18

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

Accepted Answer

Seasonal demand products are best suited for flighting scheduling method. This approach involves alternating periods of intense advertising with periods of no advertising. The idea is to concentrate marketing efforts during peak demand periods, while reducing or even suspending marketing activity during periods of low demand. This can help save costs while also maximizing the impact of the marketing message.

Question 19

The definition of tactics is the

Accepted Answer

Tactics refer to the specific actions and decisions made by an organization to implement its strategies. While A, B, and C are related to the broader strategic planning process, tactics involve the practical execution of those plans through decision-making and actions.

Question 20

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

Accepted Answer

Salaries of marketing personnel should not be included in the cost calculation for ROI as it is a fixed overhead cost and not directly tied to a specific marketing campaign or initiative. The costs that should be included are the ones directly associated with the campaign, such as media costs, ad agency fees, and direct mail fees.

Quiz 9: Creating the Brand Storycommunications Campaigns