Dean Audicho
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Law Quiz on Lecture 2: IMC in the Marketing Process, created by Dean Audicho on 12/10/2017.

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Lecture 2: IMC in the Marketing Process

Question 1 of 47

1

Select from the dropdown lists to complete the text.

Advertising is a ( paid, free ) form of ( non-personal, personal ) communication about an organisation, product, service, or idea by an identified sponsor (e.g. Business firms, individuals, non-profit organisations)

Explanation

Question 2 of 47

1

Opportunity Analysis includes identifying;

Select one or more of the following:

  • favourable demand trends

  • whether customer needs or wants are/are not being satisfied

  • where a firm could compete effectively

  • the strength of another company's brand (DIRECT)

  • all of the above

Explanation

Question 3 of 47

1

Competitive Analysis includes identifying;

Select one or more of the following:

  • the competitive strength of the same product with another brand (DIRECT)

  • the competitive strength of a different product with another brand (INDIRECT)

  • a competitive advantage via the quality of products, superior service, low costs, dominate distribution channels, excellent promotion

  • reactions of competitors to a company’s marketing and promotional strategy

  • a target market which has implications for advertising and promotional strategy and tactics

Explanation

Question 4 of 47

1

Target market selection includes;

Select one or more of the following:

  • evaluating marketing opportunities for products/services in various markets

  • selecting one or more as a target market for which it will develop a marketing program(s)

  • analysing reactions of competitors to a company’s marketing and promotional strategy

Explanation

Question 5 of 47

1

What is the target marketing process;

Select one of the following:

  • Identifying markets with unfulfilled needs, selecting a market to target, determining market segmentation, positioning through marketing strategies

  • Identifying markets with unfulfilled needs, determining market segmentation, selecting a market to target, positioning through marketing strategies

  • Identifying markets with unfulfilled needs, determining market segmentation, positioning through marketing strategies, selecting a market to target

Explanation

Question 6 of 47

1

Which of these are customer characteristics;

Select one or more of the following:

  • Psychographic

  • Demographic

  • Socioeconomic

  • Geographic

  • Awareness

  • Outlet Type

Explanation

Question 7 of 47

1

Roy Morgan defines value segments as an innovative system of market segmentation that goes beyond demographics and psychographics to explore the values, mindsets and attitudes that motivate consumer behaviour.

Select one of the following:

  • True
  • False

Explanation

Question 8 of 47

1

Select from the dropdown list to complete the text.

An ( undifferentiated, differentiated ) segmenting approach includes ignoring segment differences and offering just one product or service to the entire market

Explanation

Question 9 of 47

1

Select from the dropdown list to complete the text.

A ( differentiated, undifferentiated ) market segmenting approach includes marketing in a number of segments and developing separate marketing strategies for each

Explanation

Question 10 of 47

1

Select from the dropdown list to complete the text.

A ( concentrated, differentiated, undifferentiated ) market segmenting approach includes selecting a segment and attempting to capture a large share of this market

Explanation

Question 11 of 47

1

After eventually selecting the target market, the good or service must be positioned in the target’s mind.

Select one of the following:

  • True
  • False

Explanation

Question 12 of 47

1

Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition.

Select one of the following:

  • True
  • False

Explanation

Question 13 of 47

1

All elements of the marketing mix need not be consistent with one another and should not contribute to the overall IMC program.

Select one of the following:

  • True
  • False

Explanation

Question 14 of 47

1

Market planning program development involves combining the various elements of the marketing mix into a cohesive and effective marketing program.

Select one of the following:

  • True
  • False

Explanation

Question 15 of 47

1

Advertising does not help create and maintain brand equity.

Select one of the following:

  • True
  • False

Explanation

Question 16 of 47

1

Brand equity is an intangible asset of added value or goodwill resulting from the favourable image, impressions of differentiation, &/or the strength of consumer attachment to a company name, brand name, or trademark.

Select one of the following:

  • True
  • False

Explanation

Question 17 of 47

1

Brand name decisions are not important from a promotional perspective because brand names communicate attributes and meaning.

Select one of the following:

  • True
  • False

Explanation

Question 18 of 47

1

Packaging is often the consumer’s first exposure to the product and it must make a favourable impression.

Select one of the following:

  • True
  • False

Explanation

Question 19 of 47

1

The role of packaging has changed because of the self-service emphasis of many stores and as many as two-thirds of all purchases made in the supermarket are unplanned.

Select one of the following:

  • True
  • False

Explanation

Question 20 of 47

1

Packaging does not create a distinctive brand image and identity

Select one of the following:

  • True
  • False

Explanation

Question 21 of 47

1

Factors which must be considered when pricing a product include;

Select one or more of the following:

  • Price must be consistent with perceptions of the product

  • Higher prices communicate higher product quality

  • Advertising helps to create and maintain brand equity.

  • Lower prices reflect bargain or “value” perceptions

  • Price, advertising and distribution be unified inidentifying product position

  • A product positioned as high quality while carrying a lower price than competitors will confuse customers

Explanation

Question 22 of 47

1

Distribution channel decisions involve selecting, managing, motivating intermediaries (sometimes, called resellers) so that a product is available for use or consumption by customers.

Select one of the following:

  • True
  • False

Explanation

Question 23 of 47

1

Select from the dropdown lists to complete the text.

Choosing a location or place that is ( inconsistent, not desirable ) with the price and product decisions could communicate something that is ( not desirable, inconsistent ).

Explanation

Question 24 of 47

1

Select from the dropdown list to complete the text.

A ( 'push policy', 'pull policy' ) promotional decision involves products and information flowing from the producer to wholesaler, wholesaler to retailer, retailer to consumer.

Explanation

Question 25 of 47

1

Select from the dropdown list to complete the text.

A ( 'pull policy', 'push policy' ) form of promotional decision involves products flowing through a producer, wholesaler, retailer, and then to a consumer whereas information flows from the producer to the consumer and then back through to the retailer, wholesaler, and eventually reaching the producer.

Explanation

Question 26 of 47

1

Which of these are participants in the IMC process;

Select one or more of the following:

  • Advertiser

  • Ad Agencies

  • Human Resources Department

  • Media

  • Retailers

  • Potential Customer

Explanation

Question 27 of 47

1

An advertiser is the organisation with the goods, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.

Select one of the following:

  • True
  • False

Explanation

Question 28 of 47

1

Select from the dropdown lists to complete the text.

An ( advertising agency, association ) is a company that specialises in the creation, production, and/or placement of advertising ( messages, pictures ) and may provide other services that facilitate the marketing communications process.

Explanation

Question 29 of 47

1

Marketing, communications, and promotions services provided by a full-service agency include:

Select one or more of the following:

  • Planning, creating, and producing the advertising

  • Performing research

  • PR and publicity

  • Selecting media

Explanation

Question 30 of 47

1

Account services is the link between the ad agency and its clients

Select one of the following:

  • True
  • False

Explanation

Question 31 of 47

1

An account executive understands the advertiser’s marketing and promotion needs, interprets them to agency personnel, and presents agency recommendations to obtain client approval

Select one of the following:

  • True
  • False

Explanation

Question 32 of 47

1

Select from the dropdown lists to complete the text.

( The research department, Account Planners, Media Department ): gathers, analyses, and interprets useful information

( Account planners, The research department, Media department ): gather information that is relevant to the client’s product or service

( Media department, The research department, Account planners ): analyses, selects, and contracts for space or time in the media

Explanation

Question 33 of 47

1

Select from the dropdown lists to complete the text.

( Creative services, The Traffic department, The Art department, Copywriters ) involve the creation and execution of advertisements

( Copywriters, Creative Services, The Art Department, The traffic departement ) conceive ideas for the ads and write the headlines, subheads, and body copy

( The Art department, Creative Services, Copywriters, The Traffic department ) is responsible for how the ad looks

( The Traffic department, Creative services, The Art Department, Copywriters ) coordinates all phases of production

Explanation

Question 34 of 47

1

Creative boutique agencies are small ad agencies that provide only creative services

Select one of the following:

  • True
  • False

Explanation

Question 35 of 47

1

Media specialist companies are media buying organisations which implement strategies, and buy time and space.

Select one of the following:

  • True
  • False

Explanation

Question 36 of 47

1

Media organisations are those which function to provide information/entertainment to subscribers, viewers, or readers while offering marketers an environment for the firm’s marketing communication messages.

Select one of the following:

  • True
  • False

Explanation

Question 37 of 47

1

Direct marketing agencies provide the following services;

Select one or more of the following:

  • Database analytics and management

  • Direct mail

  • Research and media services

  • Creative and production capabilities

  • Inbound sales calls

  • Outbound sales calls

Explanation

Question 38 of 47

1

Sales promotion agencies are involved with the developing and managing of sales promotion programs

Select one of the following:

  • True
  • False

Explanation

Question 39 of 47

1

Sales promotion agencies provide the following services;

Select one or more of the following:

  • Promotional planning, creative research, and tie-in coordination

  • Fulfillment

  • Premium design and manufacturing

  • Catalog production

  • Contest/sweepstakes management

  • Inbound sales calls

  • Outbound sales calls

Explanation

Question 40 of 47

1

A public relations firm develops and implements programs to manage an organisation’s;

Select one or more of the following:

  • Publicity

  • Image

  • Sales targets

  • Affairs with consumers and other relevant publics

Explanation

Question 41 of 47

1

Digital/Interactive agencies specialise in the strategic use of specific marketing tools including;

Select one or more of the following:

  • Websites for the Internet

  • Banner ads

  • Newspapers

  • Search engine optimization

  • Train station billboards

  • Mobile marketing

  • Social media campaigns

Explanation

Question 42 of 47

1

Select from the dropdown list to complete the text.

( Direct Marketing, Sales promotion ) is where organisations communicate directly with target customers to generate a response and/or a transaction

Explanation

Question 43 of 47

1

Select from the dropdown list to complete the text.

( Interactive/internet, Newspaper ) marketing allows for a back-and-forth flow of information whereby users can participate in & modify the form and content of the information they receive in real time

Explanation

Question 44 of 47

1

Select from the dropdown list to complete the text.

( Sales promotion, Disciplinary action ) are those marketing activities that provide extra value or incentive to the sales force, distributors or the ultimate consumer and can stimulate immediate sales

Explanation

Question 45 of 47

1

Select from the dropdown list to complete the text.

( Publicity, Advertising campaigns ) is the non-personal communications regarding an organisation, product, service or idea that is not directly paid for or run under identified sponsorship – news stories, editorials etc.

Explanation

Question 46 of 47

1

Select from the dropdown list to complete the text.

( Public relations, Corruption, Bribes ) is a management function which manages and controls a program of action to earn public understanding and acceptance

Explanation

Question 47 of 47

1

Personal selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea

Select one of the following:

  • True
  • False

Explanation

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