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Lecture 2: IMC in the Marketing Process
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Questions in this quiz (47)
1Advertising is a [blank_start]paid[blank_end] form of [blank_start]non-personal[blank_end] communication about an organisation, product, service, or idea by an identified sponsor (e.g. Business firms, individuals, non-profit organisations)
- Apaid
- Bfree
- Cnon-personal
- Dpersonal
2Opportunity Analysis includes identifying;
- Afavourable demand trends
- Bwhether customer needs or wants are/are not being satisfied
- Cwhere a firm could compete effectively
- Dthe strength of another company's brand (DIRECT)
- Eall of the above
3Competitive Analysis includes identifying;
- Athe competitive strength of the same product with another brand (DIRECT)
- Bthe competitive strength of a different product with another brand (INDIRECT)
- Ca competitive advantage via the quality of products, superior service, low costs, dominate distribution channels, excellent promotion
- Dreactions of competitors to a company’s marketing and promotional strategy
- Ea target market which has implications for advertising and promotional strategy and tactics
4Target market selection includes;
- Aevaluating marketing opportunities for products/services in various markets
- Bselecting one or more as a target market for which it will develop a marketing program(s)
- Canalysing reactions of competitors to a company’s marketing and promotional strategy
5What is the target marketing process;
- AIdentifying markets with unfulfilled needs, selecting a market to target, determining market segmentation, positioning through marketing strategies
- BIdentifying markets with unfulfilled needs, determining market segmentation, selecting a market to target, positioning through marketing strategies
- CIdentifying markets with unfulfilled needs, determining market segmentation, positioning through marketing strategies, selecting a market to target
6Which of these are customer characteristics;
- APsychographic
- BDemographic
- CSocioeconomic
- DGeographic
- EAwareness
- FOutlet Type
7Roy 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.
- ATrue
- BFalse
8An [blank_start]undifferentiated[blank_end] segmenting approach includes ignoring segment differences and offering just one product or service to the entire market
- Aundifferentiated
- Bdifferentiated
9A [blank_start]differentiated[blank_end] market segmenting approach includes marketing in a number of segments and developing separate marketing strategies for each
- Adifferentiated
- Bundifferentiated
10A [blank_start]concentrated[blank_end] market segmenting approach includes selecting a segment and attempting to capture a large share of this market
- Aconcentrated
- Bdifferentiated
- Cundifferentiated
11After eventually selecting the target market, the good or service must be positioned in the target’s mind.
- ATrue
- BFalse
12Positioning 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.
- ATrue
- BFalse
13All elements of the marketing mix need not be consistent with one another and should not contribute to the overall IMC program.
- ATrue
- BFalse
14Market planning program development involves combining the various elements of the marketing mix into a cohesive and effective marketing program.
- ATrue
- BFalse
15Advertising does not help create and maintain brand equity.
- ATrue
- BFalse
16Brand 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.
- ATrue
- BFalse
17Brand name decisions are not important from a promotional perspective because brand names communicate attributes and meaning.
- ATrue
- BFalse
18Packaging is often the consumer’s first exposure to the product and it must make a favourable impression.
- ATrue
- BFalse
19The 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.
- ATrue
- BFalse
20Packaging does not create a distinctive brand image and identity
- ATrue
- BFalse
21Factors which must be considered when pricing a product include;
- APrice must be consistent with perceptions of the product
- BHigher prices communicate higher product quality
- CAdvertising helps to create and maintain brand equity.
- DLower prices reflect bargain or “value” perceptions
- EPrice, advertising and distribution be unified in identifying product position
- FA product positioned as high quality while carrying a lower price than competitors will confuse customers
22Distribution channel decisions involve selecting, managing, motivating intermediaries (sometimes, called resellers) so that a product is available for use or consumption by customers.
- ATrue
- BFalse
23Choosing a location or place that is [blank_start]inconsistent[blank_end] with the price and product decisions could communicate something that is [blank_start]not desirable[blank_end].
- Ainconsistent
- Bnot desirable
- Cnot desirable
- Dinconsistent
24A [blank_start]'push policy'[blank_end] promotional decision involves products and information flowing from the producer to wholesaler, wholesaler to retailer, retailer to consumer.
- A'push policy'
- B'pull policy'
25A [blank_start]'pull policy'[blank_end] 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.
- A'pull policy'
- B'push policy'
26Which of these are participants in the IMC process;
- AAdvertiser
- BAd Agencies
- CHuman Resources Department
- DMedia
- ERetailers
- FPotential Customer
27An 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.
- ATrue
- BFalse
28An [blank_start]advertising agency[blank_end] is a company that specialises in the creation, production, and/or placement of advertising [blank_start]messages[blank_end] and may provide other services that facilitate the marketing communications process.
- Amessages
- Bpictures
- Cadvertising agency
- Dassociation
29Marketing, communications, and promotions services provided by a full-service agency include:
- APlanning, creating, and producing the advertising
- BPerforming research
- CPR and publicity
- DSelecting media
30Account services is the link between the ad agency and its clients
- ATrue
- BFalse
31An account executive understands the advertiser’s marketing and promotion needs, interprets them to agency personnel, and presents agency recommendations to obtain client approval
- ATrue
- BFalse
32[blank_start]The research department[blank_end]: gathers, analyses, and interprets useful information
[blank_start]Account planners[blank_end]: gather information that is relevant to the client’s product or service
[blank_start]Media department[blank_end]: analyses, selects, and contracts for space or time in the media- AThe research department
- BAccount Planners
- CMedia Department
- DAccount planners
- EThe research department
- FMedia department
- GMedia department
- HThe research department
- IAccount planners
33[blank_start]Creative services[blank_end] involve the creation and execution of advertisements
[blank_start]Copywriters[blank_end] conceive ideas for the ads and write the headlines, subheads, and body copy
[blank_start]The Art department[blank_end] is responsible for how the ad looks
[blank_start]The Traffic department[blank_end] coordinates all phases of production- ACreative services
- BThe Traffic department
- CThe Art department
- DCopywriters
- ECopywriters
- FCreative Services
- GThe Art Department
- HThe traffic departement
- IThe Art department
- JCreative Services
- KCopywriters
- LThe Traffic department
- MThe Traffic department
- NCreative services
- OThe Art Department
- PCopywriters
34Creative boutique agencies are small ad agencies that provide only creative services
- ATrue
- BFalse
35Media specialist companies are media buying organisations which implement strategies, and buy time and space.
- ATrue
- BFalse
36Media 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.
- ATrue
- BFalse
37Direct marketing agencies provide the following services;
- ADatabase analytics and management
- BDirect mail
- CResearch and media services
- DCreative and production capabilities
- EInbound sales calls
- FOutbound sales calls
38Sales promotion agencies are involved with the developing and managing of sales promotion programs
- ATrue
- BFalse
39Sales promotion agencies provide the following services;
- APromotional planning, creative research, and tie-in coordination
- BFulfillment
- CPremium design and manufacturing
- DCatalog production
- EContest/sweepstakes management
- FInbound sales calls
- GOutbound sales calls
40A public relations firm develops and implements programs to manage an organisation’s;
- APublicity
- BImage
- CSales targets
- DAffairs with consumers and other relevant publics
41Digital/Interactive agencies specialise in the strategic use of specific marketing tools including;
- AWebsites for the Internet
- BBanner ads
- CNewspapers
- DSearch engine optimization
- ETrain station billboards
- FMobile marketing
- GSocial media campaigns
42[blank_start]Direct Marketing[blank_end] is where organisations communicate directly with target customers to generate a response and/or a transaction
- ADirect Marketing
- BSales promotion
43[blank_start]Interactive/internet[blank_end] 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
- AInteractive/internet
- BNewspaper
44[blank_start]Sales promotion[blank_end] are those marketing activities that provide extra value or incentive to the sales force, distributors or the ultimate consumer and can stimulate immediate sales
- ASales promotion
- BDisciplinary action
45[blank_start]Publicity[blank_end] 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.
- APublicity
- BAdvertising campaigns
46[blank_start]Public relations[blank_end] is a management function which manages and controls a program of action to earn public understanding and acceptance
- APublic relations
- BCorruption
- CBribes
47Personal 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
- ATrue
- BFalse
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- Law Quiz on Lecture 2: IMC in the Marketing Process, created by Dean Audicho on 12/10/2017.
- Author
- Dean Audicho
- Language
- English
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