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Lecture 2: IMC in the Marketing Process

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Law Quiz on Lecture 2: IMC in the Marketing Process, created by Dean Audicho on 12/10/2017.
Dean Audicho
Quiz by Dean Audicho, updated more than 1 year ago
Dean Audicho
Created by Dean Audicho over 6 years ago
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Resource summary

Question 1

Question
Advertising 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)
Answer
  • paid
  • free
  • non-personal
  • personal

Question 2

Question
Opportunity Analysis includes identifying;
Answer
  • 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

Question 3

Question
Competitive Analysis includes identifying;
Answer
  • 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

Question 4

Question
Target market selection includes;
Answer
  • 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

Question 5

Question
What is the target marketing process;
Answer
  • 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

Question 6

Question
Which of these are customer characteristics;
Answer
  • Psychographic
  • Demographic
  • Socioeconomic
  • Geographic
  • Awareness
  • Outlet Type

Question 7

Question
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.
Answer
  • True
  • False

Question 8

Question
An [blank_start]undifferentiated[blank_end] segmenting approach includes ignoring segment differences and offering just one product or service to the entire market
Answer
  • undifferentiated
  • differentiated

Question 9

Question
A [blank_start]differentiated[blank_end] market segmenting approach includes marketing in a number of segments and developing separate marketing strategies for each
Answer
  • differentiated
  • undifferentiated

Question 10

Question
A [blank_start]concentrated[blank_end] market segmenting approach includes selecting a segment and attempting to capture a large share of this market
Answer
  • concentrated
  • differentiated
  • undifferentiated

Question 11

Question
After eventually selecting the target market, the good or service must be positioned in the target’s mind.
Answer
  • True
  • False

Question 12

Question
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.
Answer
  • True
  • False

Question 13

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

Question 14

Question
Market planning program development involves combining the various elements of the marketing mix into a cohesive and effective marketing program.
Answer
  • True
  • False

Question 15

Question
Advertising does not help create and maintain brand equity.
Answer
  • True
  • False

Question 16

Question
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.
Answer
  • True
  • False

Question 17

Question
Brand name decisions are not important from a promotional perspective because brand names communicate attributes and meaning.
Answer
  • True
  • False

Question 18

Question
Packaging is often the consumer’s first exposure to the product and it must make a favourable impression.
Answer
  • True
  • False

Question 19

Question
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.
Answer
  • True
  • False

Question 20

Question
Packaging does not create a distinctive brand image and identity
Answer
  • True
  • False

Question 21

Question
Factors which must be considered when pricing a product include;
Answer
  • 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 in identifying product position
  • A product positioned as high quality while carrying a lower price than competitors will confuse customers

Question 22

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

Question 23

Question
Choosing 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].
Answer
  • inconsistent
  • not desirable
  • not desirable
  • inconsistent

Question 24

Question
A [blank_start]'push policy'[blank_end] promotional decision involves products and information flowing from the producer to wholesaler, wholesaler to retailer, retailer to consumer.
Answer
  • 'push policy'
  • 'pull policy'

Question 25

Question
A [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.
Answer
  • 'pull policy'
  • 'push policy'

Question 26

Question
Which of these are participants in the IMC process;
Answer
  • Advertiser
  • Ad Agencies
  • Human Resources Department
  • Media
  • Retailers
  • Potential Customer

Question 27

Question
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.
Answer
  • True
  • False

Question 28

Question
An [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.
Answer
  • messages
  • pictures
  • advertising agency
  • association

Question 29

Question
Marketing, communications, and promotions services provided by a full-service agency include:
Answer
  • Planning, creating, and producing the advertising
  • Performing research
  • PR and publicity
  • Selecting media

Question 30

Question
Account services is the link between the ad agency and its clients
Answer
  • True
  • False

Question 31

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

Question 32

Question
[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
Answer
  • The research department
  • Account Planners
  • Media Department
  • Account planners
  • The research department
  • Media department
  • Media department
  • The research department
  • Account planners

Question 33

Question
[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
Answer
  • Creative services
  • The Traffic department
  • The Art department
  • Copywriters
  • Copywriters
  • Creative Services
  • The Art Department
  • The traffic departement
  • The Art department
  • Creative Services
  • Copywriters
  • The Traffic department
  • The Traffic department
  • Creative services
  • The Art Department
  • Copywriters

Question 34

Question
Creative boutique agencies are small ad agencies that provide only creative services
Answer
  • True
  • False

Question 35

Question
Media specialist companies are media buying organisations which implement strategies, and buy time and space.
Answer
  • True
  • False

Question 36

Question
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.
Answer
  • True
  • False

Question 37

Question
Direct marketing agencies provide the following services;
Answer
  • Database analytics and management
  • Direct mail
  • Research and media services
  • Creative and production capabilities
  • Inbound sales calls
  • Outbound sales calls

Question 38

Question
Sales promotion agencies are involved with the developing and managing of sales promotion programs
Answer
  • True
  • False

Question 39

Question
Sales promotion agencies provide the following services;
Answer
  • Promotional planning, creative research, and tie-in coordination
  • Fulfillment
  • Premium design and manufacturing
  • Catalog production
  • Contest/sweepstakes management
  • Inbound sales calls
  • Outbound sales calls

Question 40

Question
A public relations firm develops and implements programs to manage an organisation’s;
Answer
  • Publicity
  • Image
  • Sales targets
  • Affairs with consumers and other relevant publics

Question 41

Question
Digital/Interactive agencies specialise in the strategic use of specific marketing tools including;
Answer
  • Websites for the Internet
  • Banner ads
  • Newspapers
  • Search engine optimization
  • Train station billboards
  • Mobile marketing
  • Social media campaigns

Question 42

Question
[blank_start]Direct Marketing[blank_end] is where organisations communicate directly with target customers to generate a response and/or a transaction
Answer
  • Direct Marketing
  • Sales promotion

Question 43

Question
[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
Answer
  • Interactive/internet
  • Newspaper

Question 44

Question
[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
Answer
  • Sales promotion
  • Disciplinary action

Question 45

Question
[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.
Answer
  • Publicity
  • Advertising campaigns

Question 46

Question
[blank_start]Public relations[blank_end] is a management function which manages and controls a program of action to earn public understanding and acceptance
Answer
  • Public relations
  • Corruption
  • Bribes

Question 47

Question
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
Answer
  • True
  • False
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