Which of the following is an implementation decision in the marketing communications decision-making process?
a. targeting
b. mixing elements
c. budgeting
d. positioning
e. setting objectives
Question 2Which of the following is a fundamental decision in the marketing communications decision-making process?
a. targeting
b. positioning
c. setting objectives
d. budgeting
e. All of these are correct.
Question 3What is perhaps the greatest obstacle to implementing integrated marketing communications (IMC)?
a. There is a lack of interest in IMC by top management.
b. The cost of implementing an IMC program is difficult to justify.
c. Little can be gained by coordinating the various marketing communications elements.
d. Few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.
e. Measuring the return on investment is nearly impossible.
Question 4When counseling its clients in selecting appropriate marcom tools, McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s) a marcom program is designed to accomplish and then determine the best way to allocate the marketer's budget. What is this approach known as?
a. inside-out
b. bottom-up
c. media-neutral
d. media-centric
e. goal-oriented
Question 5_____ involves the use of any of several media to transmit messages that encourage buyers to purchase directly from the advertiser.
a. Direct response advertising
b. Personal selling
c. 360-degree branding
d. Media-neutral advertising
e. Multiple-media advertising
Question 6Affecting the behavior of the target audience means that marketing communications must _____.
a. influence brand awareness
b. move people to action
c. enhance consumer attitudes toward the brand
d. reach the target audience efficiently and effectively using touchpoints that fit the audience
e. speak with a single voice
Question 7One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions. This is done by creating special events or developing exciting venues that attempt to _____.
a. appeal to consumers' demographic characteristics
b. reposition products or services by connecting with consumers' functional needs
c. generate increased sales to current customers
d. develop new target markets
e. build the sensation that a sponsoring brand is relevant to the consumer's lifestyle
Question 8Loyalty programs and creating brand experiences that make positive and lasting impressions are ways to _____.
a. speak with one voice
b. create synergy
c. build customer/brand relationships
d. start with the customer/prospect
e. reach consumers who cannot be reached through traditional mass media
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