Question 1

The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.

Accepted Answer

A) True 
 B)False

Question 2

Which method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors?

Accepted Answer

A)  Meet the competition
B)  Objective and task
C)  Payout planning
D)  Quantitative modelsE) A) and B)
F) C) and D)

Question 3

A commercial showing the luxury and quality of a Lexus is based on which type of market segmentation?

Accepted Answer

A)  Geographic
B)  Income
C)  Ethnic
D)  GeodemographicE) B) and C)
F) None of the above

Question 4

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

Accepted Answer

A)  gender.
B)  age.
C)  income.
D)  ethnicity.E) None of the above
F) B) and C)

Question 5

A local video rental store looking to increase customer traffic in the summer would be an example of a:

Accepted Answer

A)  target market analysis.
B)  product positioning.
C)  communications analysis.
D)  communications objective.E) A) and D)
F) A) and C)

Question 6

The product positioning strategy based on value or prestige is the ________ positioning approach.

Accepted Answer

A)  product attributes
B)  competitors
C)  use or application
D)  price-quality relationshipE) A) and D)
F) A) and C)

Question 7

Consumers within a market segment tend to be homogeneous, which means they are different.

Accepted Answer

A) True 
 B)False

Question 8

Each of the following is an example of a typical marketing communications objective except:

Accepted Answer

A)  increase market share.
B)  increase the number of products offered.
C)  increase profits.
D)  increase return on investment.E) A) and D)
F) None of the above

Question 9

Successful global integrated marketing communication campaigns include each of the following tactics except:

Accepted Answer

A)  a standardization approach.
B)  understand the international market.
C)  create a borderless marketing plan.
D)  think globally, but act locally.E) B) and C)
F) A) and C)

Question 10

Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:

Accepted Answer

A)  primary data.
B)  market segments.
C)  the company or product's position.
D)  secondary data.E) A) and C)
F) All of the above

Question 11

Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.

Accepted Answer

A) True 
 B)False

Question 12

When developing a communications budget, the percentage of sales method is similar to the objective and task approach.

Accepted Answer

A) True 
 B)False

Question 13

Each of the following is a type of demographic segmentation variables except:

Accepted Answer

A)  gender.
B)  lifestyles.
C)  age.
D)  ethnicity.E) A) and D)
F) B) and C)

Question 14

Identify the various methods that can be used to develop a communications budget.

Accepted Answer

1.Percentage of sales
2.Meet-t...

Question 15

Using value or prestige is which form of positioning?

Accepted Answer

A)  Product attributes
B)  Competitors
C)  Use or application
D)  Price-quality relationshipE) None of the above
F) All of the above

Question 16

Target markets exist in two areas: current customers and potential customers.

Accepted Answer

A) True 
 B)False

Question 17

Communication objectives are derived from corporate objectives.

Accepted Answer

A) True 
 B)False

Question 18

When a sandwich chain points out that its meats are sliced in the store while Subway's meats are sliced in a "factory," the type of positioning being emphasized is:

Accepted Answer

A)  product attributes.
B)  competitor.
C)  use or application.
D)  price-quality relationship.E) C) and D)
F) B) and D)

Question 19

The most common method of segmenting business markets by industry is to use:

Accepted Answer

A)  the NAICS code system.
B)  geographic location.
C)  business characteristics.
D)  customer value measures.E) A) and B)
F) All of the above

Question 20

Using anthropological methods for communications research typically includes:

Accepted Answer

A)  a statistical analysis.
B)  a sociological study.
C)  direct observation.
D)  secondary research.E) A) and D)
F) A) and C)

Exam 4: The Imc Planning Process

Using anthropological methods for communications research typically includes:

Correct AnswerverifiedShow Answer

Target markets exist in two areas: current customers and potential customers.

Correct AnswerverifiedShow Answer

When a sandwich chain points out that its meats are sliced in the store while Subway's meats are sliced in a "factory," the type of positioning being emphasized is:

Correct AnswerverifiedShow Answer

Successful global integrated marketing communication campaigns include each of the following tactics except:

Correct AnswerverifiedShow Answer

Which method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors?

Correct AnswerverifiedShow Answer

When developing a communications budget, the percentage of sales method is similar to the objective and task approach.

Correct AnswerverifiedShow Answer

Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.

Correct AnswerverifiedShow Answer

A commercial showing the luxury and quality of a Lexus is based on which type of market segmentation?

Correct AnswerverifiedShow Answer

Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:

Correct AnswerverifiedShow Answer

A local video rental store looking to increase customer traffic in the summer would be an example of a:

Correct AnswerverifiedShow Answer

Identify the various methods that can be used to develop a communications budget.

Correct Answerverified1.Percentage of sales2.Meet-t...View AnswerShow Answer

The product positioning strategy based on value or prestige is the ________ positioning approach.

Correct AnswerverifiedShow Answer

Communication objectives are derived from corporate objectives.

Correct AnswerverifiedShow Answer

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

Correct AnswerverifiedShow Answer

Each of the following is a type of demographic segmentation variables except:

Correct AnswerverifiedShow Answer

The most common method of segmenting business markets by industry is to use:

Correct AnswerverifiedShow Answer

Consumers within a market segment tend to be homogeneous, which means they are different.

Correct AnswerverifiedShow Answer

The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.

Correct AnswerverifiedShow Answer

Using value or prestige is which form of positioning?

Correct AnswerverifiedShow Answer

Each of the following is an example of a typical marketing communications objective except:

Correct AnswerverifiedShow Answer

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1.Percentage of sales
2.Meet-t...
View Answer

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