Transcript moriarty_app9_crsppt_18

The IMC Umbrella
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 1
IMC uses strategic consistency to
present _____ to various stakeholders.
1.
2.
3.
4.
somewhat uniform brand messages
a wide variety of unrelated brand messages
different but complementary brand messages
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 2
IMC uses strategic consistency to
present _____ to various stakeholders.
1.
2.
3.
4.
somewhat uniform brand messages
a wide variety of unrelated brand messages
different but complementary brand messages
None of the above
Strategic consistency allows IMC campaigns to use different
media, in an effort to convey different but complementary
brand-consistent messages to a variety of stakeholders.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 3
In _____, all brand experiences work
together to support the brand vision.
1.
2.
3.
4.
top-down communication
360-degree communication
incipient marketing communication
rotational marketing communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 4
In _____, all brand experiences work
together to support the brand vision.
1.
2.
3.
4.
top-down communication
360-degree communication
incipient marketing communication
rotational marketing communication
In 360-degree communication, a unifying brand vision
surrounds all of a brand’s interactions with its stakeholders,
and it is shared by everyone involved with the brand.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 5
_____ is used to monitor and plan for
a diversity of brand communication.
1.
2.
3.
4.
Satellite management
Supply-chain management
Multi-channel management
Cross-functional management
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 6
_____ is used to monitor and plan for
a diversity of brand communication.
1.
2.
3.
4.
Satellite management
Supply-chain management
Multi-channel management
Cross-functional management
The only way to monitor and plan for a diversity of brand
communication is through cross-functional management.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 7
In the say-do-confirm model, the
“integration triangle” includes _____.
1.
2.
3.
4.
what the company or brand says about itself
how the company or brand performs
what others say about the company or brand
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 8
In the say-do-confirm model, the
“integration triangle” includes _____.
1.
2.
3.
4.
what the company or brand says about itself
how the company or brand performs
what others say about the company or brand
All of the above
The triangle’s three key aspects are what the company or
brand says about itself (say), how the company or brand
performs (do), and what others say about it (confirm).
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 - 9
The mission of retail store’s marketing
communication includes _____.
1.
2.
3.
4.
selling the brand of the retail store
selling the brands that the store carries
Neither 1 nor 2
Both 1 and 2
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -10
The mission of a retail store’s marketing
communication includes _____.
1.
2.
3.
4.
selling the brand of the retail store
selling the brands that the store carries
Neither 1 nor 2
Both 1 and 2
Retail marketing communication has two missions: selling
the brand of the retail store and selling individual branded
items that the store carries.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -11
When targeting consumers, a retailer’s
first strategic concern is _____.
1.
2.
3.
4.
geography
psychographics
brand proliferation
promotional allowances
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -12
When targeting consumers, a retailer’s
first strategic concern is _____.
1.
2.
3.
4.
geography
psychographics
brand proliferation
promotional allowances
The first strategic concern in retail advertising is geography.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -13
The largest purchasers of industrial goods
in the United States are _____.
1.
2.
3.
4.
white collar professionals
distribution channel members
original equipment manufacturers
federal, state, and local governments
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Chapter 18 -14
The largest purchasers of industrial goods
in the United States are _____.
1.
2.
3.
4.
white collar professionals
distribution channel members
original equipment manufacturers
federal, state, and local governments
In the USA, the largest purchasers of industrial goods are
federal, state, and local governments.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -15
B2B advertising objectives center
on all of the following except _____.
1.
2.
3.
4.
generating leads
creating company awareness
raising funds for advocacy groups
increasing overall selling efficiency
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -16
B2B advertising objectives center
on all of the following except _____.
1.
2.
3.
4.
generating leads
creating company awareness
raising funds for advocacy groups
increasing overall selling efficiency
The objectives of B2B advertising focus on generating leads,
creating company awareness, and increasing overall selling
efficiency.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -17
Nonprofit organizations use _____ to
influence the public’s thoughts or actions.
1.
2.
3.
4.
structured outreach initiatives
public communication campaigns
grassroots activity simulations
None of the above
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Chapter 18 -18
Nonprofit organizations use _____ to
influence the public’s thoughts or actions.
1.
2.
3.
4.
structured outreach initiatives
public communication campaigns
grassroots activity simulations
None of the above
Nonprofit organizations undertake public communication
campaigns in a conscious effort to influence the thoughts or
actions of the public.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -19
A company’s commitment to _____ is
a reflection of its core business strategy.
1.
2.
3.
4.
mission marketing
philanthropic marketing
sponsorship marketing
principled marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -20
A company’s commitment to _____ is
a reflection of its core business strategy.
1.
2.
3.
4.
mission marketing
philanthropic marketing
sponsorship marketing
principled marketing
Mission marketing links a company’s mission and core
values to a cause that connects the interests of the company
with the interests of its customers.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -21
The globalization of marketing
communication is being driven by _____.
1.
2.
3.
4.
the development of international media
the globalization of brands
the spread of market-based economies
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -22
The globalization of marketing
communication is being driven by _____.
1.
2.
3.
4.
the development of international media
the globalization of brands
the spread of market-based economies
All of the above
The globalization of marketing communication is driven by
the development of international media, the globalization of
brands, and the spread of market-based economies.
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Chapter 18 -23
_____ asserts that differences between
countries are a matter of degree.
1.
2.
3.
4.
The standardization school of advertising
The homogenization school of advertising
The localization school of advertising
The combination school of advertising
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Chapter 18 -24
_____ asserts that differences between
countries are a matter of degree.
1.
2.
3.
4.
The standardization school of advertising
The homogenization school of advertising
The localization school of advertising
The combination school of advertising
The standardization school of thought states that differences
between countries are a matter of degree, so advertisers
must focus on similarities and present brands consistently.
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Chapter 18 -25
In a _____, the meaning of a message
is dependent upon its context.
1.
2.
3.
4.
low-context culture
cross-context culture
high-context culture
narrow-context culture
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Chapter 18 -26
In a _____, the meaning of a message
is dependent upon its context.
1.
2.
3.
4.
low-context culture
cross-context culture
high-context culture
narrow-context culture
In a high-context culture, a message’s meaning depends on
contextual cues; in a low-context culture, the meaning of a
message does not depend on context.
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Chapter 18 -27
A _____ modifies successful national
advertisements for use in other countries.
1.
2.
3.
4.
local initiative approach
bottom-up creativity approach
centrally conceived campaign approach
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 18 -28
A _____ modifies successful national
advertisements for use in other countries.
1.
2.
3.
4.
local initiative approach
bottom-up creativity approach
centrally conceived campaign approach
None of the above
In a local initiative approach to advertising, a successful
campaign, conceived for national application, is modified for
use in other countries.
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Chapter 18 -29
_____ reflects literacy, as well as media
and economic development, in a country.
1.
2.
3.
4.
Global complexity
Cross-cultural context
Market development level
None of the above
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Chapter 18 -30
_____ reflects literacy, as well as media
and economic development, in a country.
1.
2.
3.
4.
Global complexity
Cross-cultural context
Market development level
None of the above
Each country varies in its market development level, such as
market infrastructure, literacy of the population, and levels of
economic and media development.
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Chapter 18 -31