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MKTG 477 Integrated Marketing Communications Washington State University Red Bull is a
brand of energy drink whose target market is mainly young people looking for a drink that can improve performance and concentration. Advertisements for Red Bull can be seen in bike shops and bars and as sponsors for events like soccer games and the Running of the Bulls. The marketing philosophy that coordinates all these different approaches is called: a. IMC (Integrated Marketing Communications) The positive communication result gained when a product like Red Bull is advertised using more than one media is called: You are opening a new retail concept store that will sell only upscale chocolates in
a Starbucks-like environment. When sitting down to plan your marketing activities, your first consideration should be to: c. define your customer base When ACE Hardware gives red trash can
with the ACE logo imprinted on them to new families in a neighborhood, they are utilizing a(n): The key idea that encapsulates what a brand is intended to stand for in the market's mind - like "Gillette, the best a man can get" - is called a: The ultimate goal of a successful IMC campaign is to: Many brand managers have reduced spending on: a. television advertising Which of the following is NOT one of the reasons why television advertising is less effective and cost-efficient as it once was? d. more TV viewing due to American's inactive lifestyle McCann Worldgroup has developed an approach for counseling its clients in selecting the appropriate marcom tools, requiring that brand marketers first identify their goals and then identify the best way to allocate their budget. This approach is called: b. a media-neutral approach Which of the following is NOT a fundamental decision in the marcom model explained in this chapter? Which of the following is an example of an implementation decision as outlined in the marcom model in this chapter? Your company has developed a trial-running shoe that can keep feet warm and dry in any conditions. You determine that your audience for the shoe is young outdoor types with plenty of disposable income. The techniques you will use to get the message about the shoe to this group, and to prevent wasted coverage to those groups that don't fit your profile, are called: The statement "Visine gets the red out" is an example of a: d. brand positioning statement At your firm, managers get together each
July to decide how much money each subunit will receive for their annual budget. This practice is referred to as: Using coupons and sampling to promote trial purchases would be a good technique for a(n): The term "short-term solution" in a marcom program refers to: b. spending excessive amounts on promotion to create quick sales while failing to invest sufficiently in advertising to build a brand's long-term equity Swiffer has come out with a new product designed to work like a vacuum to clean up small spills and messes. After
the initial ads run, Swiffer marketing executives measures levels of brand awareness, message comprehension, and attitudes towards the brand. These measures are all examples of: a. communication outcomes T/F A positioning statement is the key idea that encapsulates what a brand is intended to stand for in the mind of its target market, so a positioning statement should consistently deliver the message across all channels. T/F Many brand managers are increasing their use of TV advertising in their marcom budgets because they realized that this media is the best way to promote their brands. In top-down budgeting, senior management decides how many budget dollars each subunit of the company receives. T/F The acronym IMC stands for Improved Marketing Communications. T/F The term synergy, when applied to IMC, means that multiple marketing methods used in combination can cancel each other out, leading to less of a return on investment of marketing dollars. In the
video, "The art of failure in digital marketing", creating content it's important to: a. diversify content on the various social platforms you're using
When creating content for YouTube it's important to remember that: d. all of these are correct What's a benefit of social media marketing? c. you get real-time performance updates about what's working and what's not working Critics contend that many of the products marketed to this group are unnecessary and that the communications are too often exploitative. A study by a watchdog group at Georgetown University found that ____ percent of alcohol advertising was more likely to be seen by youths than adults. Which of the following is an argument made by proponents of ad targeting? c. targeting provides consumers with products best suited to their needs and wants The percentage of Americans who think that advertising is untruthful is: The national trade association that represents ad agencies in the United States is called the: a. American Association of Advertising Agencies Pirate Booty popcorn advertised itself on the package as a low-fat and low-calorie food. However, diagnostic testing on the product
showed that the popcorn was actually much higher in fat and calories than they claimed on their labels. This finding is an example of: b. unethical product labeling Brand names can present an ethical problem and be misleading to
consumers when: d. the brand name suggests the product has features that it doesn't or will deliver benefits that it can't According to the test, the most important ethical issue unique to the outline medium is: As it applies to ethical marketing communications, the Golden Rule Test means: b. act in a way that you would want others to act towards you Improved consumer choices, improved product quality, and reduce prices are three major benefits of what government practice? The U.S. government agency with primary responsibility for regulating advertising at the federal level is the: The three elements that make up the essence of the FTC's deception policy are: d. misleading, reasonable consumer, and material The official definition of unfair advertising was developed by: When the FTC forced
Listerine to run an ad that explained that their product could not treat colds and sore throats as had been suggested by previous advertising, it was exercising its right to make companies that have run misleading ads correct them. This practice is known as: c. corrective advertising The federal body responsible for regulating information on the package of food and drug product is: The federal body responsible for regulating advertisements for prescription drugs is: The advertising clearance process refers to: b. a form of self-regulation undertaken by ad media that takes place before an advertisement reaches consumers Green marketing refers to: d. environmentally oriented products and the Marcom programs that support them T/FThe FTC has extensively regulated advertisements for violent films, video games, and music that target children. T/F A frequent criticism of advertising is that is causes people to buy items or services that they do not need. In the video "The Darker Side of Data", why was a search warrant issued for an Amazon Echo? d. the Echo contained data including time stamps and audio files belonging to the suspect A company receives a report that lists all consumers who have purchased items from children's birthday party magazines. The data show all past purchases made as well as any online search activity for this particular product category. A company receives a report that lists all consumers who have purchased items from children's birthday party magazines. The data show all past purchases made as well as any online search activity for this particular product category. This data is referred to as The consumer characteristics that
captures aspects of consumers' psychological makeup and lifestyles, which includes their attitudes, values, and motivations, is called The term for consumer characteristics that reflects measurable population characteristics such as age, income, and ethnicity is The consumer characteristic that captures residence information such as zip code areas and neighborhood is Futures Company's psychographic segmentation scheme is called Claritas' organizational system that delineates every
neighborhood in the U.S. into one of sixty-six clusters based on an analysis of demographic characteristics is called According to PRIZM, which demographic term most closely represents a collection of young, mobile urbanites that represent the nation's most liberal lifestyles? The median age of the U.S. population is One of the most significant demographic developments faced by marketers has been the c. Generation Xer's buying habits The term tweens is used to describe c. children between the ages of 8 and 12 The age group that has been subjected to a lot of deprecatory terms to describe its members is Harley Davidson's best customers are The demographic group
with the highest amount of discretionary income is d. people age 65 and over America's largest minority group is The top U.S. Hispanic Market as of 2010 in
the U.S. is The minority group in the U.S with the highest average income per person is Vanity Fair manufactures a brand of paper napkin that has an elegant appearance with scroll-work and shells around the perimeter of the napkin. At the bottom of an
ad for these napkins, it says "Vanity Fair: Everyday Elegance." What is this an example of? An ad for Visa check card payments shows a young man leaning down to look into the back of his desk drawer with a worried expression on his face and a handful of bills. The ad copy reads, "Stamps. Another reason to pay bills automatically with
your Visa check card". This ad is an example of positioning based on The Diamond Trading Company has an ad that shows a woman wearing a very sparkly diamond ring, and the ad reads, "Your left hand sees red and thinks roses. Your right hand sees red and thinks wine. Your left hand says 'I love you.' Your right hand says 'I love me too.' Women of the world,
raise your right hand!" This ad is an example of what type of product positioning? Modifying the brand name of Oil of Olay to simply Olay in response to feedback from younger women about the product is an example of Brands that are
directed at a consumer's desire for self-enhancement, group membership, affiliation, and altruism are appealing to The most prevalent form of brand benefit positioning, in general, are appeals to An ad that shows the
feelings of happiness and joy that a mother feels when she receives a card in the mail from her son who lives far away is an example of an ad that appeals to positioning based A meat seasoning that advertises that its spices will "wake up your mouth and wake up your life" is positioning on what king of needs? T/F The term psychographics reflects measurable population characteristics, such as age, income, gender, and ethnicity. T/FThe Yankelovich MindBase psychographic segmentation scheme consists of eight general segments and thirty-two specific subsegments. T/F One of the most dramatic features of the American population is its dramatic aging. T/FOne well-known marketing research firm has classified Baby Boomers into four groups based on their attitudinal preferences; Yup & Comers, Bystanders, Playboys, and Drifters. T/FAge alone is the best indicator of how individuals live and what role consumption plays in their lifestyles. T/F A brand positioned in terms of symbolic needs attempts to provide solutions to consumers' current problems. Read the article on Reimagining Storytelling in Marketing Communications. What does Douwe Bergsma mean when he says "storytelling'? d. both b and c are correct Which of the following is NOT true about framework? d. framework is built of a solution to the conflict According to the article, which of the following is not a touchpoint of storytelling? d. all of these are correct What are comprised of an affective component, a cognitive component, and a conative component? While it can be unethical, the practice of _______ can be either noble or deplorable depending on how it is utilized. The theory that
suggests that people react against any effort to reduce the freedom of choice is called the theory of a. psychological reactance Which is not a factor that is fundamental in the persuasion process? The _____ of message arguments is often the major determinant of whether and to what extent persuasion occurs. People pay closer attention to the ____ of message arguments when processing written rather than broadcast messages. Scholars agree that persuasion results not from external communication per se but from b. self-generated thoughts Which of the following is not a factor for determining an individual's elaboration likelihood for a
particular message? The mental activity in response to a message such as an advertisement is Under high elaboration likelihood (EL), consumers can be attracted to those stimuli that serve their Under low elaboration likelihood (EL), consumers can be attracted to those stimuli that serve their Enhancing both the relevance of the brand to the consumer and enhancing the curiosity of the brand by marketers both serve to increase the _____ of consumers. _____ represent the value, or importance, that consumers attach to consumption outcomes (for example, getting into shape, improving race times, avoiding foot injury). Which is not a strategy that marketing communicators employ when attempting to change consumer
attitudes? b. shifting attention to a new product An attempt to change preferences and behavior by having an individual observe the actions of others and the consequences of those behaviors is called T/FA general and somewhat enduring positive or negative feeling toward, or evaluative judgement of, some person, object, or issue is known as an attitude. T/F The four components of any overt behavior, or "TACT", are: the target of the behavior, the specific action, the content of the behavior, and the time when it occurs. False T/F Consumers are much more likely to be persuaded by convincing and believable messages, especially under a message of high involvement. T/F If a GoPro advertisement is using attractive scenery along
with exciting music next to their products, they are utilizing peripheral cues to draw attention to their ad. T/FThe Theory of Reasoned Action (TORA) proposes that all forms of planned and reasoned behavior have two primary determinants: beliefs and outcomes. False When a product is new, marketers must find a way to introduce it to consumers and capture their attention. At this point, they are starting at the bottom step (or lowest level) of the hierarchy of Marcom effects, called Free samples and coupons are particularly effective devices for getting consumers to b. try new brands of packaged goods The two elements of the hierarchy of Marcom effects that are linked by a double-headed arrow in the Hierarchy of Marcom Effects model because they are mutually reinforcing are The traditional view on whether or not Marcom objectives should be stated in terms of sales asserts that d. it is misguided to use sales as the goal for a particular Marcom effort because Marcom's exact impact on sales cannot be measured. Adherents to the vaguely right versus precisely wrong theory
argue that c. Marcom is not doing its job unless sales and market share are increasing The relationship between money invested in advertising and the response, or output, of the investment in terms of revenue generated is called the a. sales-to-advertising-response function Which of the following budgeting methods sets a brand;s advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume? b. percentage of sales method Which of the following budget methods is generally regarded as the most sensible and dependable advertising budget method? a. objective and task method If Lowes were to study what
Home Depot was doing for their annual projected advertising and base their advertising budget on the quantity and quality of ads that Home Depot was using, their method would be called d. the competitive parity method Which of the following budget
methods spends on advertising only those funds that are left after budgeting for everything else? The budgeting method used by over 60% of consumers goods companies and 70% of B2B companies is a. the objective-and-task method The ratio of a brand's advertising expenses to total category advertising expenditures is known as its The ratio of one brand's revenue to total
category revenue is that brand's A psychological theory that contends that people's memory for information is enhanced when multiple pathways are created between the object to be remembered and information about the object to be remembered is called the a. encoding variability hypothesis This metaphor implies that for marketing communication to be successful, consumers must advance through a series of psychological stages, much the way a person advances on a ladder. d. the hierarchy-of-effects As a marketing manager responsible for the introduction of a brand new product, what Marcom tool would be the most effective for quickly creating brand awareness?
The ultimate goal of any marketing communication should be to d. increase sales and profits T/F Free samples and coupons are particularly effective devices for getting consumers to try new brands of package goods. T/F Sales promotions can reduce brand loyalty by "training" consumers to be price sensitive and thus inclined to switch among brands to get available price discounts. T/F Advertising has the undesirable effect of making people more price sensitive and less brand loyal. T/F In the percentage-of-sales budgeting method, a company sets a brand's advertising budget based on its understanding of what the competition is doing. The percentage of sales revenue that companies devote to advertising stays consistent across the board. What is the difference between advertising media and vehicles? a. media are general communication platforms that carry
advertising messages, and vehicles are the specific broadcast programs or print choices in which advertisements are placed How did "GM Planworks" revolutionize the advertising industry in 2009? c. It consolidated all of its automobile brands into one media planning and buying company Which of the following is not one of the four major types of information used in segmenting target audiences for media strategy purposes? All of the following is true about reach except: d. prior to advertising, reach gives marketers an idea of how much of their target audience will hear and see a message Which of the following is not an objective that media planners can solve? What are the three weight metrics? c. effective ratings, gross ratings, and target ratings During a flighting schedule, an advertiser does what? d. both b and c are correct The shelf-space model is built on all of the following ideas except: d. influences brand loyalty When it comes to calculating cost, what does the term "contacts" mean? d. it represents any type of advertising audience that is reached by a single advertising placement in a particular vehicle Which of the following is true about a fixed advertising budget? d. it can maximize either reach or frequency, but not both
Media-schedule optimization alternatives include all of the following except: In the Esuvee Safety Campaign example, what determines a magazines ratings? c. The magazine's audience size divided by the size of the Esuvee Safety Campaign's target market Which of the following
is not an objective of the Diet Dr. Pepper campaign? a. to increase consumer engagement with the brand by 5% The concept of recency planning is based on what? a. the idea that consumer needs determine advertising effects T/F As of late, the amount spent on programmatic ad buying is increasing T/F The biggest challenge in media planning is the design of a strategy that can achieve marketing objects. T/F Determining "reach" as part of media planning is a useful objective for a finding out how often a target customer needs to be exposed to a message for it to accomplish T/F Advertisers ahve three general alternatives related to allocating the budget over the course of a campaign: continuous, pulsing, and fighting schedules. T/F The FDA's "Real Cost Campaign" has been considered a success thanks in large part to copy testing and tracking efforts used to ensure that campaign spots were on target and received by the target audience. Watch the video, "Everything is Branding". Which of the following is not true about traditional branding? d. marketers could say anything they wanted about a brand regardless of authenticity of the statement or audience perception According to the video, how was modern marketing shifted away from traditional marketing? d. all of these are correct Why would companies use a market segmentation strategy quizlet?Why do companies use segmentation? The importance of market segmentation is that it allows a business to precisely reach a consumer with specific needs and wants. In the long run, this benefits the company because they can use their corporate resources more effectively and make better strategic marketing decisions.
Which of the following is usually the last step in a marketing strategy?Feedback. The final phase of a marketing plan's implementation involves receiving feedback and data to measure effectiveness. No marketing plan should be considered finished if the company has not looked at how well the plan actually worked and whether notable changes were made.
Which scenario best represents an example of demographic segmentation quizlet?Which of the following represents an example of demographic segmentation? An automobile manufacturer offers different types of cars designed to appeal to different age groups and income levels.
Which of the following refers to the process of dividing the total market into several groups quizlet?Market segmentation is the process of dividing a total market into several homogeneous groups. It is used in identifying a target market for a good or service. Segmentation is the key to deciding a marketing strategy. Describe the four components necessary for effective segmentation.
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Which of the following correctly identifies why companies would use a market segmentation strategy quizlet?
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