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Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition (Clow/Baack) Chapter 4 The IMC Planning Process 1) The first step in the IMC planning process is: A) communications research. B) defining the firm's target market. C) an analysis of the product positioning. D) developing communications objective. Answer: A Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 2) The three primary approaches used in communications research include: A) consumer-oriented, business-to-business research and market-based research. B) product-specific research, consumer-oriented research and target-market research. C) competitive analysis, industry research and consumer research. D) consumer-specific research, brand equity research and business-specific research. Answer: B Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 3) The "Got milk?" campaign emerged after consumers were deprived of milk for a week. What forms of communication research were used to discover the impact of doing without milk? A) Product-specific and consumer-oriented research B) Target-market and product-specific research C) Consumer and business-to-business research D) Sociological and anthropological research Answer: A Difficulty: Difficult Skill: Application AACSB: Reflective thinking LO: 4.1 What makes marketing research critical to the IMC planning process? 1 Copyright © 2018 Pearson Education Ltd. 4) Discovering the major selling idea for a good or service is part of which component of communications research? A) Consumer-oriented research B) Target-market research C) Product-specific research D) Quantitative research Answer: C Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 5) When conducting communications research, each of the following perspectives is typically used except: A) anthropology. B) sociology. C) psychology. D) statistics. Answer: D Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 6) Using anthropological methods for communications research typically includes: A) a statistical analysis. B) a sociological study. C) direct observation. D) secondary research. Answer: C Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 7) If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend? A) Product-specific research B) Anthropological research C) Psychological research D) A sociological approach assessing social class Answer: D Difficulty: Easy Skill: Application AACSB: Reflective thinking LO: 4.1 What makes marketing research critical to the IMC planning process? 2 Copyright © 2018 Pearson Education Ltd. 8) Predicting consumer behavior by concentrating on the motives of purchase decisions involves using which approach? A) Product-specific research B) Psychological C) Sociological D) Anthropological Answer: B Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 9) Advertising researchers want to understand reasons individuals select specific fashion trends. Which approach would be the best consumer-oriented research method to use? A) Product-specific research B) Psychological C) Sociological D) Anthropological Answer: B Difficulty: Difficult Skill: Critical Thinking AACSB: Analytical thinking LO: 4.1 What makes marketing research critical to the IMC planning process? 10) An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach? A) Product-specific research approach B) Psychological approach C) Sociological approach D) Anthropological approach Answer: B Difficulty: Difficult Skill: Critical Thinking AACSB: Reflective thinking LO: 4.1 What makes marketing research critical to the IMC planning process? 11) Identifying who will be the recipient of a planned communications campaign is which type of research? A) Consumer-oriented B) Target-market C) Product-specific D) Market segmentation Answer: B Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 3 Copyright © 2018 Pearson Education Ltd. 12) The IMC planning process begins with communications research. Answer: TRUE Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 13) When conducting communications research, researchers examine the context of a product's use. Answer: TRUE Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 14) The primary methods used in communications research are product-specific research, target-market research and competitive analysis research. Answer: FALSE Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 15) During the product-specific research phase of advertising research, an agency's employee may ask consumers if there are any problems or difficulties with the product. Answer: TRUE Difficulty: Difficult Skill: Critical Thinking AACSB: Reflective thinking LO: 4.1 What makes marketing research critical to the IMC planning process? 16) A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services. Answer: FALSE Difficulty: Difficult Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 17) In consumer-oriented advertising research, sociological analysis involves identifying who the target market associates with and how they interact with other people. Answer: FALSE Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 4 Copyright © 2018 Pearson Education Ltd. 18) Consumer-oriented advertising research includes using methods from disciplines such as anthropology, psychology, and biology. Answer: FALSE Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 19) In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases. Answer: TRUE Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 20) Product-specific research goes beyond understanding a product's benefits; it also includes an understanding of the product's attributes. Answer: FALSE Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 21) Target-market research identifies who the recipient will be in a communications campaign. Answer: TRUE Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 22) Consumer-oriented research looks at the best market segment for a particular benefit of a good or service, such as financial planning by a bank. Answer: FALSE Difficulty: Moderate Skill: Application AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 23) A focus group consists of a small set of individuals that are asked to talk about a particular topic, product or brand in front of a moderator. Answer: TRUE Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 5 Copyright © 2018 Pearson Education Ltd. 24) Briefly describe the elements of the IMC planning process. Answer: 1. Communications research 2. Target market 3. Product positioning 4. Objectives 5. Budget and IMC components Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 25) What is the first step in the IMC planning process? Describe the components. Answer: The first step is the communications analysis. It includes product-specific research, consumer-oriented research, and target-market research. Difficulty: Moderate Skill: Synthesis AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 26) What is the first step in the IMC planning process? Answer: The first step is the communications analysis. Difficulty: Easy Skill: Synthesis AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 27) What are the components of a communications analysis? Answer: A communications analysis includes product-specific research, consumer-oriented research, and target-market research. Difficulty: Moderate Skill: Synthesis AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 28) Describe product-specific research, consumer-oriented research, and target-market research. Answer: Product-specific research involves identifying key product characteristics that become selling points. Consumer-oriented research assists marketers in identifying the context of a product's use. Target-market research identifies those who will be the recipient of a communications campaign. Difficulty: Moderate Skill: Synthesis AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 6 Copyright © 2018 Pearson Education Ltd. 29) Describe three methods used in consumer-oriented communication analysis research. Answer: An anthropological approach involves direct observation of consumers using the good or service. A sociological analysis features social class issues, trends, and family life cycle changes. A third customer-oriented approach analyzes psychological motives for product purchases, such as feeling sexy, powerful, or intelligent. Difficulty: Moderate Skill: Synthesis AACSB: Application of knowledge LO: 4.1 What makes marketing research critical to the IMC planning process? 30) A set of businesses or groups of individual consumers with distinct characteristics is a(n): A) differentiated group. B) production department. C) market segment. D) manufacturing system. Answer: C Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.2 What categories are used to identify consumer target markets or market segments? 31) Market segments should be internally: A) heterogeneous. B) qualitative. C) unique. D) homogeneous. Answer: D Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.2 What categories are used to identify consumer target markets or market segments? 32) For a market segment to be viable, it should meet each of the following tests except the: A) members of the market segment should be ambiguous. B) market segment must be large enough to be financially viable to market with a separate marketing campaign. C) market segment must differ from the population as a whole. D) market segment must be reachable through some type of media or marketing communications. Answer: A Difficulty: Moderate Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.2 What categories are used to identify consumer target markets or market segments? 7 Copyright © 2018 Pearson Education Ltd. 33) Each of the following are methods of segmenting consumer markets except: A) demographics. B) industry size. C) psychographics. D) generations. Answer: B Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.2 What categories are used to identify consumer target markets or market segments? 34) Each of the following is a method for segmenting consumer markets except: A) geographic. B) geodemographics. C) distribution channel. D) benefits. Answer: C Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge LO: 4.2 What categories are used to identify consumer target markets or market segments? 35) The method of consumer segmentation that is based on population characteristics is: A) demographics. B) psychographics. C) geographic. D) polygraphic. Answer: A Difficulty: Easy Skill: Definition (Concept) AACSB: Application of knowledge What is the most commonly used measure in media planning?GRPs quantify impressions as a percentage of a target audience, multiplied by the frequency in which that audience sees the ad. It is most commonly used in traditional ad formats where precise measurement is not possible. Ratings points are mainly used in media planning and media buying.
What is executional framework?An executional framework defines how the ad is structured. Like advertising appeals, different frameworks are appropriate to different advertising contexts. These include lifestyle, scientific, testimonial, demonstration, and slice-of-life.
Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product? Recency theory is based on the: use of intrusion value.
What are some of the major issues to be considered during agency selection criteria?8 Factors To Consider When Choosing A Marketing Agency. Location. Location is deemed crucial because you would want your chosen agency to be near your business. ... . Compatibility. ... . Background. ... . Clientele. ... . Budget. ... . Credibility. ... . Expertise & Experience. ... . Management Skills.. |