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