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Feb 20, 2024

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Chapter 8 1. What does a marketing plan of an organization generally aim to do? a. state or restate an organization's mission 2. Where is a short description of an organization's purpose and philosophy stated? a. Mission statement 3. What is the name of the detailed description of a brand's current marketing position? a. situation analysis 4. _________ objectives are marketing objectives that include goals related to increasing or maintaining sales volume and market share. a. Sales-Target 5. What are two characteristics of the DAGMAR system? a. They have clearly defined outcomes. b. They specify an audience. 6. The ______ provides information on an organization's products, services, markets, competition, and consumers. a. marketing plan 7. What are the three steps involved in a marketing strategy? a. determining an appropriate marketing mix b. determining the strategic positioning c. defining the target market 8. What is the first part of a good marketing plan called? a. Mission statement 9. What is used to define and select a target market? a. market segmentation 10. A situation analysis provides the information needed for a. planning a marketing strategy 11. The place that a brand occupies competitively in the minds of consumers is referred to as a. Positioning 12. Select the two broad categories of marketing objectives. a. sales-target objectives b. communication objectives

13. DAGMAR systems specify the time frame for moving from a. the current situation to a desired situation 14. The marketing mix for each target market blends which marketing elements that are controlled by the company? a. product, price, distribution, and communications 15. Rank the steps involved in a marketing strategy from first to last. The first step should appear at the top of your list. a. Defining the particular target markets b. Determining the strategic position c. Developing an appropriate marketing mix for each target market 16. What is the first step in a marketing strategy? a. define and select the target market 17. The competitive perception of a brand's image in buyers' minds is referred to as a. Positioning 18. What is one of the big mistakes that a company can make in developing its marketing strategy? a. not staking out any position in the market 19. Match the following strategies used by Mountain Dew with the corresponding elements in the marketing mix that they are aimed at. a. Product: an energizing, thirst-quenching soft drink with a unique citrus flavor b. Price: free samples, premiums, and prizes c. Distribution: enabling resellers to increase volume and profits d. Communications: extensive advertising on TV, radio, outdoor, and print media 20. What is/are used to establish the short-term actions of a marketing campaign? a. marketing tactics 21. How are a company's ideas for reaching its marketing objectives detailed? a. in its marketing strategy 22. Jack Trout and Al Ries think that one of the best ways for a company to develop a competitive advantage is to focus on an ingenious ______ first. a. Tactic 23. What is used to define and select a target market? a. market segmentation 24. True or false: Every product has some position, whether intended or not.

a. True 25. In what way does the IMC approach to planning marketing and communications activities differ from the traditional processes? a. by mixing marketing and communications planning together 26. When a company discovers a market position not held by a competitor, how can it rapidly fill in the hole? a. through product differentiation 27. True or false: Advertising people must avoid integrating marketing communications because consumers view advertising as IMC. a. False 28. Match the entities on the left with their outcomes on the right. a. Company objectives: indicate where the company wants to go b. Company Strategies: indicates the intended route c. company's tactics: determine the specific short-term actions to be taken 29. What is it called when a company focuses on a tactic first and then develops that tactic into a strategy? a. bottom-up marketing 30. What is the first step in a marketing strategy? a. define and select the target market 31. What is the natural outgrowth of the marketing plan called? a. IMC plan 32. Using the outside-in process, the IMC approach to marketing and campaign planning a. starts with a customer and works back to a brand 33. What should the first section of the marketing plan briefly summarize? a. the situation analysis and SWOT analysis 34. Unlike customers, how do traditional marketers view advertising? a. as integrated marketing communications 35. What is/are used to establish the short-term actions of a marketing campaign? a. marketing tactics 36. Marketing objectives should be

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a. Measurable 37. Jack Trout and Al Ries think that one of the best ways for a company to develop a competitive advantage is to focus on an ingenious ____ first a. Tactic 38. is the natural outgrowth of the marketing plan. a. The IMC plan 39. When the brand manager first reviews the marketing plan, what is the manager looking for? a. to understand the role of IMC in the marketing mix b. to understand where the company is going c. to understand how the company is going to get where it needs to be 40. Which of the following describes sales goals? a. They are marketing objectives. 41. What must a brand manager do when setting objectives in a marketing plan? a. avoid stating vague goals 42. The IMC related to a new product can develop conviction by persuading people to a. believe in the product's value 43. What is it called when a company focuses on a tactic first and then develops that tactic into a strategy? a. bottom-up marketing 44. Once people have the desire for a new product, what are they moved to do? a. take action 45. What is the natural outgrowth of the marketing plan called? a. IMC plan 46. How can a company acknowledge that a sale is just the beginning of a valuable relationship between a marketer and a customer? a. by soliciting feedback on that customer's experience 47. Which of the following does the IMC pyramid best illustrate? a. learn-feel-do model of effects 48. What must a company do before it can convince customers to buy a product?

a. remind buyers about the product b. inform customers about the product c. persuade consumers about the product 49. What the marketer wants to accomplish concerning consumer awareness, attitude, and preference is stated in the a. IMC objective 50. Rank the progression of communications effects on mass audiences according to the IMC pyramid, with the first item representing the lowest level of the pyramid and last item representing the highest level. a. Awareness b. Comprehension c. Conviction d. Desire e. Action 51. refers to the specific people that the IMC will reach. a. The target audience 52. When people desire a product, what actions do they take? a. visit a store b. request additional information c. buy a product 53. Identify the accurate statement about product concepts related to a product. a. A product can have multiple product concepts. 54. Match the following communication objectives with the corresponding media that might be the communication tool of choice. a. Awareness: public relations activities supported by mass media advertising b. Comprehension: direct mail brochures and special events c. Desire: good reviews in magazines and beautiful brochure photography d. Action: direct mail solicitation, sales promotion, and the attentive service of a retail salesperson 55. What does the IMC pyramid best represent?

a. It assumes that people follow the learn-feel-do model for high-involvement products. 56. What blends the elements of the creative mix? a. IMC strategy 57. Who is included in the target audience of a product's IMC? a. anyone who can influence the purchasing decision 58. The Kim–Lord grid, which depicts the level of consumer involvement in a purchase, recognizes that a. people can be cognitively and affectively involved at the same time 59. A consumer receives the _____ _______ from the marketer in the form of a "bundle of values." a. Product concept 60. The communications media used to promote a product must a. create a special environment for the product 61. How can a company acknowledge that a sale is just the beginning of a valuable relationship between a marketer and a customer? a. by soliciting feedback on that customer's experience 62. What a company plans to say and how it plans to say it, both verbally and nonverbally, make up the _______ message. a. IMC 63. Regardless of the size of the marketer's organization, what is the key to successful planning? a. Information 64. What best describes the elements of the creative mix? a. target audience, product concept, communications media, and advertising message 65. What is the motor driving every marketing and IMC plan? a. Money 66. What does a product's location on the Kim–Lord grid indicate? a. the amount of thinking and feeling involved in a purchase

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67. As an element of creative strategy, all the vehicles that might transmit a marketer's message are referred to as the a. Communications media 68. IMC is used as a. an investment in a product or brand 69. Which of the following is true of an IMC message? a. It is a combination of copy, art, and production elements. 70. When a company uses IMC in campaigns, the campaigns a. build consumer preference and promote goodwill 71. What is the genius of the business of marketing? a. interpreting what the information means 72. What factors must the manager consider regarding the company's institutional and competitive environments? a. how long competitors have been in business b. the level of sales within the industry 73. During adverse economic conditions, the marketing department has a tough time convincing top management that ______ make(s) good business sense a. communication spending 74. What methods do companies use to determine how much to spend on IMC? a. percentage of sales b. Percentage of profit c. Competitive parity 75. The Kim–Lord grid, which depicts the level of consumer involvement in a purchase, recognizes that a. people can be cognitively and affectively involved at the same time 76. Which best describes why businesspeople like the percentage of sales method? a. It does not cost anything, is related to revenue, and is safe. 77. Where does IMC's greatest power lie? a. in its cumulative, long-range, reinforcement effect 78. What is a shortcoming of the percentage of sales method? a. It violates the principle that marketing activities should stimulate demand.

79. Although IMC is a current expense for accounting purposes, it is also a(n) a. long-term capital investment 80. A company's two-year sales goal is 10 percent of the market. According to the share of voice method, the company should spend ______ of the market's promotional dollars. a. 15% 81. What factors must the brand manager consider before attempting to determine IMC allocations? a. the company's legal situation b. the company's political situation c. the company's economic situation d. the company's social situation 82. What factor compels executives to consider spending more money on IMC? a. They are assured increased profits will result. 83. The task method of budgeting forces companies to think in terms of: a. accomplishing goals 84. Which method of allocating advertising funds uses a percentage of anticipated sales for the next year, last year's sales, or a combination of the two? a. percentage of sales 85. A company is planning its promotional budget. Its planners have been running tests in various markets with different budgets in order to determine the appropriate amount of advertising expenditure. In this scenario, what method is the company using for promotional budgeting? a. empirical research 86. The percentage of sales method, used for setting promotional budgets, is typically based on a. an industry average or on company experience 87. What is the name of the method that contends that a company's best odds of maintaining its share of a market are to keep a share of IMC ahead of its market share? a. share of market/share of voice

88. True or false: Promotional budgeting methods are based on the fallacy that IMC is a result of sales. a. True 89. What factors must the manager consider regarding the company's institutional and competitive environments? a. the level of sales within the industry b. how long competitors have been in business 90. The ______ method for promotion budgeting ensures that companies aim at attaining advertising goals. a. Task 91. A company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure in the ______ method for promotional budgeting. a. Empirical research 92. What is a shortcoming of the percentage of sales method? a. It violates the principle that marketing activities should stimulate demand. 93. The percentage of sales method is based on the fallacy a. that IMC is a result of sales 94. The percentage of sales method a. forces planners to develop objectives to fit the budget 95. The percentage of sales method, used for setting promotional budgets, is typically based on a. an industry average or on company experience 96. What is a shortcoming of the percentage of sales method? a. It violates the principle that marketing activities should stimulate demand. Chapter 9 1. Media planning involves what types of decisions? a. How can we integrate advertising with other communication tools?

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b. What media vehicles will reach and engage our target markets? c. Where should we advertise? 2. In the world of advertising, people in the creative and account service departments are often thought of as a. Stars 3. An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a a. Media planner 4. As the prominence of media departments rose in the late 1990s, agencies started a. competing for media buying assignments separately from the creative business 5. Which of the following statements are true regarding the effect of new media technologies on marketing? a. It is much more difficult for advertisers to reach a large audience. b. Audiences are spending more time with media than ever before. 6. The purpose of ______ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. a. media planning 7. In the past, people who planned and bought media were a. anonymous in comparison to the employees in the creative department 8. Due to the natural maturation of markets, companies have been increasingly focusing on noncommissionable activities called a. Below-the-line activities 9. By combining the strategic planning and media planning groups into one department, agencies have given media planners a. a role in creative strategy 10. Numerous print and broadcast media companies have created ______ to provide extra benefits in a bid to increase their sales. a. value-added programs

11. True or false: In the late 1990s, clients started taking an a la carte approach to agency services. a. True 12. Independent media buying services did well around the 1990s because they competed against advertising agencies by: a. buying advertising at lower bulk rates from clients 13. Due to the development of modern technology and the natural maturation of the marketplace, a. television is now fragmented into multiple sections 14. What must a company establish before trying to sell its product(s)? a. a marketing plan b. an advertising plan 15. As a result of technological advancements in media, customer feedback has become more: a. Cost-effective 16. Many large media companies are combining their resources and services as an incentive to a. get a bigger share of the advertiser's budget 17. Identify two steps in the media planning framework. a. Devise an ingenious strategy for achieving the plan's objectives. b. Review marketing and advertising objectives. 18. Since the 1990s, independent media buying services have been competing with advertising agencies for clients, because clients were seeking more: a. Efficiency 19. What are the two types of media objectives? a. message-distribution objectives b. audience objectives 20. Which of the following statements are true regarding the effect of new media technologies on marketing? a. It is much more difficult for advertisers to reach a large audience. b. Audiences are spending more time with media than ever before.

21. What is the key to successful advertising? a. proper planning 22. ______ are frequently used by media planners to define their target audiences. a. Geo demographic classifications 23. Prior to developing creative concepts for advertising, what type of strategic work must be done? a. media planning 24. What translates a company's advertising strategy into goals that can be accomplished? a. Media objectives 25. In the context of media objectives, where, when, and how often advertising should appear is defined by a. distribution objectives 26. What is determined by multiplying the number of subscribers with the estimated number of readers per copy? a. total audience 27. The specific types of people the advertiser wants to reach are defined by a. audience objectives 28. What can planners determine by multiplying a medium's total audience size by the number of times that an advertising message is used during the period? a. Gross impressions 29. The distribution objectives are directly related to a. message weight, reach, frequency, and continuity 30. A feature of rating is that it a. represents the number of people watching a program 31. Match the term related to audience measurement (on the left) with its correct definition (on the right) a. Circulation: The statistical measure of a print medium's audience. b. Readers per copy: Variable used to determine the total reach of a given print medium.

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c. Message weight: The total size of the audience for a set of ads or an entire campaign. 32. Similar to how gross impressions are determined, the message weight of a particular advertising schedule can be calculated by adding the ratings of several media vehicles. This is expressed as a. gross rating points 33. Why have ad agencies moved the task of media planning to an earlier phase in the overall process? a. It is important to plan when, where, and under what conditions to make contact. 34. As media planners purchase more gross rating points (GRPs), the unit cost falls because of a. Discounting 35. Media planners calculate the total gross impressions for a schedule by adding the a. gross impressions for each medium used 36. A true statement about reach as a media objective is that it a. is the number of people who are exposed to an advertising medium 37. The percentage of homes exposed to an advertising medium is referred to as a. Rating or Ratings 38. What is determined by multiplying the number of subscribers with the estimated number of readers per copy? a. Total audience 39. True or false: To express the number of times the same person or household is exposed to a message in a specified time span, media people use the term continuity. a. False 40. Match the following media with the basis for calculation of their gross rating points a. Broadcast media: Gross rating points are often calculated for a week or a month. b. Print media: Gross rating points are calculated for the number of ads in a campaign.

c. Outdoor advertising: Gross rating points are calculated on the basis of daily exposure. 41. What two variables are needed to calculate gross rating points? a. frequency and reach 42. Gross rating points are used to determine a. the optimal level of spending for a campaign 43. True or false: In order for the frequency of a radio advertisement to be increased, its continuity and/or reach must be decreased. a. True 44. The number of unique people or households exposed to a medium during a given period of time is referred to as a. Reach 45. A feature of rating is that it a. represents the number of people watching a program 46. The term effective reach is used to describe the a. quality of exposure to a medium 47. Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by a. Frequency 48. Gross rating points (GRPs) = a. Reach × Frequency 49. What are the three critical elements of media planning? a. continuity, frequency, and reach 50. The number of people in a medium's audience is called a. media vehicle exposure 51. The optimal frequency concept put forth by Cannon and Riordan shifts the focus of media planning from exposure effectiveness to a. effective exposures per dollar 52. The premise behind ______ is the idea that most advertising works by influencing the brand choice of consumers who are ready to buy. a. recency planning 53. Cannon and Riordan acknowledge that conventional media planning is based on media vehicle exposure, however effectiveness should relate to a. advertising message exposure 54. Planners develop media strategies by blending elements of the

a. Media mix 55. Analysis of the advertising response curve shows that, with repeated exposures, incremental response to advertising a. diminishes, rather than builds 56. Select the five Ms of a media strategy. a. mechanics b. markets c. methodology d. media e. Money 57. Which variable would be most important in recency planning? a. Continuity 58. Media planners analyze markets to determine the reasons behind a prospect's ______ and then develop a media plan. a. purchase patterns 59. A media planner determines the allocation of ______, an important element in a media strategy. a. Money 60. How does an advertiser achieve its stated media objectives? a. by creating a media strategy 61. All communications vehicles available to a marketer—anything that he or she can put a name on is referred to as a. Media 62. In a media strategy, ______ is one of the five elements that refers to dealing creatively with the variety of media options that are available for advertising purposes. a. Mechanics 63. The ______ element of a media strategy offers a media planner the freedom to be creative in planning, negotiating, and buying. a. Methodology

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64. Of the five factors (or five Ms) in a media strategy, ______ refer to the various targets, or prospects, of a media plan. a. Markets 65. A media planner requires ______ to determine a budget in a media strategy. a. analytical skill 66. What are media decisions influenced by? a. media vehicles b. budget considerations c. purchase patterns 67. Unlike the mechanics element of a media strategy, a media planner has to approach the media element by combining ______ thinking.

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