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Exam 4: The Imc Planning Process

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Question 41

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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

E) A) and C)
F) None of the above

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Question 42

Multiple Choice

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Which method of developing a marketing communications budget is used when the marketing budget is reduced as the brand reaches the point that additional dollars invested in communications yields diminishing returns?

A) Percentage of sales
B) Objective and task
C) Payout planning
D) Quantitative methods

E) C) and D)
F) B) and C)

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Question 43

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In terms of media expenditures,the fastest growing media outlet is:

Service companies tend to spend more on which type of marketing than manufacturers?

A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is which form of segmentation?

The IMC planning process begins with communications research.

Selling to various ethnic groups is a form of demographic market segmentation.

In consumer-oriented advertising research,advertisers often analyze psychological motives for product purchases.

Communication objectives are derived from corporate objectives.

When marketing to children,a company is using generation segmentation.

Demographics,or population characteristics,can be used to identify market segments.

The NAICS coding system allows marketing teams to examine specific industries within the consumer market.

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies.

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers,institutions,and organizations that needed a location to hold 2- to 4-day conferences,the type of segmentation approach being used was:

Target-market research identifies who the recipient will be in a communications campaign.

Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.

If Microsoft's marketing team wanted to feature a different communications approach when designing mailings for various business industries,they could use:

If a company sends direct mail only to zip codes in communities that match a firm's best customer profiles,it is using which type of segmentation?

Basing a communications budget on sales from the previous year or anticipated sales for the next year is the which type of budgeting method?