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Exam 16: Imc Management

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Question 21

True/False

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Brand value refers to what a brand is worth to the company and to its customers.

A) True
B) False

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Question 22

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Kevin has taken over the international operations of his company.He contends that advertisers must consider differences among countries,including local culture,media availability,and legal restrictions.Which strategy is Kevin most likely to follow?

A) centrally conceived campaign
B) localization
C) standardization
D) cooperation
E) synergy

F) A) and D)
G) B) and D)

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Question 23

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Julian and his planning team are creating an IMC campaign for Parties-R-Us.They plan to focus on positioning Parties-R-Us as the specialists that can solve all of your party problems.This focus on the positioning of Parties-R-Us is an example of an IMC tactic.

Using the percentage-of-sales method of budgeting,the ratio of advertising expenditures to sales from the previous year is multiplied by ________ to determine the new advertising budget.

Julian and his planning team are conducting a SWOT analysis for Parties-R-Us,a regional chain of party supply stores.According to the research Julian received,a national party supply store chain is opening five new retail outlets in the region in which Parties-R-Us currently is the market leader.In the SWOT analysis for Parties-R-Us,this represents a weakness.

Which of the following is NOT a basic concept of IMC?

IMC planning would be LEAST likely to address and solve which of the following problems?

A firm that exercises tight central international control over its advertising is likely to adopt a ________ strategy for an international IMC campaign.

Which of the following enables consumers to self-select themselves into a brand's target market?

Positioning is one of the key strategic elements that brands usually try to change from country to country when using a localization strategy for an international IMC campaign.

Through ________,an IMC plan carefully considers and evaluates all of the ways in which a consumer might interact with a brand.

Refer to the passage below to answer the questions that follow. Head Over Heels is a unique children's toy and shoe store.It is the only store in town that has a large selection of infant and educational toys and that features brands such as Thomas the Tank and Madeline.Head Over Heels carries the largest selection of Stride Rite shoes in town,as well.The store advertises all year,but it advertises more heavily around back-to-school time for shoes and the holidays for toys. -In a SWOT analysis,what would be Head Over Heels' strengths?

An IMC measurable objective can contain a baseline or a benchmark,but not both.

Refer to the passage below to answer the questions that follow. Acme,Inc.is a U.S.manufacturer of industrial goods,such as ball bearings,filters,and valves.Acme's target market is manufacturers who purchase these goods as inputs for the systems they manufacture,such as power plants,heating and cooling systems,and ships.Additionally,even though Acme is not a very large manufacturer and has never sold a product internationally,it intends to expand into foreign markets with a valve for which it recently received a patent and that is superior to any offered anywhere in the world.As a part of this expansion,Acme is developing an IMC plan. -Based on the information given,which area is most likely to be the primary focus of Acme's IMC planning?

Total communication programs consider all sources of brand messages,but 360-degree communication planning considers only traditional and nontraditional media.

The more IMC tools that are used,the easier it is to maintain consistency across a variety of messages.

A successful IMC campaign for an over-the-counter pain reliever was developed by an agency in Argentina.The results of the campaign were so impressive that the company decided to implement a similar campaign in other South American and Central American countries.Which type of planning approach is this?

The execution of a global campaign is usually no more complex than a national plan.

Touchpoints are contact points that touch our emotions.

Compare and contrast the local initiative and centrally conceived approaches to international IMC campaign planning.