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Lecture 2: IMC in the Marketing Process

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Law Quiz sobre Lecture 2: IMC in the Marketing Process, criado por Dean Audicho em 12-10-2017.
Dean Audicho
Quiz por Dean Audicho, atualizado more than 1 year ago
Dean Audicho
Criado por Dean Audicho aproximadamente 7 anos atrás
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Resumo de Recurso

Questão 1

Questão
Advertising is a [blank_start]paid[blank_end] form of [blank_start]non-personal[blank_end] communication about an organisation, product, service, or idea by an identified sponsor (e.g. Business firms, individuals, non-profit organisations)
Responda
  • paid
  • free
  • non-personal
  • personal

Questão 2

Questão
Opportunity Analysis includes identifying;
Responda
  • favourable demand trends
  • whether customer needs or wants are/are not being satisfied
  • where a firm could compete effectively
  • the strength of another company's brand (DIRECT)
  • all of the above

Questão 3

Questão
Competitive Analysis includes identifying;
Responda
  • the competitive strength of the same product with another brand (DIRECT)
  • the competitive strength of a different product with another brand (INDIRECT)
  • a competitive advantage via the quality of products, superior service, low costs, dominate distribution channels, excellent promotion
  • reactions of competitors to a company’s marketing and promotional strategy
  • a target market which has implications for advertising and promotional strategy and tactics

Questão 4

Questão
Target market selection includes;
Responda
  • evaluating marketing opportunities for products/services in various markets
  • selecting one or more as a target market for which it will develop a marketing program(s)
  • analysing reactions of competitors to a company’s marketing and promotional strategy

Questão 5

Questão
What is the target marketing process;
Responda
  • Identifying markets with unfulfilled needs, selecting a market to target, determining market segmentation, positioning through marketing strategies
  • Identifying markets with unfulfilled needs, determining market segmentation, selecting a market to target, positioning through marketing strategies
  • Identifying markets with unfulfilled needs, determining market segmentation, positioning through marketing strategies, selecting a market to target

Questão 6

Questão
Which of these are customer characteristics;
Responda
  • Psychographic
  • Demographic
  • Socioeconomic
  • Geographic
  • Awareness
  • Outlet Type

Questão 7

Questão
Roy Morgan defines value segments as an innovative system of market segmentation that goes beyond demographics and psychographics to explore the values, mindsets and attitudes that motivate consumer behaviour.
Responda
  • True
  • False

Questão 8

Questão
An [blank_start]undifferentiated[blank_end] segmenting approach includes ignoring segment differences and offering just one product or service to the entire market
Responda
  • undifferentiated
  • differentiated

Questão 9

Questão
A [blank_start]differentiated[blank_end] market segmenting approach includes marketing in a number of segments and developing separate marketing strategies for each
Responda
  • differentiated
  • undifferentiated

Questão 10

Questão
A [blank_start]concentrated[blank_end] market segmenting approach includes selecting a segment and attempting to capture a large share of this market
Responda
  • concentrated
  • differentiated
  • undifferentiated

Questão 11

Questão
After eventually selecting the target market, the good or service must be positioned in the target’s mind.
Responda
  • True
  • False

Questão 12

Questão
Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition.
Responda
  • True
  • False

Questão 13

Questão
All elements of the marketing mix need not be consistent with one another and should not contribute to the overall IMC program.
Responda
  • True
  • False

Questão 14

Questão
Market planning program development involves combining the various elements of the marketing mix into a cohesive and effective marketing program.
Responda
  • True
  • False

Questão 15

Questão
Advertising does not help create and maintain brand equity.
Responda
  • True
  • False

Questão 16

Questão
Brand equity is an intangible asset of added value or goodwill resulting from the favourable image, impressions of differentiation, &/or the strength of consumer attachment to a company name, brand name, or trademark.
Responda
  • True
  • False

Questão 17

Questão
Brand name decisions are not important from a promotional perspective because brand names communicate attributes and meaning.
Responda
  • True
  • False

Questão 18

Questão
Packaging is often the consumer’s first exposure to the product and it must make a favourable impression.
Responda
  • True
  • False

Questão 19

Questão
The role of packaging has changed because of the self-service emphasis of many stores and as many as two-thirds of all purchases made in the supermarket are unplanned.
Responda
  • True
  • False

Questão 20

Questão
Packaging does not create a distinctive brand image and identity
Responda
  • True
  • False

Questão 21

Questão
Factors which must be considered when pricing a product include;
Responda
  • Price must be consistent with perceptions of the product
  • Higher prices communicate higher product quality
  • Advertising helps to create and maintain brand equity.
  • Lower prices reflect bargain or “value” perceptions
  • Price, advertising and distribution be unified in identifying product position
  • A product positioned as high quality while carrying a lower price than competitors will confuse customers

Questão 22

Questão
Distribution channel decisions involve selecting, managing, motivating intermediaries (sometimes, called resellers) so that a product is available for use or consumption by customers.
Responda
  • True
  • False

Questão 23

Questão
Choosing a location or place that is [blank_start]inconsistent[blank_end] with the price and product decisions could communicate something that is [blank_start]not desirable[blank_end].
Responda
  • inconsistent
  • not desirable
  • not desirable
  • inconsistent

Questão 24

Questão
A [blank_start]'push policy'[blank_end] promotional decision involves products and information flowing from the producer to wholesaler, wholesaler to retailer, retailer to consumer.
Responda
  • 'push policy'
  • 'pull policy'

Questão 25

Questão
A [blank_start]'pull policy'[blank_end] form of promotional decision involves products flowing through a producer, wholesaler, retailer, and then to a consumer whereas information flows from the producer to the consumer and then back through to the retailer, wholesaler, and eventually reaching the producer.
Responda
  • 'pull policy'
  • 'push policy'

Questão 26

Questão
Which of these are participants in the IMC process;
Responda
  • Advertiser
  • Ad Agencies
  • Human Resources Department
  • Media
  • Retailers
  • Potential Customer

Questão 27

Questão
An advertiser is the organisation with the goods, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
Responda
  • True
  • False

Questão 28

Questão
An [blank_start]advertising agency[blank_end] is a company that specialises in the creation, production, and/or placement of advertising [blank_start]messages[blank_end] and may provide other services that facilitate the marketing communications process.
Responda
  • messages
  • pictures
  • advertising agency
  • association

Questão 29

Questão
Marketing, communications, and promotions services provided by a full-service agency include:
Responda
  • Planning, creating, and producing the advertising
  • Performing research
  • PR and publicity
  • Selecting media

Questão 30

Questão
Account services is the link between the ad agency and its clients
Responda
  • True
  • False

Questão 31

Questão
An account executive understands the advertiser’s marketing and promotion needs, interprets them to agency personnel, and presents agency recommendations to obtain client approval
Responda
  • True
  • False

Questão 32

Questão
[blank_start]The research department[blank_end]: gathers, analyses, and interprets useful information [blank_start]Account planners[blank_end]: gather information that is relevant to the client’s product or service [blank_start]Media department[blank_end]: analyses, selects, and contracts for space or time in the media
Responda
  • The research department
  • Account Planners
  • Media Department
  • Account planners
  • The research department
  • Media department
  • Media department
  • The research department
  • Account planners

Questão 33

Questão
[blank_start]Creative services[blank_end] involve the creation and execution of advertisements [blank_start]Copywriters[blank_end] conceive ideas for the ads and write the headlines, subheads, and body copy [blank_start]The Art department[blank_end] is responsible for how the ad looks [blank_start]The Traffic department[blank_end] coordinates all phases of production
Responda
  • Creative services
  • The Traffic department
  • The Art department
  • Copywriters
  • Copywriters
  • Creative Services
  • The Art Department
  • The traffic departement
  • The Art department
  • Creative Services
  • Copywriters
  • The Traffic department
  • The Traffic department
  • Creative services
  • The Art Department
  • Copywriters

Questão 34

Questão
Creative boutique agencies are small ad agencies that provide only creative services
Responda
  • True
  • False

Questão 35

Questão
Media specialist companies are media buying organisations which implement strategies, and buy time and space.
Responda
  • True
  • False

Questão 36

Questão
Media organisations are those which function to provide information/entertainment to subscribers, viewers, or readers while offering marketers an environment for the firm’s marketing communication messages.
Responda
  • True
  • False

Questão 37

Questão
Direct marketing agencies provide the following services;
Responda
  • Database analytics and management
  • Direct mail
  • Research and media services
  • Creative and production capabilities
  • Inbound sales calls
  • Outbound sales calls

Questão 38

Questão
Sales promotion agencies are involved with the developing and managing of sales promotion programs
Responda
  • True
  • False

Questão 39

Questão
Sales promotion agencies provide the following services;
Responda
  • Promotional planning, creative research, and tie-in coordination
  • Fulfillment
  • Premium design and manufacturing
  • Catalog production
  • Contest/sweepstakes management
  • Inbound sales calls
  • Outbound sales calls

Questão 40

Questão
A public relations firm develops and implements programs to manage an organisation’s;
Responda
  • Publicity
  • Image
  • Sales targets
  • Affairs with consumers and other relevant publics

Questão 41

Questão
Digital/Interactive agencies specialise in the strategic use of specific marketing tools including;
Responda
  • Websites for the Internet
  • Banner ads
  • Newspapers
  • Search engine optimization
  • Train station billboards
  • Mobile marketing
  • Social media campaigns

Questão 42

Questão
[blank_start]Direct Marketing[blank_end] is where organisations communicate directly with target customers to generate a response and/or a transaction
Responda
  • Direct Marketing
  • Sales promotion

Questão 43

Questão
[blank_start]Interactive/internet[blank_end] marketing allows for a back-and-forth flow of information whereby users can participate in & modify the form and content of the information they receive in real time
Responda
  • Interactive/internet
  • Newspaper

Questão 44

Questão
[blank_start]Sales promotion[blank_end] are those marketing activities that provide extra value or incentive to the sales force, distributors or the ultimate consumer and can stimulate immediate sales
Responda
  • Sales promotion
  • Disciplinary action

Questão 45

Questão
[blank_start]Publicity[blank_end] is the non-personal communications regarding an organisation, product, service or idea that is not directly paid for or run under identified sponsorship – news stories, editorials etc.
Responda
  • Publicity
  • Advertising campaigns

Questão 46

Questão
[blank_start]Public relations[blank_end] is a management function which manages and controls a program of action to earn public understanding and acceptance
Responda
  • Public relations
  • Corruption
  • Bribes

Questão 47

Questão
Personal selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea
Responda
  • True
  • False

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