The IMC Umbrella Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 18 -

IMC uses strategic consistency to present _____ to various stakeholders. 1.somewhat uniform brand messages 2.a wide variety of unrelated brand messages 3.different but complementary brand messages 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall2Chapter 18 -

IMC uses strategic consistency to present _____ to various stakeholders. 1.somewhat uniform brand messages 2.a wide variety of unrelated brand messages 3.different but complementary brand messages 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall3Chapter 18 - Strategic consistency allows IMC campaigns to use different media, in an effort to convey different but complementary brand-consistent messages to a variety of stakeholders.

In _____, all brand experiences work together to support the brand vision. 1.top-down communication degree communication 3.incipient marketing communication 4.rotational marketing communication Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -4

In _____, all brand experiences work together to support the brand vision. 1.top-down communication degree communication 3.incipient marketing communication 4.rotational marketing communication Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter In 360-degree communication, a unifying brand vision surrounds all of a brand’s interactions with its stakeholders, and it is shared by everyone involved with the brand.

_____ is used to monitor and plan for a diversity of brand communication. 1.Satellite management 2.Supply-chain management 3.Multi-channel management 4.Cross-functional management Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -6

_____ is used to monitor and plan for a diversity of brand communication. 1.Satellite management 2.Supply-chain management 3.Multi-channel management 4.Cross-functional management Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The only way to monitor and plan for a diversity of brand communication is through cross-functional management.

In the say-do-confirm model, the “integration triangle” includes _____. 1.what the company or brand says about itself 2.how the company or brand performs 3.what others say about the company or brand 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -8

In the say-do-confirm model, the “integration triangle” includes _____. 1.what the company or brand says about itself 2.how the company or brand performs 3.what others say about the company or brand 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The triangle’s three key aspects are what the company or brand says about itself ( say ), how the company or brand performs ( do ), and what others say about it ( confirm ).

The mission of retail store’s marketing communication includes _____. 1.selling the brand of the retail store 2.selling the brands that the store carries 3.Neither 1 nor 2 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

The mission of a retail store’s marketing communication includes _____. 1.selling the brand of the retail store 2.selling the brands that the store carries 3.Neither 1 nor 2 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Retail marketing communication has two missions: selling the brand of the retail store and selling individual branded items that the store carries.

When targeting consumers, a retailer’s first strategic concern is _____. 1.geography 2.psychographics 3.brand proliferation 4.promotional allowances Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

When targeting consumers, a retailer’s first strategic concern is _____. 1.geography 2.psychographics 3.brand proliferation 4.promotional allowances Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The first strategic concern in retail advertising is geography.

The largest purchasers of industrial goods in the United States are _____. 1.white collar professionals 2.distribution channel members 3.original equipment manufacturers 4.federal, state, and local governments Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

The largest purchasers of industrial goods in the United States are _____. 1.white collar professionals 2.distribution channel members 3.original equipment manufacturers 4.federal, state, and local governments Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter In the USA, the largest purchasers of industrial goods are federal, state, and local governments.

B2B advertising objectives center on all of the following except _____. 1.generating leads 2.creating company awareness 3.raising funds for advocacy groups 4.increasing overall selling efficiency Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

B2B advertising objectives center on all of the following except _____. 1.generating leads 2.creating company awareness 3.raising funds for advocacy groups 4.increasing overall selling efficiency Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The objectives of B2B advertising focus on generating leads, creating company awareness, and increasing overall selling efficiency.

Nonprofit organizations use _____ to influence the public’s thoughts or actions. 1.structured outreach initiatives 2.public communication campaigns 3.grassroots activity simulations 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Nonprofit organizations use _____ to influence the public’s thoughts or actions. 1.structured outreach initiatives 2.public communication campaigns 3.grassroots activity simulations 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Nonprofit organizations undertake public communication campaigns in a conscious effort to influence the thoughts or actions of the public.

A company’s commitment to _____ is a reflection of its core business strategy. 1.mission marketing 2.philanthropic marketing 3.sponsorship marketing 4.principled marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

A company’s commitment to _____ is a reflection of its core business strategy. 1.mission marketing 2.philanthropic marketing 3.sponsorship marketing 4.principled marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Mission marketing links a company’s mission and core values to a cause that connects the interests of the company with the interests of its customers.

The globalization of marketing communication is being driven by _____. 1.the development of international media 2.the globalization of brands 3.the spread of market-based economies 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

The globalization of marketing communication is being driven by _____. 1.the development of international media 2.the globalization of brands 3.the spread of market-based economies 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The globalization of marketing communication is driven by the development of international media, the globalization of brands, and the spread of market-based economies.

_____ asserts that differences between countries are a matter of degree. 1.The standardization school of advertising 2.The homogenization school of advertising 3.The localization school of advertising 4.The combination school of advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

1.The standardization school of advertising 2.The homogenization school of advertising 3.The localization school of advertising 4.The combination school of advertising _____ asserts that differences between countries are a matter of degree. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The standardization school of thought states that differences between countries are a matter of degree, so advertisers must focus on similarities and present brands consistently.

In a _____, the meaning of a message is dependent upon its context. 1.low-context culture 2.cross-context culture 3.high-context culture 4.narrow-context culture Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

In a _____, the meaning of a message is dependent upon its context. 1.low-context culture 2.cross-context culture 3.high-context culture 4.narrow-context culture Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter In a high-context culture, a message’s meaning depends on contextual cues; in a low-context culture, the meaning of a message does not depend on context.

A _____ modifies successful national advertisements for use in other countries. 1.local initiative approach 2.bottom-up creativity approach 3.centrally conceived campaign approach 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

A _____ modifies successful national advertisements for use in other countries. 1.local initiative approach 2.bottom-up creativity approach 3.centrally conceived campaign approach 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter In a local initiative approach to advertising, a successful campaign, conceived for national application, is modified for use in other countries.

_____ reflects literacy, as well as media and economic development, in a country. 1.Global complexity 2.Cross-cultural context 3.Market development level 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

1.Global complexity 2.Cross-cultural context 3.Market development level 4.None of the above _____ reflects literacy, as well as media and economic development, in a country. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Each country varies in its market development level, such as market infrastructure, literacy of the population, and levels of economic and media development.