the imc umbrella copyright © 2012 pearson education, inc. publishing as prentice hall1chapter 18 -

The IMC UmbrellaThe IMC Umbrella

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 1Chapter 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


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



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

2. 360-degree communication

3. incipient marketing communication

4. rotational marketing communication

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 18 - 4

In _____, all brand experiences work together to support the

brand vision.

1. top-down communication

2. 360-degree communication

3. incipient marketing communication

4. rotational marketing communication


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


_____ 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


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


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


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


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


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


When targeting consumers, a retailer’s

first strategic concern is _____.

1. geography

2. psychographics

3. brand proliferation

4. promotional allowances


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


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


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


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


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



Nonprofit organizations use _____ to influence the public’s

thoughts or actions.

1. structured outreach initiatives

2. public communication campaigns

3. grassroots activity simulations



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


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


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


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


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


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.


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


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


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



A _____ modifies successful national

advertisements for use in other countries.

1. local initiative approach

2. bottom-up creativity approach

3. centrally conceived campaign approach



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



1. Global complexity

2. Cross-cultural context

3. Market development level


_____ reflects literacy, as well as media

and economic development, in a country.


Each country varies in its market development level, such as market infrastructure, literacy of the population, and levels of economic and media development.

the imc umbrella copyright © 2012 pearson education, inc. publishing as prentice hall1chapter 18 -

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