Marketing Integrated Advertising

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Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition

(Clow/Baack)

Chapter 4 The IMC Planning Process

1) The first step in the IMC planning process is:

A) communications research.

B) defining the firm’s target market.

C) an analysis of the product positioning.

D) developing communications objective.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

2) The three primary approaches used in communications research include:

A) consumer-oriented, business-to-business research and market-based research.

B) product-specific research, consumer-oriented research and target-market research.

C) competitive analysis, industry research and consumer research.

D) consumer-specific research, brand equity research and business-specific research.

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

3) The “Got milk?” campaign emerged after consumers were deprived of milk for a week. What

forms of communication research were used to discover the impact of doing without milk?

A) Product-specific and consumer-oriented research

B) Target-market and product-specific research

C) Consumer and business-to-business research

D) Sociological and anthropological research

Answer: A

Difficulty: Difficult

Skill: Application

AACSB: Reflective thinking

LO: 4.1 What makes marketing research critical to the IMC planning process?

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4) Discovering the major selling idea for a good or service is part of which component of

communications research?

A) Consumer-oriented research

B) Target-market research

C) Product-specific research

D) Quantitative research

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

5) When conducting communications research, each of the following perspectives is typically

used except:

A) anthropology.

B) sociology.

C) psychology.

D) statistics.

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

6) Using anthropological methods for communications research typically includes:

A) a statistical analysis.

B) a sociological study.

C) direct observation.

D) secondary research.

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

7) If Ralph Lauren’s marketing team is trying to determine if the brand will appeal to a cohort

group that is rich, elite, and distinct, which method would reveal such a trend?

A) Product-specific research

B) Anthropological research

C) Psychological research

D) A sociological approach assessing social class

Answer: D

Difficulty: Easy

Skill: Application

AACSB: Reflective thinking

LO: 4.1 What makes marketing research critical to the IMC planning process?

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8) 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

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

9) Advertising researchers want to understand reasons individuals select specific fashion trends.

Which approach would be the best consumer-oriented research method to use?

A) Product-specific research

B) Psychological

C) Sociological

D) Anthropological

Answer: B

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Analytical thinking

LO: 4.1 What makes marketing research critical to the IMC planning process?

10) An individual’s desire to drink high-quality wine as an expression of individuality and taste is

discovered using which type of communications research approach?

A) Product-specific research approach

B) Psychological approach

C) Sociological approach

D) Anthropological approach

Answer: B

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 4.1 What makes marketing research critical to the IMC planning process?

11) Identifying who will be the recipient of a planned communications campaign is which type

of research?

A) Consumer-oriented

B) Target-market

C) Product-specific

D) Market segmentation

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

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12) The IMC planning process begins with communications research.

Answer: TRUE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

13) When conducting communications research, researchers examine the context of a product’s

use.

Answer: TRUE

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

14) The primary methods used in communications research are product-specific research, target-

market research and competitive analysis research.

Answer: FALSE

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

15) During the product-specific research phase of advertising research, an agency’s employee

may ask consumers if there are any problems or difficulties with the product.

Answer: TRUE

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 4.1 What makes marketing research critical to the IMC planning process?

16) A sociological approach in consumer-oriented research involves direct observation of

consumers using goods and services.

Answer: FALSE

Difficulty: Difficult

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

17) In consumer-oriented advertising research, sociological analysis involves identifying who the

target market associates with and how they interact with other people.

Answer: FALSE

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

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18) Consumer-oriented advertising research includes using methods from disciplines such as

anthropology, psychology, and biology.

Answer: FALSE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

19) In consumer-oriented advertising research, advertisers often analyze psychological motives

for product purchases.

Answer: TRUE

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

20) Product-specific research goes beyond understanding a product’s benefits; it also includes an

understanding of the product’s attributes.

Answer: FALSE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

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

Answer: TRUE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

22) Consumer-oriented research looks at the best market segment for a particular benefit of a

good or service, such as financial planning by a bank.

Answer: FALSE

Difficulty: Moderate

Skill: Application

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

23) A focus group consists of a small set of individuals that are asked to talk about a particular

topic, product or brand in front of a moderator.

Answer: TRUE

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

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24) Briefly describe the elements of the IMC planning process.

Answer:

1. Communications research

2. Target market

3. Product positioning

4. Objectives

5. Budget and IMC components

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

25) What is the first step in the IMC planning process? Describe the components.

Answer: The first step is the communications analysis. It includes product-specific research,

consumer-oriented research, and target-market research.

Difficulty: Moderate

Skill: Synthesis

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

26) What is the first step in the IMC planning process?

Answer: The first step is the communications analysis.

Difficulty: Easy

Skill: Synthesis

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

27) What are the components of a communications analysis?

Answer: A communications analysis includes product-specific research, consumer-oriented

research, and target-market research.

Difficulty: Moderate

Skill: Synthesis

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

28) Describe product-specific research, consumer-oriented research, and target-market research.

Answer: Product-specific research involves identifying key product characteristics that become

selling points. Consumer-oriented research assists marketers in identifying the context of a

product’s use. Target-market research identifies those who will be the recipient of a

communications campaign.

Difficulty: Moderate

Skill: Synthesis

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

29) Describe three methods used in consumer-oriented communication analysis research.

Answer: An anthropological approach involves direct observation of consumers using the good

or service. A sociological analysis features social class issues, trends, and family life cycle

changes. A third customer-oriented approach analyzes psychological motives for product

purchases, such as feeling sexy, powerful, or intelligent.

Difficulty: Moderate

Skill: Synthesis

AACSB: Application of knowledge

LO: 4.1 What makes marketing research critical to the IMC planning process?

30) A set of businesses or groups of individual consumers with distinct characteristics is a(n):

A) differentiated group.

B) production department.

C) market segment.

D) manufacturing system.

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 4.2 What categories are used to identify consumer target markets or market segments?

31) Market segments should be internally:

A) heterogeneous.