978-0133866339 Chapter 04 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

forms of communication research was 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

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 4-1

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

used except:

A) anthropology.

B) sociology.

C) psychology.

D) statistics.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

6) Using anthropological methods for communications research typically includes:

A) a statistical analysis.

B) a sociological study.

C) direct observation.

D) secondary research.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 4-1

8) Predicting consumer behavior by concentrating on the motives of purchase decisions involves

using a(n) ________ approach

A) product-specific research

B) psychological

C) sociological

D) anthropological

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

The best consumer-oriented research method to use would be a(n) ________ approach.

A) product-specific research

B) psychological

C) sociological

D) anthropological

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 4-1

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

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 4-1

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

research.

A) consumer-oriented

B) target-market

C) product-specific

D) market segmentation

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

12) The IMC planning process begins with communications research.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

use.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

market research and competitive analysis research.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

15) During the product-specific research phase of advertising research, an agency may ask

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

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 4-1

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

consumers using goods and services.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

anthropology, psychology, and biology.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

for product purchases.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

understanding of the product’s attributes.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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.

Question Tag: Application

Objective: 4-1

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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

24) Briefly describe the steps in the IMC planning process.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-1

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

Question Tag: Synthesis

AACSB Category: Application of knowledge

Objective: 4-1

26) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

27) Market segments should be internally:

A) heterogeneous.

B) identifiable.

C) unique.

D) homogeneous.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

28) For a market segment to be viable, it should meet each of the following tests except the:

A) members of the market segment should be ambiguous.

B) market segment must be large enough to be financially viable to market with a separate

marketing campaign.

C) market segment must differ from the population as a whole.

D) market segment must be reachable through some type of media or marketing

communications.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

29) All of the following are methods of segmenting consumer markets except:

A) demographics.

B) industry size.

C) psychographics.

D) generations.

Question Tag: Definition (Concept)

Objective: 4-2

30) All of the following are methods of segmenting consumer markets except:

A) geographic.

B) geodemographics.

C) distribution channel.

D) benefits.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

31) The method of consumer segmentation that is based on population characteristics is:

A) demographics.

B) psychographics.

C) geographic.

D) polygraphic.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

32) Using gender, age, ethnicity, and income as market segmentation variables is the application

of which segmentation approach?

A) Demographics

B) Psychographics

C) Geographic

D) Polygraphic

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

33) All of the following are types of demographic segmentation variables except:

A) gender.

B) lifestyles.

C) age.

D) ethnicity.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

34) Level of education is an example of segmentation by:

A) psychographics.

B) generations.

C) demographics.

D) geodemographics.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

35) Analysis of buying patterns by gender is an example of segmentation by:

A) psychographics.

B) generations.

C) demographics.

D) usage.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

36) In marketing deodorant to women, Degree emphasized that the product:

A) worked under physical feats, such as mountain biking.

B) left no marks on clothing and would hold up as she worked and socialized.

C) left no perspiration stains when exercising.

D) had perfume ingredients that created an alluring smell.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 4-2

37) The marketing director of the Houston Astros baseball team has developed an advertising

campaign targeted at females. This is an example of the demographic segmentation variable of:

A) gender.

B) age.

C) income.

D) ethnicity.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 4-2

38) All of the following facts about women are true except:

A) that women control 75 percent of the world’s annual consumer spending.

B) 80 percent of women buy and sell stocks.

C) 90 percent of women deal with financial advisors.

D) 96 percent of women are involved in purchasing high-priced electronics.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

39) All of the following facts about campaigns that target men are true except:

A) men prefer specific information rather than browsing products and brands.

B) men favor products that reflect status and demonstrate they have good taste.

C) men tend to purchase well-known brands.

D) for men, a lower price is more important than higher quality.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

40) If a company’s marketing team chooses to focus marketing efforts on children, which

demographic variable is being used to segment the market?

A) Gender

B) Age

C) Generations

D) Benefits

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 4-2

41) The marketing leaders of the New Orleans Saints football team developed an advertising

campaign targeted at teenagers. This is an example of the demographic segmentation variable of:

A) gender.

B) age.

C) income.

D) ethnicity.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 4-2

42) A commercial showing the luxury and quality of a Lexus is based on ________

segmentation.

A) geographic

B) income

C) ethnic

D) geodemographic

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 4-2

43) In terms of ethnic marketing, the majority of African-Americans want which of the following

marketed specifically to them?

A) Clothing

B) Consumer-packaged goods

C) Health and beauty products

D) Entertainment services

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 4-2