Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 16 IMC Management
1) Which of the following enables consumers to self-select themselves into a brand’s target
market?
A) total communication strategy
B) 360-degree communication
C) spherical marketing
D) permission marketing
E) mission marketing
2) ________ are the various ways a consumer interacts with a brand, while ________ are the
brand experiences that affect a consumer’s feelings about a brand.
A) Touchpoints; critical touchpoints
B) Touchpoints; contact points
C) Contact points; touchpoints
D) Contact points; critical points
E) Touchpoints; critical points
3) Touchpoint strategies and programs are sometimes referred to as ________.
A) mission marketing
B) permission marketing
C) experiential marketing
D) spherical marketing
E) direct marketing
4) Which integration goal involves making all marketing communications work together so that
the whole is greater than the sum of its parts?
A) localization
B) synergy
C) adaptation
D) development
E) standardization
5) Which of the following is NOT a basic concept of IMC?
A) Strategic consistency drives synergy.
B) Stakeholders overlap and so do their messages.
C) External brand integration requires internal integration.
D) Brand value drives brand relationships.
E) People automatically integrate brand messages and experiences.
6) Which of the following is designed to monitor all of the message delivery points for a brand?
A) touchpoint plan
B) total communication program
C) cross-functional management
D) integrated perception
E) brand integrity
7) Through the practice of ________, the core or essence of a brand is clear in every brand
message.
A) permission marketing
B) integrated perception
C) strategic consistency
D) 360-degree communication
E) critical touchpoints
8) Consumers draw on images from the media, word of mouth, marketing messages and more to
form a(n) ________ of a brand, which is how a brand impression is created.
A) unified vision
B) position
C) integrated perception
D) synergistic perception
E) personality
9) When a brand’s messages are supported by word-of-mouth comments and testimonies from
users, the brand has ________.
A) cross-functional management
B) brand integrity
C) a defined benchmark
D) a synergistic perception
E) brand personality
10) Which of the following could most accurately be called part of the art of IMC management?
A) a system of planned and managed activities
B) a vision of the essence of the brand
C) cross-functional management across department lines
D) communication of the unified vision of the brand by the brand steward
E) integrating the marcom tools
11) On Your Side Worldwide is an international advertising company that has several
departments working on different aspects of brand communication for their clients. In order to
monitor and integrate this diversity of brand communication, the company must have ________.
A) cooperative advertising
B) house brands
C) standardization
D) cross-functional management
E) localization
12) Lolly, Lolly, Lollypop is a candy manufacturer building its brand nationally. In addition to
advertising, the company is careful about what it says, how the company performs, and what the
response is from consumers. All of this is to promote one consistent message through many
different aspects, also known as brand message ________.
A) synergy
B) adaptation
C) reorganization
D) promotion
E) cooperation
13) After spending 15 minutes on hold with a company’s customer service line for information
about a product she was considering purchasing, Cristina decided that she would buy a similar
product from another company. Christina’s interaction with the company is an example of a
________.
A) conversion
B) commercial message
C) silo effect
D) one-way communication
E) critical touch point
14) The idea of ________ means that no matter the consumer’s angle of vision, the brand always
looks the same.
A) multimedia marketing
B) standardization
C) mission branding
D) multiplatform marketing
E) spherical branding
15) According to Stan Richards, three-part positioning includes identifying which of the
following?
A) target audience, media plan, and competitors
B) target audience, competitors, and most meaningful brand benefit
C) media plan, competitors, and most meaningful brand benefit
D) target audience, brand personality, and competitors
E) brand personality, competitors, and most meaningful brand benefit
16) Which of the following is NOT a part of the typical IMC plan?
A) situation analysis
B) marcom mix
C) management and campaign controls
D) message strategy
E) product development
17) The first step in IMC planning is ________.
A) backgrounding
B) targeting
C) positioning
D) setting objectives
E) selecting media
18) A SWOT analysis is used in the ________ step of developing an IMC plan.
A) budgeting
B) targeting
C) situation analysis
D) message strategy
E) objectives
19) In a SWOT analysis, which of the following would be considered a strength?
A) another company’s weakness
B) a strong economy
C) a leading position in a product category
D) another company’s loss of market share
E) an economic downturn
20) In a SWOT analysis, which of the following would be considered a threat?
A) a loss of market share
B) a strong economy
C) a loss of stock value
D) another company’s loss of market share
E) an economic downturn
21) In a SWOT analysis, which of the following would be considered a weakness?
A) a loss of market share
B) a strong economy
C) the introduction of a competitor’s product
D) another company’s loss of market share
E) an economic downturn
22) In a SWOT analysis, which of the following would be considered an opportunity?
A) a loss of market share
B) a strong economy
C) a loss of stock value
D) another company’s loss of market share
E) the company’s position as a market leader
23) IMC planning would be LEAST likely to address and solve which of the following
problems?
A) brand image
B) product price
C) brand perception
D) knowledge of product
E) consumers’ attitude toward the product
24) An IMC campaign strategy focused on share of wallet seeks to ________.
A) increase the price customers are willing to pay for the product
B) introduce a new product
C) extend a brand name
D) increase the amount customers spend on the brand
E) establish a market leader position
25) When using ________ in setting objectives, a planner uses a comparable effort, such as a
similar product or prior campaign, to set a logical goal.
A) baselining
B) targeting
C) benchmarking
D) scheduling
E) platforming
26) Which of the following is NOT a requirement of a measurable objective?
A) a specific effect that can be measured
B) a baseline
C) a time frame
D) a budget
E) a percentage change
27) Which of the following is a measure taken before an IMC campaign begins?
A) a platform
B) a baseline
C) a time frame
D) an objective
E) a percentage change
28) Which of the following is used to determine the effectiveness of a campaign?
A) a platform
B) contact point management
C) a SWOT analysis
D) a measurable objective
E) backgrounding
29) Which term refers to any group of people who have an interest in the success of a company
or brand?
A) employee
B) shareholder
C) stakeholder
D) regulator
E) partner
30) Employees, investors, business partners, and government bodies are all stakeholder
audiences at the ________ level.
A) corporate
B) marketing
C) branding
D) internal
E) marcom
31) Consumers, competitors, distributors, and suppliers are all stakeholder audiences at the
________ level.
A) corporate
B) marketing
C) branding
D) internal
E) marcom
32) The media, consumer activist groups, and opinion leaders are all stakeholder audiences at the
________ level.
A) corporate
B) marketing
C) branding
D) internal
E) marcom
33) Internal marketing targets ________ to get their support or buy-in for marketing
communication programs.
A) regulatory bodies
B) retailers
C) suppliers
D) media
E) employees
34) Which of the following refers to the central concept that makes a brand different and
distinctive from all other brands in its product category?
A) brand position
B) brand target
C) brand personality
D) brand value
E) brand essence
35) Reaching wide audiences through mass media, acquiring new customers, establishing brand
image and personality, and defining brand position are objectives for which IMC area?
A) advertising
B) public relations
C) trade sales promotion
D) point of purchase
E) packaging
36) Increasing immediate sales, attracting attention at decision points, creating interest,
stimulating urgency, and encouraging trial and impulse purchasing are objectives for which IMC
area?
A) direct marketing
B) guerilla marketing
C) advertising
D) point of purchase
E) public relations
37) Stimulating buzz, creating curiosity and excitement, and providing opportunity for
involvement are objectives for which IMC area?
A) packaging
B) guerilla marketing
C) advertising
D) sales promotion
E) public relations
38) Answering questions, listening to consumer perceptions, and recording complaints and
compliments are objectives for which IMC area?
A) specialties
B) guerilla marketing
C) customer service
D) sponsorship
E) public relations
39) Announcing news, maximizing credibility, and improving stakeholder relationships are
objectives for which IMC area?
A) specialties
B) guerilla marketing
C) sponsorship and events
D) sales promotion
E) public relations
40) Which of the following is a key objective of trade sales promotions?
A) reaching a wide audience through mass media
B) creating conviction in consumers
C) reinforcing consumer satisfaction
D) energizing the sales force
E) creating a brand reminder
41) Which of the following is a key objective of packaging?
A) creating customer participation
B) maximizing credibility and likability
C) delivering product information
D) creating brand conviction
E) rewarding purchase behavior
42) In traditional media, the synergistic effect of cross-media integration is referred to as
________.
A) image transfer
B) strategic consistency
C) brand essence
D) multiplatform marketing
E) standardization
43) Functional IMC areas that operate on their own with little concern for the plans and activities
of other IMC areas are referred to as ________.
A) platforms
B) positions
C) silos
D) standards
E) specialties
44) Through ________, an IMC plan carefully considers and evaluates all of the ways in which a
consumer might interact with a brand.
A) SWOT analysis
B) multichannel marketing
C) budgeting and scheduling
D) message strategy development
E) contact point management
45) Using the ________ for budgeting, the budget is determined based on last year’s budget,
typically with a percentage increase for inflation.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
46) Using the ________ for budgeting, the budget is determined by estimating how much it will
cost to accomplish the objectives for each promotional activity.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
47) Which budgeting method compares the total brand sales with the total marcom budget during
the previous year?
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
48) Using the ________ for budgeting, the budget is determined based on whatever is left over
after other budget responsibilities have been met.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
49) Using the ________ for budgeting, the budget is determined based on a comparison to what
other companies in the product category are spending.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
50) Share of media voice is an indication of ________.
A) profit margins
B) advertising expenditures
C) the sales-expense ratio
D) share of wallet
E) product positioning
51) Using the percentage-of-sales method of budgeting, the ratio of advertising expenditures to
sales from the previous year is multiplied by ________ to determine the new advertising budget.
A) the competition’s sales
B) share of media
C) share of market
D) last year’s sales
E) next year’s sales forecast
52) Which of the following is NOT determined by a campaign’s budget?
A) the number of stakeholders who can be contacted
B) the message strategy that can be used
C) the length of time the campaign can run
D) the number of media the campaign can use
E) the total amount the campaign can spend
53) Ja’Nelle is conducting a SWOT analysis for FroZenYo, a chain of frozen yogurt shops.
Which of the following research findings would Ja’Nelle classify as a strength for FroZenYo?
A) Yum Yogurt, one of FroZenYo’s competitors, was featured in a USA Today article about the
continued popularity of frozen yogurt.
B) Yogurt You, one of FroZenYo’s competitors, recently closed two stores due to decreased
sales.
C) FroZenYo’s yogurt has fewer calories than Yum Yogurt’s or Yogurt You’s yogurt.
D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits.
E) Recent economic data indicates that people are spending more money on eating out than they
did last year.
54) Ja’Nelle is conducting a SWOT analysis for FroZenYo, a chain of frozen yogurt shops.
Which of the following research findings would Ja’Nelle classify as a weakness for FroZenYo?
A) Yum Yogurt, one of FroZenYo’s competitors, was featured in a USA Today article about the
continued popularity of frozen yogurt.
B) Yogurt You, one of FroZenYo’s competitors, recently closed two stores due to decreased
sales.
C) FroZenYo’s yogurt has fewer calories than Yum Yogurt’s or Yogurt You’s yogurt.
D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits.
E) Recent economic data indicates that people are spending more money on eating out than they
did last year.
55) Ja’Nelle is conducting a SWOT analysis for FroZenYo, a chain of frozen yogurt shops. In
terms of a SWOT analysis, which of the following research findings would Ja’Nelle classify as a
threat for FroZenYo?
A) Yum Yogurt, one of FroZenYo’s competitors, was featured in a USA Today article about the
continued popularity of frozen yogurt.
B) Yogurt You, one of FroZenYo’s competitors, recently closed two stores due to decreased
sales.
C) FroZenYo’s yogurt has fewer calories than Yum Yogurt’s or Yogurt You’s yogurt.
D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits.
E) Recent economic data indicates that people are spending more money on eating out than they
did last year.
56) The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from
18% to 25%, an increase of 7%. Which of the following is missing from this objective for it to be
measurable?
A) a budget
B) a media plan
C) a time frame
D) a specific effect
E) a strategy
57) The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from
18% to 25%. The current share of wallet of 18% is the ________.
A) benchmark
B) baseline
C) percentage change
D) specific effect
E) target
58) Planners for the new IMC campaign for Mean Jeans need to design a plan that meets the
objective of stimulating customer involvement with and excitement about the brand. Which of
the following IMC tools would the planners be LEAST likely to include in their plan for Mean
Jeans?
A) sponsorship
B) guerilla marketing
C) consumer sales promotion
D) direct marketing
E) events
59) Based on the information given, which area is most likely to be the primary focus of Acme’s
IMC planning?
A) trade sales promotion
B) packaging
C) point of purchase
D) guerilla marketing
E) specialties
60) In a SWOT analysis, Acme’s new patent is an example of a(n) ________.
A) trend
B) opportunity
C) strength
D) threat
E) obligation
61) As part of its IMC plan, Acme, Inc. intends to use promotional sales competitions to
motivate its international sales force. The sales competitions are an example of an IMC
________.
A) strategy
B) objective
C) message
D) tactic
E) metric
62) Part of Acme’s objective in its new IMC campaign is to establish a significant market share
in the European market. In terms of measurable objectives, this is most likely a ________.
A) benchmark
B) specific effect
C) strategy
D) tactic
E) baseline
63) Acme is calculating its IMC budget by considering how much it will cost to establish a 20%
share in the European market within one year. What type of budgeting method is Acme most
likely using?
A) historical method
B) objective-task method
C) percentage-of-sales method
D) competitive method
E) all you can afford method
64) Which of the following are two strategies for global advertising programs?
A) market-orientation and culture-orientation
B) standardization and localization
C) short-term and long-term
D) high-context and low-context
E) structured and unstructured
65) Which of the following is NOT a planning approach for creating global campaigns?
A) local initiative
B) centrally conceived campaign
C) variations on central campaign
D) top-down creativity
E) bottom-up creativity
66) A firm that exercises tight central international control over its advertising is likely to adopt a
________ strategy for an international IMC campaign.
A) localized
B) low-context
C) high-context
D) standardized
E) culture-oriented
19
67) The practice called search and reapply is typically used in which approach to planning an
international IMC campaign?
A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency
68) In a ________ campaign, a task force or work team is assembled from around the world to
agree on a basic strategy as the foundation for the campaign.
A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency
69) The office that develops the approved campaign is designated the ________ and develops all
the necessary elements of the campaign and prepares a standards manual for use in other
countries.
A) agency-of-record
B) lead agency
C) contextual agency
D) planning agency
E) buying agency