70) Which approach to developing an international IMC campaign would most likely rely on a
competition to determine the content of the campaign?
A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency
71) Which of the following statements regarding planning a global advertising strategy is
TRUE?
A) Management of brand consistency limits most global marketing objectives to awareness and
recall.
B) The globalization/localization debate is really about budgeting.
C) It is not advantageous to conduct research in each international market that is entered.
D) Consumer buying motivations are basically the same in every country.
E) The execution of a global campaign is no more complex than executing a national plan.
72) Which of the following is NOT a reason that execution of a global campaign is usually more
complex than a national plan?
A) The creative work may need to be reshot with local models and settings.
B) There may be favoritism toward local companies.
C) Government approval of television commercials can be difficult.
D) Agencies often are unavailable to assist the advertiser in campaign execution.
E) Language is a problem for a campaign dependent on words rather than visuals.
73) In planning an international IMC campaign, vertical integration refers to coordinating the
________.
A) budgeting method in all countries and regions involved in the plan
B) key planning decisions across all the marcom tools
C) purchasing of media through a single agency
D) timing of the campaign in all countries and regions involved in the plan
E) supply chain in all countries and regions involved in the plan
74) In planning an international IMC campaign, horizontal integration refers to coordinating
across all ________.
A) budgets
B) marcom tools
C) media outlets
D) regions and countries
E) agencies
75) Which of the following strategic elements is a brand most likely to try to keep consistent
from country to country in an international IMC campaign?
A) budget
B) positioning
C) media mix
D) schedule
E) SWOT analysis
76) Kevin has taken over the international operations of his company. He contends that
advertisers must consider differences among countries, including local culture, media
availability, and legal restrictions. Which strategy is Kevin most likely to follow?
A) centrally conceived campaign
B) localization
C) standardization
D) cooperation
E) synergy
77) The global name for the Microsoft operating system Vista turned out to be a disparaging
term for a frumpy old woman in Latvia. Microsoft had to adjust the name. This is an example of
the need for ________ in international advertising campaigns.
A) adaptation
B) standardization
C) centralization
D) decentralization
E) bottom-up creativity
78) A successful IMC campaign for an over-the-counter pain reliever was developed by an
agency in Argentina. The results of the campaign were so impressive that the company decided
to implement a similar campaign in other South American and Central American countries.
Which type of planning approach is this?
A) centrally conceived campaign
B) localization
C) standardization
D) variation on central campaign
E) bottom-up creativity
79) The IMC planning team for a popular fashion label is focused on developing an international
IMC campaign that limits costs and maintains brand essence by using the same artwork and
photography in all countries. Which type of planning approach is this team most likely to use?
A) local initiative
B) localization
C) 360-degree communication
D) centrally conceived campaign
E) bottom-up creativity
80) Total communication over the life of a brand is referred to as ________.
A) lifetime customer value
B) lifetime customer communication
C) the marketing mix
D) 360-degree communication
E) the integrated marketing campaign
81) ________ means adopting a good cause and supporting its fund-raising and community-
oriented efforts.
A) Social marketing
B) Cause marketing
C) Capital marketing
D) Nonprofit marketing
E) Development marketing
82) ________ links a company’s mission and core values to a cause that connects with its
customers’ interests.
A) Social marketing
B) Cause marketing
C) Mission marketing
D) Nonprofit marketing
E) Development marketing
83) Which of the following should be used to prevent the delivery of inconsistent messages
through departmental marcom silos?
A) co-marketing
B) 360-degree communication
C) co-op advertising
D) cross-functional management
E) mission marketing
84) A(n) ________ identifies the three key aspects of brand communication that must work
together.
A) IMC planning grid
B) SWOT analysis
C) integration triangle
D) brand vision
E) media schedule
85) Which of the following is the ultimate test of a brand’s integrity?
A) planned messages
B) product messages
C) reputation messages
D) media relations
E) media mentions
86) ________ is more of a commitment than ________ because it reflects a long-term brand-
building perspective.
A) Internal marketing; external marketing
B) External marketing; internal marketing
C) Reputation messaging; planned messaging
D) Cause marketing; mission marketing
E) Mission marketing; cause marketing
87) Which of the following are the aspects of brand communication represented in the
integration triangle?
A) brand integrity, internal integrity, external integrity
B) strengths, opportunities, threats
C) effect, time frame, baseline
D) say, do, confirm
E) corporate, marketing, marcom
88) Which of the following is a barrier to integrated planning?
A) cross-functional management
B) departmental silos
C) 360-degree communication
D) permission marketing
E) multiplatform approaches
89) Several profit-oriented organizations participated in the Great American Bake Sale that was
held to raise funds to end child hunger in the United States. Parade magazine and ABC
entertainment helped get the word out about this event. For Parade and ABC, this represents
what type of social marketing program?
A) mission marketing
B) development marketing
C) cause marketing
D) business-to-business marketing
E) promotional marketing
90) Dove wanted to do more than just sell its beauty care products. The company was on a quest
to discover “real beauty” and help women be happy just the way they are. As a result, the Dove
Campaign for Real Beauty was successfully launched in 2004. Dove was practicing which type
of marketing?
A) mission
B) channel
C) value
D) public communication
E) social
91) Brand value refers to what a brand is worth to the company and to its customers.
92) Total communication programs consider all sources of brand messages, but 360-degree
communication planning considers only traditional and nontraditional media.
93) A basic concept of 360-degree communication is that everything communicates.
94) Touchpoints are contact points that touch our emotions.
95) Consumers will not integrate brand messages and experiences unless a brand has a unified
vision.
96) All touchpoints are contact points, but not all contact points are touch points.
97) The more IMC tools that are used, the easier it is to maintain consistency across a variety of
messages.
98) The goal of all IMC planning is to identify a problem that can be solved with marketing.
99) In a SWOT analysis, strengths and opportunities are internally focused, and weaknesses and
threats are externally focused.
100) In a SWOT analysis, opportunities are situations in which a company could develop
advantages over its competition.
101) IMC cannot solve problems related to actual brand quality, but it can address the issue of
perception of brand quality.
102) In IMC planning, it is important to establish tactics before determining strategies.
103) The goal in a measurable objective should be a realistic estimate of the change the IMC
campaign can create.
104) Competitors are included in the marketing level of stakeholder audiences.
105) An individual should be considered as belonging to only one stakeholder audience.
106) Brand essence and brand position are two terms that describe the same concept.
107) Encouraging repeat purchases and rewarding loyal customers are two of the primary effects
of the IMC tool of specialties.
108) IMC planning encourages the silo approach to selecting, using, and evaluating campaign
tools.
109) Cross-media integration means that various media work together to create coherent brand
communication.
110) All budgeting is dependent on a time frame or schedule.
111) The historical method of calculating a marcom budget is heavily focused on reaching brand
communication objectives.
112) Julian and his planning team are conducting a SWOT analysis for Parties-R-Us, a regional
chain of party supply stores. According to the research Julian received, a national party supply
store chain is opening five new retail outlets in the region in which Parties-R-Us currently is the
market leader. In the SWOT analysis for Parties-R-Us, this represents a weakness.
113) Julian and his planning team are creating an IMC campaign for Parties-R-Us. They plan to
focus on positioning Parties-R-Us as the specialists that can solve all of your party problems.
This focus on the positioning of Parties-R-Us is an example of an IMC tactic.
114) An IMC measurable objective can contain a baseline or a benchmark, but not both.
115) Positioning is one of the key strategic elements that brands usually try to change from
country to country when using a localization strategy for an international IMC campaign.
116) The same budgeting techniques used for an IMC campaign for one country can also be used
to prepare a budget for an international IMC campaign.
117) The exchange rate can affect the amount of money spent in a foreign market as well as the
timing of the expenditure.
118) Most companies with international IMC campaigns adopt a localization strategy.
119) Through the local initiative approach to international IMC campaign planning, a successful
campaign created for one country is modified for use in other countries.
120) Vertical coordination is required for a coherent international IMC campaign, but horizontal
coordination is not.
121) The Australian IMC campaign for Luscious, a line of beauty products, was so successful
that planners for Luscious decided to use the campaign, with a few modifications, in England.
This is an example of a local initiative approach to international IMC campaigns.
122) The execution of a global campaign is usually no more complex than a national plan.
123) Responsible marketing refers to the use of marketing programs and marketing
communication tools to create awareness for a social need.
124) Cause marketing means adopting a good cause and helping in its fund-raising and other
community-oriented efforts.
125) Mission marketing indicates a greater commitment to an issue than cause marketing does.
126) Explain the IMC concept that a brand is an integrated perception. How is this related to the
concept of synergy?
127) What is the difference between a touchpoint and a critical touch point?
128) What is the purpose of cross-functional brand management?
129) Explain how every component of the marketing mix, not just marketing communication,
sends a brand message.
130) Explain the idea of strategic consistency and its relationship to synergy.
131) How does the IMC approach to campaign planning and implementation differ from the silo
approach?
132) Compare and contrast the five common budgeting methods described in your text.
133) What is the difference between an IMC plan and an advertising plan?
134) In SWOT planning, what makes a strength different from an opportunity? Give an example
of each.
135) In IMC planning, what is the relationship between a strategy and a tactic?
136) David is planning an IMC campaign and is considering using sponsorship and events. What
are the common outcomes for these IMC tools?
137) How is a new advertising budget calculated using the percentage-of-sales method?
138) In a SWOT analysis, what would be Head Over Heels’ strengths?
139) This year, Head Over Heels has the IMC objective of increasing share of wallet by 10%
during the back-to-school sale season. Which IMC tools would you recommend for an IMC plan
designed to meet this objective?
140) The planners at Head Over Heels believe that share of media voice directly relates to
market share. What budgeting method are they most likely to use to create an IMC budget?
141) Compare and contrast the local initiative and centrally conceived approaches to
international IMC campaign planning.
142) Marcus is the advertising director of a major international corporation that manufactures
skateboard components to sell to skate shops around the world. His philosophy is that teenagers,
who are his products’ target market, are pretty much the same all over the world, especially teens
that are passionate about skateboarding. Name and describe the strategy Marcus will likely use.
143) Mary is the advertising director of a clothing manufacturer that distributes its brand in the
United States, Europe, and some Asian markets. She observed that women’s preferences in
clothes differ considerably in different countries. Explain the strategy Mary likely uses.
144) Identify two common starting points of most international IMC campaigns.
145) Explain how a centrally conceived international campaign can be cost efficient.
146) Juan works at an advertising agency that has been designated as the lead agency for a
client’s global advertising effort. Explain what is meant by lead agency and describe its purpose.
147) General Mills is expanding its breakfast cereals to Central and South America. What should
the company consider when setting the budget?
148) General Mills is planning on expanding its breakfast cereals to Central and South America.
What should the company consider when executing the international campaign?
149) Compare and contrast cause marketing and mission marketing.
150) Every year local retailer Head Over Heels donates $1 dollar to the local school district for
every pair of shoes sold during the back-to-school promotion. Name and describe this activity.