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Exam 4: The IMC Planning Process

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Question 31

True/False

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When marketing to children, a company is using generation segmentation.

A) True
B) False

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Question 32

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Stetson cologne has been positioned using a tough, cowboy image, which is an example of product positioning by:

A) product user.
B) product class.
C) use or application.
D) cultural symbol.

E) B) and D)
F) C) and D)

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Question 33

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If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning approach would be:

The primary goal of the meet-the-competition method of developing a marketing communications budget is to prevent the loss of market share.

Marketing to companies that use the same good or service, but in different ways is segmentation based on:

The percentage-of-sales method for budgeting for communications tends to allocate funds for advertising in the opposite direction from what is needed.

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.

A restaurant that advertises "the best food and best service in town" uses which form of positioning?

The NAICS coding system allows marketing teams to examine specific industries within the consumer market.

The product positioning strategy based on how a product is used is the ________ positioning approach.

The primary reason many companies use the percentage of sales method to prepare communications budgets is its simplicity.

The starting point that is studied in relation to the degree of change following a promotional campaign is called a:

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

In ethnic marketing it is important to present one overall message theme, but it should then be tailored to fit the needs and values of each ethnic group.

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

In allocating its marketing communications budget, weight-loss programs such as Weight Watchers that advertise primarily during the first of a year would tend to use the ________ schedule.

Which method of developing a marketing communications budget is used when the marketing budget is reduced as the brand reaches the point that additional dollars invested in communications yields diminishing returns?

Managers who do not recognize the benefits of marketing may be most inclined to use the ________ method of communications budgeting.

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

A recent study revealed that women control 75 percent of the world's annual consumer spending.