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Exam 7: Marketing,Advertising and IMC Planning

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Question 51

Multiple Choice

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Clos du Bois wine,for example,pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful.Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow-an instantly recognizable symbol in the gay community.What approach to positioning is the winery using?

A) Cultural symbol
B) Product class
C) Product user
D) Marketing mix
E) Price/quality

F) A) and E)
G) A) and C)

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Question 52

Multiple Choice

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When used to determine how to allocate funds for advertising,the _____ method has three steps: defining objectives,determining strategy and estimating cost.

A) unit-of-sales
B) share-of-market/share-of-voice
C) percentage-of-sales
D) percentage-of-profit
E) objective/task

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

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Question 53

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A creative strategy is a written statement that serves as the creative team's guide for writing and producing an ad.

Corporate objectives are stated in terms of profit or return on investment.

The principle benefit of IMC is cost efficiency.

According to the advertising pyramid,the second task of advertising is to:

Pyramid Breweries Inc.has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.

Value is defined as the ratio of price to total benefits provided.

The newspaper that writes the story about the grand opening of a new Applebee's restaurant is a stakeholder for that restaurant.

The development of marketing strategy typically involves three steps.List and briefly describe each of these steps.

Why would a company set need-satisfying objectives?

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives.Which of the following is the BEST sales-target objective for the bakery to use?

Why should advertising be viewed as a long-term investment? How does this fact relate to current economic conditions?

Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders.Charlotte purchased a book on how to crochet from a Web site.After purchasing the book,she was pleased to receive regular e-mail from the site offering her other products that she might be interested in.The e-mail also told her about current trends in yarn and offered troubleshooting advice as well as free patterns.The relationship between Charlotte and the Web site is at what level?

Starting at the bottom of the advertising pyramid,list the five objectives in order as they appear in the pyramid.Briefly describe what an advertiser should do at each of the levels.

Every product in the market assumes some position based on consumer perception.

In the summer of 2002,Kelly Flatley and Brendan Synnott joined forces to launch a homemade granola business out of Flately's parents' home.They had no advertising budget,so they had to find other ways to let consumers know about Bear Naked Granola.The two entrepreneurs went door-to-door to small specialty and natural food stores.They also set up tables and tents at community events and 5K charity runs where they gave away sample of their granola.From this information,you can infer that Flatley and Synnott used the _____ method for promoting their product.

Smaller companies typically use a bottom-up marketing format plan because:

The FoldzFlat Pen that folded in half to the size of a business card.Its flat surface is a perfect "billboard" on which to print advertising and company logos and it can be shaped into a bookmark,a business card,a race car or a skateboard.Its manufacturer wants to advertise this new product to people in the specialty products industry.Which method of setting its advertising budget should the new product use?

The most common format used to develop a marketing plan is the _____ plan