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Exam 7: Marketing, Advertising, and Imc Planning

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Question 21

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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

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Question 22

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Endcap promotions are messages communicated through packaging and distribution.

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Question 23

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To influence customers' perceptions, marketers must understand that every corporate activity has a message component.

Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience stores. Stakeholders receive a(n) _____ message when they go to a drugstore to pick up a prescription and are able to buy milk and bread without having to go to another store.

The two main components of an advertising strategy are the segmentation strategy and the message strategy.

The principal benefit of integrated marketing communications (IMC) is cost efficiency.

What types of marketing plan choices are available to companies?

What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget?

_____ refers to the place a brand occupies competitively in the minds of consumers.

The objective/task method of setting budgets is also known as the budget-buildup method.

Which of the following states how a firm is going to accomplish its marketing objectives?

Jerome stopped at Brewster's and purchased a chocolate ice cream cone. As he was exiting the store, the cone developed a leak and dripped ice cream all over his expensive suit. At that point, he swore to never buy Brewster's ice cream ever again. In terms of the messages that stakeholders receive, Jerome received a(n) _____ message.

What is integrated marketing communications (IMC)?

The two sub-strategies of the advertising strategy are the:

What are the four sources of brand messages? Briefly describe each source.

Pyramid Breweries Co. 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.

Eby-Brown, a large distributor of candies and snacks to convenience stores in the eastern U.S., describes itself as "a service-oriented company." Its corporate guidelines state, "Without our customers, we don't exist as an organization. So our priority in life is to make sure that our customers are happy, that we're taking good care of them, and addressing their needs." What type of relationship does Eby-Brown most likely strive to maintain with its customers?

Why would a company set need-satisfying objectives?

Distinguish between need-satisfying objectives and sales-target objectives.

_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.