Which of the following is not a trend impacting the use of integrated advertising and marketing communications?

To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it:

Marketing account executives are facing increasing pressures related to:

In terms of globally integrated marketing communications, adaptation is:

adjusting a message to local conditions

Marlene just developed a new slogan to use in a company's advertising. Her main job is to think up these ideas and put them into the company's advertising plan. Marlene is a(n):

In terms of marketing communications, standardization is:

presenting the same message across national boundaries

Increased usage of micro-marketing means:

marketing programs focus more on individuals and micro-segments

All of the following are trends impacting the use of integrated advertising and marketing communications expect:

Increase in channel power by manufacturers

The key to using social media successfully is:

making it compatible with the off-line marketing program

Of the following the individual that works for the company that produces the product is a(n):

The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and:

An account executive's duties include:

development of an overall strategic communication plan

Alternative interactive marketing techniques are designed to:

create experiences with a brand and not just simply purchases

Effective marketing communications are based on a clearly defined corporate image

The competitive environment is now more:

Buying online from Amazon.com rather than a record or book store is an example of:

a power shift to the consumer

Michael buyers electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of:

The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

Integrated marketing communications

Promotions that help the manufacturer push the product through the channel are:

A creative's main responsibility is to:

develop advertisements and campaigns

When Sean shops for an automobile, which are the senders in the communication process?

The following items are tangible components of a corporate image, except:

Feeling good after making a purchase from a company with a strong and positive image is an example of:

psychological reinforcement

The marketing of Velveeta Cheese with Rotel Tomatoes and Diced Green Chilies is an example of:

Keeping a consistent image while incorporating new elements is an example of:

When Applebee's faced declining sales in 2008, efforts were made to:

When brand equity is measure using estimates of the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value, the method is:

Changing an image is most necessary:

when target markets shrink or disappear or a firm's image no longer matches industry trends and consumer expectations

The goal of branding is to:

set a product apart from its competitors

The desired corporate image is one that:

sends a clear message about the unique nature of an organization and its products.

Ingredient branding involves:

placing one brand within another

When a customer believes Black and Decker makes the best and most reliable tools, this is an example of:

Which involves using an established brand name on goods or services that are not related to the core brand?

Which type of corporate name does not reflect the company's goods or services?

The placement of one brand within another brand is:

the joint venture of two or more brands in one product

Complementary branding is:

marketing two brands together to encourage co-consumption

Which is the most recent new trend in packaging and labeling?

Which type of corporate name contains recognizable words or word parts that imply what the company is about?

A firm that is expanding to international markets often adds additional brands to current brands in order to strengthen an international presence, reflecting which strategy?

Which of the following statements about image is false?

It is relatively easy to change the image people hold about a given company

In the mind of the consumer, a strong corporate image is linked to:

reduction of search time in purchase decisions

Nike creating a line of clothing to go along with their main products (shoes) is an example of a:

American Airlines and BMW Motorcycles are examples of:

Which measures returns on branding investments?

Global brands perform best with:

high-profile, high-involvement products

If a company's marketing team believes that offering a new product under the current brand name may adversely affect the current brand, the best approach would be to introduce the product as a(n):

Which is a flanker brand?

development of a new brand by a company in a good or service category where it currently has other brands

When Hewlett-Packard's management team decided to alter the impression that the company was a staid company run by engineers into an ultimate lifestyle technology company in tune with pop culture is an example of:

The corporate image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford might be based on the following, except:

Which type of corporate name captures the essence of the idea behind the brand?

which component of an attitude contains the feelings or emotions a person has about a product?

The individual that is most likely to spend the greatest amount of time in an external search for information is the consumer that has:

some knowledge of the product category, but not enough to make an intelligent decision

In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to:

In a buying center of a large company, the purchasing agent is normally the:

A straight rebuy involves:

re-ordering raw materials from the same vendor

The members of the buying center who authorize purchasing decisions are called:

The member of the buying center who is most likely to let the group know that some alternative companies have already been rejected is the:

When the buying center members find out that leasing a fleet from one car rental company has the advantage of a better repair service contract than other companies provide, they are in which stage of the business-to-business buying process?

In the business-to-business arena, the post-purchase is critical because:

a positive evaluation may result in a straight rebuy situation or an advantage in a modified rebuy situation

Which component of an attitude displays the individual's intentions, actions, or behavior?

The linkage between the demand for automobile tires and sales of automobiles is an example of:

Carrie buys a Honda Accord without considering other brands because she really likes the Accord and feels it is the best automobile on the market. Carrie's evaluation of alternatives is best explained by which model?

During the internal search process for product information, a key objective for creatives and brand managers is to:

make sure the company's brand is part of the consumer's set of potential alternatives

Which takes the most time to complete and involved the highest number of people in the buying process?

The cognitive component of an attitude:

refers to a person's mental images, understand, and interpretations of an object, person, or idea

Advertisements for food products and cleaning supplies once directed exclusively to women now must also be geared towards men. This is an example of the consumer behavior trend of:

When a person conducts an internal search for product information and already has sufficient information, the next step of the purchase decision process will be to:

evaluate the alternatives

The set of brands a person will not consider due to negative feelings is the:

A sales rep who likes his company car so well that he buys the same brand for personal use is creating:

A low price, low involvement purchase is likely to begin with which component of an attitude?

The inert set is the set of brands:

the consumer has awareness of, but has neither negative or positive feelings towards

In terms of an external search for information in an purchasing decision, involvement is: 

the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values

When members of the buying center agree to consider IBM, Dell, and Hewlett-Packard in purchasing new computers because they are the firms that expressed interest, which stage of the business-to-business buying process is taking place?

Identification of vendors

Didi carefully considers price, sound, quality, and the size of a new stereo system. The sound quality is the most important factor, followed by the price. The evaluation model being used by Didi is:

The conative component of an attitude:

is an individual's intentions, actions, or behavior

In using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:

when the brand reaches the point at which additional dollars invest in communication yields diminishing returns

Attitude, interests, and opinions are reflected in:

psychographic market segments

Which is a model that shows that further advertising and promotion expenditures may results in adverse effects on profits?

The sales-response function curve models the:

diminishing returns of advertising

In the IMC planning process, a review of _____ allows the marketing team the identify potential target markets and positioning strategies.

A communications budget is based on:

both communication and marketing objectives

The primary objective of the meet-the-competition method for developing a marketing communications budget is to:

prevent the loss of market share

A local voice rental store looking to increase customer traffic in the summer would be an example of a:

Many professional sports teams have started targeting ads to females because women:

influence the spending habits of men

One of the problems with the percentage of sales budgeting method is:

the budget tends to change in the opposite direction of what may be needed

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

The following are examples of typical marketing communications objectives, except:

increase the number of products offered

The product positioning strategy based on a product trait or characteristic is the positioning approach of:

The following are methods of determining marketing communications budgets, except:

The primary disadvantage of the meet-the-competition of marketing communication budgeting is:

marketing dollars may not be spent efficiently

Geodemographic segmentation combines all of the following, except:

product usage information

Using segmentation by size, which type of organization would be most likely to be contacted by a field sales person visiting the organization's place of business?

As consumers see advertisements over time they become more likely to recall a message and purchase a product. This demonstrates:

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

The following are possible product positioning strategies, except:

In terms of U.S. business-to-business direct marketing expenditures, the largest category is:

In terms of marketing expenditures, companies tend to spend the most (41%) on:

The most common method of segmenting business markets by industry is to use:

The following are methods of segmenting business-to-business markets, expect:

In examining customers during the IMC planning context analysis, the reason the studying former customers is to:

understand why they defected

Successful global integrated marketing communication campaigns include the following tactics, except:

a standardization approach

When Mercedes Benz promises the finest luxury ride in an automobile, the positioning approach being used is:

price-quality relationship

When Reynolds Protection Agency sells the same service to three different types of organizations, the segmentation approach being used is:

When a sandwich chain points out that its meats are sliced in the store while Subway's meats are sliced in a "factory," the type of positioning being emphasized is:

Targeting people who buy vitamins to improve their healthy is an example of which type of segmentation?

In examining the IMC planning context, the following customers are analyzed, except:

When a company sorts prospects into those with the lowest, medium, and highest profit potential, the segmentation approach being used is:

Which approach to developing a marketing communications budget is often viewed as being the most effective?

Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:

the company or product's position

Even though a business may have gone out of business, a few consumers may still recall the company when thinking about making a new washing purchase due to:

carryover effects of previous ads

What are the factors affecting integrated marketing communication?

What are the 8 key components of integrated marketing?

What are the barriers of integrated marketing communication?

What is advertising in integrated marketing communication?