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Exam 7: Marketing,Advertising and IMC Planning

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Question 1

True/False

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

A) True
B) False

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Question 2

Multiple Choice

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The written marketing plan must reflect the goals of top management and:

A) be consistent with company's mission and capabilities.
B) be approved by all stakeholders.
C) be benchmarked against others in competing industries.
D) must be designed to emphasize the development of transactional relationships.
E) include all of the above to stand a chance of being successful.

F) A) and B)
G) A) and C)

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Question 3

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The exhibition and trade show industry,after decades of fabulous growth is experiencing business decline.The _____ for the Center for Exhibition Industry Research,reported,"The exhibition industry will face more competition for marketing dollars in the next five years than it has in the last 25 years."

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods.In allocating funds for advertising the new light bulbs,its manufacturer decided to budget 5 percent of last year's sales for advertising expenditures.Which allocation method was the manufacturer using?

Briefly describe five of the nine methods for setting an advertising budget.

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

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods.According to the advertising pyramid,the first task of the initial advertising for Mood-lites,was to create:

What is SWOT analysis and what does it examine?

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

Small firms with limited capital typically budget using all-available-funds method.

Randall Grahm,the owner of Bonny Doon Vineyards,made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery.One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops.

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

What are the two general types of marketing objectives?

Endcap promotion are messages communicated by a product,its packaging,price,or distribution elements.

_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives.

Eby-Brown is a large distributor of candies and snacks to convenience stores in the eastern half of the U.S.Eby-Brown 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." According to Kotler and Armstrong,what type of relationship does Eby-Brown strive to maintain with its customers?

A database of customer behavior containing information on customer demographics,psychographics,purchase data,and attitudes can be used as the basis for planning future marketing and communications activities.

Hops Grillhouse & Brewery,formerly known as Hops Restaurant/Bar/Brewery,unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality,freshness and grilled tastes as well as an array of aromas,textures and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy.

The three steps involved in the objective/task method are defining objectives,determining strategy,and estimating cost.

The first step in traditional top-down planning is to determine specific marketing objectives.