Reference no: EM131174714
QUESTION 1. Integrated Marketing Communications is using a consistent message over multiple communications tools to increase the value of the message.
True
False
QUESTION 2. Describe the four types of Internet advertising and provide one advantage and one disadvantage for each.
QUESTION 3. The four types of characteristics used to determine a target market are _______________.
QUESTION 4. The acronym S.M.A.R.T. stands for______________________________.
QUESTION 5. Yankelovich's MindBase and SRI Consulting Business Intelligence's VALS system are services that provide geodemographics.
True
False
QUESTION 6. Determine a marketing communications budget using competitive parity means correlating the budget to the share of the market and share of voice (SOV) for the industry.
True
False
QUESTION 7. The brand awareness represents the thoughts and feelings that consumers have when thinking about the brand.
True
False
QUESTION 8. Explain the five steps in the Media Planning Process.
QUESTION 9. Explain the three main types of trade promotions.
QUESTION 10. Describe two of the four methods of direct marketing and the benefits and weaknesses of each.
QUESTION 11. Explain the role of the FTC and the FDA in marketing communications.
QUESTION 12. Explain the role of self-regulation in advertising and marketing.
QUESTION 13. Explain the CAN method of determining an effective advertisement and provide an example for each.
QUESTION 14. The marketing database enables a company to target customers with a specific personal message.
True
False
QUESTION 15. Explain at least two positives and two negatives of Public Relations.
QUESTION 16. Choose two ethical considerations marketing communication professionals face and explain the issues associated with those considerations.
QUESTION 17. Explain how manufacturers (or service providers) and consumers benefit from sales promotions.
QUESTION 18. Psychographics include age, gender, education, family status, income, ethnicity, or race.
True
False
QUESTION 19. Objective-and-task budgeting allocates budgeting dollars as a fixed percentage of past sales.
True
False
QUESTION 20. The positioning statement is an assertion that represents how the product should be perceived in the minds of the consumer.
True
False
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