Questions:
1. Integrated Marketing Communications is using a consistent message over multiple communications tools to increase the value of the message.
A) True
B) False
2. The positioning statement is an assertion that represents how the product should be perceived in the minds of the consumer.
A) True
B) False
3. The acronym S.M.A.R.T. stands for______________________________.
4. Describe two of the four methods of direct marketing and the benefits and weaknesses of each.
5. 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.
A) True
B) False
6. xplain at least two positives and two negatives of Public Relations.
7. Yankelovich's MindBase and SRI Consulting Business Intelligence's VALS system are services that provide geodemographics.
A) True
B) False
8. Describe the four types of Internet advertising and provide one advantage and one disadvantage for each.
9. Explain the role of the FTC and the FDA in marketing communications.
10. Choose two ethical considerations marketing communication professionals face and explain the issues associated with those considerations.
11. Psychographics include age, gender, education, family status, income, ethnicity, or race.
A) True
B) False
12. The four types of characteristics used to determine a target market are _______________.
13. Explain the three main types of trade promotions.
14. The brand awareness represents the thoughts and feelings that consumers have when thinking about the brand.
A) True
B) False
15. Explain the five steps in the Media Planning Process.
16. Explain the role of self-regulation in advertising and marketing.
17. The marketing database enables a company to target customers with a specific personal message.
A) True
B) False
18. Objective-and-task budgeting allocates budgeting dollars as a fixed percentage of past sales.
A) True
B) False
19. Explain how manufacturers (or service providers) and consumers benefit from sales promotions.
20. Explain the CAN method of determining an effective advertisement and provide an example for each.