29 Jun The second element of an IMC marketing
Question
6. The second element of an IMC marketing plan following a situation analysis is a ___________. a. situational analysis b. target market c. SWOT analysis d. marketing objectives
8. The foundation of an integrated marketing communications program consists of managing the brand and corporate image, understanding buyer behaviors and a(n) ___________. a. company assessment program b. analysis of the organization c. advertising management program d. promotions opportunity analysis
19. New trends in packaging include the following except ____________. a. designed for ease of use b. contemporary and striking design c. prevent tampering d. meet consumer needs for speed, convenience and portability
20. The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are ____________. a. evaluation of alternatives and purchase decision b. problem recognition and information search c. problem recognition and evaluation of alternatives d. information search and evaluation of alternatives
21. During the external information search process for product information, consumers with high levels of involvement tend to spend ____________. a. less time searching for external information b. more time shopping in retail stores c. rely on external information more than internal information d. more time searching for external information
22. If an advertisement by Pampers is designed to appeal to a person’s emotions first, the ad is addressing which component of an attitude? a. affective b. cognitive c. value d. conative
23. Decision rules that help employees make quick decisions regarding purchases are called ____________. a. methodologies b. satisficing c. role playing d. heuristics Unit 1 Examination 34 MKT 310 Advertising and Promotions
24. When an acceptable purchasing alternative has been identified and it is taken, the process is called ____________. a. standardization b. utilization c. satisficing d. decision maximization
25. A straight rebuy involves ____________. a. buying materials from a new vendor b. purchasing a new building for an expansion project c. re-ordering raw materials from the same vendor d. seeking bids from a new vendor because of dissatisfaction with the current supplier
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