Transcript Chapter One - Syracuse University

Chapter Eighteen
Special Advertising Campaigns
IMC is the practice of coordinating all
marcom tools and brand messages
for all stakeholder audiences.
a)
True
b)
False
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18-2
IMC is the practice of coordinating all
marcom tools and brand messages
for all stakeholder audiences.
a)
True
b)
False
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18-3
If you want to achieve synergy in a
campaign, would you be likely to
avoid using IMC techniques?
a)
Yes
b)
No
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18-4
If you want to achieve synergy in a
campaign, would you be likely to
avoid using IMC techniques?
a)
Yes
b)
No
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18-5
Retail advertising is about both:
a)
b)
c)
d)
Selling the company’s viewpoint and
advertising the consumer’s viewpoint
Selling the brand of the retail store and
selling individual branded items
Reaching consumers via local marketing
and national television
Reaching consumers via local marketing
and shopping the consumer’s viewpoint
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18-6
Retail advertising is about both:
a)
b)
c)
d)
Selling the company’s viewpoint and
advertising the consumer’s viewpoint
Selling the brand of the retail store and
selling individual branded items
Reaching consumers via local marketing
and national television
Reaching consumers via local marketing
and shopping the consumer’s viewpoint
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18-7
Retail advertising objectives could
include all of the following except:
a)
To reach key decision makers
b)
To build store traffic
c)
To build store loyalty
d)
To promote retail benefits
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18-8
Retail advertising objectives could
include all of the following except:
a)
To reach key decision makers
b)
To build store traffic
c)
To build store loyalty
d)
To promote retail benefits
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18-9
When creating a retail ad, one should
ask, “Why would my manager shop
in this store?”
a)
True
b)
False
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18-10
When creating a retail ad, it is wise
to ask, “Why would my manager
shop in this store?”
a)
True
b)
False
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18-11
As a national retail advertiser, should
you utilize a variety of traditional and
nontraditional media?
a)
Yes
b)
No
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18-12
As a national retail advertiser, should
you utilize a variety of traditional and
nontraditional media?
a)
Yes
b)
No
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18-13
Advertising directed at people in
business who buy or specify
products for business use is called:
a)
Business-to-business advertising
b)
Business-to-media advertising
c)
Business-to-product advertising
d)
Product-to-media advertising
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18-14
Advertising directed at people in
business who buy or specify
products for business use is called:
a)
Business-to-business advertising
b)
Business-to-media advertising
c)
Business-to-product advertising
d)
Product-to-media advertising
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18-15
Government advertising is the
type of business-to-business
advertising that usually targets:
a)
b)
c)
d)
The smallest purchasers of consumer
goods in the United States
Final channel members such as
retailers
The largest purchasers of industrial
goods in the United States
Second-party equipment
manufacturers
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18-16
Government advertising is the
type of business-to-business
advertising that usually targets:
a)
b)
c)
d)
The smallest purchasers of consumer
goods in the United States
Final channel members such as
retailers
The largest purchasers of industrial
goods in the United States
Second-party equipment
manufacturers
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18-17
In B2B advertising media, horizontal
publications are directed at:
a)
b)
c)
d)
People who hold similar jobs in different
companies across different industries
People who hold different positions in a
particular industry
People with the highest salaries in the same
companies
People who hold similar jobs in the same
companies and same industries
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18-18
In B2B advertising media, horizontal
publications are directed at:
a)
b)
c)
d)
People who hold similar jobs in different
companies across different industries
People who hold different positions in a
particular industry
People with the highest salaries in the same
companies
People who hold similar jobs in the same
companies and same industries
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18-19
Fortunately, competition among
nonprofit organizations is minimal.
a)
True
b)
False
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18-20
Fortunately, competition among
nonprofit organizations is minimal.
a)
True
b)
False
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18-21
As a cause marketer, would you be
likely to practice “sales promotion
with a PR spin?”
a)
Yes
b)
No
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18-22
As a cause marketer, would you be
likely to practice “sales promotion
with a PR spin?”
a)
Yes
b)
No
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18-23
According to the “localization” school
of thought regarding the globalization
of advertising:
a)
b)
c)
d)
A combination of standardization and
localization may produce the best results
There are major differences between
countries that warrant focus on similarities
A consumer’s attitude toward the origin of
advertising can be changed
Advertisers must strongly consider
differences among countries
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18-24
According to the “localization” school
of thought regarding the globalization
of advertising:
a)
b)
c)
d)
A combination of standardization and
localization may produce the best results
There are major differences between
countries that warrant focus on similarities
A consumer’s attitude toward the origin of
advertising can be changed
Advertisers must strongly consider
differences among countries
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18-25
Because globalization is a fact,
marketers must change brand
strategies for each different culture.
a)
True
b)
False
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18-26
Because globalization is a fact,
marketers must change brand
strategies for each different culture.
a)
True
b)
False
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18-27
Major challenges faced
by global marketers include:
a)
Maintaining brand consistency
b)
Securing local budget approvals
c)
Targeting issues
d)
Both a and c
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18-28
Major challenges faced
by global marketers include:
a)
Maintaining brand consistency
b)
Securing local budget approvals
c)
Targeting issues
d)
Both a and c
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18-29
Utilizing IMC on a global scale,
should a marketer focus mostly on
vertical coordination?
a)
Yes
b)
No
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18-30
Utilizing IMC on a global scale,
should a marketer focus mostly on
vertical coordination?
a)
Yes
b)
No
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18-31
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18-32