1. The IMC Umbrella Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 18 -

2. IMC uses strategic consistency to present _____ to various stakeholders. 1.somewhat uniform brand messages 2.a wide variety of unrelated brand messages 3.different but complementary brand messages 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall2Chapter 18 -

3. IMC uses strategic consistency to present _____ to various stakeholders. 1.somewhat uniform brand messages 2.a wide variety of unrelated brand messages 3.different but complementary brand messages 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall3Chapter 18 - Strategic consistency allows IMC campaigns to use different media, in an effort to convey different but complementary brand-consistent messages to a variety of stakeholders.

4. In _____, all brand experiences work together to support the brand vision. 1.top-down communication 2.360-degree communication 3.incipient marketing communication 4.rotational marketing communication Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -4

5. In _____, all brand experiences work together to support the brand vision. 1.top-down communication 2.360-degree communication 3.incipient marketing communication 4.rotational marketing communication Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -5 In 360-degree communication, a unifying brand vision surrounds all of a brand’s interactions with its stakeholders, and it is shared by everyone involved with the brand.

6. _____ is used to monitor and plan for a diversity of brand communication. 1.Satellite management 2.Supply-chain management 3.Multi-channel management 4.Cross-functional management Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -6

7. _____ is used to monitor and plan for a diversity of brand communication. 1.Satellite management 2.Supply-chain management 3.Multi-channel management 4.Cross-functional management Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -7 The only way to monitor and plan for a diversity of brand communication is through cross-functional management.

8. In the say-do-confirm model, the “integration triangle” includes _____. 1.what the company or brand says about itself 2.how the company or brand performs 3.what others say about the company or brand 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -8

9. In the say-do-confirm model, the “integration triangle” includes _____. 1.what the company or brand says about itself 2.how the company or brand performs 3.what others say about the company or brand 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -9 The triangle’s three key aspects are what the company or brand says about itself ( say ), how the company or brand performs ( do ), and what others say about it ( confirm ).

10. The mission of retail store’s marketing communication includes _____. 1.selling the brand of the retail store 2.selling the brands that the store carries 3.Neither 1 nor 2 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -10

11. The mission of a retail store’s marketing communication includes _____. 1.selling the brand of the retail store 2.selling the brands that the store carries 3.Neither 1 nor 2 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -11 Retail marketing communication has two missions: selling the brand of the retail store and selling individual branded items that the store carries.

12. When targeting consumers, a retailer’s first strategic concern is _____. 1.geography 2.psychographics 3.brand proliferation 4.promotional allowances Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -12

13. When targeting consumers, a retailer’s first strategic concern is _____. 1.geography 2.psychographics 3.brand proliferation 4.promotional allowances Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -13 The first strategic concern in retail advertising is geography.

14. The largest purchasers of industrial goods in the United States are _____. 1.white collar professionals 2.distribution channel members 3.original equipment manufacturers 4.federal, state, and local governments Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -14

15. The largest purchasers of industrial goods in the United States are _____. 1.white collar professionals 2.distribution channel members 3.original equipment manufacturers 4.federal, state, and local governments Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -15 In the USA, the largest purchasers of industrial goods are federal, state, and local governments.

16. B2B advertising objectives center on all of the following except _____. 1.generating leads 2.creating company awareness 3.raising funds for advocacy groups 4.increasing overall selling efficiency Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -16

17. B2B advertising objectives center on all of the following except _____. 1.generating leads 2.creating company awareness 3.raising funds for advocacy groups 4.increasing overall selling efficiency Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -17 The objectives of B2B advertising focus on generating leads, creating company awareness, and increasing overall selling efficiency.

18. Nonprofit organizations use _____ to influence the public’s thoughts or actions. 1.structured outreach initiatives 2.public communication campaigns 3.grassroots activity simulations 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -18

19. Nonprofit organizations use _____ to influence the public’s thoughts or actions. 1.structured outreach initiatives 2.public communication campaigns 3.grassroots activity simulations 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -19 Nonprofit organizations undertake public communication campaigns in a conscious effort to influence the thoughts or actions of the public.

20. A company’s commitment to _____ is a reflection of its core business strategy. 1.mission marketing 2.philanthropic marketing 3.sponsorship marketing 4.principled marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -20

21. A company’s commitment to _____ is a reflection of its core business strategy. 1.mission marketing 2.philanthropic marketing 3.sponsorship marketing 4.principled marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -21 Mission marketing links a company’s mission and core values to a cause that connects the interests of the company with the interests of its customers.

22. The globalization of marketing communication is being driven by _____. 1.the development of international media 2.the globalization of brands 3.the spread of market-based economies 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -22

23. The globalization of marketing communication is being driven by _____. 1.the development of international media 2.the globalization of brands 3.the spread of market-based economies 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -23 The globalization of marketing communication is driven by the development of international media, the globalization of brands, and the spread of market-based economies.

24. _____ asserts that differences between countries are a matter of degree. 1.The standardization school of advertising 2.The homogenization school of advertising 3.The localization school of advertising 4.The combination school of advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -24

25. 1.The standardization school of advertising 2.The homogenization school of advertising 3.The localization school of advertising 4.The combination school of advertising _____ asserts that differences between countries are a matter of degree. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -25 The standardization school of thought states that differences between countries are a matter of degree, so advertisers must focus on similarities and present brands consistently.

26. In a _____, the meaning of a message is dependent upon its context. 1.low-context culture 2.cross-context culture 3.high-context culture 4.narrow-context culture Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -26

27. In a _____, the meaning of a message is dependent upon its context. 1.low-context culture 2.cross-context culture 3.high-context culture 4.narrow-context culture Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -27 In a high-context culture, a message’s meaning depends on contextual cues; in a low-context culture, the meaning of a message does not depend on context.

28. A _____ modifies successful national advertisements for use in other countries. 1.local initiative approach 2.bottom-up creativity approach 3.centrally conceived campaign approach 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -28

29. A _____ modifies successful national advertisements for use in other countries. 1.local initiative approach 2.bottom-up creativity approach 3.centrally conceived campaign approach 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -29 In a local initiative approach to advertising, a successful campaign, conceived for national application, is modified for use in other countries.

30. _____ reflects literacy, as well as media and economic development, in a country. 1.Global complexity 2.Cross-cultural context 3.Market development level 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -30

31. 1.Global complexity 2.Cross-cultural context 3.Market development level 4.None of the above _____ reflects literacy, as well as media and economic development, in a country. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 18 -31 Each country varies in its market development level, such as market infrastructure, literacy of the population, and levels of economic and media development.