IMC- Multiple Choice

Who is responsible for producing the advertising message?

The author.

What is the focus of relationship marketing?

Developing and keeping long-term relationships with consumers.

What are two tactics the IMC approach emphasizes according to Nowak and Phelps?

Increased emphasis on reaching smaller segments and increased use of consumer data.

What are broad functional divisions of business activities?

Marketing of products.

What level of relationship involves ongoing communication between the company and customers?

Partnership.

In the communication process, what does the source do with information?

Encodes the information as a message.

What is defined as creating long-term relationships with customers?

Relationship marketing.

Which trend influenced the development of IMC according to Glen Nowack and Joe Phelps?

Increasing media costs.

What is the primary role of marketing?

To bring in revenue.

What does a message travel through to reach the receiver?

Channel.

What should be a priority for a company's integration process in IMC?

Ensure consistent positioning.

What is the process of marketing designed to do?

Satisfy customer needs while earning a profit.

Who must approve a commercial before it can air?

Sponsorial consumers.

What role did manufacturers have during the 1800s?

Manufacturers were primarily concerned with production.

True or False: Advertisers are companies that pay to advertise their products.

True.

True or False: The three categories of customers are current, prospective, and lost customers.

True.

What does the warning on a box of cookies about peanuts represent?

An affirmative disclosure.

How do consultancies differ from traditional advertising agencies?

Consultancies handle a broader portfolio of marketing services.

What group includes a consultant who helps with a campaign in advertising?

Suppliers.

What is a disadvantage of a decentralized advertising department?

The focus on internal issues rather than what is good for the entire organization.

Why do some advertisers set up a wholly owned in-house ad agency?

To tighten control over their advertising.

What type of advertising promotes manicures at a spa?

Product advertising.

What appeared before advertising as an industry could emerge?

Mass media and transportation.

What function does a logo perform in branding?

It differentiates a product from others.

How was distribution of products limited before the evolution of advertising?

It was restricted to how far a seller could walk.

What actions did manufacturers take to shift to a marketing orientation?

Participated in national brand advertising and developed new products.

What happened as U.S. manufacturers met consumer needs?

Commodity markets became saturated.

Who were concerned with marketing during the 1800s?

Wholesalers.

What fueled mass consumption during the mid-1800s?

Railroads and steamships.

Which invention contributed to communication growth in the 19th century?

Telephone.

What marketing strategy did advertisers use during the postindustrial age?

Target marketing.

What media was introduced during advertising's Golden Age?

Television.

What practice targets audiences about products or brands?

Integrated marketing communications.

What term originated during the energy shortage crises of the 1970s and 1980s?

Demarketing.

What did advertising emphasize during its Golden Age?

Social acceptance, style, luxury, and success.

What plays a key role in a country's advertising impact?

Level of development.

What is the most basic definition of a brand?

A promise about a product.

What does a brand allow consumers to expect?

That the product will consistently deliver value or satisfaction.

Consumer loyalty can be nurtured through what?

A strong brand.

Who employs the majority of people in advertising?

Retailers.

What factor is critical in determining an advertising department's importance?

Whether or not top management is involved.

What are banks, insurance brokers, and restaurants examples of?

Specialty businesses and services.

What type of advertising is frequently done through newspapers?

Classified advertising.