Chapter Eighteen Special Advertising Campaigns. Prentice Hall, © 200918-2 IMC is the practice of...

Chapter Eighteen

Special Advertising Campaigns

Prentice Hall, © 2009 18-2

IMC is the practice of coordinating all marcom tools and brand messages for all stakeholder audiences.

a) True

b) False


IMC is the practice of coordinating all marcom tools and brand messages for all stakeholder audiences.

a) True

b) False


If you want to achieve synergy in a campaign, would you be likely to avoid using IMC techniques?

a) Yes

b) No


Retail advertising is about both:

a) Selling the company’s viewpoint and advertising the consumer’s viewpoint

b) Selling the brand of the retail store and selling individual branded items

c) Reaching consumers via local marketing and national television

d) Reaching consumers via local marketing and shopping the consumer’s viewpoint


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


When creating a retail ad, one should ask, “Why would my manager shop in this store?”

a) True

b) False


When creating a retail ad, it is wise to ask, “Why would my manager shop in this store?”

a) True

b) False


As a national retail advertiser, should you utilize a variety of traditional and nontraditional media?

a) Yes

b) No


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


Government advertising is the type of business-to-business advertising that usually targets:

a) The smallest purchasers of consumer goods in the United States

b) Final channel members such as retailers

c) The largest purchasers of industrial goods in the United States

d) Second-party equipment manufacturers


In B2B advertising media, horizontal publications are directed at:

a) People who hold similar jobs in different companies across different industries

b) People who hold different positions in a particular industry

c) People with the highest salaries in the same companies

d) People who hold similar jobs in the same companies and same industries


Fortunately, competition among nonprofit organizations is minimal.

a) True

b) False


As a cause marketer, would you be likely to practice “sales promotion with a PR spin?”

a) Yes

b) No


According to the “localization” school of thought regarding the globalization of advertising:

a) A combination of standardization and localization may produce the best results

b) There are major differences between countries that warrant focus on similarities

c) A consumer’s attitude toward the origin of advertising can be changed

d) Advertisers must strongly consider differences among countries


Because globalization is a fact, marketers must change brand strategies for each different culture.

a) True

b) False


Major challenges faced by global marketers include:

a) Maintaining brand consistency

b) Securing local budget approvals

c) Targeting issues

d) Both a and c


Utilizing IMC on a global scale, should a marketer focus mostly on vertical coordination?

a) Yes

b) No


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Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

Chapter Eighteen Special Advertising Campaigns. Prentice Hall, © 200918-2 IMC is the practice of...

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