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100
A creative's main responsibility is to
Develop advertisements and campaigns
100
All of the following are trends impacting the use of integrated advertising and marketing communications except: -increase in channel power by manufacturers -emphasis on customer engagement -increase in micro-marketing -increases in perception of brand parity
Increase in channel power by manufacturers
100
Promotions that help the manufacturer push the product through the channel are:
Trade promotions
100
The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and
consumer buyer behaviors
100
This is when a company features a uniform product and message across countries
Standardization
200
Effective marketing communications are based on a clearly defined corporate image (True or False)
True
200
In terms of globally integrated marketing communications, adaptation is:
adjusting a message to local conditions
200
The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:
Integrated Marketing Communications (IMC)
200
Of the following, the individual that works for the company that produces the product is a:
Brand manager
200
Results in a creation of products and marketing messages designed for and adapted to individual countries.
Adaptation
300
Buying online from Amazon.com rather than a record or book store is an example of?
A power shift to the consumer
300
Increased usage of micro-marketing means:
Marketing programs focus more on individuals and micro-segments
300
An account executive's duties include
development of an overall strategic communication plan
300
When Sean shops for an automobile, which are the senders in the communication process
Honda and Toyota
300
The goal of branding is
Set a product apart from it's competitors
400
The key to using social media successfully is:
Making it compatible with the off-line marketing program.
400
Michael buys electronic items from the closet retail store because he doesn't think there is much difference between brands. This is an example of:
Brand Parity
400
To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it
Sells superior products
400
Alternative interactive marketing techniques are designed to
Create experiences with a brand and not just simply purchases
400
When a customer believes Black and Becker makes the best and most reliable tools, this is an example of
Brand equity
500
The competitive environment is now more:
global
500
Marketing account executives are facing increasing pressures related to:
Accountability
500
In terms of marketing communications, standardization is
presenting the same message across national boundaries
500
Marlene just developed a new slogan to use in a company's advertising. Her main job is to think up these ideas and put them into the company's advertising plan. Marlene is a
Creative
500
placing one brand within another
Ingredient branding