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Exam 18: The Imc Umbrella

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Question 41

Multiple Choice

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When is it best to use a localization strategy?

A) The company wants an efficient campaign requiring the approval of fewer people.
B) The graphic or visual approaches can be used to overcome cultural differences.
C) The company wants to maintain control over the image projected by all brand communication.
D) The converging buyer wants and needs mean that buyers everywhere will increasingly want the same product.
E) There is little or no competition in many foreign markets.

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Question 42

Multiple Choice

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Which of the following is true about international media buying?

A) For the most part, media buying is the same in all countries.
B) There are no adjustments for seasonality.
C) Media buying in other countries are normally handled by global media buying companies rather than local media buying companies.
D) It takes just as long to buy internationally as it does locally.
E) Media is developing and evolving differently in every country.

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Question 43

True/False

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The Internet is a key medium for business-to-business advertisers.

With respect to general business and trade publications, ________ publications are directed to people who hold similar jobs in different companies across different industries.

Shoppers are advertising circulars furnished by a retailer for distribution as free-standing inserts in newspapers.

Refer to the passage below to answer the questions that follow. Head Over Heels is a unique children's toy and shoe store. Although it is the only store in town that has a large selection of educational toys, it also features Thomas the Tank Engine and Madeline dolls, clothes, and dollhouses, and all sorts of infant toys. Head Over Heels carries the largest selection of Stride Rite shoes in town, as well. The store advertises all year, but it advertises more heavily around back-to-school time for shoes and the holidays for toys. It receives prepared print ads and radio scripts from manufacturers to use for the store's advertising with enough time or space to include the store's information. When Head Over Heels uses these ads, it gets reimbursed the full media cost by the manufacturers, which really helps in shop's advertising efforts. Another way it gets assistance from manufacturers is by offering them the opportunity to buy space in the multipage ad that the store distributes every year on Thanksgiving, which features several Christmas gift ideas at promotional prices for the famous "day after Thanksgiving" shopping day. -The special holiday ad is prepared by a printer and distributed to consumers inside the local newspaper. Name and describe this type of advertising.

________ links a company's mission and core values to a cause that connects with the company's and its customers' interests.

Which of the following is the advertising medium used most by retailers?

Juan works at an advertising agency that has been designated as the lead agency for a client's global advertising effort. Explain what is meant by lead agency and describe its purpose.

Marcus is the advertising director of a major international corporation that manufactures skateboard components to sell to skate shops around the world. His philosophy is that teenagers, who are his products' target market, are pretty much the same all over the world, especially teens that are passionate about skateboarding. Name and describe the school of thought that he espouses.

Lolly, Lolly, Lollypop is a candy manufacturer building its brand nationally. In addition to advertising, the company is careful about what it says, how the company performs, and what the response is from consumers. All of this is to promote one consistent message through many different aspects, also known as brand message ________.

Refer to the passage below to answer the questions that follow. Head Over Heels is a unique children's toy and shoe store. Although it is the only store in town that has a large selection of educational toys, it also features Thomas the Tank Engine and Madeline dolls, clothes, and dollhouses, and all sorts of infant toys. Head Over Heels carries the largest selection of Stride Rite shoes in town, as well. The store advertises all year, but it advertises more heavily around back-to-school time for shoes and the holidays for toys. It receives prepared print ads and radio scripts from manufacturers to use for the store's advertising with enough time or space to include the store's information. When Head Over Heels uses these ads, it gets reimbursed the full media cost by the manufacturers, which really helps in shop's advertising efforts. Another way it gets assistance from manufacturers is by offering them the opportunity to buy space in the multipage ad that the store distributes every year on Thanksgiving, which features several Christmas gift ideas at promotional prices for the famous "day after Thanksgiving" shopping day. -Name and describe the program that Head Over Heels uses when it uses a radio spot from Stride Rite with time left at the end.

A dealer tag is the time left at the end of a radio or television spot or space left at the bottom of print materials provided by a manufacturer where the local store is mentioned.

________ refers to the use of marketing programs and marketing communications tools to create awareness of a social need.

Public communication campaigns are undertaken by nonprofit organizations as a conscious effort to influence the thoughts or actions of the public.

Which type of advertising accounts for nearly half of all the money spent on advertising?

Discounters like Target and Walmart use a(n) ________ strategy that suggests they offer the best quality for that price level.

Toyota, KFC, and Hertz are all which type of retail establishments?

Advertising directed at a group of mostly white-collar workers, such as lawyers, accountants, technology consultants, doctors, teachers, and advertising and marketing specialists, is known as ________.

What was the new direction taken for SPAR's brand in its "Life's Great" campaign, as described in "A Matter of Practice"?