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Exam 7: Marketing,Advertising,and Imc Planning

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Question 41

Multiple Choice

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The _____ marketing strategy reverses the traditional model and is used by smaller companies to keep their product focused on a single concept.

A) relationship
B) transformational
C) bottom-up
D) transactional
E) top-down

F) All of the above
G) A) and D)

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Question 42

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A creative strategy is a written statement that serves as the creative team's guide for producing an ad.

A) True
B) False

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Question 43

Multiple Choice

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When Joe Coulombe designed his chain of grocery stores,Trader Joe's,he decided he wanted to attract well-educated,adventurous,particular shoppers,which became his company's

Which of the following best describes the target market of Mountain Dew?

Clos du Bois wine pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful.Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow-an instantly recognizable symbol in the gay community.What approach to positioning is the winery using?

The percentage-of-sales method is

Small firms with limited capital typically budget using an all-available-funds method.

What are the four principal elements in a traditional top-down marketing plan?

The advertising plan is a natural outgrowth of the marketing plan.

Which type of brand message is exemplified by negative consumer posts on a company's Facebook page?

In order to create a new marketing plan for Mountain Dew,the company has completed a detailed SWOT analysis to assess the current strengths,weaknesses,opportunities,and threats to the brand.The next step in creating a marketing plan will be to

Baxter International is the world's largest manufacturer of IV solutions in flexible containers.Which of the following would most likely reveal relevant facts about the firm's history,growth,and market share?

In 2009,Mountain Dew introduced radical new _____,including the "Dewmocracy" campaign that asked consumers to choose new flavors.

Pyramid Breweries Co.has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.

Dove soap sells itself as the soap for women with dry skin.The positioning strategy for Dove is most likely based on the use/application approach.

In 2016,after years of development,a small Montana guest ranch decided to launch a unique social website for seniors to watch live cameras documenting the activities of the ranch for a small monthly fee.With no advertising budget,the ranch owner took horses and donkeys around to senior centers,gave away coupons for free membership to visitors,went to parades,and posted heavily on social media.In addition,the ranch spent any revenue from visitors to promote the website.The ranch used the _____ method to raise awareness of their website.

Briefly describe what an advertiser should do at each of the levels of the advertising pyramid,in order from bottom to top.

The traditional _____ method of developing a marketing plan has four main elements: situation analysis,marketing objectives,marketing strategy,and marketing tactics (or action programs) .

Briefly describe at least three methods for setting an advertising budget.

The two sub-strategies of the advertising strategy are the