IMC- exam 1 questions n answers
rated A+ 2025/2026
Describe the basic philosophy underlying integrated marketing communications (IMC), and
discuss reasons why firms have not practiced IMC all along and why there is a reluctance to
change. - ANS ✔✔The basic philosophy is the careful coordination of a brand's sundry
marketing communications elements
Reasons why:
1. Organizations have handled advertising, sales promotions, and other communication tools as
virtually separate practice because different units within organizations have specialized in
separate aspects of marcom
2. Outside suppliers have tended to specialize in single facets of marketing communications
rather than possess expertise across the board
Reluctance:
-Managerial parochialism (advertising people sometimes view the world exclusively from an
advertising perspective and are blind to other communication traditions)
-Fear that change might lead to budget cutbacks in their areas of control and reductions in their
authority, perceived expertise, and power
What is the synergistic effect of using multiple well-coordinated marcom tools? - ANS ✔✔-Sales
increase that significantly added to the individual effects of each advertising medium
-Additional advertising mediums working together produced more attention, more positive
thoughts, and higher message credibility than did the sum of the two media when used
individually
What does 360-degree branding refer to? - ANS ✔✔The brand's touch points should surround
the target audience.
, -Surround present or prospective customers with the brand message at every possible
opportunity and allowing them to use whatever information about the brand they deem most
useful
What does a should positioning statement do? - ANS ✔✔-Consistently deliver the same unified
message
-Present a clear idea of the brand in its target market's mind
When referring to the IMC feature of building relationships what is the leaky bucket analogy? -
ANS ✔✔Business=bucket; customers=water
--Refers to a business that is losing customers and market share; business must acquire new
customers to compensate for the loss or leakage of existing customers
CUSTOMER RETENTION STRATEGY & BUILDING RELATIONSHIPS
What are obstacles to implementing IMC? Which is the greatest obstacle? - ANS ✔✔-Few
providers have the skills required to execute-Mass media campaigns easier than direct-to-
customer
Greatest Obstacle:
-Make sure that tools are consistently execute
Related to the concept of brand equity, what is revenue premium? - ANS ✔✔The revenue
differential between a branded item and a corresponding private-labeled (store brand) item
What does the term brand awareness refer to? - ANS ✔✔An issue of whether a brand name
comes to mind when consumers think about a particular product category and the ease with
which the name is evoked
rated A+ 2025/2026
Describe the basic philosophy underlying integrated marketing communications (IMC), and
discuss reasons why firms have not practiced IMC all along and why there is a reluctance to
change. - ANS ✔✔The basic philosophy is the careful coordination of a brand's sundry
marketing communications elements
Reasons why:
1. Organizations have handled advertising, sales promotions, and other communication tools as
virtually separate practice because different units within organizations have specialized in
separate aspects of marcom
2. Outside suppliers have tended to specialize in single facets of marketing communications
rather than possess expertise across the board
Reluctance:
-Managerial parochialism (advertising people sometimes view the world exclusively from an
advertising perspective and are blind to other communication traditions)
-Fear that change might lead to budget cutbacks in their areas of control and reductions in their
authority, perceived expertise, and power
What is the synergistic effect of using multiple well-coordinated marcom tools? - ANS ✔✔-Sales
increase that significantly added to the individual effects of each advertising medium
-Additional advertising mediums working together produced more attention, more positive
thoughts, and higher message credibility than did the sum of the two media when used
individually
What does 360-degree branding refer to? - ANS ✔✔The brand's touch points should surround
the target audience.
, -Surround present or prospective customers with the brand message at every possible
opportunity and allowing them to use whatever information about the brand they deem most
useful
What does a should positioning statement do? - ANS ✔✔-Consistently deliver the same unified
message
-Present a clear idea of the brand in its target market's mind
When referring to the IMC feature of building relationships what is the leaky bucket analogy? -
ANS ✔✔Business=bucket; customers=water
--Refers to a business that is losing customers and market share; business must acquire new
customers to compensate for the loss or leakage of existing customers
CUSTOMER RETENTION STRATEGY & BUILDING RELATIONSHIPS
What are obstacles to implementing IMC? Which is the greatest obstacle? - ANS ✔✔-Few
providers have the skills required to execute-Mass media campaigns easier than direct-to-
customer
Greatest Obstacle:
-Make sure that tools are consistently execute
Related to the concept of brand equity, what is revenue premium? - ANS ✔✔The revenue
differential between a branded item and a corresponding private-labeled (store brand) item
What does the term brand awareness refer to? - ANS ✔✔An issue of whether a brand name
comes to mind when consumers think about a particular product category and the ease with
which the name is evoked
