IMC 304 TEST PAPER ALL ANSWERS AND
QUESTIONS SET A+
✔✔Based upon your learnings in module two, it is fair to say all brands of bottled water
are the same. - ✔✔False
✔✔Brands have a unique associations that people perceive about them. - ✔✔True
✔✔Brand perceptions change over time. - ✔✔True
✔✔Marketing communications help shape your perception of a brand. - ✔✔True
✔✔To begin the quest to find insights to inform the communication strategy, planners
should collect data to answer the question ____________________ - ✔✔Where are we
now?
✔✔A tool that is used in analyzing the situation is _______________ - ✔✔SWOT
✔✔The path to insight and inspiration starts with ______________________ - ✔✔data
collection
✔✔A planner should seek to understand how others view the brand and what questions
to explore in research by ____________________ - ✔✔experiencing the brand
✔✔What brand campaign was used to illustrate the value of collecting data by
experiencing the brand? - ✔✔Oreos - Wonderfilled ?
✔✔Data that has been collected by someone else and published either in the digital or
physical world is called _____________ data. - ✔✔secondary
✔✔Planners collect what kind of data first when starting a planning project? -
✔✔secondary
, ✔✔Finding the right data to get to insight requires what kind of thinking? - ✔✔lateral
✔✔An example of data you can get from census data is the population of the U.S. The
current population of the US is approximately _____________? - ✔✔330 million
✔✔When conducting secondary research, it is important to verify sources. One way to
do that is to use the _________test. - ✔✔CRAAP
✔✔When analyzing data, a statistic calculation that can be used to gain insights from
comparing two sets of data (the average divided by the response x 100) is the
______________. - ✔✔index ? XXX
✔✔A penetrating discovery or an ability to see and intuitively understand the inner
nature of things (that no one else can see) to inspire a future idea is
_________________ - ✔✔insight
✔✔The best insights come from __________________ - ✔✔being out in the world
✔✔In planning, the place in the consumer's mind where you make a connection
between a consumer insight and a brand insight is ________________ - ✔✔the sweet
spot
✔✔We can look at ___________ to know why we need to look deeper than the surface
to understand the brand and consumer insights. Studying this suggests that as much as
90% of a person's preferences are deeper than surface behaviors or actions. - ✔✔an
iceberg
✔✔The planner framework to develop segmentation, targeting, and positioning is called
_____________________ - ✔✔A STP Model
✔✔A group people within your target market that are the bullseye (influencing)
group/tribe with a significant potential to respond positively to a brand message are the
strategic ____________ - ✔✔target audience
✔✔The insight organizing tool that divides groups of people together based upon
shared criteria is _______________. - ✔✔segmentation
✔✔The example of _______________ segmentation of BIC for Her pens demonstrated
the potential pitfalls of positioning a brand based upon this type of segmentation. -
✔✔demographic
✔✔The Wilson tennis ball example shown in class was an example of
_______________ segmentation. - ✔✔psychographic
QUESTIONS SET A+
✔✔Based upon your learnings in module two, it is fair to say all brands of bottled water
are the same. - ✔✔False
✔✔Brands have a unique associations that people perceive about them. - ✔✔True
✔✔Brand perceptions change over time. - ✔✔True
✔✔Marketing communications help shape your perception of a brand. - ✔✔True
✔✔To begin the quest to find insights to inform the communication strategy, planners
should collect data to answer the question ____________________ - ✔✔Where are we
now?
✔✔A tool that is used in analyzing the situation is _______________ - ✔✔SWOT
✔✔The path to insight and inspiration starts with ______________________ - ✔✔data
collection
✔✔A planner should seek to understand how others view the brand and what questions
to explore in research by ____________________ - ✔✔experiencing the brand
✔✔What brand campaign was used to illustrate the value of collecting data by
experiencing the brand? - ✔✔Oreos - Wonderfilled ?
✔✔Data that has been collected by someone else and published either in the digital or
physical world is called _____________ data. - ✔✔secondary
✔✔Planners collect what kind of data first when starting a planning project? -
✔✔secondary
, ✔✔Finding the right data to get to insight requires what kind of thinking? - ✔✔lateral
✔✔An example of data you can get from census data is the population of the U.S. The
current population of the US is approximately _____________? - ✔✔330 million
✔✔When conducting secondary research, it is important to verify sources. One way to
do that is to use the _________test. - ✔✔CRAAP
✔✔When analyzing data, a statistic calculation that can be used to gain insights from
comparing two sets of data (the average divided by the response x 100) is the
______________. - ✔✔index ? XXX
✔✔A penetrating discovery or an ability to see and intuitively understand the inner
nature of things (that no one else can see) to inspire a future idea is
_________________ - ✔✔insight
✔✔The best insights come from __________________ - ✔✔being out in the world
✔✔In planning, the place in the consumer's mind where you make a connection
between a consumer insight and a brand insight is ________________ - ✔✔the sweet
spot
✔✔We can look at ___________ to know why we need to look deeper than the surface
to understand the brand and consumer insights. Studying this suggests that as much as
90% of a person's preferences are deeper than surface behaviors or actions. - ✔✔an
iceberg
✔✔The planner framework to develop segmentation, targeting, and positioning is called
_____________________ - ✔✔A STP Model
✔✔A group people within your target market that are the bullseye (influencing)
group/tribe with a significant potential to respond positively to a brand message are the
strategic ____________ - ✔✔target audience
✔✔The insight organizing tool that divides groups of people together based upon
shared criteria is _______________. - ✔✔segmentation
✔✔The example of _______________ segmentation of BIC for Her pens demonstrated
the potential pitfalls of positioning a brand based upon this type of segmentation. -
✔✔demographic
✔✔The Wilson tennis ball example shown in class was an example of
_______________ segmentation. - ✔✔psychographic
