IMC 104 Final Exam Questions and Answers |Complete Solutions Graded A+ |100% Correct
LESSON 6 **********************************************
- SWOTS - what they are, and the 4 components
-Creative briefs
-Positioning
-Features, Advantages, Benefits
*********************************************
What are the 4 S.W.O.Ts? Strengths, Weakness, Opportunities, Threats
S.W.O.T Strengths and Weaknesses Internal- company analysis
S.W.O.T Opportunities and Threats external- competition analysis
What is S.W.O.T Strength? What can you use to promote business
What is S.W.O.T Weakness? Limited distribution, poor customer service, limited budget
What are S.W.O.T Opportunities? Changes that weaken competition, reduced competition,
and events that increase demand for your product
What are S.W.O.T Threats? new competitors, new/ improved offerings from current
competitor
,What are the additional 3 P's Unique selling (P)roposition, Pre-emption, Positioning
What is positioning? What image does your company or product occupy in consumers minds
in relation to your competition?
What is a Product Feature? "What is it?"
Physical characteristics: color, size, price, quality, taste, etc.
What is a Product Advantage? Explains why physical characteristics of the product matter
-Variety, unique flavors
What is a Product Benefit? "What's in it for the customer? Why should he/she care?"
What are creative briefs? The document that spells out the plan for a particular promotional
campaign
How to use creative briefs: Be brief and creative, avoid jargon or any unfamiliar words,
present them in person, make sure everyone is on the same tract
LESSON 7 ******************
Public Relations:
-What it is
-advantages/ disadvantages
-when it is used
-how it works
-the different forms of it
, *********************
Which of these is NOT a tip for media spokespersons (that is, the people whom the media calls
for information or comment on a story): Be prepared to pay
When the Susan B. Komen Foundation organizes a walk to raise money for breast cancer
research, it is an example of: Sponsored event
What are the methods of public relations? News conferences, Sponsored events, Press
releases
Who writes a news release? The organization (or agency) doing the promotion
What is a press release? A short news article that is written and distributed to the media
What are the advantages of public relations? Low cost, credibility, can build good
relationships with the media and if newsrooms are short-staffed - PR can help fill the void.
What are the DISADVANTAGES of public relations? CAN'T CONTROL THE MESSAGES, stories
can be unfavorable and hard to measure
What is true about public relations? Compared to advertising, it is a "non-paid" form of
promotion
What is a big disadvantage of public relations? The lack of message control
LESSON 6 **********************************************
- SWOTS - what they are, and the 4 components
-Creative briefs
-Positioning
-Features, Advantages, Benefits
*********************************************
What are the 4 S.W.O.Ts? Strengths, Weakness, Opportunities, Threats
S.W.O.T Strengths and Weaknesses Internal- company analysis
S.W.O.T Opportunities and Threats external- competition analysis
What is S.W.O.T Strength? What can you use to promote business
What is S.W.O.T Weakness? Limited distribution, poor customer service, limited budget
What are S.W.O.T Opportunities? Changes that weaken competition, reduced competition,
and events that increase demand for your product
What are S.W.O.T Threats? new competitors, new/ improved offerings from current
competitor
,What are the additional 3 P's Unique selling (P)roposition, Pre-emption, Positioning
What is positioning? What image does your company or product occupy in consumers minds
in relation to your competition?
What is a Product Feature? "What is it?"
Physical characteristics: color, size, price, quality, taste, etc.
What is a Product Advantage? Explains why physical characteristics of the product matter
-Variety, unique flavors
What is a Product Benefit? "What's in it for the customer? Why should he/she care?"
What are creative briefs? The document that spells out the plan for a particular promotional
campaign
How to use creative briefs: Be brief and creative, avoid jargon or any unfamiliar words,
present them in person, make sure everyone is on the same tract
LESSON 7 ******************
Public Relations:
-What it is
-advantages/ disadvantages
-when it is used
-how it works
-the different forms of it
, *********************
Which of these is NOT a tip for media spokespersons (that is, the people whom the media calls
for information or comment on a story): Be prepared to pay
When the Susan B. Komen Foundation organizes a walk to raise money for breast cancer
research, it is an example of: Sponsored event
What are the methods of public relations? News conferences, Sponsored events, Press
releases
Who writes a news release? The organization (or agency) doing the promotion
What is a press release? A short news article that is written and distributed to the media
What are the advantages of public relations? Low cost, credibility, can build good
relationships with the media and if newsrooms are short-staffed - PR can help fill the void.
What are the DISADVANTAGES of public relations? CAN'T CONTROL THE MESSAGES, stories
can be unfavorable and hard to measure
What is true about public relations? Compared to advertising, it is a "non-paid" form of
promotion
What is a big disadvantage of public relations? The lack of message control
