IMC Exam 1 questions with 100%
complete solutions A+ graded A+
Revenue premium correlated with market share - correct answer ✔✔revenue premium is the
difference between your brand and the store brand item
strong correlation between revenue premium brands enjoy and market shares they cover
Positive impacts that the value of a brand increases - correct answer ✔✔
Brand Asset valuator and personality dimensions - correct answer ✔✔comparative measure of
brand equity elements across different categories
differentiation
relevance
esteem
knowledge
personality dim:
sincerity
excitement
competence
sophistication
ruggedness
Stages of brand adoption - correct answer ✔✔
, Geoconquesting vs geofencing - correct answer ✔✔fencing: targeting customers within
designated areas near firm location
conquesting: apply promotions to competitors location
4 P's of Marketing Mix - correct answer ✔✔Product, place, promotion, price - aimed at target
market
Publicity - correct answer ✔✔non personal communication to a mass audience
Challenges advertising agencies are battling - correct answer ✔✔
Objectives of marketing communications - correct answer ✔✔1. informing customers about
products, services, terms of sale
2. persuading customers to choose certain brands, stores, websites and events
3. induce action from customers that is more immediate than delayed in nature
Key features of IMC - correct answer ✔✔1. Start with the customer or prospect
2. Use any form of relevant contact or touch point (360 degree)
3. Speak with a single voice
4. Build relationships
5. Affect behavior
Chosen a brand name - correct answer ✔✔1. specify objective of brand
2. create candidate brand names
3. evaluate candidate names
4. choose brand name
complete solutions A+ graded A+
Revenue premium correlated with market share - correct answer ✔✔revenue premium is the
difference between your brand and the store brand item
strong correlation between revenue premium brands enjoy and market shares they cover
Positive impacts that the value of a brand increases - correct answer ✔✔
Brand Asset valuator and personality dimensions - correct answer ✔✔comparative measure of
brand equity elements across different categories
differentiation
relevance
esteem
knowledge
personality dim:
sincerity
excitement
competence
sophistication
ruggedness
Stages of brand adoption - correct answer ✔✔
, Geoconquesting vs geofencing - correct answer ✔✔fencing: targeting customers within
designated areas near firm location
conquesting: apply promotions to competitors location
4 P's of Marketing Mix - correct answer ✔✔Product, place, promotion, price - aimed at target
market
Publicity - correct answer ✔✔non personal communication to a mass audience
Challenges advertising agencies are battling - correct answer ✔✔
Objectives of marketing communications - correct answer ✔✔1. informing customers about
products, services, terms of sale
2. persuading customers to choose certain brands, stores, websites and events
3. induce action from customers that is more immediate than delayed in nature
Key features of IMC - correct answer ✔✔1. Start with the customer or prospect
2. Use any form of relevant contact or touch point (360 degree)
3. Speak with a single voice
4. Build relationships
5. Affect behavior
Chosen a brand name - correct answer ✔✔1. specify objective of brand
2. create candidate brand names
3. evaluate candidate names
4. choose brand name
