MKT 4310 Exam 1 || All Solutions are Accurate.
Integrated Marketing Communications (IMC) correct answers a strategic business process used
to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand
communications programs over time with consumers, customers, prospects, employees,
associates, and other targeted relevant external and internal audiences. The goal is to generate
both short-term financial returns and build long-term brand and shareholder value. (pg. 10)
Reasons for Growing Importance of IMC correct answers (pg. 11)
Brand Identity correct answers a combination of many factors, including the name, logo,
symbols, design, packaging, and performance of a product or service as well as the image or type
of associations that come to mind when consumers think about a brand. (pg. 13)
direct response advertising correct answers a product is promoted through an ad that encourages
the consumer to purchase directly from the manufacturer. (pg. 19)
Omnichannel retailing strategy correct answers companies sell their products through multiple
distribution channels including retail stores, online, catalogs, and mobile apps. An omnichannel
strategy involves using a combination of physical or offline channels as well as digital or online
channels to influence a customer's shopping experience including research before a purchase and
service after a sale. (pg. 21)
Types of sales promotion correct answers (pg. 23)
Publicity correct answers Refers to nonpersonal communications regarding an organization,
product, service, or ideas not directly paid for or run under identified sponsorship. (pg. 24)
Advantages of publicity correct answers Credibility... (pg. 25)
, Disadvantages of publicity correct answers Sometimes unfavorable because it can't be controlled
by the organization. (pg. 26)
Differences between publicity and advertising correct answers (pg. 26)
Public relations correct answers a strategic communication process that builds mutually
beneficial relationships between organizations and their publics. (pg. 26)
First three steps in the IMC planning process correct answers Review of marketing plan, analysis
of promotional program situation, analysis of communication process. (pg. 32)
Advertising agencies correct answers an outside firm that specializes in the creation, production,
and/or placement of the communications message and that may provide other services to
facilitate the marketing and promotions process. (pg. 71)
Specialized marketing communcations service agencies correct answers This includes direct-
marketing agencies, sales promotion agencies, digital/interactive agencies, and public relations
firms. These organizations provide services in their areas of expertise. (More info on pg. 72)
Differences between centralized and decentralized systems correct answers each product or
brand has its own brand manager in decentralized systems.
Brand manager correct answers responsible for the total management of the brand, including
planning, budgeting, sales, and profit performance. They are also responsible for the planning,
implementation, and control of the marketing program. (pg. 74)
In-house agency correct answers an advertising agency that is set up, owned, and operated by the
advertiser. (pg. 77)
Advantages: quicker, more cost-effective
Disadvantages: Less flexible, lower quality
Integrated Marketing Communications (IMC) correct answers a strategic business process used
to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand
communications programs over time with consumers, customers, prospects, employees,
associates, and other targeted relevant external and internal audiences. The goal is to generate
both short-term financial returns and build long-term brand and shareholder value. (pg. 10)
Reasons for Growing Importance of IMC correct answers (pg. 11)
Brand Identity correct answers a combination of many factors, including the name, logo,
symbols, design, packaging, and performance of a product or service as well as the image or type
of associations that come to mind when consumers think about a brand. (pg. 13)
direct response advertising correct answers a product is promoted through an ad that encourages
the consumer to purchase directly from the manufacturer. (pg. 19)
Omnichannel retailing strategy correct answers companies sell their products through multiple
distribution channels including retail stores, online, catalogs, and mobile apps. An omnichannel
strategy involves using a combination of physical or offline channels as well as digital or online
channels to influence a customer's shopping experience including research before a purchase and
service after a sale. (pg. 21)
Types of sales promotion correct answers (pg. 23)
Publicity correct answers Refers to nonpersonal communications regarding an organization,
product, service, or ideas not directly paid for or run under identified sponsorship. (pg. 24)
Advantages of publicity correct answers Credibility... (pg. 25)
, Disadvantages of publicity correct answers Sometimes unfavorable because it can't be controlled
by the organization. (pg. 26)
Differences between publicity and advertising correct answers (pg. 26)
Public relations correct answers a strategic communication process that builds mutually
beneficial relationships between organizations and their publics. (pg. 26)
First three steps in the IMC planning process correct answers Review of marketing plan, analysis
of promotional program situation, analysis of communication process. (pg. 32)
Advertising agencies correct answers an outside firm that specializes in the creation, production,
and/or placement of the communications message and that may provide other services to
facilitate the marketing and promotions process. (pg. 71)
Specialized marketing communcations service agencies correct answers This includes direct-
marketing agencies, sales promotion agencies, digital/interactive agencies, and public relations
firms. These organizations provide services in their areas of expertise. (More info on pg. 72)
Differences between centralized and decentralized systems correct answers each product or
brand has its own brand manager in decentralized systems.
Brand manager correct answers responsible for the total management of the brand, including
planning, budgeting, sales, and profit performance. They are also responsible for the planning,
implementation, and control of the marketing program. (pg. 74)
In-house agency correct answers an advertising agency that is set up, owned, and operated by the
advertiser. (pg. 77)
Advantages: quicker, more cost-effective
Disadvantages: Less flexible, lower quality
