IMC 104 Midterm (Hall) Exam Questions and Answers |Complete Solutions Graded A+ |100%
Correct
What are the elements of a great story? A character with a problem meets a guide who
gives them a plan that calls them to action that results in failure or success
Is the company/brand the hero or the guide in a story? The guide
What retailer sells the most groceries? Wal-Mart
What is the largest grocery chain in US sales? Kroger
What category has online/mobile not caught on? Grocery (about 6% online)
Where do you start in IMC and marketing? Research
What is secondary research? Someone else has already done it for another project, you find
it and use it
What is primary research? You conduct your own research
What are common types of qualitative research? focus group, interview, open end (fill in the
blank) survey questions
What are common types of quantitative research? surveys (written, phone, email),
observation, content analysis, experiment
True or False: Always start with secondary research True
, Is open ended research qualitative or quantitative? qualitative
What does SWOT stand for? strengths, weaknesses, opportunities, threats
What is the purpose for a remedial program? to overcome a problem or negative situation
What is the purpose for a specific one-time program? new product or service
How is a hero identified? market research
What does an informational objective do? expose audience to information, increase
awareness and monitor exposure
What does a motivational objective do? influence attitude and behavior
What does a strategy in a marketing plan provide? guidelines and key message themes and
offers rationale for actions and program components
What percent of the budget is staff time? 70%
What is considered in creating a budget? staff time, out of pocket expenses, and cushion for
unexpected expenses
How are informational objectives evaluated? compilation of news clips; analysis of mentions
and distribution of material
How are motivational objectives evaluated? increase in sales or market share, number of
people who asked for more information, difference in benchmark surveys before and after
Correct
What are the elements of a great story? A character with a problem meets a guide who
gives them a plan that calls them to action that results in failure or success
Is the company/brand the hero or the guide in a story? The guide
What retailer sells the most groceries? Wal-Mart
What is the largest grocery chain in US sales? Kroger
What category has online/mobile not caught on? Grocery (about 6% online)
Where do you start in IMC and marketing? Research
What is secondary research? Someone else has already done it for another project, you find
it and use it
What is primary research? You conduct your own research
What are common types of qualitative research? focus group, interview, open end (fill in the
blank) survey questions
What are common types of quantitative research? surveys (written, phone, email),
observation, content analysis, experiment
True or False: Always start with secondary research True
, Is open ended research qualitative or quantitative? qualitative
What does SWOT stand for? strengths, weaknesses, opportunities, threats
What is the purpose for a remedial program? to overcome a problem or negative situation
What is the purpose for a specific one-time program? new product or service
How is a hero identified? market research
What does an informational objective do? expose audience to information, increase
awareness and monitor exposure
What does a motivational objective do? influence attitude and behavior
What does a strategy in a marketing plan provide? guidelines and key message themes and
offers rationale for actions and program components
What percent of the budget is staff time? 70%
What is considered in creating a budget? staff time, out of pocket expenses, and cushion for
unexpected expenses
How are informational objectives evaluated? compilation of news clips; analysis of mentions
and distribution of material
How are motivational objectives evaluated? increase in sales or market share, number of
people who asked for more information, difference in benchmark surveys before and after
