COMM 3360 EXAM 1 QUESTIONS AND
ANSWERS 100% CORRECT
Relationship between advertiser and agency for managing IMC. - ANSWER For the IMC plan,
the advertiser hires, monitors, and pays the advertising agency.
Advertiser: the company or organization that sponsors the advertising of its business (Apple,
Nike...). The advertiser becomes the agency's client.
How are agencies paid? - ANSWER 15% commission on media billing -- the traditional form of
compensation. e.g., $10 million media budget for an IMC campaign gives $1.5 million
commission to the advertising agency.
Many advertisers also use a fee system - hourly fee or rate for a specific IMC project.
Definition of media vehicles. - ANSWER Media Vehicles are the specific programs of media
TV: 60 Minutes, The Simpsons...
Newspaper: New York Times, Houston Chronicle...
Magazine: Time, Sports Illustrated...
Internet: Yahoo, Facebook...
Roles and characteristics of brand in IMC. - ANSWER More Specific Definition (Moriarty et al.
2011):
, a perception, often imbued with emotions, which results from experiences with and
information about a company or a line of products.
A mixture of tangible and intangible attributes, symbolic importance of the trademark, and
the value the brand offers to both consumer and the company.
➔ Represented as brand names, logos, trademarks, characters and other visual cues.
Two key points of positioning. - ANSWER Differentiation-How distinctively our brand/product
is differentiated from competitors' brands?
Competitive Advantage-How much our target market consumers (target audience) like the
differentiation?
Differences between corporate identity and organizational identity. - ANSWER Corporate
identity reflects the thinking and direction of top management.
-based on corporate perspective.
But, organizational identity reflects the many ways everyone within an organization thinks
about themselves as an organization.
-based on an organizational perspective.
___________________________________________________________________________________________________
IMC should play a role in the establishment and maintenance of a company's identity within
ANSWERS 100% CORRECT
Relationship between advertiser and agency for managing IMC. - ANSWER For the IMC plan,
the advertiser hires, monitors, and pays the advertising agency.
Advertiser: the company or organization that sponsors the advertising of its business (Apple,
Nike...). The advertiser becomes the agency's client.
How are agencies paid? - ANSWER 15% commission on media billing -- the traditional form of
compensation. e.g., $10 million media budget for an IMC campaign gives $1.5 million
commission to the advertising agency.
Many advertisers also use a fee system - hourly fee or rate for a specific IMC project.
Definition of media vehicles. - ANSWER Media Vehicles are the specific programs of media
TV: 60 Minutes, The Simpsons...
Newspaper: New York Times, Houston Chronicle...
Magazine: Time, Sports Illustrated...
Internet: Yahoo, Facebook...
Roles and characteristics of brand in IMC. - ANSWER More Specific Definition (Moriarty et al.
2011):
, a perception, often imbued with emotions, which results from experiences with and
information about a company or a line of products.
A mixture of tangible and intangible attributes, symbolic importance of the trademark, and
the value the brand offers to both consumer and the company.
➔ Represented as brand names, logos, trademarks, characters and other visual cues.
Two key points of positioning. - ANSWER Differentiation-How distinctively our brand/product
is differentiated from competitors' brands?
Competitive Advantage-How much our target market consumers (target audience) like the
differentiation?
Differences between corporate identity and organizational identity. - ANSWER Corporate
identity reflects the thinking and direction of top management.
-based on corporate perspective.
But, organizational identity reflects the many ways everyone within an organization thinks
about themselves as an organization.
-based on an organizational perspective.
___________________________________________________________________________________________________
IMC should play a role in the establishment and maintenance of a company's identity within
