IMC Planning Process Quiz

The first step in the IMC planning process is:

• communications research.

• defining the firm's target market.

• an analysis of the product positioning.

• developing communications objective.

The three primary approaches used in communications research include:

• consumer-oriented, business-to-business research, and market-based research.

• product-specific research, consumer-oriented research, and target-market research.

• competitive analysis, industry research, and consumer research.

• consumer-specific research, brand equity research, and business-specific research.

Which best describes product-specific research?

• Identifying the type of consumer best matched to a product.

• Specifying the ideal target marketing for an item.

• Discovering the major selling idea for a good or service.

• Examining the characteristics of an economy that relate to a product's sales.

When conducting communications research, each of the following perspectives is typically used except:

• anthropology.

• sociology.

• psychology.

• statistics.

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend?

• product-specific research

• anthropological research

• psychological research

• a sociological approach assessing social class

Which best describes the psychological approach to analyzing consumer behavior?

• Using product-specific research to understand why people buy things

• Concentrating on the motives for purchase decisions

• Discovering sociological variables that impact buyers

• Seeking cultural and subcultural explanations for purchases

Advertising researchers want to understand reasons individuals take part in specific fashion trends. Which approach would be the best consumer-oriented research method to use?

• Product-specific research

• Psychological

• Sociological

• Anthropological

An individual's desire to dress in the latest fashions from Paris as an expression of individuality and good taste is discovered using which type of communications research approach?

• Product-specific research approach

• Psychological approach

• Sociological approach

• Anthropological approach

Target market research involves:

• Uncovering the areas with the best economies for an advertising campaign

• Identifying who will be the recipient of a planned communications campaign

• Using product specific variables to locate viable consumers

• Discovering which individuals to avoid with a marketing program

A set of businesses or groups of individual consumers with distinct characteristics is a(n):

• differentiated group.

• production department.

• market segment.

• manufacturing system.