18 Questions
What should marketing communications' decisions be grounded in?
Objectives
What is the key feature that represents a brand's position in the consumer's mind?
Image
Which type of budgeting involves specific financial resources allocated to marcom elements?
Top-down Budgeting
In what order of importance do B2B companies typically emphasize their marketing communication tools?
Online marketing, trade shows, brand advertising, direct mail, telemarketing
What is a fundamental issue confronting all companies when deciding how to allocate resources among marketing communication tools?
Resource allocation
For consumer goods marketers, what major decision involves determining resource allocation between?
Brand advertising and sales promotions
What should guide the content of marketing communication messages?
The brand's positioning strategy
What is the primary purpose of measuring the results of marcom efforts?
To determine if the objectives established at the outset have been accomplished
What is the role of continuity in the effectiveness of advertising messages?
It maintains the momentum of the message
What is the concept of media relevant to in marketing communications?
All marcom tools
What is the term 'momentum' referring to in the context of marketing communications?
The force or speed of movement of an object
What is a potential consequence of focusing on short-term sales promotion rather than long-term brand equity?
Trouble for the brand's future
What is the ultimate objective of marketing communications according to the content?
Affecting behavior and moving people in action
What are the specialized services that brand managers use for managing marketing communications?
Both A and B
What is the greatest obstacle to integration in marketing communications?
Few providers have the far-reaching skills to plan and execute programs that cut across all major forms of marketing communications
What is the purpose of targeting in marketing communications?
To deliver messages more precisely and prevent wasted coverage to people falling outside the intended audience
What is the goal of experiential marketing programs?
To create special events or develop exciting venues that attempt to build the sensation that a sponsoring brand is relevant to the consumers life and lifestyle
What are the two types of loyalty programs mentioned in the content?
Creating customers who are committed to a brand and encouraging them to satisfy most of their product or service needs from offering organizations
This quiz covers the concepts of branding, marketing communications, setting objectives, and budgeting in the context of marketing strategies. Test your knowledge on how to position a brand, set effective communication objectives, and allocate financial resources for marketing activities.
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