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Question
Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.Answer
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The key go-between for the advertising agency and a client company is usually the:
A) account executive.
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C) account planner.
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The request for a creative pitch would occur when the list of candidate advertising agencies is reduced to the one that has been selected.
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The first step in the IMC planning process is:
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Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.
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Successful global integrated marketing communication campaigns include all of the following tactics except:
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Quantitative methods of developing a marketing communications budget rely on computer models or simulations.
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The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.
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The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:
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B) there is little flexibility in how marketing dollars can be spent.
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One of the problems with the percentage of sales budgeting method is:
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All of the following are methods of determining marketing communications budgets except:
A) objective and task.
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The starting point that is studied in relation to the degree of change following a promotional campaign is called a:
A) post-hoc analysis.
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The product positioning strategy based on how a product is used is the ________ positioning approach.
A) product attributes
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When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:
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The product positioning strategy based on value or prestige is the ________ positioning approach.
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One method of business-to-business market segmentation utilizes company size as a segmentation variable.
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The most common method of segmenting business markets by industry is to use:
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