Which of the following is not a general

68. Which of the following is NOT a general characteristic of IMC? A. Competitive-
oriented communicationB. Unified communication for consistent message and image
C. Differentiated communication to multiple customer groupsD. Relationships fostering
communication with existing customers
69. Which of the following best describes a criticism of IMC? A. Differentiates
70. Kim Rossister, brand manager at GM, plans for a new communication campaign and

intends to consider all the potential ways of reaching her target audience and presenting
her brand in a favourable manner. Kim believes this approach can help develop an
efficient and effective communication campaign. This approach is best described as:
71. Which of the following statements about marketing and IMC plans is NOT necessarily
true? A. The first step in the IMC planning process is to review the marketing planB. The
c1 Key
1. Marketing Magazine recognized this fast food chain as Marketer of the Year for
2012: A. McDonald's Canada B. Tim Hortons C. Starbucks D. Thai Express
Accessibility: Keyboard NavigationBelch - Chapter 01 #1Blooms: Remember
Difficulty: EasyLearning Objective: 01-01 Describe the importance of marketing
communications within the marketing mix.
2. McDonald's Canada was recognized as Marketing Magazine's Marketer of the
Year for 2012 for this promotion: A. the launch of their new fruit smoothies B. the
launch of their McCafé brand of coffee and espresso-based beverages C. their "Our
Food. Your Questions" digital marketing communications program D. their "I'm
Lovin' It" campaign
Accessibility: Keyboard NavigationBelch - Chapter 01 #2
Blooms: Remember
Difficulty: ModerateLearning Objective: 01-01 Describe the importance of
marketing communications within the marketing mix.