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27) Each promotional mix element has its own set of objectives, message and media strategy, tactics, and ________. 27) ______ A) target audience B) slogan C) budget D) brand identity 28) Each of the following is true about brand equity EXCEPT: 28) ______ 29) ________ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. 29) ______
30) Which of the following statements about marketing and IMC plans is NOT necessarily true? 30) ______ 31) Product protection, storage, communication, and image are all functional benefits of: 31) ______ A) brand marketing B) product attributes C) packaging D) brand identity 32) When the brand team at Dentyne send out samples of their new fiery gum flavours to radio DJs and television hosts with the hope that they will talk about it on air, it is an example of: 32) ______ 33) ________ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. 33) ______
34) A marketing plan usually includes: 34) ______ 35) This participant in the promotional process has the products to be marketed and assumes major responsibility for developing the marketing program and making final decisions regarding the marketing communication program: 35) ______ A) Advertising agency B) Media organization C) Advertiser D) Public relations firm 36) The first step in the IMC planning process is: 36) ______