ISC 161 Exam 1 Questions with
Correct Answers
According to the 2012 Association of National Advertisers (ANA), what is the most
common way that agencies are compensated (looking for the method)? - ANSWER-
57% of responding clients use fees as a their compensation method
What are some of the main things that clients want from their agencies? - ANSWER-
Responsiveness
Outstanding service
Effective campaigns
Outstanding ideas & implementation
Strategic counsel & insights
What are some of the main reasons why clients drop agencies and change
accounts? - ANSWER-Poor communication or service
Personality conflicts
Unrealistic demands made by client
Personnel changes
Conflicts of interest
Changes in agencies
Disagreement over strategy
Of all of the different players in the ISC industries - who or what is the most
important? - ANSWER-THE CLIENT!!!
Their money and brand is king
What are the stages involved in the ISC planning process? - ANSWER-1. Behavioral
Databases
2. Valuation
3. Creative/Delivering Communications
4. Allocation of Resources
5. Evaluation
Step 1: Behavioral databases - ANSWER-Means of developing an understanding of
your customers/potential customers:
(Market segments--Demographics, Psychographics, Geographics, Behavior/usage)
&
Customer aggregation = groupings based on behavior
(Present customers, Competitive customers, Emerging users)
Step 2: Valuation - ANSWER--Purchase dynamics/share of requirements
(What's currently happening? How much of this segment's business are we getting
now?
, What could be happening? How much could we be getting?)
-Income flows: How much money do I get from this person?
-Behavioral Objectives: What we want to happen!
Step 3: Creating/Delivering communications - ANSWER--Brand Knowledge!!!! (what
people know/how they know it)
-Communication Model (encoding, decoding & field of experience)
-Communications Objectives (Messages = Information/Incentives = Rewards for
behavior)
-Marketing Tools (4Ps)
-Communication Contact Points (types of ISC used)
Step 4:Allocating Resources - ANSWER-Timeframe:
-Business building: short-term (sales promotion, events, marketing)
-Business building: long-term (adversing, PR, some marketing and sales promotion
Forecast:
-ROCI (return on customer investment/how much will I get back from what I spent?
Step 5: Evaluation - ANSWER-Measurement of incremental returns; gaging the
actual return on customer investment
What are some of the main reasons why objectives are important to the ISC planning
process? - ANSWER-THEY ARE GOALS FOR THE INTEGRATED STATEGIC
COMMUNICATIONS CAMPAIGN
... - ANSWER-Field of reference
ex:
goals to be accomplished by an organization's overall marketing program
ex: sales, market share, profitability, OR ROI - ANSWER-Marketing Objectives
statements of what various aspects of the IMC program will accomplish w/ respect to
factors like...
ex: AWARENESS of brand, preferences, & purchase intentions - ANSWER-
Integrated Marketing Communications Objectives
What are characteristics of good objectives? - ANSWER-MEASURABLE!!
Specific time period
Specific target audience
Benchmark and degree of change
Focuses on gathering info that will help an organization sell more products or
services - ANSWER-Market research
involves collecting your own info/conducting your own research - ANSWER-Primary
research
ex: newspapers, trade publications, annual reports, databases
info is already collected and is the starting point for personal research - ANSWER-
Secondary research
Correct Answers
According to the 2012 Association of National Advertisers (ANA), what is the most
common way that agencies are compensated (looking for the method)? - ANSWER-
57% of responding clients use fees as a their compensation method
What are some of the main things that clients want from their agencies? - ANSWER-
Responsiveness
Outstanding service
Effective campaigns
Outstanding ideas & implementation
Strategic counsel & insights
What are some of the main reasons why clients drop agencies and change
accounts? - ANSWER-Poor communication or service
Personality conflicts
Unrealistic demands made by client
Personnel changes
Conflicts of interest
Changes in agencies
Disagreement over strategy
Of all of the different players in the ISC industries - who or what is the most
important? - ANSWER-THE CLIENT!!!
Their money and brand is king
What are the stages involved in the ISC planning process? - ANSWER-1. Behavioral
Databases
2. Valuation
3. Creative/Delivering Communications
4. Allocation of Resources
5. Evaluation
Step 1: Behavioral databases - ANSWER-Means of developing an understanding of
your customers/potential customers:
(Market segments--Demographics, Psychographics, Geographics, Behavior/usage)
&
Customer aggregation = groupings based on behavior
(Present customers, Competitive customers, Emerging users)
Step 2: Valuation - ANSWER--Purchase dynamics/share of requirements
(What's currently happening? How much of this segment's business are we getting
now?
, What could be happening? How much could we be getting?)
-Income flows: How much money do I get from this person?
-Behavioral Objectives: What we want to happen!
Step 3: Creating/Delivering communications - ANSWER--Brand Knowledge!!!! (what
people know/how they know it)
-Communication Model (encoding, decoding & field of experience)
-Communications Objectives (Messages = Information/Incentives = Rewards for
behavior)
-Marketing Tools (4Ps)
-Communication Contact Points (types of ISC used)
Step 4:Allocating Resources - ANSWER-Timeframe:
-Business building: short-term (sales promotion, events, marketing)
-Business building: long-term (adversing, PR, some marketing and sales promotion
Forecast:
-ROCI (return on customer investment/how much will I get back from what I spent?
Step 5: Evaluation - ANSWER-Measurement of incremental returns; gaging the
actual return on customer investment
What are some of the main reasons why objectives are important to the ISC planning
process? - ANSWER-THEY ARE GOALS FOR THE INTEGRATED STATEGIC
COMMUNICATIONS CAMPAIGN
... - ANSWER-Field of reference
ex:
goals to be accomplished by an organization's overall marketing program
ex: sales, market share, profitability, OR ROI - ANSWER-Marketing Objectives
statements of what various aspects of the IMC program will accomplish w/ respect to
factors like...
ex: AWARENESS of brand, preferences, & purchase intentions - ANSWER-
Integrated Marketing Communications Objectives
What are characteristics of good objectives? - ANSWER-MEASURABLE!!
Specific time period
Specific target audience
Benchmark and degree of change
Focuses on gathering info that will help an organization sell more products or
services - ANSWER-Market research
involves collecting your own info/conducting your own research - ANSWER-Primary
research
ex: newspapers, trade publications, annual reports, databases
info is already collected and is the starting point for personal research - ANSWER-
Secondary research
