ISC Exam 1 Questions with Complete
Solutions
Know the basic forms of ISC (communication decisions). - ANSWER-- Advertising
- Direct Response
- Internet
- Social Media
- Mobile
What is the Integrated Approach? - ANSWER-By definition, the integrated approach
is "a strategic business process used to plan, develop, execute, and evaluate
coordinated, measurable, and persuasive brand communications programs over time
with consumers, customers, prospects, employees, associates, and other targeted
relevant external and internal audiences. The goal is to generate both short-term
financial returns and build long-term brand and shareholder value." - Don E. Schultz
Basically means to think smarter about how to convince customers to buy / keep
buying our product or service (or to vote for our candidate, support our idea, etc.)
Know the benefits and challenges of the integrated approach and the reasons we
need the integrated approach. - ANSWER-Benefits:
- Synergy between elements
- 4 C's of ISC: Coherence, Consistency, Continuity, and Complementary
Communication
- Relationship building
- Economical
Challenges:
- Coordination difficulties
- Turf wars
- Lack of experience
Why we need the Integrated Approach:
- Changes in technology
- Financial pressure on companies
- Growing global competition
- Social media and smarter consumers
Know the four (4) major players of the ISC Industries. - ANSWER-- Clients
- Agencies
- The media
- Suppliers
Know the reasons to use an outside agency. - ANSWER-- Skills
, - Objectivity (Unbiased)
- Clout
Know the functions of a full-service agency. - ANSWER-- Account services
- Research
- Media
- Creative services
- Management / Finance
Know the difference between the commission system and the fixed fee system, and
which is the most widely used. - ANSWER-The commission system is payment to an
agency based on the amount of success of an advertisement / campaign.
The fixed-fee system is payment that is fixed, it doesn't change based on success of
an advertisement or campaign.
The most widely-used system is fixed-fee
based payment, 68% of responding clients use
fees as their compensation method.
Know the factors that lead to agency reviews. - ANSWER-- Business performance
- Changes in marketing leadership
- Dissatisfaction with creative work
- General relationship issues
Know the difference between secondary and primary research. - ANSWER-
Secondary research is based off of information that is already collected, either by
your company or someone else. (Secondary research is always the starting point,
there's no need to reinvent the wheel.)
Primary research is information you collect yourself through observation, focus
groups, surveys, and experiments.
Know the basic types of primary research (observation, focus groups, surveys, and
experiments) and what each is used for. - ANSWER-- Observation is simply
watching people during the decision-making process. You can learn a lot about
consumer behaviors just from watching them.
- Focus groups are groups of 8-12 people from the target audience that participate in
a research-led discussion on the topic of interest. This primary research takes
advantage of people's social tendencies and can generate very good insights about
brand perceptions. This is a good way to focus in on what the key motivating factors
are in brand choice.
- Surveys can be used with larger populations and can help expand on what was
learned in focus groups. Surveys are able to ask more questions, but the trade-off is
limited range of answer choices. Surveys are good for getting a snapshot of the
market at a specific point in time.
- Experiments are a good way to test causal relationships.
- If I change my mix of strategic communication
techniques, what happens?
- What type of direct mail piece generates the
Solutions
Know the basic forms of ISC (communication decisions). - ANSWER-- Advertising
- Direct Response
- Internet
- Social Media
- Mobile
What is the Integrated Approach? - ANSWER-By definition, the integrated approach
is "a strategic business process used to plan, develop, execute, and evaluate
coordinated, measurable, and persuasive brand communications programs over time
with consumers, customers, prospects, employees, associates, and other targeted
relevant external and internal audiences. The goal is to generate both short-term
financial returns and build long-term brand and shareholder value." - Don E. Schultz
Basically means to think smarter about how to convince customers to buy / keep
buying our product or service (or to vote for our candidate, support our idea, etc.)
Know the benefits and challenges of the integrated approach and the reasons we
need the integrated approach. - ANSWER-Benefits:
- Synergy between elements
- 4 C's of ISC: Coherence, Consistency, Continuity, and Complementary
Communication
- Relationship building
- Economical
Challenges:
- Coordination difficulties
- Turf wars
- Lack of experience
Why we need the Integrated Approach:
- Changes in technology
- Financial pressure on companies
- Growing global competition
- Social media and smarter consumers
Know the four (4) major players of the ISC Industries. - ANSWER-- Clients
- Agencies
- The media
- Suppliers
Know the reasons to use an outside agency. - ANSWER-- Skills
, - Objectivity (Unbiased)
- Clout
Know the functions of a full-service agency. - ANSWER-- Account services
- Research
- Media
- Creative services
- Management / Finance
Know the difference between the commission system and the fixed fee system, and
which is the most widely used. - ANSWER-The commission system is payment to an
agency based on the amount of success of an advertisement / campaign.
The fixed-fee system is payment that is fixed, it doesn't change based on success of
an advertisement or campaign.
The most widely-used system is fixed-fee
based payment, 68% of responding clients use
fees as their compensation method.
Know the factors that lead to agency reviews. - ANSWER-- Business performance
- Changes in marketing leadership
- Dissatisfaction with creative work
- General relationship issues
Know the difference between secondary and primary research. - ANSWER-
Secondary research is based off of information that is already collected, either by
your company or someone else. (Secondary research is always the starting point,
there's no need to reinvent the wheel.)
Primary research is information you collect yourself through observation, focus
groups, surveys, and experiments.
Know the basic types of primary research (observation, focus groups, surveys, and
experiments) and what each is used for. - ANSWER-- Observation is simply
watching people during the decision-making process. You can learn a lot about
consumer behaviors just from watching them.
- Focus groups are groups of 8-12 people from the target audience that participate in
a research-led discussion on the topic of interest. This primary research takes
advantage of people's social tendencies and can generate very good insights about
brand perceptions. This is a good way to focus in on what the key motivating factors
are in brand choice.
- Surveys can be used with larger populations and can help expand on what was
learned in focus groups. Surveys are able to ask more questions, but the trade-off is
limited range of answer choices. Surveys are good for getting a snapshot of the
market at a specific point in time.
- Experiments are a good way to test causal relationships.
- If I change my mix of strategic communication
techniques, what happens?
- What type of direct mail piece generates the
