Question 1

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company\'s advertising and promotional program is to:

Accepted Answer

generate sales

Question 2

Generally, companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives:

Accepted Answer

may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign since the various groups may not understand what goal they are working towards.

Question 3

One important purpose of setting specific advertising goals and objectives is to

Accepted Answer

provide a standard against which performance can be measured

Question 4

The more specific the firm\'s advertising objectives, the

Accepted Answer

easier it becomes to measure advertising effectiveness.

Question 5

Before setting objectives for advertising and promotion, an organization should

Accepted Answer

conduct a situation analysis to identify marketing and promotional issues facing the firm

Question 6

Arden\'s task is to determine what was accomplished by his company\'s advertising and promotional program for a vinyl siding cleanser. You can tell him that:

Accepted Answer

his task could be made easier by setting specific communication objectives.

Question 7

_____ objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment

Accepted Answer

Marketing

Question 8

Ace Computer has an objective of increasing its share of the home personal computer market by 5 percent during the upcoming year. This is an example of a(n) _____ objective.

Accepted Answer

marketing

Question 9

Which of the following statements best describes the relationship between marketing and communications objectives?

Accepted Answer

Communications objectives are derived from marketing objectives.

Question 10

Pace Foods has a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective

Accepted Answer

marketing; communication

Question 11

To be effective, marketing objectives need to be:

Accepted Answer

realistic and attainable

Question 12

Marketing goals defined in terms of sales, profits or market share increases are:

Accepted Answer

usually not appropriate for promotional objectives

Question 13

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers

Accepted Answer

communications

Question 14

Many marketing managers prefer sales-oriented objectives for advertising because they believe:

Accepted Answer

the reason a company spends money on advertising and promotion is to sell its products or service.

Question 15

Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas.

Accepted Answer

sales-oriented

Question 16

The concept of advertising expenditures producing long term rather than immediate results is known as:

Accepted Answer

the carry-over effect.

Question 17

The carryover effect

Accepted Answer

is particularly apparent with mature, low-priced, and frequently purchased products

Question 18

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness

Accepted Answer

Sales results offer little guidance or direction to those responsible for planning and developing the advertising program.

Question 19

Heinz developed a sales promotion program called \"All About Family.\" It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands. Cents-off coupons for the participating brands were placed in newspaper inserts. The campaign also featured a contest called the \"Ultimate Family Night\" sweepstakes. Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion.

Accepted Answer

short-term sales

Question 20

For which of the following would an advertiser be most likely to use a sales-oriented objective?

Accepted Answer

A direct response ad for a record album

Question 21

Direct-response advertisers generally set objectives and measure success in terms of:

Accepted Answer

sales response generated by an ad.

Question 22

Sales-oriented objectives are appropriate for

Accepted Answer

retail advertising promoting a sale or special event

Question 23

Which of the following statements is true regarding the relationship between advertising and promotion, and sales performance

Accepted Answer

The repositioning of brands is often done with a goal of improving sales or market share

Question 24

Various response hierarchy variables such as awareness, knowledge, interest, attitudes, and intention are the basis for:

Accepted Answer

communications objectives.

Question 25

Advocates of communication-based objectives for advertising propose using _____ as a basis for setting these objectives

Accepted Answer

stages of a hierarchical response model

Question 26

Managers who use the communications effects pyramid to set objectives believe that:

Accepted Answer

the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension

Question 27

In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of the name reflected consumers\' awareness and recognition of an established brand. Advertising to make consumers aware of new combined firm would more than likely have _____ objectives.

Accepted Answer

communications

Question 28

Which of the following is at the top of the communication effects pyramid?

Accepted Answer

purchase/repurchase

Question 29

\"Encouraging current drinkers of Coca-Cola to drink more of the beverage,\" would be an example of a(n) _____ objective.

Accepted Answer

sales-oriented

Question 30

Which of the following statements is true about the communications objectives

Accepted Answer

It can be difficult to determine the relationship between communications objectives and sales performance

Question 31

Which of the following statements is true about communications objectives

Accepted Answer

Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals

Question 32

DAGMAR is:

Accepted Answer

a philosophy of advertising goal setting

Question 33

_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

Accepted Answer

DAGMAR

Question 34

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers\' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:

Accepted Answer

DAGMAR.

Question 35

A stereo speaker manufacturer developed advertising objectives, which stated that the goal of the company\'s new ad campaign is \"To communicate our ability to create an environment of total audio ambience in the home.\" This statement could serve as an example of a:

Accepted Answer

communications task.

Question 36

According to DAGMAR, the basic function of advertising is to:

Accepted Answer

communicate.

Question 37

Under the DAGMAR model, a(n) _____ can be performed by, and attributed to advertising rather than a combination of marketing factors.

Accepted Answer

communications task

Question 38

According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective?

Accepted Answer

\"Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year.\"

Question 39

According to DAGMAR, advertising objectives should be written in measurable terms that specify:

Accepted Answer

a communications task, a target market, a benchmark starting point, a time period, and degree of change sought.

Question 40

According to the DAGMAR model, which of the following is a characteristic of a good objective?

Accepted Answer

A good objective is based on sales results.

Question 41

Determining a target market\'s present level of awareness, knowledge and liking towards a product often requires _____ measures.

Accepted Answer

benchmark

Question 42

Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers\' level of awareness and knowledge of the bank and its services as well as consumers\' perceptions of the bank\'s image. This was done to:

Accepted Answer

establish benchmark measures

Question 43

An airline company set the following objective for its new advertising campaign: \"To increase the percentage of consumers who know our fares are lower than the competitors\' to 75 percent over the next six months.\" Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective?

Accepted Answer

It does not contain a benchmark measure and statement of the degree of change sought.

Question 44

Assume the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds 80 percent of its frequent travelers agree the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that:

Accepted Answer

without benchmark measures, it will never know if the campaign was a success or a failure.

Question 45

For which of the following advertising communication tasks should the specified time period be the longest?

Accepted Answer

Repositioning a brand

Question 46

In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The change in name reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company\'s superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have most likely used as part of this repositioning strategy is true?

Accepted Answer

. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness.

Question 47

The DAGMAR approach to setting objectives:

Accepted Answer

has focused advertisers\' attention on the value of using communications objectives rather than sales objectives.

Question 48

DAGMAR MOD II was developed to alleviate problems with:

Accepted Answer

the response hierarchy used in the original DAGMAR model.

Question 49

Which of the following is an example of a common criticism of DAGMAR?

Accepted Answer

It ignores communications objectives.

Question 50

You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals?

Accepted Answer

. DAGMAR is too quantitative for most managers to understand.

Question 51

Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:

Accepted Answer

inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign.

Question 52

Inside-out planning:

Accepted Answer

focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use.

Question 53

Outside-in planning:

Accepted Answer

starts with the customer and builds backward to the brand when developing an IMC program.

Question 54

_____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them.

Accepted Answer

Zero-based communications planning

Question 55

According to Duncan\'s zero-based marketing communications planning approach,

Accepted Answer

big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising

Question 56

To more fully appreciate the value of advertising and promotion, managers should treat the communications budget as a(n):

Accepted Answer

investment.

Question 57

_____ is the difference between total revenue generated by a brand and its total variable costs.

Accepted Answer

Contribution margin

Question 58

According to Robert Steiner, which of the following terms is synonymous with contribution margin?

Accepted Answer

Marginal analysis

Question 59

In the case of marginal analysis approach, profits are shown to be a result of:

Accepted Answer

gross margin minus advertising expenditures.

Question 60

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget?

Accepted Answer

It is very illogical and virtually no theoretical base is used to determine the budgets.

Question 61

The _____ function model is based on the microeconomics law of diminishing returns.

Accepted Answer

concave-downward

Question 62

The concave-downward function model is based on:

Accepted Answer

the microeconomics law of diminishing returns.

Question 63

A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by:

Accepted Answer

an S-shaped response function.

Question 64

The S-shaped response function implies that:

Accepted Answer

initial advertising expenditures will have little impact on sales.

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