Exam 5: Objectives for the Imc Plan

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

Which of the following is an example of a "smart" marketing objective?

Kool-Aid drink mixes face an interesting dilemma. A study of consumers' pantries in households with young children indicated that Moms have multiple packages of the product in the home. Until she makes up a pitcher or two of the drink, however, no further purchases will occur. Kool-Aid needs to initiate a program to encourage:

Virgin Mobile is trying to reach consumers who never owned a cell phone. This is an example of:

Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication objective most likely is:

The _________brand attitude is when a marketer focuses on a new motive for purchasing the brand that the target audience will be receptive toward.

Using the DAGMAR approach, which of the following is NOT a stage of commercial communication?

McDonald's has developed a campaign to highlight their healthier menu items, such as the 290-calorie Egg McMuffin. In order to determine whether the target audience accepts that McDonald's does offer healthy food choices, according to the information processing model, which type of research/test should McDonald's employ?

Brand recall is often referred to as:

Which of the following behavioural objectives is more likely to be selected when a firm plans to increase its profit?

Assume that 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 that 80 percent of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that:

In mature markets with limited growth, firms tend to focus on_________ as the key marketing objective.

As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich. Your primary communication objective most likely is:

Which of the following is NOT an uncontrollable environmental factor?

Procter & Gamble wishes to encourage trial usage of Pampers diapers among parents who currently use another brand, but might be willing to switch. An effective way to do this would be to:

The purpose of setting specific marketing communication objectives is to:

Steven owns a card and gift shop. Recent research shows that the average sale in his store is $7.50. That is, consumers on average spend $7.50 each time they visit. Steven Has initiated a loyalty card program which offers one free greeting card for every 10 that a consumer buys in the hope that can increase his store's average sale to $8.50 per visit. This is an effective tactic to use with what kind of repeat purchase objective?

According to Rossiter & Percy's approach, the link between marketing objectives and communication objectives is:

Procter & Gamble wishes to encourage trial usage of Pampers diapers among new parents. An effective way to do this would be to:

The carryover effect: