Exam 5: Objectives for the Imc Plan

One characteristic of good objectives is that they:

Before setting objectives for advertising and promotion, an organization should:

Which of the following is the most plausible target audience when the main marketing objective is to increase market share?

Sprite soft drink sponsored "Flowrider" surfing exhibits at major summer events, offering free samples of their new citrus flavour to consumers who attended. The behavioural objective behind this campaign was:

at the point of purchase based on past messages can be sufficient for brand consideration or purchase.

To many marketing managers, the basic reason a firm spends money on advertising and promotion is to:

According to the DAGMAR model, a good advertising objective does NOT:

Before beginning its new advertising campaign, TD Canada Trust 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. These are examples of:

Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness?

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

Companies that develop integrated marketing communications (IMC) programs that do not contain specific objectives:

Brands increasingly encourage website visits, interaction with other customers on social media and viewing or posting videos in content communities. This digital fostering of brand experience is a current form of:

Brand _________is often referred to as unaided brand awareness when measuring.

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

Marketers may have a _________objective when communicating with their current customers who have previously purchased the brand and have the product in their home or work.

According to the DAGMAR model, which of the following is NOT a characteristic of a good objective?

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.

Under the DAGMAR approach, the communication task is based on the hierarchical model ACCA, which stands for:

Which of the following is NOT a communication objective option for brand attitude?

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