Question 1

Successful communications objectives must be measurable, time specific, have benchmark measures and:

Accepted Answer

A)  be different than the previous year's objectives 
B)  a well-defined target market 
C)  be convincing to the sales force 
D)  a specific market share goal 
A)  be different than the previous year's objectives 
B)  a well-defined target market 
C)  be convincing to the sales force 
D)  a specific market share goal

Question 2

According to the hierarchy of effects model, the percentage of prospective customers will_________ at the higher pyramid levels.

Accepted Answer

A)  come from current users 
B)  decline 
C)  be other brand switchers 
D)  increase 
A)  come from current users 
B)  decline 
C)  be other brand switchers 
D)  increase

Question 3

Air Canada set the following objective for its new advertising campaign: "To increase the percentage of consumers who know that our fares are lower than the competitors from 55 percent to 75 percent over the next six months." Using the criteria associated in the DAGMAR approach to setting objective, what is wrong with this objective?

Accepted Answer

A)  It does not contain a benchmark measure and statement of the degree of change sought. 
B)  It does not specify a well-defined target audience. 
C)  It does specify a specific time period for accomplishing the objective. 
D)  Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model. 
A)  It does not contain a benchmark measure and statement of the degree of change sought. 
B)  It does not specify a well-defined target audience. 
C)  It does specify a specific time period for accomplishing the objective. 
D)  Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

Question 4

The consumer's overall evaluation of the brand is known as __________.

Accepted Answer

A)  branding 
B)  brand attitude 
C)  brand consideration 
D)  brand value 
A)  branding 
B)  brand attitude 
C)  brand consideration 
D)  brand value

Question 5

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

Accepted Answer

A)  Purchase/repurchase 
B)  Preference 
C)  Awareness 
D)  Knowledge 
A)  Purchase/repurchase 
B)  Preference 
C)  Awareness 
D)  Knowledge

Question 6

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

Accepted Answer

A)  "Increase awareness of the brand in this calendar year." 
B)  "Win new customers from our core competitor and increase sales volume by 15 percent." 
C)  "Increase the number of female millennials mentioning the brand name when asked for brand preference from 40 percent to 50 percent." 
D)  "Increase sales revenue by 10 percent." 
A)  "Increase awareness of the brand in this calendar year." 
B)  "Win new customers from our core competitor and increase sales volume by 15 percent." 
C)  "Increase the number of female millennials mentioning the brand name when asked for brand preference from 40 percent to 50 percent." 
D)  "Increase sales revenue by 10 percent."

Question 7

DAGMAR is:

Accepted Answer

A)  a model of consumer behaviour 
B)  the most often used method of setting objectives 
C)  a model of advertising goal setting 
D)  a method of setting sales objectives 
A)  a model of consumer behaviour 
B)  the most often used method of setting objectives 
C)  a model of advertising goal setting 
D)  a method of setting sales objectives

Question 8

Shahida Rampal owns a neighbourhood restaurant specializing in foods from her native India. Her research has shown that consumers in the area come to her restaurant 2 or 3 times a year, along with their visits to 4 or 5 other establishments nearby. She would like to entice these consumers to visit her restaurant at least one extra time over the course of a year. Her behavioural objective could be described as:

Accepted Answer

A)  purchase timing 
B)  purchase frequency 
C)  brand awareness 
D)  brand trial 
A)  purchase timing 
B)  purchase frequency 
C)  brand awareness 
D)  brand trial

Question 9

Kraft distributes baking recipes on the labels of their peanut butter, in order to:

Accepted Answer

A)  show new peanut butter consumers what to do with it 
B)  steal away other brand loyals 
C)  add value to the peanut butter purchase 
D)  encourage current users to consume more Kraft peanut butter 
A)  show new peanut butter consumers what to do with it 
B)  steal away other brand loyals 
C)  add value to the peanut butter purchase 
D)  encourage current users to consume more Kraft peanut butter

Question 10

Campbell's Soup aired TV commercials and ran magazine ads featuring recipes "just like Mom used to make." The behavioural objective behind this campaign was:

Accepted Answer

A)  purchase intent 
B)  brand re-trial 
C)  brand switching 
D)  repeat purchase 
A)  purchase intent 
B)  brand re-trial 
C)  brand switching 
D)  repeat purchase

Successful communications objectives must be measurable, time specific, have benchmark measures and:

According to the hierarchy of effects model, the percentage of prospective customers will_________ at the higher pyramid levels.

The consumer's overall evaluation of the brand is known as __________.

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

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

DAGMAR is:

Kraft distributes baking recipes on the labels of their peanut butter, in order to:

Campbell's Soup aired TV commercials and ran magazine ads featuring recipes "just like Mom used to make." The behavioural objective behind this campaign was:

Integrated Marketing Communications

Organizing for Imc: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters

Exam 5: Objectives for the Imc Plan

Successful communications objectives must be measurable, time specific, have benchmark measures and:

According to the hierarchy of effects model, the percentage of prospective customers will_________ at the higher pyramid levels.

The consumer's overall evaluation of the brand is known as __________.

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

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

DAGMAR is:

Kraft distributes baking recipes on the labels of their peanut butter, in order to:

Campbell's Soup aired TV commercials and ran magazine ads featuring recipes "just like Mom used to make." The behavioural objective behind this campaign was:

Integrated Marketing Communications

Organizing for Imc: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters