Exam 4: Campaign Communication Objectives

Sensory gratification is a negatively-originated motive.

Brand recognition for a new brand-item is more effective when its marcoms educate the consumer to recognize the brand name, logo, or packaging while also associating the brand-item with the category.

Purchase facilitation is always a campaign communication objective.

Category need is a communication effect that refers to the target customer's acceptance that the category is necessary to satisfy or remove a perceived discrepancy between two motivational states: current and desired.

The Juster 11-point scale is the best measure of brand purchase intention.

Brand attitude refers to the buyer's overall evaluation of the brand.

Brand attitude can be made up of functional benefits and emotional benefits.

Brand recall-boosted recognition applies to situations where the target customer must recall a brand before arriving at a store and then recognize it on the shelf.

With a promotion offer, it is not always necessary to generate brand purchase intention.

Brand recall-boosted recognition is an excellent brand awareness objective because the manager can cover both brand recall and brand awareness.

Campaign communication objectives for a brand of potato chip would definitely aim to generate brand purchase intention.

The brand-item purchase motive and the category purchase motive must be the same.

Cognitive and emotional responses measurement is a technique used to identify whether participants in an ad test have spontaneously mentioned a purchase intention.

Brand attitude modification is necessary when targeting prospective buyers who have a negative brand attitude.

Purchase facilitation can be measured via pretesting and in campaign tracking by asking a sample of target customers to elaborate on how they might find an item and what payment method is likely to be used.

Slogans are useful devices for making the association from category need to brand name.

A leading brand within a category would benefit from including category need as a communication objective.

Brand attitude is a communication objective in every marcoms campaign.

Brand awareness is not a communication objective in all marcoms campaigns.

Brand recall can be achieved by repeating the association between the brand name and the customer's category need in the marcoms message and by repeating the message in the media schedule.