Exam 7: Establishing Objectives and Budgeting for the Promotional Program

The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as take advantage of the collective wisdom of the industry.

The _____ method of budgeting is being employed when expenditures are allocated by assigning a fixed amount of the unit product cost to promotion and multiplying this amount by the number of units sold.

Which of the following strategy factors leads to a positive effect of advertising on sales?

According to a recent study by Webmarketing 123 of both business-to-business (B2B) and business-to-consumer (B2C) marketers, while 87 percent of B2B marketers used social media, only ____________ claimed they were able to measure ROI.

Before setting objectives for advertising and promotion, an organization should

As a result of economies of scale, smaller advertisers

To set an advertising budget, a marketer of filing cabinets examines advertising-to-sales ratios published in trade magazines and then allocates a percentage of sales dollars to the advertising effort.Which two budgeting methods are being employed?

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

A disadvantage of the _____ method is its assumption that the programs of firms with similar promotional expenditures will be equally effective.

The DAGMAR approach to setting objectives has

Which of the following statements is true of communications objectives?

The competitive parity method takes advantage of the collective wisdom of the industry.

In the _____ method to budgeting, sales are projected for the coming year based on the marketing manager's estimates.

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

Which of the following is at the top of the GfK International purchase funnel that is used as a diagnostic model of consumer decision making?

The most commonly utilized method of budget determination by large firms is the

Which of the following problems is a manager most likely to face if he or she uses sales as a measure of advertising effectiveness?

To be effective, marketing objectives need to be

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

The two models that are commonly used to explain the relationship between advertising and sales are the