Question 1

According to the heretical view,presales,or communication,objectives such as increase in brand awareness are claimed to be _____.

Accepted Answer

A)  precisely right 
B)  precisely wrong 
C)  vaguely right 
D)  vaguely wrong 
E)  specifically wrong 
A)  precisely right 
B)  precisely wrong 
C)  vaguely right 
D)  vaguely wrong 
E)  specifically wrong B

Question 2

Which point of view asserts that it is unsuitable to use sales as the objective for a branded product's marcom effort?

Accepted Answer

A)  traditional view 
B)  common view 
C)  communications view 
D)  heretical view 
E)  revolutionary view 
A)  traditional view 
B)  common view 
C)  communications view 
D)  heretical view 
E)  revolutionary view A

Question 3

Sales promotions and advertisements can work together to encourage trial purchases.

Accepted Answer

A) True 
 B)False  True

Question 4

It is optional that marcom objectives be established prior to making decisions regarding message selection and media determination.

Accepted Answer

A) True 
 B)False

Question 5

Pincer,Inc.has been steadily losing sales to a new competitor.Tom Pincer,the marketing director,correctly guarantees that increasing advertising expenditures will have a substantial impact on augmenting the Pincer brand's sales volume.

Accepted Answer

A) True 
 B)False

Question 6

The encoding variability hypothesis states that people will be more likely to remember information that is relevant to their daily lives.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is an example of a marcom goal from which marcom objectives can be derived?

Accepted Answer

A)  Facilitate the successful introduction of new brands. 
B)  Create brand awareness. 
C)  Increase customer loyalty. 
D)  Generate sales leads. 
E)  All of these are correct. 
A)  Facilitate the successful introduction of new brands. 
B)  Create brand awareness. 
C)  Increase customer loyalty. 
D)  Generate sales leads. 
E)  All of these are correct.

Question 8

The _____ effect is the delay of results of marcom on sales from one time period to another.

Accepted Answer

A)  economic 
B)  consumer response 
C)  heretical 
D)  advertising response 
E)  lagged 
A)  economic 
B)  consumer response 
C)  heretical 
D)  advertising response 
E)  lagged

Question 9

The marcom tools most suitable for accomplishing the objective of informing the trade and consumers about brand improvements are _____.

Accepted Answer

A)  advertising and packaging 
B)  p-o-p displays and brand naming 
C)  personal selling and trade-oriented advertising 
D)  word-of-mouth and event sponsorship 
E)  cause-oriented marketing and public relations 
A)  advertising and packaging 
B)  p-o-p displays and brand naming 
C)  personal selling and trade-oriented advertising 
D)  word-of-mouth and event sponsorship 
E)  cause-oriented marketing and public relations

Question 10

Most product categories average _____ advertising-to-sales ratios.

Accepted Answer

A)  less than 5 percent 
B)  10 percent 
C)  20 percent 
D)  30 percent 
E)  more than 50 percent 
A)  less than 5 percent 
B)  10 percent 
C)  20 percent 
D)  30 percent 
E)  more than 50 percent

Question 11

Which of the following companies is the leading advertiser in the wireless phone provider industry?

Accepted Answer

A)  T-Mobile 
B)  AT&T 
C)  Verizon 
D)  TracFone Wireless 
E)  Sprint 
A)  T-Mobile 
B)  AT&T 
C)  Verizon 
D)  TracFone Wireless 
E)  Sprint

Question 12

An expectation from the consumer's perspective is based on solutions consumers have already created or tested.

Accepted Answer

A) True 
 B)False

Question 13

Objective setting and budgeting decisions must be formal and systematic.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT a marcom budgeting method?

Accepted Answer

A)  percentage-of sales method 
B)  objective-and-task method 
C)  competitive parity method 
D)  affordability method 
E)  communication-based method 
A)  percentage-of sales method 
B)  objective-and-task method 
C)  competitive parity method 
D)  affordability method 
E)  communication-based method

Question 15

The top step on the hierarchy of effects ladder is brand awareness.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is NOT a requirement for setting marcom objectives?

Accepted Answer

A)  Objectives must specify the amount of change. 
B)  Objectives must be stated in terms of profits. 
C)  Objectives must be realistic. 
D)  Objectives must be internally consistent. 
E)  Objectives must be clear and in writing. 
A)  Objectives must specify the amount of change. 
B)  Objectives must be stated in terms of profits. 
C)  Objectives must be realistic. 
D)  Objectives must be internally consistent. 
E)  Objectives must be clear and in writing.

Question 17

Marcom objectives should be established after making decisions regarding message selection and media determination.

Accepted Answer

A) True 
 B)False

Question 18

What is the best recommendation for a brand that has a relatively low share of market and competitors have a relatively high share of voice?

Accepted Answer

A)  Increase advertising expenditures to defend position. 
B)  Find a defensible niche and decrease advertising expenditures. 
C)  Attack with a large share of voice premium over all competitors. 
D)  Maintain a modest advertising spending premium over competitors. 
E)  Cut all advertising expenditures. 
A)  Increase advertising expenditures to defend position. 
B)  Find a defensible niche and decrease advertising expenditures. 
C)  Attack with a large share of voice premium over all competitors. 
D)  Maintain a modest advertising spending premium over competitors. 
E)  Cut all advertising expenditures.

Question 19

The ratio of a specific brand's revenues to the total revenues in the product category is known as that brand's _____.

Accepted Answer

A)  share of market (SOM) 
B)  share of sales (SOS) 
C)  share of voice (SOV) 
D)  share of state (SOS) 
E)  share of money (SOM) 
A)  share of market (SOM) 
B)  share of sales (SOS) 
C)  share of voice (SOV) 
D)  share of state (SOS) 
E)  share of money (SOM)

Question 20

Name and describe the four practical budgeting methods.

Accepted Answer

The four budgeting methods are:
1.Percen

Exam 8: Imc Objective Setting and Budgeting

According to the heretical view,presales,or communication,objectives such as increase in brand awareness are claimed to be _____.

Which point of view asserts that it is unsuitable to use sales as the objective for a branded product's marcom effort?

Sales promotions and advertisements can work together to encourage trial purchases.

It is optional that marcom objectives be established prior to making decisions regarding message selection and media determination.

Pincer,Inc.has been steadily losing sales to a new competitor.Tom Pincer,the marketing director,correctly guarantees that increasing advertising expenditures will have a substantial impact on augmenting the Pincer brand's sales volume.

The encoding variability hypothesis states that people will be more likely to remember information that is relevant to their daily lives.

Which of the following is an example of a marcom goal from which marcom objectives can be derived?

The _____ effect is the delay of results of marcom on sales from one time period to another.

The marcom tools most suitable for accomplishing the objective of informing the trade and consumers about brand improvements are _____.

Most product categories average _____ advertising-to-sales ratios.

Which of the following companies is the leading advertiser in the wireless phone provider industry?

An expectation from the consumer's perspective is based on solutions consumers have already created or tested.

Objective setting and budgeting decisions must be formal and systematic.

Which of the following is NOT a marcom budgeting method?

The top step on the hierarchy of effects ladder is brand awareness.

Which of the following is NOT a requirement for setting marcom objectives?

Marcom objectives should be established after making decisions regarding message selection and media determination.

What is the best recommendation for a brand that has a relatively low share of market and competitors have a relatively high share of voice?

The ratio of a specific brand's revenues to the total revenues in the product category is known as that brand's _____.

Name and describe the four practical budgeting methods.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters