Question 1

Objectives for a particular element of a marcom program should be determined independently from objectives set for other marcom components.

Accepted Answer

A) True 
 B)False

Question 2

Marcom objectives should be ambitious rather than realistic.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT a step in the hierarchy-of-effects model?

Accepted Answer

A)  brand loyalty 
B)  satisfaction 
C)  trial 
D)  unawareness 
E)  attitude 
A)  brand loyalty 
B)  satisfaction 
C)  trial 
D)  unawareness 
E)  attitude

Question 4

Which of the following is mutually reinforcing with attitudes?

Accepted Answer

A)  loyalty 
B)  first impression 
C)  belief 
D)  expectation 
E)  awareness 
A)  loyalty 
B)  first impression 
C)  belief 
D)  expectation 
E)  awareness

Question 5

Owners of Sun Buns,Incorporated,a new beach-side California baker,want to make sure that consumers are aware of their baked goods,but they also want to persuade consumers that their products are more nutritious than competitive brands.Their ads will be designed to move consumers from the awareness state of the hierarchy-of-effects model to what stage?

Accepted Answer

A)  brand loyalty 
B)  trial 
C)  expectation 
D)  unawareness 
E)  preference 
A)  brand loyalty 
B)  trial 
C)  expectation 
D)  unawareness 
E)  preference

Question 6

Explain the differences between the traditional view and the heretical view for having sales represent the advertising objective.Explain which view you support.

Accepted Answer

The traditional view asserts that using

Question 7

The advertising budget procedure used most frequently by both B2C and B2B companies is the _____ method.

Accepted Answer

A)  percentage-of-sales 
B)  arbitrary allocation 
C)  marginal cost 
D)  competitive parity 
E)  objective-and-task 
A)  percentage-of-sales 
B)  arbitrary allocation 
C)  marginal cost 
D)  competitive parity 
E)  objective-and-task

Question 8

The traditional view states that advertising objectives should not be stated in terms of _____.

Accepted Answer

A)  sales or market share gains 
B)  brand awareness 
C)  attitude change 
D)  purchase intentions 
E)  creating brand loyalty 
A)  sales or market share gains 
B)  brand awareness 
C)  attitude change 
D)  purchase intentions 
E)  creating brand loyalty

Question 9

The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.

Accepted Answer

A)  encourage consumers to discuss the advertisement 
B)  create brand loyalty for the product 
C)  advance consumers through a series of psychological stages 
D)  have the objective of creating brand awareness 
E)  encourage consumers to purchase the product 
A)  encourage consumers to discuss the advertisement 
B)  create brand loyalty for the product 
C)  advance consumers through a series of psychological stages 
D)  have the objective of creating brand awareness 
E)  encourage consumers to purchase the product

Question 10

The competitive parity method sets the budget by examining what competitors are doing.

Accepted Answer

A) True 
 B)False

Question 11

The highest percentage of sales devoted to advertising is paid by companies in the automotive industry such as Ford and Toyota.

Accepted Answer

A) True 
 B)False

Question 12

The objective for a brand's marcom program at any point in time depends on _____.

Accepted Answer

A)  how many consumers are in the market 
B)  how long the marketer has been offering the brand 
C)  where on the hierarchy most consumers are located 
D)  the lowest level on the hierarchy where consumers are located 
E)  the highest level on the hierarchy where consumers are located 
A)  how many consumers are in the market 
B)  how long the marketer has been offering the brand 
C)  where on the hierarchy most consumers are located 
D)  the lowest level on the hierarchy where consumers are located 
E)  the highest level on the hierarchy where consumers are located

Question 13

Explain the hierarchy-of-effects metaphor,and discuss why it is important for marketing communicators to understand it.

Accepted Answer

The hierarchy-of-effects metaphor implie

Question 14

Albright Carpet Cleaners has the attractive position of holding a high market share,and its competitor is nonaggressive and has a relatively low share of voice.What should Albright do to retain its present large market share?

Accepted Answer

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

Question 15

Marcom objectives should specify the target audience,indicate the specific goal to be accomplished and indicate the relevant time frame.

Accepted Answer

A) True 
 B)False

Question 16

Presales,or communication,objectives such as increases in brand awareness are claimed to be "vaguely wrong," in contrast to sales measures that are asserted to be "precisely right."

Accepted Answer

A) True 
 B)False

Question 17

The ratio of a brand's advertising expenditures to total category advertising expenditures is that brand's share of market (SOM).

Accepted Answer

A) True 
 B)False

Question 18

Objective setting and budgeting set the stage for the implementation of the choice of messages,media,mixture of marcom elements,and message continuity.

Accepted Answer

A) True 
 B)False

Question 19

The first step of the objective-and-task method is to establish specific marketing objectives that need to be accomplished,such as sales volume,market share,and profit contribution.

Accepted Answer

A) True 
 B)False

Question 20

Advertisers obtain consumer loyalty by providing a brand that meets the needs of the consumers and _____.

Accepted Answer

A)  by continually advertising the brand's merits 
B)  by stressing the price 
C)  by stating the unfavorable attributes of the major competitor 
D)  by using sales promotion 
E)  All of these are correct. 
A)  by continually advertising the brand's merits 
B)  by stressing the price 
C)  by stating the unfavorable attributes of the major competitor 
D)  by using sales promotion 
E)  All of these are correct.

Exam 8: Imc Objective Setting and Budgeting

Objectives for a particular element of a marcom program should be determined independently from objectives set for other marcom components.

Marcom objectives should be ambitious rather than realistic.

Which of the following is NOT a step in the hierarchy-of-effects model?

Which of the following is mutually reinforcing with attitudes?

Explain the differences between the traditional view and the heretical view for having sales represent the advertising objective.Explain which view you support.

The advertising budget procedure used most frequently by both B2C and B2B companies is the _____ method.

The traditional view states that advertising objectives should not be stated in terms of _____.

The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.

The competitive parity method sets the budget by examining what competitors are doing.

The highest percentage of sales devoted to advertising is paid by companies in the automotive industry such as Ford and Toyota.

The objective for a brand's marcom program at any point in time depends on _____.

Explain the hierarchy-of-effects metaphor,and discuss why it is important for marketing communicators to understand it.

Albright Carpet Cleaners has the attractive position of holding a high market share,and its competitor is nonaggressive and has a relatively low share of voice.What should Albright do to retain its present large market share?

Marcom objectives should specify the target audience,indicate the specific goal to be accomplished and indicate the relevant time frame.

Presales,or communication,objectives such as increases in brand awareness are claimed to be "vaguely wrong," in contrast to sales measures that are asserted to be "precisely right."

The ratio of a brand's advertising expenditures to total category advertising expenditures is that brand's share of market (SOM).

Objective setting and budgeting set the stage for the implementation of the choice of messages,media,mixture of marcom elements,and message continuity.

The first step of the objective-and-task method is to establish specific marketing objectives that need to be accomplished,such as sales volume,market share,and profit contribution.

Advertisers obtain consumer loyalty by providing a brand that meets the needs of the consumers and _____.

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