Exam 8: Imc Objective Setting and Budgeting

Which is the top rung on the hierarchy of marcom effects? 

In the _____ method,only the funds that remain after budgeting for everything else are spent on advertising.

To employ the profit-maximization rule for budget setting,the advertising decision maker must know the _____ for every brand for which a budgeting decision will be made.

A manufacturer of consumer goods has stated the advertising and sales promotion objective is to increase retail distribution by 25 percent while at the same time has reduced the sales force size by 20 percent.This objective suffers from _____.

The percentage of sales method is the advertising budgeting procedure considered to be the most logical.

When a company that has a relatively low market share has a major competitor with a relatively high share of voice,the recommendation would be to increase advertising expenditures and find a niche that can be defended against other small-share brands.

The heretical view states that advertising objectives should always be stated in terms of _____.

In which method does a company set a brand's advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume? 

Explain the criteria that good marcom objectives must satisfy.

The traditional view states that marcom objectives should be stated in terms of sales and market share.

A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the _____ method.

The final marcom imperative for new or unestablished brands is to create expectations.

The advertising-to-sales response function is the amount of sales revenue generated at each level of advertising expenditure.

John is the marcom manager at a major consumer packaged goods manufacturer.He feels that marcom objectives should be stated in terms of sales or market share gains and that failure to do so is a cop-out.Which view is John espousing? 

Which budgeting method sets the budget by examining what competitors are doing? 

Which of the following can impact the sales-to-advertising response function? 

Nathan is determining next year's advertising budget by establishing specific marketing objectives,assessing the communication functions that must be performed to accomplish those objectives,determining advertising's role in the total communication mix,establishing specific advertising goals in terms of the levels of measurable communication response required to achieve the marketing objectives,and establishing the budget based on estimates of expenditures required to accomplish the advertising goals.Which advertising budgeting method is Nathan using? 

Which is generally regarded as the most sensible and defendable advertising budgeting method? 

The owners of Sun Buns,a new beach-side baker in California,set the following advertising objective: "Increase awareness of the Sun Buns brand from 45 to 55 percent." Which of the following best characterizes this objective? 

Of all the marcom tools,sales promotion generally is the most effective and efficient method for quickly creating brand awareness.