Exam 8: Imc Objective Setting and Budgeting

The highest percentage of sales devoted to advertising is for the _____ industry.

Presales objectives are commonly referred to as _____.

Nextel and Alltel are two mobile phone service providers with relatively low market shares.However,Nextel's share of voice is more than double Alltel's.What is the general recommendation for Nextel in this situation? 

Good objectives set precise,quantitative yardsticks of what a marcom program hopes to accomplish,or _____.

Which of the following is a reason why it is essential that objectives be established prior to making implementation decisions regarding message selection,media determination,and how the various marcom elements should be mixed and maintained? 

The owner of a new pizzeria set the following marcom objective: "Make consumers aware of this new restaurant." This objective suffers from _____.

Compare and contrast the concepts of "share of market (SOM)" and "share of voice (SOV)," and discuss the implications for advertising budgeting.

One reason why it is essential that objectives be established prior to making marcom implementation decisions is that objectives provide _____ against which results can be measured.

The encoding variability hypothesis contends that people's memories for information are enhanced when _____.

The process of setting objectives literally forces top marketing executives and marcom personnel to agree on the course that a brand's marcom strategy will take for the following planning period as well as the tasks it is to accomplish for a specific brand,thus providing a formalized expression of _____.

When MC > MR there is a _____.

Marcom objectives should be measurable and specify the amount of change.

The assessment of marcom effectiveness should include,but not be restricted to,_____.

The ratio of a specific brand's ad expenditures to the total product category ad expenditures is known as _____.

Marcom objectives are general outcomes that the various marcom elements try to achieve individually or collectively.

_____ are general outcomes that the various marcom elements try to achieve individually or collectively.

Because individual consumers inevitably will be at different levels of the hierarchy of effects,marcom objectives should be based on the lowest level where any consumers are located.

James Denton,the marketer for Denton Cheese,distributed samples of a new cheese dish to consumers in the hope that they will form positive _____ about the product's performance,which will then lead to further purchases.

Which of the following is a step in the hierarchy-of-effects model? 

The antithesis of the traditional view toward advertising objectives (i.e.,the heretical view)is that advertising objectives should be stated in terms of sales or market share.