Question 1

Objective setting and budgeting are _____ marcom decisions.

Accepted Answer

A)  fundamental 
B)  implementation 
C)  short-term 
D)  long-term 
E)  primary 
A)  fundamental 
B)  implementation 
C)  short-term 
D)  long-term 
E)  primary

Question 2

Although there is no simple resolution to whether the traditional or heretical view is more correct,one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs.

Accepted Answer

A)  creativity 
B)  product placement 
C)  consumer response 
D)  brand awareness 
E)  accountability 
A)  creativity 
B)  product placement 
C)  consumer response 
D)  brand awareness 
E)  accountability

Question 3

One reason why it is essential that objectives be established prior to making implementation decisions is that objectives provide a formalized expression of management consensus.

Accepted Answer

A) True 
 B)False

Question 4

Objective setting and budgeting decisions must be _____.

Accepted Answer

A)  short-term 
B)  long-term 
C)  short-term and long-term 
D)  formal and systematic 
E)  unplanned 
A)  short-term 
B)  long-term 
C)  short-term and long-term 
D)  formal and systematic 
E)  unplanned

Question 5

The two broad type of marcom objectives are short-term and long-term.

Accepted Answer

A) True 
 B)False

Question 6

According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.

Accepted Answer

A)  make people aware of the brand 
B)  make people like the advertisement 
C)  make people discuss the advertisement with others 
D)  encourage trial of the product 
E)  change beliefs about the brand 
A)  make people aware of the brand 
B)  make people like the advertisement 
C)  make people discuss the advertisement with others 
D)  encourage trial of the product 
E)  change beliefs about the brand

Question 7

When a product has a relatively high share of market and the competitor has a high share of voice,it is best to _____.

Accepted Answer

A)  increase advertising expenditures 
B)  decrease advertising expenditures 
C)  cut prices 
D)  aggressively attack the competitor 
E)  increase prices 
A)  increase advertising expenditures 
B)  decrease advertising expenditures 
C)  cut prices 
D)  aggressively attack the competitor 
E)  increase prices

Question 8

Once brand-specific beliefs and attitudes are formed as the outcome from firsthand product usage experience,subsequent marketing communications _____.

Accepted Answer

A)  are not necessary 
B)  should increase in intensity 
C)  should decrease in intensity 
D)  serve to guarantee brand loyalty 
E)  serve to reinforce the consumers' beliefs and attitudes 
A)  are not necessary 
B)  should increase in intensity 
C)  should decrease in intensity 
D)  serve to guarantee brand loyalty 
E)  serve to reinforce the consumers' beliefs and attitudes

Question 9

Because the effect of marcom is so difficult to assess,CEOs and financial officers are demanding less accountability from marcom programs.

Accepted Answer

A) True 
 B)False

Question 10

In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in the _____.

Accepted Answer

A)  production expense 
B)  operational expense 
C)  discretionary expense 
D)  advertising expense 
E)  committed expense 
A)  production expense 
B)  operational expense 
C)  discretionary expense 
D)  advertising expense 
E)  committed expense

Question 11

The first step of the objective-and-task method is _____.

Accepted Answer

A)  assessing the communications functions 
B)  establishing specific marketing objectives that need to be accomplished 
C)  determining advertising's role in the total communication mix 
D)  establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives 
E)  establish the budget based on estimates of expenditures required to accomplish the advertising goals 
A)  assessing the communications functions 
B)  establishing specific marketing objectives that need to be accomplished 
C)  determining advertising's role in the total communication mix 
D)  establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives 
E)  establish the budget based on estimates of expenditures required to accomplish the advertising goals

Objective setting and budgeting are _____ marcom decisions.

Although there is no simple resolution to whether the traditional or heretical view is more correct,one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs.

One reason why it is essential that objectives be established prior to making implementation decisions is that objectives provide a formalized expression of management consensus.

Objective setting and budgeting decisions must be _____.

The two broad type of marcom objectives are short-term and long-term.

According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.

When a product has a relatively high share of market and the competitor has a high share of voice,it is best to _____.

Once brand-specific beliefs and attitudes are formed as the outcome from firsthand product usage experience,subsequent marketing communications _____.

Because the effect of marcom is so difficult to assess,CEOs and financial officers are demanding less accountability from marcom programs.

In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in the _____.

The first step of the objective-and-task method is _____.

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

Exam 8: Imc Objective Setting and Budgeting

Objective setting and budgeting are _____ marcom decisions.

Although there is no simple resolution to whether the traditional or heretical view is more correct,one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs.

One reason why it is essential that objectives be established prior to making implementation decisions is that objectives provide a formalized expression of management consensus.

Objective setting and budgeting decisions must be _____.

The two broad type of marcom objectives are short-term and long-term.

According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.

When a product has a relatively high share of market and the competitor has a high share of voice,it is best to _____.

Once brand-specific beliefs and attitudes are formed as the outcome from firsthand product usage experience,subsequent marketing communications _____.

Because the effect of marcom is so difficult to assess,CEOs and financial officers are demanding less accountability from marcom programs.

In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in the _____.

The first step of the objective-and-task method is _____.

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