Exam 5: Objectives for the IMC Plan

Virgin Mobile is trying to reach consumers who never owned a cell phone.This is an example of:

Which of the following is NOT a communication objective option for brand attitude?

The "category need" communication objective is also known as:

Which of the following is the most plausible target audience when the main marketing objective is to increase market share?

Technology is emerging as a vital part of many consumers' purchase decision-making.Each of the following tactics can be effective for marketers to use at the pre-shop stage EXCEPT:

Sales growth objectives can be met in a number of ways,depending upon the nature of the target audience.Match the anticipated behaviour to the customer type:

Steven owns a card and gift shop.Recent research shows that the average sale in his store is $7.50.That is,consumers on average spend $7.50 each time they visit.Steven has initiated a loyalty card program which offers one free greeting card for every 10 that a consumer buys in the hope that can increase his store's average sale to $8.50 per visit.This is an effective tactic to use with what kind of repeat purchase objective?

Which of the following is at the top of the communication effects pyramid?

Air Canada set the following objective for its new advertising campaign: "To increase the percentage of consumers who know that our fares are lower than the competitors from 55 percent to 75 percent over the next six months." Using the criteria associated in the DAGMAR approach to setting objective,what is wrong with this objective?

One characteristic of good objectives is that they:

As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich.Your primary communication objective most likely is:

Assume that the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research.At the end of the six-month period,Greyhound conducts a study and finds that 80 percent of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time service.Greyhound can conclude that:

Which of the following statements best describes the relationship between marketing and communication objectives?

Campbell's Soup aired TV commercials and ran magazine ads featuring recipes "just like Mom used to make." The behavioural objective behind this campaign was:

A new manufacturer of stereo speakers which has no brand awareness developed a statement of advertising objectives,which stated that the goal of the company's new ad campaign is "To make 30% of the audience aware of our new brand." This statement could serve as an example of a:

Which of the following is NOT one of the four communication objectives accommodated by the R&P framework?

Many marketing managers prefer sales-oriented objectives for advertising for all of the following reasons EXCEPT:

Brand ____________ is often referred to as unaided brand awareness when measuring.

Managers who use the communications effects pyramid to set objectives believe that:

Every single point of communication should contribute to a target audience's understanding and knowledge of the brand name.This universal communication objective is known as: