Exam 5: Objectives for the IMC Plan

The purpose of setting specific marketing communication objectives is to:

Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires.Their primary communication objective most likely is:

Marketers use tactics such as employing social media to answer follow-up questions,helping resolve any dissonance with the product,creating peer-to-peer communication platforms so that consumers can share experiences and information with each other during which stage of shopping behaviour?

_____ is an approach to setting advertising objectives,which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

Determining a target market's present level of awareness,knowledge,and liking toward a product often requires the taking of _____ measures.

Sprite soft drink sponsored "Flowrider" surfing exhibits at major summer events,offering free samples of their new citrus flavour to consumers who attended.The behavioural objective behind this campaign was:

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

Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness?

Brands increasingly encourage website visits,interaction with other customers on social media and viewing or posting videos in content communities.This digital fostering of brand experience is a current form of:

Using the DAGMAR approach,which of the following is NOT a stage of commercial communication?

According to the criteria outlined in DAGMAR,which of the following is the best quantitative benchmark statement?

DAGMAR is:

According to DAGMAR,the basic function of advertising is to:

The concept of advertising expenditures producing long term as well as immediate results is known as:

According to Rossiter & Percy's approach,the link between marketing objectives and communication objectives is:

The carryover effect:

The use of sales as an advertising objective can be ineffective due to:

The information processing model may be an effective framework for setting objectives and:

The ______ brand attitude is when a marketer focuses on a new motive for purchasing the brand that the target audience will be receptive toward.

Marketers may have a __________ objective when communicating with their current customers who have previously purchased the brand and have the product in their home or work.