Exam 5: Objectives for the IMC Plan

Under the DAGMAR approach,the communication task is based on the hierarchical model ACCA,which stands for:

Direct-response advertisers generally set objectives and measure success in terms of:

_____ objectives are types of objectives that are usually stated in terms of specific,measurable outcomes such as sales volume,market share,or return on investment.

Shahida Rampal owns a neighbourhood restaurant specializing in foods from her native India.Her research has shown that consumers in the area come to her restaurant 2 or 3 times a year,along with their visits to 4 or 5 other establishments nearby.She would like to entice these consumers to visit her restaurant at least one extra time over the course of a year.Her behavioural objective could be described as:

Kool-Aid drink mixes face an interesting dilemma.A study of consumers' pantries in households with young children indicated that Moms have multiple packages of the product in the home.Until she makes up a pitcher or two of the drink,however,no further purchases will occur.Kool-Aid needs to initiate a program to encourage:

According to the DAGMAR model,which of the following is NOT a characteristic of a good objective?

According to the DAGMAR model,a good advertising objective does NOT:

Companies that develop integrated marketing communications (IMC)programs that do not contain specific objectives:

______ communication is very important for many product categories because consumers make so many decisions in this location.

Successful communications objectives must be measurable,time specific,have benchmark measures and:

Under the DAGMAR model,a(n)_____ can be performed by,and attributed to,advertising rather than a combination of marketing factors.

For which of the following advertising communication tasks should the specified time period required be the longest?

McDonald's has developed a campaign to highlight their healthier menu items,such as the 290-calorie Egg McMuffin.In order to determine whether the target audience accepts that McDonald's does offer healthy food choices,according to the information processing model,which type of research/test should McDonald's employ?

Which of the following behavioural objectives is more likely to be selected when a firm plans to increase its profit?

To many marketing managers,the basic reason a firm spends money on advertising and promotion is to:

Before setting objectives for advertising and promotion,an organization should:

Brand recall is often referred to as:

For which of the following would an advertiser be most likely to use a sales-oriented objective?

Which of the following is NOT an uncontrollable environmental factor?

Before beginning its new advertising campaign,TD Canada Trust conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image.These are examples of: