Question 1

The S-shaped response function implies that:

Accepted Answer

A)  initial advertising expenditures will have little impact on sales 
B)  sales effects will follow the microeconomic law of diminishing returns 
C)  sales will immediately decrease then increase 
D)  sales will immediately increase then decrease 
A)  initial advertising expenditures will have little impact on sales 
B)  sales effects will follow the microeconomic law of diminishing returns 
C)  sales will immediately decrease then increase 
D)  sales will immediately increase then decrease

Question 2

In terms of advertising,scheduling constant advertising without variation is referred to as:

Accepted Answer

A)  flighting 
B)  continuity 
C)  geographical weighting 
D)  circulation 
A)  flighting 
B)  continuity 
C)  geographical weighting 
D)  circulation

Question 3

A company has a limited promotional budget.The target market is highly concentrated and has already been shown to have high awareness and interest in the project.The goal of the promotional strategy should be to:

Accepted Answer

A)  maximize coverage 
B)  maximize reach 
C)  increase frequency 
D)  sacrifice frequency for reach 
A)  maximize coverage 
B)  maximize reach 
C)  increase frequency 
D)  sacrifice frequency for reach

Question 4

The media plan:

Accepted Answer

A)  includes product development 
B)  requires the development of specific media objectives 
C)  has five formalized stages that cannot be omitted from the process 
D)  includes sales and marketing forecasts and potentials 
A)  includes product development 
B)  requires the development of specific media objectives 
C)  has five formalized stages that cannot be omitted from the process 
D)  includes sales and marketing forecasts and potentials

The S-shaped response function implies that:

In terms of advertising,scheduling constant advertising without variation is referred to as:

A company has a limited promotional budget.The target market is highly concentrated and has already been shown to have high awareness and interest in the project.The goal of the promotional strategy should be to:

The media plan:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 10: Media Planning and Budgeting for IMC

The S-shaped response function implies that:

In terms of advertising,scheduling constant advertising without variation is referred to as:

A company has a limited promotional budget.The target market is highly concentrated and has already been shown to have high awareness and interest in the project.The goal of the promotional strategy should be to:

The media plan:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters