Question 1

The highest percentage of sales devoted to advertising is for the _____ industry.

Accepted Answer

A)  watches and clocks 
B)  food products 
C)  miscellaneous publishing 
D)  agricultural chemicals 
E)  cleaners and polish preparations 
A)  watches and clocks 
B)  food products 
C)  miscellaneous publishing 
D)  agricultural chemicals 
E)  cleaners and polish preparations

Question 2

Which of the following is NOT a requirement for setting marcom objectives?

Accepted Answer

A)  Objectives must specify the amount of change. 
B)  Objectives must be stated in terms of profits. 
C)  Objectives must be realistic. 
D)  Objectives must be internally consistent. 
E)  Objectives must be clear and in writing. 
A)  Objectives must specify the amount of change. 
B)  Objectives must be stated in terms of profits. 
C)  Objectives must be realistic. 
D)  Objectives must be internally consistent. 
E)  Objectives must be clear and in writing.

Question 3

Why is the ultimate objective to achieve brand loyal consumers?

Accepted Answer

A)  It is much cheaper to retain present customers than it is to continuously prospect for new ones. 
B)  Competitors will go out of business once consumers are loyal to your brand. 
C)  Switching costs are too high for consumers once they become brand loyal. 
D)  Brand loyal consumers are a "captive audience," which reduces marcom expenditures in the future. 
E)  Brand loyal consumers are more satisfied consumers. 
A)  It is much cheaper to retain present customers than it is to continuously prospect for new ones. 
B)  Competitors will go out of business once consumers are loyal to your brand. 
C)  Switching costs are too high for consumers once they become brand loyal. 
D)  Brand loyal consumers are a "captive audience," which reduces marcom expenditures in the future. 
E)  Brand loyal consumers are more satisfied consumers.

Question 4

One reason that sales response is claimed to represent an unsuitable marcom objective is that advertising during any given period does not necessarily influence sales in the current period but may influence sales during later periods.This is referred to as the _____ effect.

Accepted Answer

A)  economic 
B)  consumer response 
C)  heretical 
D)  advertising response 
E)  lagged 
A)  economic 
B)  consumer response 
C)  heretical 
D)  advertising response 
E)  lagged

Question 5

Which budgeting method sets the budget by examining what competitors are doing?

Accepted Answer

A)  percentage-of-sales method 
B)  objective-and-task method 
C)  competitive parity method 
D)  affordability method 
E)  comparative method 
A)  percentage-of-sales method 
B)  objective-and-task method 
C)  competitive parity method 
D)  affordability method 
E)  comparative method

Question 6

The top step on the hierarchy of effects ladder is brand awareness.

Accepted Answer

A) True 
 B)False

Question 7

Presales objectives are commonly referred to as _____.

Accepted Answer

A)  marcom standards 
B)  communication objectives 
C)  benchmarks 
D)  short-term goals 
E)  focused strategies 
A)  marcom standards 
B)  communication objectives 
C)  benchmarks 
D)  short-term goals 
E)  focused strategies

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

The first step of the objective-and-task method is to establish specific marketing objectives that need to be accomplished,such as sales volume,market share,and profit contribution.

Accepted Answer

A) True 
 B)False

Question 10

Sales promotion is effective for encouraging trial purchases.

Accepted Answer

A) True 
 B)False

Question 11

The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.

Accepted Answer

A)  encourage consumers to discuss the advertisement 
B)  create brand loyalty for the product 
C)  advance consumers through a series of psychological stages 
D)  have the objective of creating brand awareness 
E)  encourage consumers to purchase the product 
A)  encourage consumers to discuss the advertisement 
B)  create brand loyalty for the product 
C)  advance consumers through a series of psychological stages 
D)  have the objective of creating brand awareness 
E)  encourage consumers to purchase the product

Question 12

Which of the following is NOT a step in the hierarchy-of-effects model?

Accepted Answer

A)  brand loyalty 
B)  satisfaction 
C)  trial 
D)  unawareness 
E)  attitude 
A)  brand loyalty 
B)  satisfaction 
C)  trial 
D)  unawareness 
E)  attitude

Question 13

Nextel and Alltel are two mobile phone service providers with relatively low market shares.However,Nextel's share of voice is more than double Alltel's.What is the general recommendation for Nextel in this situation?

Accepted Answer

A)  Increase advertising expenditures only slightly to defend position. 
B)  Find a defensible niche and decrease advertising expenditures. 
C)  Attack with a large share of voice premium over Alltel. 
D)  Maintain current advertising spending. 
E)  Cut all advertising expenditures. 
A)  Increase advertising expenditures only slightly to defend position. 
B)  Find a defensible niche and decrease advertising expenditures. 
C)  Attack with a large share of voice premium over Alltel. 
D)  Maintain current advertising spending. 
E)  Cut all advertising expenditures.

Question 14

Which of the following is NOT a marcom implementation decision?

Accepted Answer

A)  budgeting 
B)  choice of messages 
C)  media 
D)  mixture of marcom elements 
E)  achievement of momentum 
A)  budgeting 
B)  choice of messages 
C)  media 
D)  mixture of marcom elements 
E)  achievement of momentum

Question 15

Because individual consumers inevitably will be at different levels of the hierarchy of effects,marcom objectives should be based on the lowest level where any consumers are located.

Accepted Answer

A) True 
 B)False

Question 16

The ratio of a specific brand's ad expenditures to the total product category ad expenditures is known as _____.

Accepted Answer

A)  share of market (SOM) 
B)  share of communication (SO
C)  
C)  share of voice (SOV) 
D)  share of advertising (SO
A)  
E)  share of state (SOS) 
A)  share of market (SOM) 
B)  share of communication (SO
C)  
C)  share of voice (SOV) 
D)  share of advertising (SO
A)  
E)  share of state (SOS)

Question 17

Good objectives set precise,quantitative yardsticks of what a marcom program hopes to accomplish,or _____.

Accepted Answer

A)  achieve management consensus 
B)  guide subsequent marcom decisions 
C)  provide standards 
D)  outline specific strategies 
E)  set budgeting method 
A)  achieve management consensus 
B)  guide subsequent marcom decisions 
C)  provide standards 
D)  outline specific strategies 
E)  set budgeting method

Question 18

Explain the hierarchy-of-effects metaphor,and discuss why it is important for marketing communicators to understand it.

Accepted Answer

The hierarchy-of-effects metaphor implie

Question 19

The heretical view states that advertising objectives should always be stated in terms of _____.

Accepted Answer

A)  awareness levels 
B)  attitude change 
C)  purchase intention 
D)  sales or market share gains 
E)  creating brand loyalty 
A)  awareness levels 
B)  attitude change 
C)  purchase intention 
D)  sales or market share gains 
E)  creating brand loyalty

Question 20

Explain the criteria that good marcom objectives must satisfy.

Accepted Answer

The criteria for good marcom objectives

Exam 8: Objective Setting and Budgeting

The highest percentage of sales devoted to advertising is for the _____ industry.

Which of the following is NOT a requirement for setting marcom objectives?

Why is the ultimate objective to achieve brand loyal consumers?

One reason that sales response is claimed to represent an unsuitable marcom objective is that advertising during any given period does not necessarily influence sales in the current period but may influence sales during later periods.This is referred to as the _____ effect.

Which budgeting method sets the budget by examining what competitors are doing?

The top step on the hierarchy of effects ladder is brand awareness.

Presales objectives are commonly referred to as _____.

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

The first step of the objective-and-task method is to establish specific marketing objectives that need to be accomplished,such as sales volume,market share,and profit contribution.

Sales promotion is effective for encouraging trial purchases.

The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.

Which of the following is NOT a step in the hierarchy-of-effects model?

Nextel and Alltel are two mobile phone service providers with relatively low market shares.However,Nextel's share of voice is more than double Alltel's.What is the general recommendation for Nextel in this situation?

Which of the following is NOT a marcom implementation decision?

Because individual consumers inevitably will be at different levels of the hierarchy of effects,marcom objectives should be based on the lowest level where any consumers are located.

The ratio of a specific brand's ad expenditures to the total product category ad expenditures is known as _____.

Good objectives set precise,quantitative yardsticks of what a marcom program hopes to accomplish,or _____.

Explain the hierarchy-of-effects metaphor,and discuss why it is important for marketing communicators to understand it.

The heretical view states that advertising objectives should always be stated in terms of _____.

Explain the criteria that good marcom objectives must satisfy.

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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