Exam 8: Objective Setting and Budgeting

The owners of Sun Buns,a new beach-side baker in California,set the following advertising objective: "Increase awareness of the Sun Buns brand from 45 to 55 percent." Which of the following best characterizes this objective?

According to the traditional view,a brand's sales volume during any given period is the consequence of a host of factors in addition to marcom efforts.

What is the best recommendation for a brand that has a relatively low share of market and competitors have a relatively high share of voice?

Which budgeting method considers advertising along with other marcom elements as relatively unimportant to a brand's present success and future growth?

Marcom objectives should be qualitative and measurable.

Harriet is a marcom manager who asserts that using sales as the objective for a branded product's marcom effort is unsuitable because she feels that sales are a function of other factors in addition to marcom efforts.Harriet is espousing which view?

Explain the differences between the traditional view and the heretical view for having sales represent the advertising objective.Explain which view you support.

The hierarchy-of-effects model implies that for marketing communications to be successful,the various marcom elements must advance consumers through a series of behavioral stages.

The criticism that the percentage-of-sales budgeting technique is not logical is based on the idea that _____.

The process of setting objectives literally forces top marketing executives and marcom personnel to agree on the course that a brand's marcom strategy will take for the following planning period as well as the tasks it is to accomplish for a specific brand,thus providing a formalized expression of _____.

According to the heretical view,presales,or communication,objectives such as increase in brand awareness are claimed to be _____.

Assume that the total advertising expenditures for shoe manufacturers is $828 million and Nike spends $207 million.Nike's _____ would be 25 percent.

The first step of the objective-and-task method is _____.

When MC > MR there is a _____.

Which of the following is a step in the hierarchy-of-effects model?

Most product categories average _____ advertising-to-sales ratios.

The owner of a new pizzeria set the following marcom objective: "Make consumers aware of this new restaurant." This objective suffers from _____.

The antithesis of the traditional view toward advertising objectives (i.e.,the heretical view)is that advertising objectives should be stated in terms of sales or market share.

Which of the following is an argument against using sales as the objective for a branded product's marcom effort?

_____ are goals that the various marcom elements aspire to individually or collectively achieve during a scope of time such as a business quarter or fiscal year.