Exam 8: Objective Setting and Budgeting

The initial marcom imperative for new or unestablished brands is to create awareness.

In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in the _____.

The marcom tools most suitable for accomplishing the objective of informing the trade and consumers about brand improvements are _____.

Owners of Sun Buns,Incorporated,a new beach-side California baker,want to make sure that consumers are aware of their baked goods,but they also want to persuade consumers that their products are more nutritious than competitive brands.Their ads will be designed to move consumers from the awareness state of the hierarchy-of-effects model to what stage?

The encoding variability hypothesis states that people will be more likely to remember information that is relevant to their daily lives.

Objectives for a particular element of a marcom program should be determined independently from objectives set for other marcom components.

Objectives provide standards against which results can be measured.

Presales,or communication,objectives such as increases in brand awareness are claimed to be "vaguely wrong," in contrast to sales measures that are asserted to be "precisely right."

Marcom implementation decisions include the choice of messages,media,mixture of marcom elements,and the achievement of a continuous message presence,or momentum.

The world's leading advertiser is _____.

Compare and contrast the concepts of "share of market (SOM)" and "share of voice (SOV)," and discuss the implications for advertising budgeting.

Which is generally regarded as the most sensible and defendable advertising budgeting method?

The assessment of marcom effectiveness should include,but not be restricted to,_____.

John is the marcom manager at a major consumer packaged goods manufacturer.He feels that marcom objectives should be stated in terms of sales or market share gains and that failure to do so is a cop-out.Which view is John espousing?

Of all the marcom tools,sales promotion generally is the most effective and efficient method for quickly creating brand awareness.

Explain the sales-to-advertising response function and why it is rarely used to determine marcom budgets.

Which marcom tool is best at encouraging trial purchases?

In the _____ method,only the funds that remain after budgeting for everything else are spent on advertising.

The encoding variability hypothesis contends that people's memories for information are enhanced when _____.

Which is the top rung on the hierarchy of marcom effects?