Exam 8: Objective Setting and Budgeting

Name and describe the four practical budgeting methods.

Although there is no simple resolution to whether the traditional or heretical view is more correct,one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs.

The highest percentage of sales devoted to advertising is found in the food products industry.

According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.

Which point of view asserts that it is unsuitable to use sales as the objective for a branded product's marcom effort?

One reason why it is essential that objectives be established prior to making implementation decisions is that objectives provide a formalized expression of management consensus.

An expectation from the consumer's perspective is based on how the brand has been positioned.

Which of the following is a reason why it is essential that objectives be established prior to making implementation decisions regarding message selection,media determination,and how the various marcom elements should be mixed and maintained?

Objective setting and budgeting decisions are implementation marcom decisions.

Which of the following is NOT a marcom budgeting method?

A marketer distributes samples of a new product to consumers in the hope that they will form positive _____ about the product's performance,which will then lead to further purchases.