Deck 5: Objectives for the Imc Plan

Question 1

Which of the following is an example of the carryover effect of promotional communication?

A) Coke and Pepsi's battle for brand supremacy has been going on for decades, with their share of market both hovering around 45%.
B) Davis has seen many Honda ads on television, as well as on rink boards on NHL broadcasts. His car just broke down, and he will take a test drive this weekend at the Honda dealership based on the strong brand attributes he recalls.
C) Parveen tried a perfume sample in the fashion magazine she was reading and liked it so much that she purchased it the following weekend.
D) Betsy is tired of seeing ads for diapers, baby toys, and clothing, as she already has three grown children.

Answer 1

B

Question 2

Companies that develop integrated marketing communications (IMC) programs that do not contain specific objectives:

A) will be able to save money since they won't spend too much time worrying about what they are trying to do
B) will often have too many benchmark measures against which the success or failure of their programs can be assessed
C) may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign
D) will be more successful than companies that develop IMC programs with specific objectives

Answer 2

C

Question 3

The concept of advertising expenditures producing long term as well as immediate results is known as:

A) the communication effect
B) the carryover effect
C) the halo effect
D) DAGMAR

Answer 3

B

Question 4

The purpose of setting specific marketing communication objectives is to:

A) provide a benchmark against which the success or failure of the promotional campaign can be measured
B) forecast the market share level that can be attained by good advertising
C) put constraints on the creative department
D) have a method of determining when to delete products from the product line

Question 5

Achieving marketing objectives depends on the coordination and execution of _.

A) non-specific corporate priorities
B) all marketing mix elements
C) promotional elements across multiple vehicles
D) regional channels

Question 6

Which of the following is NOT an uncontrollable environmental factor?

A) The relative price of the item compared to the competition
B) The state of the economy and consumers' level of disposable income
C) Changing consumer trends and preferences
D) Laws and regulations affecting the industry

Question 7

Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication objective most likely is:

A) to persuade new car owners that they bought the wrong tires
B) to convince non-drivers to buy a car and put Michelin tires on it
C) to convince other brand users about Michelin's superior safety performance to ensure that their next purchase is a set of Michelin tires
D) to increase repeat purchases from brand loyals

Question 8

To many marketing managers, the basic reason a firm spends money on advertising and promotion is to:

A) generate sales
B) create awareness of the company
C) create a positive corporate image
D) position the company and its brands

Question 9

Ace Computer has an objective of increasing its share of the home segment of the personal computer market by 5 percent during the upcoming year. This is an example of a(n) objective.

A) advertising
B) marketing
C) organizational
D) functional

Question 10

As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich. Your primary communication objective most likely is:

A) to educate other brand users about the use of mayonnaise
B) to remind new category users of how much they have enjoyed Hellmann's in the past
C) to convince non-mayonnaise users to eat more turkey
D) to increase repeat purchases from brand loyals

Question 11

One characteristic of good objectives is that they:

A) can only be measured at the beginning of the campaign.
B) create awareness for the company.
C) specify a method and criteria for determining how well the promotional program is working.
D) create memorable advertising.

Question 12

In mature markets with limited growth, firms tend to focus on as the key marketing objective.

A) profit
B) sales growth
C) generating awareness
D) winning market share from the competition

Question 13

A firm in a fast-growing market may have as its marketing objective.

A) generating awareness
B) profit maximization
C) sales growth
D) market share

Question 14

The use of sales as an advertising objective can be ineffective due to:

A) the fact that they offer sufficient guidance for those responsible for planning and developing promotional programs
B) the fact that there is often a lagged effect whereby the effect of advertising on sales is not immediate
C) the fact that advertising objectives emphasizing sales are generally the best operational guides to decision making
D) the fact that it is easy to isolate the effects of advertising on sales

Question 15

Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness?

A) Other marketing mix variables besides sales can affect sales results.
B) Sales offer little guidance or direction to those responsible for planning and developing the advertising program.
C) There is often a long period between when advertising is run and when sales actually occur.
D) The marketing and competitive environment have very little influence on sales.

Question 16

Which of the following is an example of a "smart" marketing objective?

A) Skittles will target 17-year-old boys in order to increase consumption by 80,000 lbs. in the next calendar year.
B) Bob has been told by his manager to grow his number of clients this year.
C) Heinz plans to increase ketchup sales in Ontario by 6% this year.
D) The purpose of Mr. Clean's advertising is to show home owners how it can be used to fight grime all around the house.

Question 17

objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment.

A) Marketing
B) Communication
C) Sales
D) Organizational

Question 18

Many marketing managers prefer sales-oriented objectives for advertising for all of the following reasons EXCEPT:

A) objectives should be based on the achievement of sales results
B) the reason a company spends money on advertising and promotion is to sell its products or services
C) money spent on advertising and promotion can only show measurable results through sales and market share data
D) sales-oriented objectives help get everyone involved in the promotional program to think about how advertising and promotion will increase sales

Question 19

The carryover effect:

A) can be particularly long-lasting with mature, low-priced, and frequently purchased products
B) encourages the use of nonspecific objectives
C) has no impact on sales objectives
D) has no effect on the relationship between advertising and sales

Question 20

Each of the following is a strategy for stimulating sales through growth in the product category EXCEPT:

A) increasing consumption by current users
B) encouraging current users to use the product in different ways
C) providing various packaging sizes and formats
D) encouraging non-users to buy the product

Question 21

For which of the following advertising communication tasks should the specified time period required be the longest?

A) Increasing brand awareness levels
B) Creating knowledge regarding a brand attribute
C) Repositioning a brand
D) Increasing knowledge levels about a brand attribute

Question 22

DAGMAR is:

A) a model of consumer behaviour
B) the most often used method of setting objectives
C) a model of advertising goal setting
D) a method of setting sales objectives

Question 23

is an approach to setting advertising objectives, which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

A) The hierarchy of effects model
B) Inside-out communications planning
C) Zero based communications planning
D) DAGMAR

Question 24

Under the DAGMAR model, a(n) _ _ can be performed by, and attributed to, advertising rather than a combination of marketing factors.

A) communication task
B) advertising benchmark
C) functional communication change
D) marketing task

Question 25

According to the DAGMAR model, which of the following is NOT a characteristic of a good objective?

A) A good objective is concrete and measurable.
B) A good objective specifies a time period for accomplishment.
C) A good objective is based on sales results.
D) A good objective specifies the target audience.

Question 26

According to DAGMAR, the basic function of advertising is to:

A) communicate
B) change behaviour
C) create sales
D) generate action

Question 27

According to the DAGMAR model, a good advertising objective does NOT:

A) indicate a starting point
B) specify a time period
C) specify degree of change sought
D) target a diversified audience

Question 28

According to the criteria outlined in DAGMAR, which of the following is the best quantitative benchmark statement?

A) "Increase awareness of the brand in this calendar year."
B) "Win new customers from our core competitor and increase sales volume by 15 percent."
C) "Increase the number of female millennials mentioning the brand name when asked for brand preference from 40 percent to 50 percent."
D) "Increase sales revenue by 10 percent."

Question 29

Before beginning its new advertising campaign, TD Canada Trust conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image. These are examples of:

A) communication tasks
B) DAGMAR objectives
C) marketing research goals
D) benchmark measures

Question 30

A new manufacturer of stereo speakers which has no brand awareness developed a statement of advertising objectives, which stated that the goal of the company's new ad campaign is "To make 30% of the audience aware of our new brand." This statement
Could serve as an example of a:

A) sales objective
B) benchmark measure
C) communications task
D) short-term promotional objective

Question 31

Assume that the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting
Any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds that 80 percent of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that:

A) the campaign was not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time service
B) without benchmark measures, it will never know if the campaign was a success or a failure
C) its advertising is working
D) the campaign was successful in changing perceptions regarding its service

Question 32

Which of the following statements best describes the relationship between marketing and communication objectives?

A) For a successful campaign, communication objectives can be developed before or after the development of marketing objectives.
B) Marketing objectives and communication objectives are synonymous.
C) Communication objectives are derived from marketing objectives.
D) There is no relationship between the two.

Question 33

Determining a target market's present level of awareness, knowledge, and liking toward a product often requires the taking of measures.

A) benchmark
B) quantitative awareness
C) sales interval
D) qualitative awareness

Question 34

Before setting objectives for advertising and promotion, an organization should:

A) conduct a situation analysis to identify marketing and promotional issues facing the firm
B) develop creative objectives
C) develop communication goals
D) conduct surveys to develop the media objectives

Question 35

Procter & Gamble wishes to encourage trial usage of Pampers diapers among parents who currently use another brand, but might be willing to switch. An effective way to do this would be to:

A) distribute free diaper samples to parents of newborns in the hospital
B) encourage testimonials from other parents
C) create a strong comparison ad between Pampers and Huggies diapers
D) insert coupons into Pampers packages

Question 36

Under the DAGMAR approach, the communication task is based on the hierarchical model ACCA, which stands for:

A) audience, customer, consumer, acquisition
B) awareness, comprehension, conviction, action
C) awareness, consideration, cost, achievement
D) advertise, create, consume, act

Question 37

Using the DAGMAR approach, which of the following is NOT a stage of commercial communication?

A) Sales
B) Awareness
C) Conviction
D) Action

Question 38

Kraft distributes baking recipes on the labels of their peanut butter, in order to:

A) show new peanut butter consumers what to do with it
B) steal away other brand loyals
C) add value to the peanut butter purchase
D) encourage current users to consume more Kraft peanut butter

Question 39

Successful communications objectives must be measurable, time specific, have benchmark measures and:

A) be different than the previous year's objectives
B) a well-defined target market
C) be convincing to the sales force
D) a specific market share goal

Question 40

Procter & Gamble wishes to encourage trial usage of Pampers diapers among new parents. An effective way to do this would be to:

A) insert coupons into Pampers packages
B) encourage testimonials from other parents
C) distribute free diaper samples to parents of newborns in the hospital
D) create a strong comparison ad between Pampers and Huggies diapers

Question 41

Managers who use the communications effects pyramid to set objectives believe that:

A) advertising and promotion cannot accomplish lower-order objectives
B) advertising and promotion should first accomplish higher-order objectives such as trial and purchase and then create awareness and brand knowledge
C) lower-level objectives such as purchase and reuse form the foundation of the communications program
D) the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension

Question 42

McDonald's has developed a campaign to highlight their healthier menu items, such as the 290-calorie Egg McMuffin. In order to determine whether the target audience accepts that McDonald's does offer healthy food choices, according to the information processing model, which type of research/test should McDonald's employ?

A) Message recall tests
B) Listener, reader, viewer recognition tests
C) Changes in inventory levels
D) Measurement of brand attitudes and purchase intent

Question 43

Which of the following is at the top of the communication effects pyramid?

A) Purchase/repurchase
B) Preference
C) Awareness
D) Knowledge

Question 44

Steven owns a card and gift shop. Recent research shows that the average sale in his store is $7.50. That is, consumers on average spend $7.50 each time they visit. Steven
Has initiated a loyalty card program which offers one free greeting card for every 10 that a consumer buys in the hope that can increase his store's average sale to $8.50 per visit. This is an effective tactic to use with what kind of repeat purchase objective?

A) category building
B) purchase frequency
C) purchase timing
D) purchase amount

Question 45

Which of the following is the most plausible target audience when the main marketing objective is to increase sales volume?

A) Brand loyals
B) Other brand switchers
C) New category users
D) Other brand loyals

Question 46

Sprite soft drink sponsored "Flowrider" surfing exhibits at major summer events, offering free samples of their new citrus flavour to consumers who attended. The behavioural objective behind this campaign was:

A) brand trial
B) brand awareness
C) purchase timing
D) repeat purchase

Question 47

According to the information processing model, which type of research/test would help determine the effectiveness of a campaign designed to target exposure to the message?

A) Measurement of Web page views
B) Message recall tests
C) Indicators of purchase intent
D) Actual purchase levels

Question 48

Brand is often referred to as unaided brand awareness when measuring.

A) unawareness
B) recognition
C) objectives
D) recall

Question 49

Campbell's Soup aired TV commercials and ran magazine ads featuring recipes "just like Mom used to make." The behavioural objective behind this campaign was:

A) purchase intent
B) brand re-trial
C) brand switching
D) repeat purchase

Question 50

Which of the following behavioural objectives is more likely to be selected when a firm plans to increase its profit?

A) Brand switching
B) Brand trial
C) Repeat purchase
D) Category trial

Question 51

Virgin Mobile is trying to reach consumers who never owned a cell phone. This is an example of:

A) unfulfilled need
B) fulfilled need
C) category need
D) repressed need

Question 52

Air Canada set the following objective for its new advertising campaign: "To increase the percentage of consumers who know that our fares are lower than the competitors from 55 percent to 75 percent over the next six months." Using the criteria associated in the DAGMAR approach to setting objective, what is wrong with this objective?

A) It does not contain a benchmark measure and statement of the degree of change sought.
B) It does not specify a well-defined target audience.
C) It does specify a specific time period for accomplishing the objective.
D) Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

Question 53

The hierarchy of effects model suggests that consumers move through a series of steps en route to purchase. Which of the following shows the correct order of these steps?

A) Awareness, Understanding, Preference, Liking, Agreement, Trial
B) Knowledge, Awareness, Trial, Liking, Preference, Loyalty
C) Awareness, Knowledge, Liking, Preference, Conviction, Purchase
D) Knowledge, Trial, Preference, Word of Mouth, Conviction, Repurchase

Question 54

Which of the following is the most plausible target audience when the main marketing objective is to increase market share?

A) Brand loyals
B) Other brand switchers
C) Other brand loyals
D) New category users

Question 55

Oreo wishes to create awareness of its new Swedish Fish (gummy candy) filled cookies. According to the hierarchy of effects model, which of the following would be an effective tool to use?

A) bonus packages in store, offering 20% more for the same price as regular Oreos
B) flashy video content on Oreo's website, showing Swedish Fish "swimming to a store near you"
C) sponsorship of 3-on-3 hockey and basketball tournaments, with signage and product sampling
D) magazine ads in publications geared to their intended target audience

Question 56

According to Rossiter & Percy's approach, the link between marketing objectives and communication objectives is:

A) geared to sales figures
B) measurement of brand attitudes and purchase intent
C) behavioural objectives
D) environmental analysis

Question 57

Marketers may have a objective when communicating with their current customers who have previously purchased the brand and have the product in their home or work.

A) category trial
B) purchase-related
C) repeat-consumption
D) brand-switching

Question 58

Shahida Rampal owns a neighbourhood restaurant specializing in foods from her native India. Her research has shown that consumers in the area come to her restaurant 2 or 3 times a year, along with their visits to 4 or 5 other establishments nearby. She would like to entice these consumers to visit her restaurant at least one extra time over the course of a year. Her behavioural objective could be described as:

A) purchase timing
B) purchase frequency
C) brand awareness
D) brand trial

Question 59

The information processing model may be an effective framework for setting objectives and:

A) evaluating the effects of a promotional campaign
B) determining whether consumers will follow through on their intended purchases
C) allocating the advertising budget appropriately
D) researching consumer needs

Question 60

According to the hierarchy of effects model, the percentage of prospective customers will at the higher pyramid levels.

A) come from current users
B) decline
C) be other brand switchers
D) increase

Question 61

Kool-Aid drink mixes face an interesting dilemma. A study of consumers' pantries in households with young children indicated that Moms have multiple packages of the product in the home. Until she makes up a pitcher or two of the drink, however, no further purchases will occur. Kool-Aid needs to initiate a program to encourage:

A) repeat consumption
B) repeat purchase
C) brand trial
D) purchase frequency

Question 62

Brands increasingly encourage website visits, interaction with other customers on social media and viewing or posting videos in content communities. This digital fostering of brand experience is a current form of:

A) brand experience
B) purchase timing
C) shopper marketing
D) multi-level marketing

Question 63

Which of the following is NOT one of the four communication objectives accommodated by the R&P framework?

A) Market share growth
B) Brand purchase intention
C) Brand attitude
D) Category need

Question 64

The "category need" communication objective is also known as:

A) brand switching
B) demand build
C) non-user stimulation
D) market share growth

Question 65

Every single point of communication should contribute to a target audience's understanding and knowledge of the brand name. This universal communication objective is known as:

A) brand attitude
B) brand awareness
C) brand insistence
D) market saturation

Question 66

at the point of purchase based on past messages can be sufficient for brand consideration or purchase.

A) Brand recognition
B) Brand preference
C) Brand recall
D) Brand superiority

Question 67

The brand attitude is when a marketer focuses on a new motive for purchasing the brand that the target audience will be receptive toward.

A) maintained
B) modified
C) established
D) increased

Question 68

The consumer's overall evaluation of the brand is known as _.

A) branding
B) brand attitude
C) brand consideration
D) brand value

Question 69

Which of the following is NOT a communication objective option for brand attitude?

A) Favour brand attitude
B) Create or establish brand attitude
C) Maintain brand attitude
D) Increase brand attitude

Question 70

Brand recall is often referred to as:

A) product knowledge
B) product demand
C) unaided brand awareness
D) message acceptance