Deck 4: Campaign Communication Objectives

Question 1

Category need is a communication effect that refers to the target customer's acceptance that the category is necessary to satisfy or remove a perceived discrepancy between two motivational states: current and desired.

Answer 1

True

Question 2

The brand-item purchase motive and the category purchase motive must be the same.

Answer 2

False

Question 3

Brand recognition for a new brand-item is more effective when its marcoms educate the consumer to recognize the brand name, logo, or packaging while also associating the brand-item with the category.

Answer 3

True

Question 4

Slogans are useful devices for making the association from category need to brand name.

Question 5

Brand recall-boosted recognition is an excellent brand awareness objective because the manager can cover both brand recall and brand awareness.

Question 6

Brand attitude can be made up of functional benefits and emotional benefits.

Question 7

Brand attitude modification is necessary when targeting prospective buyers who have a negative brand attitude.

Question 8

Cognitive and emotional responses measurement is a technique used to identify whether participants in an ad test have spontaneously mentioned a purchase intention.

Question 9

The Juster 11-point scale is the best measure of brand purchase intention.

Question 10

Purchase facilitation is always a campaign communication objective.

Question 11

A leading brand within a category would benefit from including category need as a communication objective.

Question 12

Sensory gratification is a negatively-originated motive.

Question 13

Brand awareness is not a communication objective in all marcoms campaigns.

Question 14

Brand recall can be achieved by repeating the association between the brand name and the customer's category need in the marcoms message and by repeating the message in the media schedule.

Question 15

Brand recall-boosted recognition applies to situations where the target customer must recall a brand before arriving at a store and then recognize it on the shelf.

Question 16

Brand attitude is a communication objective in every marcoms campaign.

Question 17

Brand attitude refers to the buyer's overall evaluation of the brand.

Question 18

With a promotion offer, it is not always necessary to generate brand purchase intention.

Question 19

Campaign communication objectives for a brand of potato chip would definitely aim to generate brand purchase intention.

Question 20

Purchase facilitation can be measured via pretesting and in campaign tracking by asking a sample of target customers to elaborate on how they might find an item and what payment method is likely to be used.