Question 1

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

Accepted Answer

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. C

Question 2

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

Accepted Answer

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. A

Question 3

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:

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

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:

Accepted Answer

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 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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?

Accepted Answer

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

Question 9

Brand recall is often referred to as:

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

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:

Accepted Answer

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 12

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

Accepted Answer

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

Question 13

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:

Accepted Answer

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 14

Which of the following is NOT an uncontrollable environmental factor?

Accepted Answer

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 15

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:

Accepted Answer

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 16

The purpose of setting specific marketing communication objectives is to:

Accepted Answer

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 17

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?

Accepted Answer

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

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

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 20

The carryover effect:

Accepted Answer

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

Exam 5: Objectives for the Imc Plan