Question 1

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

Accepted Answer

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

Question 2

Direct-response advertisers generally set objectives and measure success in terms of:

Accepted Answer

A)  brand attitudes 
B)  purchase intentions 
C)  sales response generated by an ad 
D)  brand equity

Question 3

_____ 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.

Accepted Answer

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

Question 4

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:

Accepted Answer

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

Question 5

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

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

______ communication is very important for many product categories because consumers make so many decisions in this location.

Accepted Answer

A)  Transit 
B)  In-store 
C)  Outdoor 
D)  Mobile

Question 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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)  Measurement of brand attitudes and purchase intent 
D)  Changes in inventory levels

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

Brand recall is often referred to as:

Accepted Answer

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

Question 18

For which of the following would an advertiser be most likely to use a sales-oriented objective?

Accepted Answer

A)  A direct response ad for a back massager 
B)  A commercial for a new type of electric-powered automobile 
C)  An anti-drug public service announcement 
D)  A commercial comparing Fido and Telus

Question 19

Which of the following is NOT an uncontrollable environmental factor?

Accepted Answer

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

Question 20

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:

Accepted Answer

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

Exam 5: Objectives for the IMC Plan