Deck 5: Objectives for the IMC Plan

Question 1

One characteristic of good objectives is that they:

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

Answer 1

B

Question 2

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) put constraints on the creative department
C) have a method of determining when to delete products from the product line
D) forecast the market share level that can be attained by good advertising

Answer 2

A

Question 3

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

A) the fact that it is easy to isolate the effects of advertising on sales
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 they offer sufficient guidance for those responsible for planning and developing promotional programs

Answer 3

B

Question 4

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

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 5

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

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

Question 6

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

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

Question 7

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) conduct surveys to develop the media objectives
C) develop creative objectives
D) develop communication goals

Question 8

Which of the following is NOT an uncontrollable environmental factor?

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 9

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

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

Question 10

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

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

Question 11

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

Question 12

The carryover effect:

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

Question 13

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) marketing
B) organizational
C) advertising
D) functional

Question 14

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

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

Question 15

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 increase repeat purchases from brand loyals
B) to persuade new car owners that they bought the wrong tires
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 convince non-drivers to buy a car and put Michelin tires on it

Question 16

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

Question 17

_____ 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) Zero based communications planning
C) Inside-out communications planning
D) DAGMAR

Question 18

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

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

Question 19

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

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 20

DAGMAR is:

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

Question 21

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

Question 22

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

A) "Win new customers and increase sales volume by 15 percent."
B) "Increase the number mentioning the brand name when asked for brand preference from 40 percent to 50 percent."
C) "Increase awareness of the brand."
D) "Increase sales revenue by 10 percent."

Question 23

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

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 24

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

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

Question 25

Marketers use tactics such as employing social media to answer follow-up questions,helping resolve any dissonance with the product,creating peer-to-peer communication platforms so that consumers can share experiences and information with each other during which stage of shopping behaviour?

A) Awareness
B) Pre-shop
C) Shop
D) Post-shop

Question 26

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

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

Question 27

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

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 28

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

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

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) benchmark measures
C) DAGMAR objectives
D) marketing research goals

Question 30

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

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

Question 31

Technology is emerging as a vital part of many consumers' purchase decision-making.Each of the following tactics can be effective for marketers to use at the pre-shop stage EXCEPT:

A) ask permission to send text messages
B) deliver product information via social media
C) alert consumers towards specific retailers via their mobile devices
D) provide deeper information via interactive videos in-store

Question 32

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

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

Question 33

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 successful in changing perceptions regarding its service
B) 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
C) its advertising is working
D) without benchmark measures, it will never know if the campaign was a success or a failure

Question 34

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 specify a specific time period for accomplishing the objective.
C) It does not specify a well-defined target audience.
D) Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

Question 35

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

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

Question 36

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

Question 37

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

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

Question 38

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

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

Question 39

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

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

Question 40

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

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

Question 41

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

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

Question 42

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

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

Question 43

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 insistence
C) brand awareness
D) market saturation

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 amount
D) Purchase timing

Question 45

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

Question 46

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

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

Question 47

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) repeat purchase
C) purchase timing
D) brand awareness

Question 48

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

Question 49

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

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

Question 50

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

Question 51

Brand recall is often referred to as:

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

Question 52

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) multi-level marketing
C) purchase timing
D) shopper marketing

Question 53

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) Message recall tests
B) Measurement of webpage views
C) Indicators of purchase intent
D) Actual purchase levels

Question 54

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

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

Question 55

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

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

Question 56

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

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

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

Question 58

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

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

Question 59

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

Question 60

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

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

Question 61

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) modified
B) increased
C) established
D) maintained

Question 62

Sales growth objectives can be met in a number of ways,depending upon the nature of the target audience.Match the anticipated behaviour to the customer type: