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Exam 7: Establishing Objectives and Budgeting for the Promotional Program

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Question 61

Multiple Choice

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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 its media objectives
C) develop creative objectives
D) develop communication goals
E) create a creative mission statement

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Question 62

Multiple Choice

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Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas.

A) sales-oriented
B) communication
C) positioning
D) image
E) functional

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Question 63

Multiple Choice

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When using the competitive parity budgeting method,the firm:

In addition to advertising and promotion,_____ might also influence a company's sales.

A marketing firm decides to purchase media time in an attempt to sell its new product.After purchasing approximately $1 million dollars of time,it has noticed no impact on the sales of the product.However,at $3 million,a substantial increase is shown.This might best be explained by:

Why might a small company with limited resources NOT want to use the DAGMAR approach to setting objectives?

According to Robert Steiner,which of the following terms is essentially synonymous with contribution margin?

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

_____ 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.

The _____ function model is based on the microeconomics law of diminishing returns.

A company in the process of allocating its budget would use syndicated services like A.C.Nielsen and Dun & Bradstreet to estimate:

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of the necessary strategies and activities are steps in the _____ method of budgeting.

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

The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as taking advantage of the collective wisdom of the industry.

The concave-downward function model is based on:

To be effective,marketing objectives need to be:

The S-shaped response function implies that:

The more specific the firm's advertising objectives,the:

In January 2003,Philip-Morris Companies,Inc.,and Kraft Foods became the Altria Group.The name change reflected the fact the company has changed itself structurally,behaviorally,and culturally.The new name was designed to focus attention on the company's superior performance,financial strength,and its commitment to integrity and corporate responsibility.Which of the following statements about the communications objectives the company would have used as part of this repositioning strategy is true?

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