Question 1

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

Accepted Answer

A)   Category need
B)   Brand attitude
C)   Brand purchase intention
D)   Market share growthE) A) and B)
F) A) and C)

Question 2

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:

Accepted Answer

A)   brand attitude
B)   brand insistence
C)   brand awareness
D)   market saturationE) A) and D)
F) B) and C)

Question 3

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

Accepted Answer

A)   New category users
B)   Brand loyals
C)   Other brand loyals
D)   Other brand switchersE) B) and C)
F) B) and D)

Question 4

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:

Accepted Answer

A)   brand re-trial
B)   repeat purchase
C)   purchase intent
D)   brand switchingE) A) and B)
F) A) and C)

Question 5

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 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 failureE) None of the above
F) C) and D)

Question 6

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

Accepted Answer

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 resultsE) B) and C)
F) None of the above

Question 7

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

Accepted Answer

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.E) C) and D)
F) B) and D)

Question 8

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

Accepted Answer

A)   non-user stimulation
B)   demand build
C)   brand switching
D)   market share growthE) A) and D)
F) B) and C) B

Question 9

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?

Accepted Answer

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.E) All of the above
F) A) and C)

Question 10

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

Accepted Answer

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 objectivesE) None of the above
F) C) and D)

Question 11

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

Accepted Answer

A)   fulfilled need
B)   category need
C)   repressed need
D)   unfulfilled needE) B) and C)
F) C) and D) B

Question 12

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:

Accepted Answer

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-storeE) A) and D)
F) A) and B)

Question 13

One characteristic of good objectives is that they:

Accepted Answer

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.E) None of the above
F) B) and C)

Question 14

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 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 turkeyE) All of the above
F) A) and C)

Question 15

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

Accepted Answer

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

Question 16

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:

Accepted Answer

The answer of Sales growth objectives can be met in...

Question 17

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

Accepted Answer

A)   Awareness
B)   Knowledge
C)   Preference
D)   Purchase/repurchaseE) A) and B)
F) None of the above

Question 18

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 amount
D)   Purchase timingE) C) and D)
F) None of the above

Question 19

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:

Accepted Answer

A)   benchmark measure
B)   communications task
C)   sales objective
D)   short-term promotional objectiveE) A) and B)
F) A) and C)

Question 20

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

Accepted Answer

A)   recognition
B)   unawareness
C)   objectives
D)   recallE) A) and D)
F) B) and C)

Exam 5: Objectives for the IMC Plan

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

Correct Answer
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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:

Correct Answer
verified

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

Correct Answer
verified

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:

Correct Answer
verified

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

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

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

Correct Answer
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B

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

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

Correct Answer
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B

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:

Correct Answer
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One characteristic of good objectives is that they:

Correct Answer
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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:

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

Correct Answer
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C

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:

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

Correct Answer
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Correct Answer
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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:

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

Correct Answer
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Exam 5: Objectives for the IMC Plan

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

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedB

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedB

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:

Correct AnswerverifiedShow Answer

One characteristic of good objectives is that they:

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedC

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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B

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B

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C

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