Exam 4: Promotions Opportunity Analysis

Which method for developing a marketing communications budget links dollars to defined goals?

The sales-response function curve models the:

A marginal analysis is used to portray how returns on additional advertising expenditures are related to incremental increases in sales.

The following are examples of typical marketing communications objectives,except:

Managers have unrealistic expectations about a communications budget when they assume there is a direct relationship between expenditures on advertising and subsequent sales revenues.

Successful ethnic marketing is more than just using ethnic media outlets.It requires understanding various ethnic groups and writing marketing communications that speak to specific cultures and values

Lower-level income families spend money primarily on luxury-type products.

The following factors have an impact on the relationship between expenditures on marketing communications and sales revenue,except:

In terms of generation segmentation,which group focuses on family and children with food,housing,transportation,and personal services being important categories?

In terms of generation segmentation,which group allocates a large portion of family income to upgrading homes,ensuring education and independence of their children,buying luxury items,and taking exotic vacations? Insurance and investments are also important to this generation group.

S.O.S.soap pads were advertised on television for many years.When the company discontinued advertising,sales slowly began to decline and consumers gradually forgot the brand name.This illustrates the concept of:

Identify the various methods that can be used to develop a communications budget?

Considering whether or not the competition is ignoring a set of customers is part of the search for opportunities in the communication market analysis.

The meet-the-competition method of budgeting is the most efficient form of developing a marketing communications budget.

Listing all of a firm's competitors and what they are doing in the area of marketing communications would occur in which area of the communication market analysis?

Sweeping guidelines that direct the essence of a company's marketing efforts are called:

In using the payout planning method of developing a marketing communications budget,the marketing budget would be reduced:

In terms of generation segmentation,which group allocates a large portion of family income to the home mortgage,home furnishings,and home renovations? The rest of their disposable income is spent on pets,toys,playground equipment,or large recreational items.

Geodemographics can be used to segment business markets as well as consumer markets.

Level of educational is an example of segmentation by: