Exam 8: Imc Objective Setting and Budgeting

Linda saw a print ad in a magazine for Clairol's Natural Essence semi-permanent hair color that she knew existed but did not know anything about it.The ad informed her that users of this hair dye will not see gray roots.In terms of the hierarchy-of-effects model,which step does this marketing communication represent? 

A certain brand of hand lotion commands 7 percent of the market for this product category.To increase the brand's market share,a new advertising campaign is formulated with the following objective: "Within the next six months,our objective is to increase the brand's market share from 7 percent to 40 percent." This objective suffers from being ____.

Which budgeting method considers advertising along with other marcom elements as relatively unimportant to a brand's present success and future growth? 

Assume that the total advertising expenditures for shoe manufacturers is $828 million and Nike spends $207 million.Nike's _____ would be 25 percent.

Which of the following is an argument against using sales as the objective for a branded product's marcom effort? 

Objectives provide standards against which results can be measured.

The criticism that the percentage-of-sales budgeting technique is not logical is based on the idea that _____.

Why is the ultimate objective to achieve brand loyal consumers? 

According to the traditional view,a brand's sales volume during any given period is the consequence of a host of factors in addition to marcom efforts.

The _____ function refers to the relationship between money invested in advertising and the response,or output,of that investment in terms of revenue generated.

The hierarchy-of-effects model implies that for marketing communications to be successful,the various marcom elements must advance consumers through a series of behavioral stages.

Objective setting and budgeting decisions are implementation marcom decisions.

Which of the following is a requirement for setting marcom objectives? 

Which marcom tool is best at encouraging trial purchases? 

In using the objective-and-task method of budgeting,Volkswagen determined that it had to substantially increase consumer awareness of the Golf and Jetta brand names.This would be included in which step of the budgeting process? 

The fact that a brand's advertising must compete for the consumer's recall with the advertising from competitive brands is a situation known as _____.

Harriet is a marcom manager who asserts that using sales as the objective for a branded product's marcom effort is unsuitable because she feels that sales are a function of other factors in addition to marcom efforts.Harriet is espousing which view? 

Which of the following is NOT a marcom implementation decision? 

According to the hierarchy-of-effects model,brand-loyal consumers are the ultimate goal.

Explain the sales-to-advertising response function and why it is rarely used to determine marcom budgets.