Advertising & Promotions Chapter 5

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| Attempts: 143 | Questions: 31 | Updated: Apr 22, 2025
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1. The continued use of the brand once purchased.

Explanation

Options for Behavioural Objectives: Repeat Consumption
use = consumption

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About This Quiz
Advertising & Promotions Chapter 5 - Quiz

This quiz, titled 'Advertising & Promotions Chapter 5', assesses understanding of Integrated Marketing Communications (IMC). It covers planning, coordination, and evaluation within advertising campaigns, emphasizing objectives and strategic decision-making relevant to marketing professionals.

2.
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2. Under the DAGMAR approach. Developing a mental disposition in the consumer to buy the product.

Explanation

The DAGMAR approach is a marketing communication model that aims to guide consumers through a series of stages towards purchasing a product. These stages include awareness, comprehension, conviction, and action. Conviction refers to developing a mental disposition in the consumer to buy the product. It is the stage where the consumer is convinced and motivated to make a purchase. Therefore, conviction is the correct answer as it aligns with the goal of the DAGMAR approach.

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3. The realm of motives. Ads stimulate or direct desires. Examples are point-of-purchase ads, retail store ads, deals, last-chance offers, price appeals, and ad testimonials.

Explanation

Comprehension Response Model Applications

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4. The communication duty specified in the objective should be a precise statement of what appeal or message the advertiser wants to communicate to the target audience. Advertisers generally use a copy platform to describe their basic message. There must must be a way to determine whether the intended message has been communicated properly.

Explanation

duty = task

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5. Under the DAGMAR approach. Making the consumer aware of the existence of the company.

Explanation

The DAGMAR approach is a marketing communication model that focuses on creating awareness among consumers about the existence of a company or brand. It suggests that the first step in the communication process is to make the target audience aware of the company's presence. This can be achieved through various marketing activities such as advertising, public relations, and social media campaigns. By creating awareness, the company can lay the foundation for further communication and engagement with the consumers.

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6. A final consideration in setting advertising objectives in specifying the time spans in which they must be accomplished. Appropriate time periods can range from a few days to a year or more.  Most ad compaigns ensure time spans from a few months to a year or more, depending on the situation facing the advertiser and the type of response being sought.

Explanation

spans = periods
ensure = specify

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7. The realm of thoughts. Ads provide information and facts. Examples are announcements, description copies, classified ads, slogans, jingles, skywriting, and teaser compaigns.

Explanation

The correct answer is cognitive because the given options are related to different aspects of communication objectives. "Cognitive" refers to the mental processes involved in acquiring knowledge and understanding. In the context of advertising, cognitive objectives focus on providing information and facts to the audience. This aligns with the statement that ads provide information and facts, making cognitive the appropriate choice among the given options.

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8. Statements of what the communications will accomplish. There are three levels for the overall IMC plans. Can be spoken of as individual IMC tools. Should be based on the particular correspondence tasks required to deliver the appropriate messages to the specific target audience at a relevant point within the target audience purchase decision-making process and consumption experience. After reviewing all the information, the promotional planner should see how IMC fits into the marketing program and what the firm hopes to achieve through advertising and other promotional elements.

Explanation

The answer "communication objectives" is the correct answer because the given statement emphasizes the importance of setting specific objectives for communication in an integrated marketing communication (IMC) plan. It highlights that communication objectives should be based on the specific tasks required to deliver the appropriate messages to the target audience at the right time in their decision-making process. The statement also suggests that the promotional planner should consider how IMC fits into the overall marketing program and what the firm hopes to achieve through advertising and other promotional elements. Therefore, "communication objectives" aligns with the information provided in the statement.

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9. A conclusion that that communication effects are the logical basis for this and objectives against which success or failure should be measured. Specific and measurable. Should specify a target audience, be stated in terms of measurable communication tasks, indicate a benchmark starting point and the degree of change sought, and specifiy a time period.

Explanation

Also called DAGMAR
this = advertising goals

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10. To set objectives, one must know the target audience's present status concerning response hierachy variables and then determine the degree to which consumers must be changed by the advertising campaign. Determining the target audience's present position regarding the various response stages requires benchmark measures. Often a marketing research study must be conducted to determine prevailing levels of the response hierachy. In the case of a new product or service, the starting conditions are generally at or near zero for all the variables, so no initial research is needed.

Explanation

The answer is benchmark and measurable tasks because in order to set objectives for an advertising campaign, one must have a clear understanding of the target audience's current position in terms of response hierarchy variables. This requires benchmark measures, which can be obtained through marketing research studies. By determining the target audience's present status, the degree to which consumers need to be changed by the advertising campaign can be determined. Setting benchmark and measurable tasks allows for concrete objectives to be established, ensuring that progress can be tracked and measured over a specified time period.

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11. Under the DAGMAR approach. Getting the consumer to purchase the product.

Explanation

The correct answer is "action" because under the DAGMAR approach, the ultimate goal is to get the consumer to take action and make a purchase. This means that the advertising campaign should be designed to motivate and encourage consumers to actually buy the product. The other options, such as comprehension, awareness, and target audience, are important steps in the DAGMAR process, but the ultimate objective is to drive action and generate sales.

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12. A consumer makes a re-trial purchase of a brand and leaves the new favourite. the purchase also occurs hen the consumers make a trial purchase of a brand from a competing brand. Thus, brand trial or brand re-trial objectives are known as this.

Explanation

Options for Behavioural Objectives: Trial
purchase and objective

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13. A consumer's first purchase in a product category that the consumer has to purchased in previously. Marketers of new products have a dual challenge of attaining both objectives and brand trial objectives.

Explanation

Options for Behavioural Objectives: Trial
purchase and objective

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14. Communications objectives can be viewed as a universal framework for a specific communication like one print ad or television commercial, a specific campaign like advertising or sponsorship, and complete IMC programs that includes all promotional tools.

Explanation

choices = options

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15. Another problem with sales objectives is that the effects of advertising often occur over an extended period. Many experts recognize that advertising has a the result of money spent on advertising not necessarily having an immediate impact on sales.

Explanation

The correct answer is carryover effect. The explanation for this answer is that the carryover effect refers to the delayed impact of advertising on sales. It recognizes that the effects of advertising may not be immediate and can continue to influence consumer behavior over an extended period of time. This means that money spent on advertising may not result in immediate sales, but rather have a longer-term impact on brand awareness and consumer attitudes, eventually leading to increased sales.

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16. A consumer's first purchase of a brand after some delay. The length of the delay to focus on when setting an objective is a decision the promotion manager makes. It depends upon the purchase frequency of the product among other factors observed from the situation analysis.

Explanation

Options for Behavioural Objectives: Trial
purchase and objective

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17. A customer's continued purchase of a brand within a specified time period. The time factor is at the discretion of the marketer, and once again it is contingent upon purchase frequency of the product of other factors derived from the situation analysis. Firms can have an objective in many situations. Marketers desire to have a stable core of customers that remain loyal to the brand.

Explanation

Options for Behavioural Objectives: Repeat Purchase
purchase and objective

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18. Generally stated in the firm's marketing plan and are statement of what is to be accomplished by the overall marketing program within a given time period. Good ones are quantifiable; they outline the target market and note the time frame for accomplishing the goal. To be effective, this must be realistic and attainable.

Explanation

ones = marketing objectives

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19. Pertains to whether the target audience feels the need to purchase within the actual product group.

Explanation

group = category

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20. Specific promotional objectives guide development of the integrated marketing communications plan. All phases of a firm's promotional strategy should be based on the established objectives, including budgeting creativity, and media decisions as well as supportive programs such as direct marketing, public relations/publicity, sales promotion, and/or reseller support.

Explanation

Objective Setting: Value of Objectives

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21. The realm of emotions. Ads change attitudes and feelings. Examples are competitive ads and argumentative copies.

Explanation

Comprehension Response Model Applications

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22. An important reason for setting specific objectives is that they provide a benchmark against which the success or failure of the promotional compaign can be measured. Without specific objectives, it is extremely difficult to determine what the firm's advertising and promotion efforts accomplished.

Explanation

Objective Setting: Value of Objectives

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23. A universal communication objective. Means that every single point of communication should contribute to a target audience's understanding and knowledge of a brand name.

Explanation

Brand awareness is the correct answer because it aligns with the given explanation. The objective of every communication should be to enhance the target audience's understanding and knowledge of a brand name. By increasing brand awareness, the communication efforts are focused on making the brand more recognizable and familiar to the audience. This can be achieved through various marketing channels and tactics, such as advertising, public relations, and social media. Ultimately, brand awareness helps to establish a strong presence in the market and increase the likelihood of consumers considering and choosing the brand.

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24. A consumer's first purchase of a brand. For everyday products, the purchase occurred many years ago. Firms continue to have an objective to some degree as consumers naturally enter the market when they attain a certain age or have income. A behavioural objective for almost all firms, but not necessarily the primary behavioural objective for all campaigns or all communication tools.

Explanation

Options for Behavioural Objectives: Trial
purchase and objective

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25. Marketers may have this when communicating with their current customers who have previously purchased the brand and have the product at their home or work.

Explanation

Options for Behavioural Objectives: Repeat Consumption
objective

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26. Part of the DAGMAR approach. An important characteristic of good objectives is well-defined for this. The primary one for a company's product or service is described in the situation analysis. It may be based on descriptive variables such as customer status, usage rate, or benefits sought. This step is critical since the communication effect has to be effect has to be interpreted frm the perspective of the intended receiver.

Explanation

one = target audience

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27. A key part of this is to have a clear goal. The link between marketing objectives and communication objectives. Advertising ad promotion can focus on influencing a particular form of manner.

Explanation

manner = behaviour

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28. Some managers believe the only meaningful objective for their promotional objective is this. They take the position that the basic reason a firm spends money on advertising and promotion is to sell its product or service. Promotional spending represents an investment of a firm's scarce resources that requires an economic justification.

Explanation

this = sales

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29. Under the DAGMAR approach. Developing an understanding of what the product is and what it will do for the customer.

Explanation

The DAGMAR approach is a marketing communication model that focuses on the stages of consumer behavior. The correct answer, comprehension, refers to the stage where the consumer develops an understanding of what the product is and what it will do for them. This stage is crucial as it helps the consumer make an informed decision and evaluate the product's benefits. By achieving comprehension, marketers can effectively communicate the value proposition of their product and influence consumer behavior.

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30. A direct connection between the target audience decision and the type of communication objectives required for each target audience. Provides guidelines to communication objectives that are more managerially useful and do not completely rely on a set of hierachy effects. Also provides guidelines for behaviours or action objectives that are not specified completely in the previous approaches.

Explanation

The correct answer is setting IMC objectives. This option aligns with the explanation provided as it suggests that setting IMC (Integrated Marketing Communication) objectives provides guidelines for communication and behavioral objectives that are more managerially useful and not solely reliant on a set of hierarchy effects. It also implies that setting IMC objectives allows for more comprehensive guidelines for behaviors or action objectives compared to previous approaches.

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31. Specific objectives for the IMC program for facilitating coordination of the various groups working for the compaign. Many people are involved the planning and development of an IMC program on the client side as well as in the various promotional agencies. The advertising and promotional program must be coordinated within the company, inside the agency, and between the two.

Explanation

Objective Setting: Value of Objectives

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The continued use of the brand once purchased.
Under the DAGMAR approach. Developing a mental disposition in the...
The realm of motives. Ads stimulate or direct desires. Examples are...
The communication duty specified in the objective should be a precise...
Under the DAGMAR approach. Making the consumer aware of the existence...
A final consideration in setting advertising objectives in specifying...
The realm of thoughts. Ads provide information and facts. Examples are...
Statements of what the communications will accomplish. There are three...
A conclusion that that communication effects are the logical basis...
To set objectives, one must know the target audience's present status...
Under the DAGMAR approach. Getting the consumer to purchase the...
A consumer makes a re-trial purchase of a brand and leaves the new...
A consumer's first purchase in a product category that the consumer...
Communications objectives can be viewed as a universal framework...
Another problem with sales objectives is that the effects of...
A consumer's first purchase of a brand after some delay. The length of...
A customer's continued purchase of a brand within a specified time...
Generally stated in the firm's marketing plan and are statement of...
Pertains to whether the target audience feels the need to purchase...
Specific promotional objectives guide development of the integrated...
The realm of emotions. Ads change attitudes and feelings. Examples are...
An important reason for setting specific objectives is that they...
A universal communication objective. Means that every single point of...
A consumer's first purchase of a brand. For everyday products,...
Marketers may have this when communicating with their current...
Part of the DAGMAR approach. An important characteristic of good...
A key part of this is to have a clear goal. The link between marketing...
Some managers believe the only meaningful objective for their...
Under the DAGMAR approach. Developing an understanding of what the...
A direct connection between the target audience decision and the type...
Specific objectives for the IMC program for facilitating coordination...
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