Advertising & Promotions Chapter 5

31 Questions | By Krista_500 | Last updated: Mar 20, 2022 | Total Attempts: 92

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1.

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.
- A.
  
  Measurement ad evaluation of results
- B.
  
  Planning and decison making
- C.
  
  Communications
- D.
  
  Marketing objectives
- E.
  
  Sales objectives debate
2.

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.
- A.
  
  Measurement and evaluation of results
- B.
  
  Carryover effect
- C.
  
  Planning and decision making
- D.
  
  Communications
- E.
  
  Communication objectives
3.

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.
- A.
  
  Communications
- B.
  
  Measurement and evaluation of results
- C.
  
  Defining advertising goals for measured results
- D.
  
  Options for behavioural objectives
- E.
  
  Planning and decision making
4.

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.
- A.
  
  Carryover effect
- B.
  
  Measuremet and evaluation of results
- C.
  
  Marketing objectives
- D.
  
  Sales objectives debate
- E.
  
  Communication objectives
5.

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.
- A.
  
  Marketing objectivies.
- B.
  
  Planning and decision making
- C.
  
  Communication objectives
- D.
  
  Sales objectives debate
- E.
  
  Defining advertising goals for measured results
6.

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.
- A.
  
  Specified time period
- B.
  
  Carryover effect
- C.
  
  Communication objectives
- D.
  
  Defining advertising goals for measured results
- E.
  
  Brand awareness
7.

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.
- A.
  
  Communication objectives
- B.
  
  Sales objectives debate
- C.
  
  Defining advertising goals for measured results
- D.
  
  Conative
- E.
  
  Carryover effective
8.

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.
- A.
  
  Category need
- B.
  
  Repeat consumption
- C.
  
  Defining advertising goals for measured results
- D.
  
  Cognitive
- E.
  
  Options for behavioural objectives
9.

Under the DAGMAR approach. Making the consumer aware of the existence of the company.
- A.
  
  Action
- B.
  
  Conviction
- C.
  
  Comprehension
- D.
  
  Concrete, measurable tasks
- E.
  
  Awareness
10.

Under the DAGMAR approach. Developing an understanding of what the product is and what it will do for the customer.
- A.
  
  Repeat consumption
- B.
  
  Awareness
- C.
  
  Action
- D.
  
  Conviction
- E.
  
  Comprehension
11.

Under the DAGMAR approach. Developing a mental disposition in the consumer to buy the product.
- A.
  
  Action
- B.
  
  Comprehension
- C.
  
  Awareness
- D.
  
  Conviction
- E.
  
  Benchmark and degree of change sought
12.

Under the DAGMAR approach. Getting the consumer to purchase the product.
- A.
  
  Conviction
- B.
  
  Comprehension
- C.
  
  Action
- D.
  
  Target audience
- E.
  
  Awareness
13.

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.
- A.
  
  Concrete, measurable tasks
- B.
  
  Target audience
- C.
  
  Specified time period
- D.
  
  Conviction
- E.
  
  Benchmark and degree of exchange
14.

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.
- A.
  
  Concrete, measurable tasks
- B.
  
  Benchmark and degree of change sought
- C.
  
  Target audience
- D.
  
  Specified time period
- E.
  
  Comprehension
15.

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.
- A.
  
  Specified time period
- B.
  
  Awareness
- C.
  
  Target audience
- D.
  
  Benchmark and measurable tasks
- E.
  
  Concrete, measurable tasks
16.

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.
- A.
  
  Concrete, measurable tasks
- B.
  
  Action
- C.
  
  Benchmark and degree of charge sought
- D.
  
  Specified time period
- E.
  
  Target audience
17.

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.
- A.
  
  Conative
- B.
  
  Repeat consumption
- C.
  
  Affective
- D.
  
  Cognitive
- E.
  
  Brand trial
18.

The realm of emotions. Ads change attitudes and feelings. Examples are competitive ads and argumentative copies.
- A.
  
  Cognitive
- B.
  
  Category trial
- C.
  
  Conative
- D.
  
  Options for behavioural objectives
- E.
  
  Affective
19.

The realm of thoughts. Ads provide information and facts. Examples are announcements, description copies, classified ads, slogans, jingles, skywriting, and teaser compaigns.
- A.
  
  Affective
- B.
  
  Options for communcation objectives
- C.
  
  Setting IMC objectives
- D.
  
  Cognitive
- E.
  
  Conative
20.

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.
- A.
  
  Options for behavioural objectives
- B.
  
  Setting IMC objectives
- C.
  
  Brand re-trial
- D.
  
  Options for communication objectives
- E.
  
  Category trial
21.

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.
- A.
  
  Brand awareness
- B.
  
  Options for communication objectives
- C.
  
  Category need
- D.
  
  Options for behavioural objectives
- E.
  
  Setting IMC objectives
22.

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.
- A.
  
  Defining advertising goals for measured results
- B.
  
  Options for communication objectives
- C.
  
  Options for behavioural objectives
- D.
  
  Setting IMC objectives
- E.
  
  Communication objectives
23.

Pertains to whether the target audience feels the need to purchase within the actual product group.
- A.
  
  Setting IMC objectives
- B.
  
  Category need
- C.
  
  Brand awareness
- D.
  
  Communication objectives
- E.
  
  Repeat-consumption
24.

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.
- A.
  
  Options for communication objectives
- B.
  
  Setting IMC objectives
- C.
  
  Brand awareness
- D.
  
  Category trial
- E.
  
  Category need
25.

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.
- A.
  
  Repeat-purchase
- B.
  
  Brand switching
- C.
  
  Repeat consumption
- D.
  
  Brand-trial
- E.
  
  Brand re-trial