Deck 1: Marketing Communications and Campaign Planning

Question 1

Brand and brand-item marcoms are not only trying to sell the brand to the customer but must communicate about the brand.

Answer 1

True

Question 2

The purpose of advertising is to be "mind-turning."

Answer 2

True

Question 3

Brand-building advertising is the largest form of advertising.

Answer 3

False

Question 4

A brand item that has low uniqueness equity demonstrates downside elasticity by increasing sales when its relative price is above the category average.

Question 5

Three levels of effects occur simultaneously during marketing communications: ad or promotion processing, brand communication effects, and customer decision stages.

Question 6

Brand communication effects are acquired as a "hierarchy of effects."

Question 7

Brand communication effects are likely to operate as a hierarchy during choice.

Question 8

The buyer response steps are based on probabilities.

Question 9

The first marcoms planning step is to set campaign objectives.

Question 10

A strategy is defined as a broad aim or a desired outcome.

Question 11

In the U.S. economy, more money is spent on main-media advertising than on other marcoms activities.

Question 12

Manufacturers direct all their marcoms to consumers.

Question 13

Promotions should activate the customer to immediately purchase a brand-item and provide meaningful communication about the brand.

Question 14

Moran's method involves comparing relative price with category profit from week to week to determine the brand-item's brand equity.

Question 15

A sharp increase in sales prompted by a slight price reduction is an indication of high value equity.

Question 16

Ad processing responses are different from promotion offer processing responses.

Question 17

A direct-response ad can achieve all five communication effects in a single ad exposure.

Question 18

The buyer response steps - exposure, ad or promotion processing, brand communication effects, and target audience action - cut across the three levels of effects.

Question 19

There are six marcoms planning steps.

Question 20

A goal is an objective made specific as to degree and time.