Question 1

Which of the following is an example of the carryover effect of promotional communication?
A) Coke and Pepsi's battle for brand supremacy has been going on for decades, with their share of market both hovering around 45%.
B) Davis has seen many Honda ads on television, as well as on rink boards on NHL broadcasts. His car just broke down, and he will take a test drive this weekend at the Honda dealership based on the strong brand attributes he recalls.
C) Parveen tried a perfume sample in the fashion magazine she was reading and liked it so much that she purchased it the following weekend.
D) Betsy is tired of seeing ads for diapers, baby toys, and clothing, as she already has three grown children.

Accepted Answer

The carryover effect refers to the impact of past promotional communication on the consumer's perception of the brand. In option B, Davis remembers seeing various Honda advertisements, which has influenced his perception of the brand and his decision to test drive a Honda vehicle.

Question 2

Companies that develop integrated marketing communications (IMC) programs that do not contain specific objectives:
A) will be able to save money since they won't spend too much time worrying about what they are trying to do
B) will often have too many benchmark measures against which the success or failure of their programs can be assessed
C) may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign
D) will be more successful than companies that develop IMC programs with specific objectives

Accepted Answer

Specific objectives provide direction and focus for the IMC program, helping to coordinate efforts among different groups working on the campaign. Without clear objectives, it may be difficult to ensure that all aspects of the campaign are working together towards a common goal. Companies without specific objectives may also struggle to measure the success or failure of their program since they lack clear benchmarks to assess performance.

Question 3

The concept of advertising expenditures producing long term as well as immediate results is known as:
A) the communication effect
B) the carryover effect
C) the halo effect
D) DAGMAR

Accepted Answer

The carryover effect refers to the phenomenon in which advertising expenditures produce both immediate and long-term results. This means that advertising can have both an immediate impact (such as increased sales) as well as a long-term impact (such as improving brand awareness or image) even after the advertising campaign has ended.

Question 4

The purpose of setting specific marketing communication objectives is to:
A) provide a benchmark against which the success or failure of the promotional campaign can be measured
B) forecast the market share level that can be attained by good advertising
C) put constraints on the creative department
D) have a method of determining when to delete products from the product line

Accepted Answer

Setting specific marketing communication objectives provides a clear goal to work towards and a benchmark to measure the success or failure of the promotional campaign. It helps to ensure that the marketing activities are aligned with the overall business objectives and provides a way to evaluate the effectiveness of the marketing communication.

Question 5

Achieving marketing objectives depends on the coordination and execution of __________.
A) non-specific corporate priorities
B) all marketing mix elements
C) promotional elements across multiple vehicles
D) regional channels

Accepted Answer

Achieving marketing objectives requires the coordination and execution of all elements of the marketing mix (product, price, place, promotion). While promotional elements across multiple vehicles and regional channels may be part of the execution, they alone cannot ensure the achievement of marketing objectives. Non-specific corporate priorities are not specific enough to guide marketing efforts.

Question 6

Which of the following is NOT an uncontrollable environmental factor?
A) The relative price of the item compared to the competition
B) The state of the economy and consumers' level of disposable income
C) Changing consumer trends and preferences
D) Laws and regulations affecting the industry

Accepted Answer

The relative price of an item compared to the competition is a controllable environmental factor as companies have the ability to set their own prices. The other options listed are uncontrollable factors that a company cannot control but must adapt to.

Question 7

Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication objective most likely is:
A) to persuade new car owners that they bought the wrong tires
B) to convince non-drivers to buy a car and put Michelin tires on it
C) to convince other brand users about Michelin's superior safety performance to ensure that their next purchase is a set of Michelin tires
D) to increase repeat purchases from brand loyals

Accepted Answer

The commercial is targeting users of other brands to convince them about Michelin's superior safety performance, in order to ensure that their next tire purchase is a set of Michelin tires. The objective is not to persuade new car owners that they bought the wrong tires, nor to convince non-drivers to buy a car and put Michelin tires on it. Additionally, the commercial does not focus on increasing repeat purchases from existing Michelin customers, so option D is also incorrect.

Question 8

To many marketing managers, the basic reason a firm spends money on advertising and promotion is to:
A) generate sales
B) create awareness of the company
C) create a positive corporate image
D) position the company and its brands

Accepted Answer

While creating awareness, a positive image, and positioning are all important goals of advertising and promotion, ultimately the main reason is to generate sales. Without sales, the advertising and promotion efforts would not be justified.

Question 9

Ace Computer has an objective of increasing its share of the home segment of the personal computer market by 5 percent during the upcoming year. This is an example of a(n)_________ objective.
A) advertising
B) marketing
C) organizational
D) functional

Accepted Answer

The objective given in the scenario is focused on increasing market share, which falls under the category of marketing objectives. Therefore, option B (marketing) is the correct answer. The other options do not align with the objective given.

Question 10

As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich. Your primary communication objective most likely is:
A) to educate other brand users about the use of mayonnaise
B) to remind new category users of how much they have enjoyed Hellmann's in the past
C) to convince non-mayonnaise users to eat more turkey
D) to increase repeat purchases from brand loyals

Accepted Answer

The primary communication objective is to increase repeat purchases from brand loyals by reminding them of the delicious taste of Hellmann's Mayonnaise in a turkey sandwich, reinforcing their positive experiences and encouraging continued loyalty and purchase behavior.

Question 11

One characteristic of good objectives is that they:
A) can only be measured at the beginning of the campaign.
B) create awareness for the company.
C) specify a method and criteria for determining how well the promotional program is working.
D) create memorable advertising.

Accepted Answer

Good objectives should specify a method and criteria for determining how well the promotional program is working. This allows for measurable results and helps track the success of the campaign. Choices A, B, and D do not necessarily relate to the effectiveness or measurability of the objectives.

Question 12

In mature markets with limited growth, firms tend to focus on_________ as the key marketing objective.
A) profit
B) sales growth
C) generating awareness
D) winning market share from the competition

Accepted Answer

In mature markets with limited growth, firms tend to have achieved a significant market share, and their main focus shifts from growth to profitability. Therefore, their key marketing objective is to maximize profits and maintain market share rather than increase sales growth, generate awareness or winning market share from the competition.

Question 13

A firm in a fast-growing market may have _________as its marketing objective.
A) generating awareness
B) profit maximization
C) sales growth
D) market share

Accepted Answer

The answer of A firm in a fast-growing market may...

Question 14

The use of sales as an advertising objective can be ineffective due to:
A) the fact that they offer sufficient guidance for those responsible for planning and developing promotional programs
B) the fact that there is often a lagged effect whereby the effect of advertising on sales is not immediate
C) the fact that advertising objectives emphasizing sales are generally the best operational guides to decision making
D) the fact that it is easy to isolate the effects of advertising on sales

Accepted Answer

The lagged effect of advertising means that there is often a delay between when the advertising is implemented and when it actually affects sales. This can make it difficult to measure the immediate impact of the advertising on sales, which can make it an ineffective advertising objective. A, C, and D are incorrect because they suggest that sales-oriented advertising objectives are effective, which is not always the case.

Question 15

Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness?
A) Other marketing mix variables besides sales can affect sales results.
B) Sales offer little guidance or direction to those responsible for planning and developing the advertising program.
C) There is often a long period between when advertising is run and when sales actually occur.
D) The marketing and competitive environment have very little influence on sales.

Accepted Answer

The marketing and competitive environment can have a significant impact on sales, so a manager who only relies on sales as a measure of advertising effectiveness may not be taking these factors into account.

Question 16

Which of the following is an example of a "smart" marketing objective?
A) Skittles will target 17-year-old boys in order to increase consumption by 80,000 lbs. in the next calendar year.
B) Bob has been told by his manager to grow his number of clients this year.
C) Heinz plans to increase ketchup sales in Ontario by 6% this year.
D) The purpose of Mr. Clean's advertising is to show home owners how it can be used to fight grime all around the house.

Accepted Answer

A "smart" marketing objective is Specific, Measurable, Achievable, Relevant, and Time-bound. Option A specifies a target audience, a measurable goal (80,000 lbs.), and a time frame (next calendar year), making it a "smart" objective.

Question 17

objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment.
A) Marketing
B) Communication
C) Sales
D) Organizational

Accepted Answer

Marketing objectives are typically focused on achieving specific, measurable outcomes such as increasing sales volume or market share. Communication objectives are focused on improving communication processes, while sales objectives relate specifically to achieving sales targets. Organizational objectives may include broader goals such as improving employee engagement or reducing costs.

Question 18

Many marketing managers prefer sales-oriented objectives for advertising for all of the following reasons EXCEPT:
A) objectives should be based on the achievement of sales results
B) the reason a company spends money on advertising and promotion is to sell its products or services
C) money spent on advertising and promotion can only show measurable results through sales and market share data
D) sales-oriented objectives help get everyone involved in the promotional program to think about how advertising and promotion will increase sales

Accepted Answer

Sales-oriented objectives are not exclusively measured by sales and market share data; they can also be evaluated through other metrics such as brand awareness, customer engagement, and loyalty. Thus, stating that money spent on advertising can only show measurable results through sales and market share data is incorrect, as advertising effectiveness can also be assessed through various other indicators beyond direct sales impact.

Question 19

The carryover effect:
A) can be particularly long-lasting with mature, low-priced, and frequently purchased products
B) encourages the use of nonspecific objectives
C) has no impact on sales objectives
D) has no effect on the relationship between advertising and sales

Accepted Answer

The carryover effect refers to the impact of advertising on consumer attitudes and behavior that lingers beyond the specific period of time during which the advertising was run. This effect can be particularly long-lasting with mature, low-priced, and frequently purchased products, as consumers may have well-established habits and brand loyalty that are not easily changed. Therefore, choice A is the best answer. Choices B, C, and D are incorrect, as they do not accurately describe the carryover effect.

Question 20

Each of the following is a strategy for stimulating sales through growth in the product category EXCEPT:
A) increasing consumption by current users
B) encouraging current users to use the product in different ways
C) providing various packaging sizes and formats
D) encouraging non-users to buy the product

Accepted Answer

Providing various packaging sizes and formats is more about product differentiation and adaptation to meet diverse consumer needs rather than stimulating growth in the product category itself. Strategies A, B, and D directly aim to increase the product category's user base or usage rate, thereby stimulating sales growth.

Quiz 5: Objectives for the Imc Plan

Which of the following is an example of the carryover effect of promotional communication?

Companies that develop integrated marketing communications (IMC) programs that do not contain specific objectives:

The concept of advertising expenditures producing long term as well as immediate results is known as:

The purpose of setting specific marketing communication objectives is to:

Achieving marketing objectives depends on the coordination and execution of __________.

Which of the following is NOT an uncontrollable environmental factor?

Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication objective most likely is:

To many marketing managers, the basic reason a firm spends money on advertising and promotion is to:

Ace Computer has an objective of increasing its share of the home segment of the personal computer market by 5 percent during the upcoming year. This is an example of a(n) _________ objective.

As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich. Your primary communication objective most likely is:

One characteristic of good objectives is that they:

In mature markets with limited growth, firms tend to focus on_________ as the key marketing objective.

A firm in a fast-growing market may have _________as its marketing objective.

The use of sales as an advertising objective can be ineffective due to:

Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness?

Which of the following is an example of a "smart" marketing objective?

objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment.

Many marketing managers prefer sales-oriented objectives for advertising for all of the following reasons EXCEPT:

The carryover effect:

Each of the following is a strategy for stimulating sales through growth in the product category EXCEPT: