Question 1

According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.

Accepted Answer

The hierarchy-of-effects model suggests that the first step in advertising is to create awareness of the brand or product. This means that the initial imperative for an advertiser is to make people aware that the brand or product exists. Only after this is achieved, can other objectives such as building interest, changing attitudes, and inducing action be pursued.

Question 2

James Denton,the marketer for Denton Cheese,distributed samples of a new cheese dish to consumers in the hope that they will form positive _____ about the product's performance,which will then lead to further purchases.

Accepted Answer

Distributing samples aims to create positive beliefs about the product's performance, encouraging future purchases.

Question 3

Why is the ultimate objective to achieve brand loyal consumers?

Accepted Answer

It is much cheaper to retain present customers than it is to continuously prospect for new ones. By achieving brand loyal consumers, companies can reduce their marketing expenses, increase revenue from repeat purchases, and benefit from positive word-of-mouth advertising.

Question 4

The marcom tools most suitable for accomplishing the objective of informing the trade and consumers about brand improvements are _____.

Accepted Answer

Personal selling and trade-oriented advertising are effective for directly informing both trade partners and consumers about brand improvements.

Question 5

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?

Accepted Answer

The marketing communication in the print ad for Clairol's Natural Essence semi-permanent hair color is creating an expectation by informing the reader that users of this hair dye will not see gray roots. This is a benefit of the product that creates an expectation for the consumer about what the product can do for them.

Question 6

Which of the following is mutually reinforcing with attitudes?

Accepted Answer

Beliefs are mutually reinforcing with attitudes because they form the foundation of attitudes and influence how individuals perceive and react to various situations.

Question 7

One reason why it is essential that objectives be established prior to making marcom implementation decisions is that objectives provide _____ against which results can be measured.

Accepted Answer

Objectives provide standards against which results can be measured, allowing for the evaluation of the effectiveness of the marketing communications implementation.

Question 8

The process of setting objectives literally forces top marketing executives and marcom personnel to agree on the course that a brand's marcom strategy will take for the following planning period as well as the tasks it is to accomplish for a specific brand,thus providing a formalized expression of _____.

Accepted Answer

The process of setting objectives and aligning on a course of action for a brand's marketing communications (marcom) strategy leads to a formalized expression of management consensus. This is because it involves agreement among top marketing executives and marcom personnel on the strategy and tasks for the brand.

Question 9

Which is the top rung on the hierarchy of marcom effects?

Accepted Answer

Brand loyalty is the highest rung on the hierarchy of marcom effects as it reflects a deep commitment and attachment to a brand beyond just awareness, beliefs, attitudes or expectations. Brand loyalty indicates a repeat purchase behavior driven by positive experiences and emotional connections with the brand.

Question 10

Which of the following is a step in the hierarchy-of-effects model?

Accepted Answer

All of these steps are included in the hierarchy-of-effects model. Awareness leads to knowledge and beliefs, which then lead to attitudes and expectations. This can then lead to trial and ultimately, to adoption or rejection of a product or service.

Question 11

The objective for a brand's marcom program at any point in time depends on _____.

Accepted Answer

The objective for a brand's marcom program at any point in time depends on where on the hierarchy most consumers are located. This means that the marketer needs to identify where the target audience is at in terms of awareness, knowledge, liking, preference, conviction, and purchase. Once this is determined, the marcom objectives can be set to move consumers up the hierarchy towards higher levels of loyalty and commitment to the brand. The other choices are not relevant in determining the marcom objectives.

Question 12

Once brand-specific beliefs and attitudes are formed as the outcome from firsthand product usage experience,subsequent marketing communications _____.

Accepted Answer

Subsequent marketing communications should serve to reinforce the consumers' beliefs and attitudes that were formed from their firsthand product usage experience. This helps to strengthen brand loyalty and maintain a positive image of the brand in the minds of consumers.

Question 13

Which of the following is NOT a step in the hierarchy-of-effects model?

Accepted Answer

The answer of Which of the following is NOT a...

Question 14

Which marcom tool is best at encouraging trial purchases?

Accepted Answer

Sales promotions are aimed at encouraging immediate purchases and creating a sense of urgency in customers. This can be achieved through incentives such as discounts, coupons, rebates, and giveaways. Therefore, sales promotions are typically the most effective marcom tool in encouraging trial purchases.

Question 15

Good objectives set precise,quantitative yardsticks of what a marcom program hopes to accomplish,or _____.

Accepted Answer

Good objectives provide standards that can be used to measure the success of a marketing communication program. They set specific, measurable goals that help guide subsequent marketing decisions and achieve management consensus. The objectives also serve as a basis for outlining specific strategies and determining budgeting methods.

Question 16

The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.

Accepted Answer

The hierarchy-of-effects metaphor suggests that consumers move through a series of stages from awareness to action, and successful marketing communication must advance consumers through these stages, including awareness, knowledge, liking, preference, conviction, and purchase or behavior. Therefore, option C is the correct choice. Option A is incorrect because encouraging discussion is not necessarily a requirement for success. Option B is too limited compared to the broader concept of the hierarchy-of-effects, which includes more than just brand loyalty. Option D is too narrow as there are multiple stages involved in the process. Option E is also too limited as just encouraging purchase is not sufficient for a comprehensive marcom strategy.

Question 17

Owners of Sun Buns,Incorporated,a new beach-side California baker,want to make sure that consumers are aware of their baked goods,but they also want to persuade consumers that their products are more nutritious than competitive brands.Their ads will be designed to move consumers from the awareness state of the hierarchy-of-effects model to what stage?

Accepted Answer

The answer of Owners of Sun Buns,Incorporated,a new beach-side California...

Question 18

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

Accepted Answer

Setting marcom objectives requires a precise statement of who (the target audience), what (the desired outcome), and when (the time frame for achieving the desired outcome). This ensures that the objectives are specific and measurable.

Question 19

Which of the following is a reason why it is essential that objectives be established prior to making implementation decisions regarding message selection,media determination,and how the various marcom elements should be mixed and maintained?

Accepted Answer

Objectives guide marcom decisions by providing a clear direction and purpose for the selection of message, media, and elements to be used in the marketing communication. Without established objectives, decisions may be made randomly or based on personal preferences, which can lead to ineffective communication and failure to achieve desired outcomes. B, C, D, and E are potential objectives, but they do not explain the importance of establishing objectives prior to making implementation decisions.

Question 20

Advertisers obtain consumer loyalty by providing a brand that meets the needs of the consumers and _____.

Accepted Answer

Advertisers obtain consumer loyalty by providing a brand that meets the needs of the consumers and by continually advertising the brand's merits. Although stressing the price and stating the unfavorable attributes of the major competitor may influence consumer behavior, they are not necessarily strategies for obtaining loyalty. Sales promotion may be a short-term tactic, but it is not a sustainable long-term solution for obtaining consumer loyalty.

Quiz 8: Imc Objective Setting and Budgeting