Question 1

Marketing goals defined in terms of sales,profits or market share increases are:

Accepted Answer

Marketing goals defined in terms of sales, profits, or market share increases are usually not appropriate for promotional objectives because promotional objectives typically focus on communication goals such as awareness, interest, and brand perception rather than direct sales outcomes.

Question 2

Before setting objectives for advertising and promotion,an organization should:

Accepted Answer

Before setting objectives for advertising and promotion, an organization should conduct a situation analysis to identify marketing and promotional issues facing the firm. This includes analyzing the target market, competitors, and the organization's internal and external environment. This information can then help the organization set specific and measurable objectives for their advertising and promotion efforts. The other options, such as developing a media plan or setting the budget, can only be done effectively after the situation analysis and objective setting have taken place.

Question 3

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program.The only goal of their company's advertising and promotional program is to:

Accepted Answer

The goal of the company's advertising and promotional program should ultimately be to generate sales. The other options may be secondary goals or tactics used to achieve the main goal, but the end result should be increased revenue for the company.

Question 4

The carryover effect:

Accepted Answer

The carryover effect is particularly apparent with mature, low-priced, and frequently purchased products. This means that the impact of advertising on sales may not be immediately noticeable and may have a delayed effect on consumer behavior, making it more difficult to determine the precise relationship between advertising and sales. Other answer choices are inaccurate or incomplete.

Question 5

Which of the following statements best describes the relationship between marketing and communications objectives?

Accepted Answer

Communications objectives are derived from marketing objectives. Marketing objectives provide the overall direction and goals for the marketing strategy, while communications objectives outline the specific messaging and tactics that will be used to achieve those goals.

Question 6

The more specific the firm's advertising objectives,the:

Accepted Answer

When advertising objectives are specific, it is easier to measure the effectiveness of advertising campaigns. Specific objectives provide clear benchmarks for determining whether the advertising has achieved its intended goals, making it easier to measure the resulting impact on sales, brand awareness, or other metrics. Without clear objectives, measuring advertising effectiveness becomes more difficult and less reliable.

Question 7

Pace Foods has a goal of expanding its business beyond its traditional Texas market base.This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n)_____ objective.

Accepted Answer

Expanding the business beyond Texas is a marketing objective as it involves market growth. Establishing authenticity and making Mexican food seem fun is a communication objective as it involves messaging and brand perception.

Question 8

For which of the following would an advertiser be most likely to use a sales-oriented objective?

Accepted Answer

A direct response ad for a record album is most likely to have a sales-oriented objective as it is focused on driving immediate sales through the advertisement. Additionally, record album sales are typically measured by units sold, making a sales-oriented objective more appropriate.

Question 9

One important purpose of setting specific advertising goals and objectives is to:

Accepted Answer

Setting specific advertising goals and objectives provides a standard against which performance can be measured. It helps in determining the effectiveness of advertising and its impact on sales and profits. By having specific goals, companies can evaluate whether their advertising efforts are achieving the desired results and make adjustments accordingly. This also helps in justifying the advertising budget to stakeholders.

Question 10

Many marketing managers prefer sales-oriented objectives for advertising because they believe:

Accepted Answer

Marketing managers believe that the ultimate goal of advertising is to increase sales and revenue for the company, making sales-oriented objectives the preferred option.

Question 11

Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas.

Accepted Answer

Sales-oriented objectives focus on generating immediate revenue or specific sales targets, which aligns with a financially oriented manager's perspective of viewing marketing communication as an expense that needs to generate a direct return on investment.

Question 12

Generally,companies that develop Integrated Marketing Communications (IMC)programs which do not contain specific objectives:

Accepted Answer

Without specific objectives, it becomes difficult for various groups involved in the promotional campaign to understand what goal they are working towards. This lack of clarity can result in poor coordination and a diminished likelihood of success for the IMC program. Having specific objectives helps to focus efforts and ensure that everyone involved understands what they are working towards.

Question 13

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

Accepted Answer

This objective is related to increasing market share and is therefore a marketing objective.

Question 14

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness?

Accepted Answer

Sales results do not provide specific insights or guidance for planning and developing advertising strategies, as they are influenced by multiple factors beyond just advertising.

Question 15

Heinz developed a sales promotion program called "All About Family." It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands.Cents-off coupons for the participating brands were placed in newspaper inserts.The campaign also featured a contest called the "Ultimate Family Night" sweepstakes.Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion.

Accepted Answer

The use of coupons and a sweepstakes contest suggest that Heinz's objective for the "All About Family" program was to drive short-term sales.

Question 16

_____ 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.

Accepted Answer

Marketing objectives are typically stated in terms of specific, measurable outcomes like sales volume, market share, or return on investment.

Question 17

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

Accepted Answer

The concept of advertising expenditures producing long term rather than immediate results is known as the carry-over effect. This means that the impact of advertising spending tends to accumulate over time, rather than producing an immediate response from consumers. As a result, it is important for advertisers to continue investing in advertising over the long term, in order to see the full benefits of their efforts.

Question 18

Many marketing managers approach promotion from a(n)_____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers.

Accepted Answer

The answer of Many marketing managers approach promotion from a(n)_____...

Question 19

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser.You can tell him that:

Accepted Answer

Setting specific communication objectives would provide Arden with a clear understanding of what the advertising and promotional program aimed to achieve. Having specific objectives would allow him to measure the success of the program and determine what was accomplished. Without specific objectives, it would be difficult for Arden to determine the program's effectiveness.

Question 20

To be effective,marketing objectives need to be:

Accepted Answer

Marketing objectives need to be realistic and attainable in order for the company to have a reasonable and achievable target to work towards. Erudite and challenging objectives may be inspiring, but if they are not attainable, they can be demotivating and lead to unmet expectations. Philosophical and fungible objectives may sound good in theory, but they do not offer a clear target for the company to work towards. Long-term and qualitative objectives can be helpful, but they should still be realistic and attainable. Similarly, elaborate objectives can be overwhelming and difficult to achieve, which is not helpful for the company's progress.

Quiz 5: Establishing Objectives and Budgeting for the Promotional Program

Marketing goals defined in terms of sales,profits or market share increases are:

Before setting objectives for advertising and promotion,an organization should:

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program.The only goal of their company's advertising and promotional program is to:

The carryover effect:

Which of the following statements best describes the relationship between marketing and communications objectives?

The more specific the firm's advertising objectives,the:

Pace Foods has a goal of expanding its business beyond its traditional Texas market base.This goal is an example of a _ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _ objective.

For which of the following would an advertiser be most likely to use a sales-oriented objective?

One important purpose of setting specific advertising goals and objectives is to:

Many marketing managers prefer sales-oriented objectives for advertising because they believe:

Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas.

Generally,companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives:

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

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness?

_____ 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.

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

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers.

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser.You can tell him that:

To be effective,marketing objectives need to be:

Quiz 5: Establishing Objectives and Budgeting for the Promotional Program

Marketing goals defined in terms of sales,profits or market share increases are:

Before setting objectives for advertising and promotion,an organization should:

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program.The only goal of their company's advertising and promotional program is to:

The carryover effect:

Which of the following statements best describes the relationship between marketing and communications objectives?

The more specific the firm's advertising objectives,the:

Pace Foods has a goal of expanding its business beyond its traditional Texas market base.This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective.

For which of the following would an advertiser be most likely to use a sales-oriented objective?

One important purpose of setting specific advertising goals and objectives is to:

Many marketing managers prefer sales-oriented objectives for advertising because they believe:

Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas.

Generally,companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives:

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

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness?

_____ 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.

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

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers.

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser.You can tell him that:

To be effective,marketing objectives need to be:

Pace Foods has a goal of expanding its business beyond its traditional Texas market base.This goal is an example of a _ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _ objective.