Question 1

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

Accepted Answer

Good objectives should specify a method and criteria for determining how well the promotional program is working. This allows for clear evaluation of the effectiveness of the campaign and helps to ensure that the program is meeting its intended goals. The other options (A, C, and D) do not accurately describe characteristics of good objectives.

Question 2

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) put constraints on the creative department
C) have a method of determining when to delete products from the product line
D) forecast the market share level that can be attained by good advertising

Accepted Answer

Setting specific marketing communication objectives provides a benchmark against which the success or failure of the promotional campaign can be measured. This helps to determine the effectiveness of the campaign and make necessary adjustments for future campaigns. It does not put constraints on the creative department, determine when to delete products from the product line, or forecast market share level.

Question 3

The use of sales as an advertising objective can be ineffective due to:
A) the fact that it is easy to isolate the effects of advertising on sales
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 they offer sufficient guidance for those responsible for planning and developing promotional programs

Accepted Answer

There is often a lagged effect between advertising and sales, meaning that the effect of advertising on sales may not be immediate. This can make using sales as an advertising objective ineffective as it may not accurately reflect the impact of advertising.

Question 4

For which of the following would an advertiser be most likely to use a sales-oriented objective?
A) A direct response ad for a back massager
B) A commercial for a new type of electric-powered automobile
C) An anti-drug public service announcement
D) A commercial comparing Fido and Telus

Accepted Answer

A sales-oriented objective is focused on driving immediate sales or conversions. An ad for a back massager falls under this objective as it targets individuals who may be searching for a solution to their back pain and are ready to purchase a product that can relieve that pain. In contrast, options B, C, and D are more focused on brand awareness, education, and persuasion objectives.

Question 5

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

Accepted Answer

The marketing and competitive environment have a significant impact on sales, so a manager who solely uses sales as a measure of advertising effectiveness would not be considering this important factor.

Question 6

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

Accepted Answer

The concept of advertising expenditures producing long term as well as immediate results is known as the carryover effect. The carryover effect refers to the phenomenon where advertising expenditure in one period carries over, influencing consumer behavior in subsequent periods. This effect is important for marketers to consider as it emphasizes the need for consistent advertising messaging and budgeting for long-term campaigns.

Question 7

Before setting objectives for advertising and promotion,an organization should:
A) conduct a situation analysis to identify marketing and promotional issues facing the firm
B) conduct surveys to develop the media objectives
C) develop creative objectives
D) develop communication goals

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 analysis would help in understanding the target audience, competitive landscape, and external factors that may impact the success of the advertising and promotional campaign. Based on this analysis, the organization can develop communication goals, creative objectives, and media objectives. Therefore, option A is the best choice. Option B is incorrect because surveys may be a part of media planning, but they do not help in setting objectives. Option C is incorrect because creative objectives are developed after communication goals and media objectives are established. Option D is incorrect because communication goals are developed after conducting a situation analysis.

Question 8

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

Accepted Answer

Uncontrollable environmental factors are those that a company cannot control or influence. Factors A, B, and D are uncontrollable as they are influenced by external market conditions, legal requirements, and consumer behavior respectively. However, the relative price of an item compared to the competition can be controlled and influenced by a company's pricing strategy. Therefore, choice C is not an uncontrollable environmental factor.

Question 9

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

Accepted Answer

While all of the choices may be important goals of advertising and promotion, ultimately the main reason a firm spends money on these activities is to generate sales. This is typically the end goal that most companies hope to achieve through marketing efforts.

Question 10

Direct-response advertisers generally set objectives and measure success in terms of:
A) brand attitudes
B) purchase intentions
C) sales response generated by an ad
D) brand equity

Accepted Answer

Direct-response advertising is focused on driving immediate sales response from the audience. Hence, the objectives of such advertising are usually centered around generating direct sales, and measuring the success in terms of sales response generated by the ad. Options A, B, and D are mostly used to measure the effectiveness of traditional advertising which has a more long-term impact on brand attitudes and equity.

Question 11

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 increase repeat purchases from brand loyals
B) to remind new category users of how much they have enjoyed Hellmann's in the past
C) to educate other brand users about the use of mayonnaise
D) to convince non-mayonnaise users to eat more turkey

Accepted Answer

The primary communication objective of reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich would be to increase repeat purchases from brand loyals. By reminding them of the great taste, they are more likely to continue purchasing and consuming Hellmann's mayonnaise in the future.

Question 12

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

Accepted Answer

The carryover effect refers to the impact a past advertising campaign has on current sales. This effect is particularly apparent with mature, low-priced, and frequently purchased products. Therefore, option D is the best choice. Option A, B, and C are incorrect as they do not accurately describe the impact or nature of the carryover effect.

Question 13

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) marketing
B) organizational
C) advertising
D) functional

Accepted Answer

This objective relates to increasing market share, which is a marketing objective.

Question 14

Which of the following statements best describes the relationship between marketing and communication objectives?
A) Marketing objectives and communication objectives are synonymous.
B) Communication objectives are derived from marketing objectives.
C) For a successful campaign, communication objectives can be developed before or after the development of marketing objectives.
D) There is no relationship between the two.

Accepted Answer

Communication objectives are derived from marketing objectives. Communication goals are the specific steps an organization takes to deliver messages that meet the overall marketing objectives. Communication objectives support the overall business and marketing objectives. Thus, communication objectives are developed based on and aligned with marketing objectives.

Question 15

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 increase repeat purchases from brand loyals
B) to persuade new car owners that they bought the wrong tires
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 convince non-drivers to buy a car and put Michelin tires on it

Accepted Answer

The primary objective of the commercial is to persuade other brand users about Michelin's superior safety performance, thereby influencing their future purchase decision towards Michelin tires. The commercial specifically compares Michelin's HydroEdge tires with Goodyear's ComforTred tires, which makes it clear that the target audience is existing tire users who might be considering a future purchase.

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.
A) Sales
B) Marketing
C) Communication
D) Organizational

Accepted Answer

Marketing objectives are typically defined in terms of specific, measurable outcomes like sales volume, market share, or return on investment, focusing on the goals related to promoting and selling products or services.

Question 17

_____ is an approach to setting advertising objectives,which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.
A) The hierarchy of effects model
B) Zero based communications planning
C) Inside-out communications planning
D) DAGMAR

Accepted Answer

The description matches the DAGMAR approach. The other options, such as zero-based communications planning and inside-out communications planning, may be approaches for setting advertising budgets or strategies, but are not specifically tied to setting advertising objectives based on communication effects. The hierarchy of effects model is a framework for understanding how consumers move through various stages of awareness and purchase intent, but it is not a specific approach to setting advertising objectives.

Question 18

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

Accepted Answer

While it is true that companies spend money on advertising to sell their products and services, and that sales-oriented objectives can help everyone involved to focus on increasing sales, this does not mean that measurable results can only be seen through sales and market share data. Other measurable objectives, such as brand awareness or customer engagement, can also be important for the overall success of the advertising campaign.

Question 19

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

Accepted Answer

Setting specific objectives is crucial in developing an effective IMC program as it guides the efforts of various groups involved in the campaign towards achieving a common goal. Without specific objectives, it becomes difficult to coordinate and align the efforts of these groups, resulting in a disjointed and ineffective campaign. Option A is incorrect as having too many benchmark measures can lead to confusion and make it challenging to determine the effectiveness of the campaign. Option C is incorrect as companies cannot save money by not setting specific objectives as it can lead to wasteful spending on promotional activities that do not contribute to achieving their goals. Option D is incorrect as companies that develop IMC programs without specific objectives are less likely to be successful.

Question 20

DAGMAR is:
A) a model of advertising goal setting
B) a model of consumer behaviour
C) a method of setting sales objectives
D) the most often used method of setting objectives

Accepted Answer

DAGMAR (Defining Advertising Goals for Measured Advertising Results) is a model of advertising goal setting, which provides a systematic approach for setting advertising objectives and evaluating advertising results. It was developed by Russell Colley in 1961 and is widely used in advertising planning and evaluation.

Quiz 5: Objectives for the IMC Plan

One characteristic of good objectives is that they:

The purpose of setting specific marketing communication objectives is to:

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

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

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

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

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

Which of the following is NOT an uncontrollable environmental factor?

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

Direct-response advertisers generally set objectives and measure success in terms of:

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:

The carryover effect:

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.

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

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:

_____ 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.

_____ is an approach to setting advertising objectives,which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

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

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

DAGMAR is: