MKT 310 - CHP 8 PRACTICE QUESTIONS

Which of the following is a step in the hierarchy-of-effects model? a. unawareness b. expectations c. trial d. beliefs e. All of these are correct.

All of these are correct.

Which of the following is a reason why it is essential that objectives be established prior tomaking implementation decisions regarding message selection, media determination, and how the various marcom elements should be mixed and maintained? a. Objectives create brand awareness. b. Objectives offset bad publicity. c. Objectives guide marcom decisions. d. Objectives enhance a brand's image. e. Objectives generate sales leads.

Objectives guide marcom decisions.

Which of the following is a reason why it is essential that objectives be established prior tomaking implementation decisions regarding message selection, media determination, and how the various marcom elements should be mixed and maintained? a. Objectives offset bad publicity. b. Objectives guide marcom decisions. c. Objectives enhance a brand's image. d. Objectives generate sales leads. e. Objectives create brand awareness.

Objectives guide marcom decisions.

Which of the following is NOT a requirement for setting marcom objectives? a. Objectives must be internally consistent. b. Objectives must specify the amount of change. c. Objectives must be clear and in writing. d. Objectives must be realistic. e. Objectives must be stated in terms of profits.

Objectives must be stated in terms of profits.

Which of the following is NOT a requirement for setting marcom objectives? a. Objectives must be internally consistent. b. Objectives must specify the amount of change. c. Objectives must be realistic. d. Objectives must be clear and in writing. e. Objectives must be stated in terms of profits.

Objectives must be stated in terms of profits.

Which of the following is NOT a requirement for setting marcom objectives? a. Objectives must be realistic. b. Objectives must be clear and in writing. c. Objectives must be internally consistent. d. Objectives must specify the amount of change. e. Objectives must be stated in terms of profits.

Objectives must be stated in terms of profits.

Which of the following is a requirement for setting marcom objectives? a. Objectives must be broad in scope. b. Objectives must include a precise statement of who, what, and when. c. Objectives must be short-term. d. Objectives must be long-term. e. Objectives must be qualitative.

Objectives must include a precise statement of who, what, and when.

Which of the following is a requirement for setting marcom objectives? a. Objectives must include a precise statement of who, what, and when. b. Objectives must be qualitative. c. Objectives must be short-term. d. Objectives must be long-term. e. Objectives must be broad in scope.

Objectives must include a precise statement of who, what, and when.

Although there is no simple resolution to whether the traditional or heretical view is more correct, one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs. a. brand awareness b. product placement c. creativity d. consumer response e. accountability

accountability

In the _____ method, only the funds that remain after budgeting for everything else are spent on advertising. a. competitive parity b. objective-and-task c. arbitrary allocation d. affordability e. percentage-of-sales

affordability

Which of the following is mutually reinforcing with attitudes? a. awareness b. first impression c. loyalty d. expectation e. belief

belief

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. a. loyalty ties b. attitude reinforcements c. beliefs d. awareness e. expectations

beliefs

Which of the following is NOT a marcom implementation decision? a. choice of messages b. achievement of momentum c. mixture of marcom elements d. budgeting e. media

budgeting

Advertisers obtain consumer loyalty by providing a brand that meets the needs of the consumers and _____. a. by continually advertising the brand's merits b. by stressing the price c. by stating the unfavorable attributes of the major competitor d. by using sales promotion e. All of these are correct.

by continually advertising the brand's merits

Presales objectives are commonly referred to as _____. a. marcom standards b. communication objectives c. short-term goals d. benchmarks e. focused strategies

communication objectives

A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the _____ method. a. arbitrary allocation b. affordability c. percentage-of-sales d. competitive parity e. objective-and-task

competitive parity

Which budgeting method sets the budget by examining what competitors are doing? a. affordability method b. objective-and-task method c. percentage-of-sales method d. comparative method e. competitive parity method

competitive parity method

Which budgeting method sets the budget by examining what competitors are doing? a. objective-and-task method b. comparative method c. percentage-of-sales method d. affordability method e. competitive parity method

competitive parity method

In using the objective-and-task method of budgeting, Volkswagen determined that it had to substantially increase consumer awareness of the Golf and Jetta brand names. This would be included in which step of the budgeting process? a. determine advertising's role in the total communication mix b. assess the communication functions that must be performed c. establish specific advertising goals in terms of measurable communication response d. establish the budget e. Establish specific marketing objectives

establish specific advertising goals in terms of measurable communication response

The first step of the objective-and-task method is _____. a. assessing the communications functions b. establish the budget based on estimates of expenditures required to accomplish the advertising goals c. establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives d. establishing specific marketing objectives that need to be accomplished e. determining advertising's role in the total communication mix

establishing specific marketing objectives that need to be accomplished

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? a. unawareness b. expectation c. brand loyalty d. preference e. trial

expectation

Objective setting and budgeting are _____ marcom decisions. a. implementation b. short-term c. primary d. fundamental e. long-term

fundamental

The criticism that the percentage-of-sales budgeting technique is not logical is based on the idea that _____. a. advertising effectiveness cannot be measured b. sales volume cannot be estimated accurately c. it results in excessive amounts of funding being invested in advertising d. it confuses objectives with goals e. it reverses the true functional relationship between advertising and sales

it reverses the true functional relationship between advertising and sales

The criticism that the percentage-of-sales budgeting technique is not logical is based on the idea that _____. a. it results in excessive amounts of funding being invested in advertising b. it reverses the true functional relationship between advertising and sales c. advertising effectiveness cannot be measured d. it confuses objectives with goals e. sales volume cannot be estimated accurately

it reverses the true functional relationship between advertising and sales

The _____ effect is the delay of results of marcom on sales from one time period to another. a. consumer response b. heretical c. economic d. lagged e. advertising response

lagged

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 _____. a. competitive advantage b. guidelines c. hierarchy of effects d. management consensus e. standards

management consensus

In which method does a company set a brand's advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume? a. affordability method b. objective-and-task method c. competitive parity method d. revenue-based method e. percentage-of-sales method

percentage-of-sales method

The marcom tools most suitable for accomplishing the objective of informing the trade and consumers about brand improvements are _____. a. advertising and packaging b. p-o-p displays and brand naming c. word-of-mouth and event sponsorship d. personal selling and trade-oriented advertising e. cause-oriented marketing and public relations

personal selling and trade-oriented advertising

According to the heretical view, presales, or communication, objectives such as increase in brand awareness are claimed to be _____. a. vaguely right b. precisely wrong c. precisely right d. specifically wrong e. vaguely wrong

precisely wrong

The assessment of marcom effectiveness should include, but not be restricted to, _____. a. qualitative measurement b. presales goals c. economic analysis d. percentage-of-sales e. survey data

presales goals

Good objectives set precise, quantitative yardsticks of what a marcom program hopes to accomplish, or _____. a. provide standards b. guide subsequent marcom decisions c. outline specific strategies d. set budgeting method e. achieve management consensus

provide standards

The traditional view states that advertising objectives should not be stated in terms of _____. a. attitude change b. sales or market share gains c. creating brand loyalty d. brand awareness e. purchase intentions

sales or market share gains

Which of the following is NOT a step in the hierarchy-of-effects model? a. brand loyalty b. satisfaction c. unawareness d. attitude e. trial

satisfaction

The objective for a brand's marcom program at any point in time depends on _____. a. the lowest level on the hierarchy where consumers are located b. where on the hierarchy most consumers are located c. how long the marketer has been offering the brand d. how many consumers are in the market e. the highest level on the hierarchy where consumers are located

where on the hierarchy most consumers are located