Question 1

What are the four sources of brand messages? Briefly describe each source.

Accepted Answer

The four sources of brand messages are (...

Question 2

When used to determine how to allocate funds for advertising,the _____ method has three steps-defining objectives,determining strategy,and estimating cost.

Accepted Answer

A)   unit-of-sales
B)   share-of-market/share-of-voice
C)   percentage-of-sales
D)   percentage-of-profit
E)   objective/task

Question 3

Hops Grillhouse & Brewery,formerly known as Hops Restaurant/Bar/Brewery,unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality,freshness,and grilled tastes as well as an array of aromas,textures,and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chains.This description relates to the restaurant's _____ strategy.

Accepted Answer

A)   segmentation design
B)   positioning
C)   market segmentation
D)   marketing mix
E)   diversification

Question 4

A product's position in the market is based on consumer perceptions.

Accepted Answer

A) True 
 B)False

Question 5

Mountain Dew has set a(n) _____ objective to increase its share of the market by 5 percent within the next two years.

Accepted Answer

A)   sales-target
B)   target market
C)   need-satisfying
D)   market tracking
E)   environmental

Question 6

The price of a bottle of Chivas Regal Scotch,the use of UPS by Lands' End,and the workmanship found in a well-crafted wicker rocking chair are all examples of which type of company/brand-related messages that are sent to company stakeholders?

Accepted Answer

A)   planned
B)   functional
C)   unplanned
D)   product
E)   service

Question 7

What is a SWOT analysis and what does it examine?

Accepted Answer

After assessing a company's situation,th...

Question 8

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives.Which of the following is the sales-target objective for the bakery to use?

Accepted Answer

A)   to increase cheesecake sales to the point where demand exceeds supply every week
B)   to increase sales of pecan pies by 3 percent during the next six months
C)   to raise net profit by 50 percent during the next three weeks
D)   to have most of the staff attend a marketing seminar
E)   to build a website that attracts new customers

Question 9

When Southwest Airlines runs an ad stating,"Some airlines run ads that talk to business travelers.We running an ad that says WE LISTEN to them," it shows the company views its passengers as

Accepted Answer

A)   reference groups.
B)   target audiences.
C)   target markets.
D)   stakeholders.
E)   environmental curators.

Question 10

The two main components of an advertising strategy are the segmentation strategy and the message strategy.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements about the relationship of advertising to sales and profits is most likely true?

Accepted Answer

A)   Market share increases are more directly related to marketing budget increases than to price reductions.
B)   In most cases, sales will remain constant even if there are additional advertising investments.
C)   There will be no sales for an organization without online advertising.
D)   The durability of advertising is long-term rather than short-term.
E)   There is no saturation level for advertising.

Question 12

How should a company view advertising in terms of economic conditions,such as a recession?

Accepted Answer

While advertising is a current expense f...

Question 13

Distinguish between need-satisfying objectives and sales-target objectives.

Accepted Answer

A need-satisfying objective is a marketi...

Question 14

Why would a company set need-satisfying objectives?

Accepted Answer

A)   to modify the hierarchical structure from transformational to transactional
B)   to shift the organization's focus from production to the target market
C)   to take advantage of a consumer-oriented economic trend
D)   to provide equity to every stakeholder of the firm
E)   to stir demand in a static environment

Question 15

According to the advertising pyramid,the second task of advertising is to

Accepted Answer

A)   communicate enough product information to persuade some people to believe in its value.
B)   express the quantitative objectives in the marketing plan in specific, measurable goals.
C)   acquaint a portion of the market with a product's existence.
D)   persuade customers to buy larger sizes or multiple units of the product.
E)   accelerate sales by implementing a variety of sales promotions.

Question 16

Distinguish between corporate objectives and marketing objectives.

Accepted Answer

Corporate objectives are usually stated ...

Question 17

With integrated marketing communications,advertisers are able to cultivate identical relationships with all stakeholders.

Accepted Answer

A) True 
 B)False

Question 18

The ratio of perceived benefits to the price of the product is called value.

Accepted Answer

A) True 
 B)False

Question 19

By definition,marketing plans should be short and specific.

Accepted Answer

A) True 
 B)False

Question 20

In consumer goods marketing,increases in market share are closely related to increases in marketing budgets.

Accepted Answer

A) True 
 B)False

Exam 7: Marketing,Advertising,and Imc Planning

How should a company view advertising in terms of economic conditions,such as a recession?

Correct Answer
verified
While advertising is a current expense f...
View Answer

When used to determine how to allocate funds for advertising,the _____ method has three steps-defining objectives,determining strategy,and estimating cost.

Correct Answer
verified

Mountain Dew has set a(n) _____ objective to increase its share of the market by 5 percent within the next two years.

Correct Answer
verified

With integrated marketing communications,advertisers are able to cultivate identical relationships with all stakeholders.

Correct Answer
verified

In consumer goods marketing,increases in market share are closely related to increases in marketing budgets.

Correct Answer
verified

Which of the following statements about the relationship of advertising to sales and profits is most likely true?

Correct Answer
verified

According to the advertising pyramid,the second task of advertising is to

Correct Answer
verified

What are the four sources of brand messages? Briefly describe each source.

Correct Answer
verified
The four sources of brand messages are (...
View Answer

The price of a bottle of Chivas Regal Scotch,the use of UPS by Lands' End,and the workmanship found in a well-crafted wicker rocking chair are all examples of which type of company/brand-related messages that are sent to company stakeholders?

Correct Answer
verified

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives.Which of the following is the sales-target objective for the bakery to use?

Correct Answer
verified

Why would a company set need-satisfying objectives?

Correct Answer
verified

The ratio of perceived benefits to the price of the product is called value.

Correct Answer
verified

Correct Answer
verified

The two main components of an advertising strategy are the segmentation strategy and the message strategy.

Correct Answer
verified

When Southwest Airlines runs an ad stating,"Some airlines run ads that talk to business travelers.We running an ad that says WE LISTEN to them," it shows the company views its passengers as

Correct Answer
verified

Distinguish between need-satisfying objectives and sales-target objectives.

Correct Answer
verified
A need-satisfying objective is a marketi...
View Answer

What is a SWOT analysis and what does it examine?

Correct Answer
verified
After assessing a company's situation,th...
View Answer

A product's position in the market is based on consumer perceptions.

Correct Answer
verified

By definition,marketing plans should be short and specific.

Correct Answer
verified

Distinguish between corporate objectives and marketing objectives.

Correct Answer
verified
Corporate objectives are usually stated ...
View Answer

Exam 7: Marketing,Advertising,and Imc Planning

How should a company view advertising in terms of economic conditions,such as a recession?

Correct AnswerverifiedWhile advertising is a current expense f...View AnswerShow Answer

When used to determine how to allocate funds for advertising,the _____ method has three steps-defining objectives,determining strategy,and estimating cost.

Correct AnswerverifiedShow Answer

Mountain Dew has set a(n) _____ objective to increase its share of the market by 5 percent within the next two years.

Correct AnswerverifiedShow Answer

With integrated marketing communications,advertisers are able to cultivate identical relationships with all stakeholders.

Correct AnswerverifiedShow Answer

In consumer goods marketing,increases in market share are closely related to increases in marketing budgets.

Correct AnswerverifiedShow Answer

Which of the following statements about the relationship of advertising to sales and profits is most likely true?

Correct AnswerverifiedShow Answer

According to the advertising pyramid,the second task of advertising is to

Correct AnswerverifiedShow Answer

What are the four sources of brand messages? Briefly describe each source.

Correct AnswerverifiedThe four sources of brand messages are (...View AnswerShow Answer

The price of a bottle of Chivas Regal Scotch,the use of UPS by Lands' End,and the workmanship found in a well-crafted wicker rocking chair are all examples of which type of company/brand-related messages that are sent to company stakeholders?

Correct AnswerverifiedShow Answer

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives.Which of the following is the sales-target objective for the bakery to use?

Correct AnswerverifiedShow Answer

Why would a company set need-satisfying objectives?

Correct AnswerverifiedShow Answer

The ratio of perceived benefits to the price of the product is called value.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The two main components of an advertising strategy are the segmentation strategy and the message strategy.

Correct AnswerverifiedShow Answer

When Southwest Airlines runs an ad stating,"Some airlines run ads that talk to business travelers.We running an ad that says WE LISTEN to them," it shows the company views its passengers as

Correct AnswerverifiedShow Answer

Distinguish between need-satisfying objectives and sales-target objectives.

Correct AnswerverifiedA need-satisfying objective is a marketi...View AnswerShow Answer

What is a SWOT analysis and what does it examine?

Correct AnswerverifiedAfter assessing a company's situation,th...View AnswerShow Answer

A product's position in the market is based on consumer perceptions.

Correct AnswerverifiedShow Answer

By definition,marketing plans should be short and specific.

Correct AnswerverifiedShow Answer

Distinguish between corporate objectives and marketing objectives.

Correct AnswerverifiedCorporate objectives are usually stated ...View AnswerShow Answer

Correct Answer
verified
While advertising is a current expense f...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The four sources of brand messages are (...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A need-satisfying objective is a marketi...
View Answer

Correct Answer
verified
After assessing a company's situation,th...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Corporate objectives are usually stated ...
View Answer