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Exam 7: Marketing,Advertising,and Imc Planning

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Question 51

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What are the two general types of marketing objectives?

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Marketing objectives may be re...

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Question 52

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According to the advertising pyramid,the first task of advertising is to communicate enough information about the product to develop consumer conviction.

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Question 53

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The three steps involved in the objective/task method are defining objectives,determining strategy,and estimating cost.

Silly Putty has been around for years as a gag gift sold in specialty stores.It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a market leader.Which of the following strategies has Silly Putty most likely followed?

Which of the following states how a firm is going to accomplish its marketing objectives?

What is the basis for calculating a budget allocation in the percentage-of-sales method?

The development of a marketing strategy typically involves three steps.List and briefly describe each of these steps.

_____ refers to the place a brand occupies competitively in the minds of consumers.

One of the benefits of bottom-up marketing is that it allows advertisers to use multiple action programs.

Describe the role of the marketing plan in an organization's advertising program.

To influence customers' perceptions,marketers must understand that every corporate activity has a message component.

What should be the advertising manager's first step when asked to develop an advertising plan?

The principal benefit of integrated marketing communications (IMC)is cost-efficiency.

Mood-lites are colored lightbulbs that were developed according to research on how colors affect moods.According to the advertising pyramid,the first task of the initial advertising for Mood-lites was to create

What is the first step in the traditional top-down marketing plan?

Describe how an advertiser might achieve synergy,the principal benefit of IM C. Provide an example. The concept of integration is wholeness. Achieving this wholeness in communications creates synergy-the principal benefit of IMC-because each product message reinforces the others for greater effect. For example, when a Mountain Dew grocer runs an endcap promotion (a special display at the end of an aisle) alone, it might generate a 10 percent increase in volume. If he runs an ad for Dew with a coupon, that might deliver a 15 percent increase. But running both together might grow volume by 35 percent. That's synergy-the whole is greater than the sum of its parts.

The objective/task method of setting budgets is also known as the budget-buildup method.

In creating an advertising plan for its new electric car,the Lightning Bug,Volkswagen sets an objective to motivate two-thirds of consumers who are convinced the Lightning Bug is a practical alternative to hybrids to take a test drive.Taking a test drive demonstrates the _____ level of the advertising pyramid.

A firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years will most likely have a tendency to

Harry & David is a catalog retailer that specializes in fruit gifts,but it does not see itself as just a merchant of fruit.By setting _____ objectives,the retailer views itself as a gift provider and acts accordingly.