FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 8: Objective Setting and Budgeting

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 41

True/False

Review LaterAdd Note

Review Later

Objective setting and budgeting decisions must be formal and systematic.

Correct Answer

verified

Show Answer

Question 42

Multiple Choice

Review LaterAdd Note

Review Later

The traditional view states that advertising objectives should not be stated in terms of _____.

A) sales or market share gains
B) brand awareness
C) attitude change
D) purchase intentions
E) creating brand loyalty

Correct Answer

verified

Show Answer

Question 43

Multiple Choice

Review LaterAdd Note

A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the _____ method.

Objective setting and budgeting decisions must be _____.

Marcom objectives are goals that the various marcom elements aspire to individually or collectively achieve during a specific period of time.

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?

Marcom objectives should be established after making decisions regarding message selection and media determination.

In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in advertising expense.

It is optional that marcom objectives be established prior to making decisions regarding message selection and media determination.

The two broad type of marcom objectives are short-term and long-term.

When a company that has a relatively low market share has a major competitor with a relatively high share of voice,the recommendation would be to increase advertising expenditures and find a niche that can be defended against other small-share brands.

Which of the following can impact the sale-to-advertising response function?

The _____ function refers to the relationship between money invested in advertising and the response,or output,of that investment in terms of revenue generated.

Which of the following is a requirement for setting marcom objectives?

The advertising budget procedure used most frequently is the _____ method.

The competitive parity method sets the budget by examining what competitors are doing.

One reason why it is essential that objectives be established prior to making marcom implementation decisions is that objectives provide _____ against which results can be measured.

According to the hierarchy-of-effects model,brand-loyal consumers are the ultimate goal.

Attitudes would most likely precede behavior when purchasing _____.

Advertisers obtain consumer loyalty by providing a brand that meets the needs of the consumers and _____.