Chapter 07 – Marketing, Advertising and IMC Planning
Chapter 07
1. (p. 175) By definition, marketing plans should be short and specific.
2. (p. 175) The first step in traditional top-down planning is to determine specific marketing
objectives.
Chapter 07 – Marketing, Advertising and IMC Planning
7-10
Essay Questions
26. (p. 175) Is the following statement true: “The marketing plan has a profound effect on an
organization’s advertising program”. Explain your answer.
27. (p. 176) Distinguish between need-satisfying objectives and sales-target objective.
Chapter 07 – Marketing, Advertising and IMC Planning
Short Answer Questions
36. (p. 175) Distinguish between corporate objectives and marketing objectives.
37. (p. 175) What are the four principal elements in a traditional top-down marketing plan?
38. (p. 176) What are the two general types of marketing objectives?
