Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
1. (p. 216) Many marketers are uncertain as to what the integrated marketing communications
should contribute to the marketing program. The only goal of their company’s advertising and
promotional program is to:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
2. (p. 217) Generally, companies that develop Integrated Marketing Communications (IMC)
programs which do not contain specific objectives:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
3. (p. 218) One important purpose of setting specific advertising goals and objectives is to:
4. (p. 218) The more specific the firm’s advertising objectives, the:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
5. (p. 218) Before setting objectives for advertising and promotion, an organization should:
6. (p. 218) Arden’s task is to determine what was accomplished by his company’s advertising and
promotional program for a vinyl siding cleanser. You can tell him that:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
7. (p. 218) _____ objectives are types of objectives that are usually stated in terms of specific,
measurable outcomes such as sales volume, market share, or return on investment.
8. (p. 218) Ace Computer has an objective of increasing its share of the home personal computer
market by 5 percent during the upcoming year. This is an example of a(n) _____ objective.
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
9. (p. 219) Which of the following statements best describes the relationship between marketing
and communications objectives?
10. (p. 219) Pace Foods has a goal of expanding its business beyond its traditional Texas market
base. This goal is an example of a _____ objective while the goal of establishing a position of
authenticity and making Mexican food seem fun is an example of a(n) _____ objective.
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
11. (p. 219) To be effective, marketing objectives need to be:
12. (p. 219) Marketing goals defined in terms of sales, profits or market share increases are:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
13. (p. 219) Many marketing managers approach promotion from a(n) _____ perspective and
believe the objective of advertising and other promotional mix elements is to relay
information about a product to customers.
14. (p. 219) Many marketing managers prefer sales-oriented objectives for advertising because
they believe:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
15. (p. 219) Financially oriented managers who view marketing communications as an expense
rather than an investment are likely to prefer _____ objectives for advertising and other
promotional areas.
16. (p. 220) The concept of advertising expenditures producing long term rather than immediate
results is known as:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
17. (p. 220) The carryover effect:
18. (p. 221) Which of following is a likely problem for a manager who uses sales as a measure of
advertising effectiveness?
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
19. (p. 221) Heinz developed a sales promotion program called “All About Family.” It offered a
coupon of a free Halloween candy when one purchased any of five different participating
Heinz brands. Cents-off coupons for the participating brands were placed in newspaper
inserts. The campaign also featured a contest called the “Ultimate Family Night” sweepstakes.
Heinz management most likely used _____ objectives to measure the effectiveness of this
sales promotion.
20. (p. 221) For which of the following would an advertiser be most likely to use a sales-oriented
objective?
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
21. (p. 221) Direct-response advertisers generally set objectives and measure success in terms
of:
22. (p. 222) Sales-oriented objectives are appropriate for:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
23. (p. 222) Which of the following statements is true regarding the relationship between
advertising and promotion, and sales performance?
24. (p. 223) Various response hierarchy variables such as awareness, knowledge, interest,
attitudes, and intention are the basis for:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
25. (p. 223) Advocates of communication-based objectives for advertising propose using _____
as a basis for setting these objectives.
26. (p. 223) Managers who use the communications effects pyramid to set objectives believe
that:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
27. (p. 223) In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of
the name reflected consumers’ awareness and recognition of an established brand. Advertising
to make consumers aware of new combined firm would more than likely have _____
objectives.
28. (p. 224) Which of the following is at the top of the communication effects pyramid?
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
29. (p. 224) “Encouraging current drinkers of Coca-Cola to drink more of the beverage,” would
be an example of a(n) _____ objective.
30. (p. 224) Which of the following statements is true about the communications objectives?
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
31. (p. 226) Which of the following statements is true about communications objectives?
32. (p. 226) DAGMAR is:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
33. (p. 226) _____ is an approach to setting advertising goals and objectives which states that
communication effects are the logical basis for advertising goals and objectives against which
success or failure should be measured.
34. (p. 226) In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of
the name reflected consumers’ awareness and recognition of an established brand. To
determine how successful it was in making consumers aware of its name change and its new
positioning strategy, the firm could have used:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
35. (p. 226) A stereo speaker manufacturer developed advertising objectives, which stated that
the goal of the company’s new ad campaign is “To communicate our ability to create an
environment of total audio ambience in the home.” This statement could serve as an example
of a:
36. (p. 227) According to DAGMAR, the basic function of advertising is to:
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program
37. (p. 227) Under the DAGMAR model, a(n) _____ can be performed by, and attributed to
advertising rather than a combination of marketing factors.
38. (p. 227) According to the criteria outlined in DAGMAR, which of the following is the best
statement of a quantitative communications objective?