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Advertising and Promotion Study Set 1

Business

Quiz 5 :

Objectives for the Imc Plan

Quiz 5 :

Objectives for the Imc Plan

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Which of the following is an example of the carryover effect of promotional communication?
Free
Multiple Choice
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Answer:

B

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Companies that develop integrated marketing communications (IMC) programs that do not contain specific objectives:
Free
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Answer:

C

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The concept of advertising expenditures producing long term as well as immediate results is known as:
Free
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Answer:

B

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The purpose of setting specific marketing communication objectives is to:
Multiple Choice
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Achieving marketing objectives depends on the coordination and execution of _.
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Which of the following is NOT an uncontrollable environmental factor?
Multiple Choice
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Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication objective most likely is:
Multiple Choice
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To many marketing managers, the basic reason a firm spends money on advertising and promotion is to:
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Ace Computer has an objective of increasing its share of the home segment of the personal computer market by 5 percent during the upcoming year. This is an example of a(n) objective.
Multiple Choice
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As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich. Your primary communication objective most likely is:
Multiple Choice
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One characteristic of good objectives is that they:
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In mature markets with limited growth, firms tend to focus on as the key marketing objective.
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A firm in a fast-growing market may have as its marketing objective.
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The use of sales as an advertising objective can be ineffective due to:
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Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness?
Multiple Choice
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Which of the following is an example of a "smart" marketing objective?
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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.
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Many marketing managers prefer sales-oriented objectives for advertising for all of the following reasons EXCEPT:
Multiple Choice
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The carryover effect:
Multiple Choice
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Each of the following is a strategy for stimulating sales through growth in the product category EXCEPT:
Multiple Choice
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