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Lecture 5: Objectives and Budgeting

Dean Audicho 22 preguntas

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Preguntas del test (22)

  1. 1[blank_start]Marketing objectives[blank_end] are generally stated in the firm’s marketing plan and are quantifiable, such as sales, market share, profit

    [blank_start]Communication objectives[blank_end] are Derived from the overall marketing plan and are based on particular communications tasks


    1. AMarketing objectives
    2. BCommunication Objectives
    3. CCommunication objectives
    4. DMarketing objectives
  2. 2[blank_start]Communications[blank_end] Objectives facilitate coordination of the various groups

    [blank_start]Planning and decision making[blank_end] objectives guide decision making and development of the IMC plan

    [blank_start]Measurement and evaluation of results[blank_end] objectives provide a benchmark to measure success or
    failure
    1. ACommunications
    2. BPlanning and decision making
    3. CMeasurement and evaluation of results
    4. DPlanning and decision making
    5. ECommunications
    6. FMeasurement and evaluation of results
    7. GPlanning and decision making
  3. 3A SMARTT approach to creating objectives ensure that they are: Specific, measurable, maintainable, achievable, realistic, time-depending & targeting
    1. AVerdadero
    2. BFalso
  4. 4Sales Oriented Objectives;
    1. AAim to increase sales
    2. BIncrease brand awareness through social media advertising
    3. CRequire economic justification
    4. DRequired to product quantifiable results
    5. EAre based on the achievement of sales results
  5. 5Factors which influence [blank_start]sales[blank_end] include; competition, technology, economy, product quality, price, distribution, advertising & promotion.
    1. Asales
    2. Bpublic relations
    3. Ccompany reputation
  6. 6Common problems with sales objectives include;
    1. ASuccessful implementation requires all marketing elements to work together
    2. BObstacles in gaining government approval
    3. CAdvertising has carryover effect: Monies spent on advertising do not have immediate impact on sales
    4. DDifficult to determine precise relationship between advertising and sales
    5. EDo not offer much guidance for planning and developing promotional program
  7. 7Examples of communication objectives include:
    1. AProvide relevant information
    2. BSales goals for the year
    3. CCreate favourable predispositions toward the brand
    4. DModels wherein consumers pass through 3 stages: Cognitive, affective and behavioural
  8. 8One problem with Communications Objectives includes translating sales goals into communications objectives i.e. promotional planners have difficulty estimating what constitutes adequate levels of awareness, knowledge, liking, preference, conviction.
    1. AVerdadero
    2. BFalso
  9. 9DAGMAR stands for
    1. AD = Defining
    2. BA in both instances = Agency
    3. CA in both instances = Advertising
    4. DG = Goals
    5. EG = Generic
    6. FM = Measured
    7. GM = Manipulable
    8. HR = Results
    9. IR = Rectify
  10. 10DAGMAR provides that communications effects are the logical basis for advertising goals and objectives to measure success or failure
    1. AVerdadero
    2. BFalso

Información

Descripción
Law Test sobre Lecture 5: Objectives and Budgeting, creado por Dean Audicho el 13/10/2017.
Idioma
English
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88
Etiquetas
law
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