Lecture 5: Objectives and Budgeting

Pregunta 1 de 22

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

( Marketing objectives, Communication Objectives ) are generally stated in the firm’s marketing plan and are quantifiable, such as sales, market share, profit

( Communication objectives, Marketing objectives ) are Derived from the overall marketing plan and are based on particular communications tasks

Explicación

Pregunta 2 de 22

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

( Communications, Planning and decision making, Measurement and evaluation of results ) Objectives facilitate coordination of the various groups

( Planning and decision making, Communications ) objectives guide decision making and development of the IMC plan

( Measurement and evaluation of results, Planning and decision making ) objectives provide a benchmark to measure success or
failure

Explicación

Pregunta 3 de 22

1

A SMARTT approach to creating objectives ensure that they are: Specific, measurable, maintainable, achievable, realistic, time-depending & targeting

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 4 de 22

1

Sales Oriented Objectives;

Selecciona una o más de las siguientes respuestas posibles:

Aim to increase sales
Increase brand awareness through social media advertising
Require economic justification
Required to product quantifiable results
Are based on the achievement of sales results

Explicación

Pregunta 5 de 22

1

Selecciona la opción correcta del menú desplegable para completar el texto.

Factors which influence ( sales, public relations, company reputation ) include; competition, technology, economy, product quality, price, distribution, advertising & promotion.

Explicación

Pregunta 6 de 22

1

Common problems with sales objectives include;

Selecciona una o más de las siguientes respuestas posibles:

Successful implementation requires all marketing elements to work together
Obstacles in gaining government approval
Advertising has carryover effect: Monies spent on advertising do not have immediate impact on sales
Difficult to determine precise relationship between advertising and sales
Do not offer much guidance for planning and developing promotional program

Explicación

Pregunta 7 de 22

1

Examples of communication objectives include:

Selecciona una o más de las siguientes respuestas posibles:

Provide relevant information
Sales goals for the year
Create favourable predispositions toward the brand
Models wherein consumers pass through 3 stages: Cognitive, affective and behavioural

Explicación

Pregunta 8 de 22

1

One 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.

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 9 de 22

1

DAGMAR stands for

Selecciona una o más de las siguientes respuestas posibles:

D = Defining
A in both instances = Agency
A in both instances = Advertising
G = Goals
G = Generic
M = Measured
M = Manipulable
R = Results
R = Rectify

Explicación

Pregunta 10 de 22

1

DAGMAR provides that communications effects are the logical basis for advertising goals and objectives to measure success or failure

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 11 de 22

1

A 'top-down' approach to establishing a promotional budget is when;

Selecciona una de las siguientes respuestas posibles:

Managements sets a spending limit > Promotion budget is then set to stay within the Limit
Promotion budget is then set to stay within the Limit > Managements sets a spending limit

Explicación

Pregunta 12 de 22

1

A 'bottom-up' approach to establishing a promotional budget is when;

Selecciona una de las siguientes respuestas posibles:

Objectives are set > Activities to achieve the objectives are planned > Management either approves or rejects the budget > Costs of promotion activities are budgeted
Objectives are set > Activities to achieve the objectives are planned > Costs of promotion activities are budgeted > Management either approves or rejects the budget
Costs of promotion activities are budgeted > Management either approves or rejects the budget > Objectives are set > Activities to achieve the objectives are planned

Explicación

Pregunta 13 de 22

1

❌ – Buyer experiences CURRENT problem; seeks a product that will SOLVE the problem
❌ – Buyer anticipates a FUTURE problem; seeks a product that will PREVENT the problem
❌ – Buyer is not satisfied with current product; searches for a BETTER product
❌ – Buyer likes some things about the product but dislikes others; tries to find a product that will RESOLVE the conflict
❌ – Buyer is simply out of stock or running low; seeks to MAINTAIN regular supply of product

Arrastra y suelta para completar el texto.

Problem removal

Problem avoidance

Incomplete satisfaction

Mixed approach-avoidance

Normal Depletion

Explicación

Pregunta 14 de 22

1

❌ – Buyer seeks extra physiological stimulation; to ENJOY product
❌ – Buyer seeks extra psychological stimulation; to EXPLORE or MASTER new product
❌ – Buyer sees opportunity for social rewards; PERSONAL RECOGNITION through use of product

Arrastra y suelta para completar el texto.

Sensory gratification

Stimuli

Intellectual Stimulation

Social Approval

Social Availability

Explicación

Pregunta 15 de 22

1

According to Rossiter and Percy, VisCap stands for; Visibility, Credibility (Expertise/Objectivity), Attraction (Likability/similarity), Power

Selecciona uno de los siguientes:

VERDADERO
FALSO

Explicación

Pregunta 16 de 22

1

Which of these is the correct order for the traditional advertising-based view of marketing communications;

Selecciona una de las siguientes respuestas posibles:

Attitudes > Knowledge > Preference > Conviction > Purchase Behaviour
Knowledge > Conviction > Attitudes > Preference > Purchase Behaviour
Preference > Purchase Behaviour > Attitudes > Conviction > Knowledge

Explicación

Pregunta 17 de 22

1

❌ communications planning involves determining: what tasks need to be done and which marketing communications functions should be used and to what extent (Focuses on the task to be done and searches for the best ideas and media to accomplish)

Arrastra y suelta para completar el texto.

Zero-based

Unlimited

Strategy-oriented

Explicación

Pregunta 18 de 22

1

Which of the following fits the description for titles 1, 2, 3 and 4;

Selecciona una o más de las siguientes respuestas posibles:

1 - Manipulate
1- Monitor
2 - Respond
2 - Rectify
3 - Apply
3 - Amplify
4 - Learn
4 - Lead

Explicación

Pregunta 19 de 22

1

What is the name of this theoretical issue in budget setting (sales response model);

Selecciona una de las siguientes respuestas posibles:

Bell-curve depression
Concave-Downward Response curve
Incremental Increase curve
Curved sales expenditure

Explicación

Pregunta 20 de 22

1

What is the name of this theoretical issue in budget setting - (sales response model);

Selecciona una de las siguientes respuestas posibles:

Incremental Curve in Sales
S-Shaped Response function
Fluctuating sales expense curve
Sales and expense life cycle

Explicación

Pregunta 21 de 22

1

What are the benefits of a 'top-down' budgeting approach;

Selecciona una o más de las siguientes respuestas posibles:

Affordable
Arbitrary
High employee discretion and choice
Focuses on percentage of sales/expenses (ROI)

Explicación

Pregunta 22 de 22

1

A 'bottom-up' budgeting approach is objective driven rather than being financially driven.

Selecciona uno de los siguientes:

VERDADERO
FALSO

	Creado por Dean Audicho hace más de 6 años

Law Test sobre Lecture 5: Objectives and Budgeting, creado por Dean Audicho el 13/10/2017.

Lecture 5: Objectives and Budgeting

Pregunta 1 de 22

Selecciona la opción correcta de los menús desplegables para completar el texto.

Explicación

Pregunta 2 de 22

Selecciona la opción correcta de los menús desplegables para completar el texto.

Explicación

Pregunta 3 de 22

A SMARTT approach to creating objectives ensure that they are: Specific, measurable, maintainable, achievable, realistic, time-depending & targeting

Selecciona uno de los siguientes:

Explicación

Pregunta 4 de 22

Sales Oriented Objectives;

Selecciona una o más de las siguientes respuestas posibles:

Explicación

Pregunta 5 de 22

Selecciona la opción correcta del menú desplegable para completar el texto.

Factors which influence sales public relations company reputation( sales, public relations, company reputation ) include; competition, technology, economy, product quality, price, distribution, advertising & promotion.

Explicación

Pregunta 6 de 22

Common problems with sales objectives include;

Selecciona una o más de las siguientes respuestas posibles:

Explicación

Pregunta 7 de 22

Examples of communication objectives include:

Selecciona una o más de las siguientes respuestas posibles:

Explicación

Pregunta 8 de 22

One 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.

Selecciona uno de los siguientes:

Explicación

Pregunta 9 de 22

DAGMAR stands for

Selecciona una o más de las siguientes respuestas posibles:

Explicación

Pregunta 10 de 22

DAGMAR provides that communications effects are the logical basis for advertising goals and objectives to measure success or failure

Selecciona uno de los siguientes:

Explicación

Pregunta 11 de 22

A 'top-down' approach to establishing a promotional budget is when;

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 12 de 22

A 'bottom-up' approach to establishing a promotional budget is when;

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 13 de 22

Arrastra y suelta para completar el texto.

Explicación

Pregunta 14 de 22

❌ – Buyer seeks extra physiological stimulation; to ENJOY product ❌ – Buyer seeks extra psychological stimulation; to EXPLORE or MASTER new product ❌ – Buyer sees opportunity for social rewards; PERSONAL RECOGNITION through use of product

Arrastra y suelta para completar el texto.

Explicación

Pregunta 15 de 22

According to Rossiter and Percy, VisCap stands for; Visibility, Credibility (Expertise/Objectivity), Attraction (Likability/similarity), Power

Selecciona uno de los siguientes:

Explicación

Pregunta 16 de 22

Which of these is the correct order for the traditional advertising-based view of marketing communications;

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 17 de 22

❌ communications planning involves determining: what tasks need to be done and which marketing communications functions should be used and to what extent (Focuses on the task to be done and searches for the best ideas and media to accomplish)

Arrastra y suelta para completar el texto.

Explicación

Pregunta 18 de 22

Which of the following fits the description for titles 1, 2, 3 and 4;

Selecciona una o más de las siguientes respuestas posibles:

Explicación

Pregunta 19 de 22

What is the name of this theoretical issue in budget setting (sales response model);

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 20 de 22

What is the name of this theoretical issue in budget setting - (sales response model);

Selecciona una de las siguientes respuestas posibles:

Explicación

Pregunta 21 de 22

Factors which influence ( sales, public relations, company reputation ) include; competition, technology, economy, product quality, price, distribution, advertising & promotion.

❌ – Buyer seeks extra physiological stimulation; to ENJOY product
❌ – Buyer seeks extra psychological stimulation; to EXPLORE or MASTER new product
❌ – Buyer sees opportunity for social rewards; PERSONAL RECOGNITION through use of product