Marketing and Communications Objectives

7407 WordsMay 17, 201330 Pages
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program 1. In terms of what is spent on advertising,: a. it is simple to measure the direct impact of advertising b. only one specific type of evaluation method should be used for each type of advertising c. advertising experts and marketing consultants both agree on the ability of advertising to demonstrate a positive ROI d. advertising experts and marketing consultants both agree on the fundamental ability of advertising to create a quality image e. none of the above is true 2. The purpose of setting specific advertising goals and objectives is to: a. provide a standard against which performance can be measured b. put constraints on the…show more content…
a. Sales b. Marketing c. Communication d. Advertising e. Organizational 10. Which of the following statements best describes the relationship between marketing and communications objectives? a. Marketing objectives and communications objectives are synonymous. b. Marketing objectives evolve from communication objectives. c. Communications objectives are derived from marketing objectives. d. For a successful campaign, communications objectives can be developed before or after the development of marketing objectives. e. There is no relationship between the two. 11. 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. a. marketing b. organizational c. advertising d. functional e. communication 12. Pace Foods had 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: a. communication; marketing b. communication; positioning c. marketing; communication d. positioning; organizational e. advertising; functional 13. According to the text, which of the following industries is launching a billion-dollar IMC program in an economy in which many other companies
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