Chapter 7

Question 1

value of objectives

Answer 1

communication
planning and decision making
measure and evaluate results

Question 2

sales-oriented objectives

Answer 2

increase sales

require economic justification

Question 3

communication objectives

Answer 3

• provide relevant information

- create favorable predispositions toward the brand

Question 4

communications effects pyramid

Answer 4

awareness
knowledge
liking
preference
trial
repurchase

Question 5

defining advertising goals for measured advertising results (DAGMAR)

Answer 5

communications effects are the logical basis for advertising goals and objectives to meausre success or failure

Question 6

characteristics of objectives

Answer 6

• measurable
• target audience
• benchmark
• time period

Question 7

benchmark measures

Answer 7

determine target market’s present position regarding the various response stages

Question 8

promotional budget is established when…

Answer 8

a new product is introduced or internal/external factors show a change is necessary for competitiveness

Question 9

contribution margin

Answer 9

difference between total revenue generated by brand and its total variable costs

Question 10

marginal analysis

Answer 10

increase in advertising/promotional expenditures increases sales and gross margins to a point after which they level off

Question 11

advertiser’s advantage

Answer 11

competitors advertising affects your sales positively

your advertising affects your competitors sales negatively

Question 12

zero-sum competition

Answer 12

competitors advertising affects your sales negatively

your advertising affects your competitors sales negatively

Question 13

symbiotic competition

Answer 13

competitors advertising affects your sales positively

your advertising affects your competitors sales positively

Question 14

competitors advantage

Answer 14

competitors advertising affects your sales negatively

your advertising affects your competitors sales positively