Chp 5

Question 1

Objectives are split into…

Answer 1

• Communications
• Planning and decision making (budget, media decisions)
• Measurement and evaluation of results (benchmark against effects of the promo campaign)

Question 2

Marketing objectives

Answer 2

Sales.

• Stated in the firm’s marketing plan
• Quantifiable (KPIs)
• Accomplished in a short period of time
• Realistic and attainable
• Statement (To increase sales by….)

Question 3

Sales objectives

Answer 3

Effects of advertising and promotion

Question 4

Carryover effect

Answer 4

Money spent today may not have immediate impact on sales

Question 5

Behavioural objectives

Answer 5

The link between communication objectives and marketing objectives. Includes actions like repeat purchases, brand trials

Question 6

Communication objectives

Answer 6

Attitude toward the brand. Statements of what the communications will accomplish

Question 7

Levels of communication objectives

Answer 7

1) For the overall IMC plan
2) For the individual IMC tools
3) For individual elements for a communications tool

Question 8

Trials purchase objectives

Answer 8

Consumer’s first purchase of a brand

Question 9

Brand switching

Answer 9

A consumers purchase toward a brand from another competing brand

Question 10

Repeat purchase objectives

Answer 10

A consumer’s continued purchase of a brand within a specified time period. Can be focused on:

• Purchase frequency
• Purchase amount
• Purchase timing

Question 11

Repeat consumption objectives

Answer 11

The continued consumption of a brand once purchased. This communication has the objective of modifying how often to consumer the brand, how much to consume on each occasion, and when to consume

Question 12

Options for communications objectives

Answer 12

1) Category need
2) Brand awareness
3) Brand attitude
4) Brand purchase intention

Question 13

Category need

Answer 13

Whether the target audience feels the need to purchase within the actual product category. Do they feel a need for it?

Question 14

Brand Awareness

Answer 14

Every single point of communication should contribute to a target audience’s understanding and knowledge of the brand name
- Measured by brand recognition and brand recall

Question 15

Brand attitude

Answer 15

Every aspect of a firm’s IMC program should contribute to the overall evaluation of the brand from the perspective of the target audience
- Can include increasing, maintaining, establishing brand attitude