Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year. Which implementation decision is Allison making?
a. mixing elements
b. creating messages
c. selecting media
d. establishing momentum
e. targeting
Question 2You are the product manager for Buckstars Coffee, a nationally distributed brand. Buckstars has been declining in absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to determine why sales have declined. The most appropriate research strategy is
a. an experimental study.
b. a field experiment followed by an exploratory study.
c. an experimental study followed by a descriptive study.
d. an exploratory study.
e. a descriptive study involving a field survey of actual and potential customers.
Question 3We can learn to improve our level of creativity.
Indicate whether the statement is true or false
Question 4For a given level of expenditure, there is no way of determining the mathematical optimum allocation between advertising and promotion because ____.
a. advertising and promotions are somewhat interchangeable
b. advertising and promotions produce a synergistic effect
c. advertising is appropriate for early stages of the product life cycle, and promotion is more appropriate during later stages
d. they are somewhat interchangeable and produce a synergistic effect
e. None of these answers are correct.
Question 5Exploratory studies do not involve
a. the analysis of selected cases.
b. probability sampling plans.
c. experience surveys.
d. good luck.
e. a search of published statistics.
Question 6Because you have a creative job, does not mean that you are creative.
Indicate whether the statement is true or false
Question 7The decision regarding how to allocate resources between the marcom elements has been described as an ill-structured problem. What does this mean?
a. There is no solution to the problem.
b. It is difficult to define the problem.
c. There is no way of determining the mathematical optimum allocation among marcom elements.
d. There are solutions, but they are not acceptable.
e. There is no way to measure whether the solution chosen was the correct one.
Question 8One of the major difficulties experienced with projective methods arises
a. in the interpretation of the replies.
b. when trying to secure the respondent's cooperation.
c. in the lack of experience of the respondents with these techniques.
d. in the distorted frame of reference of the interviewers.
e. There are no problems with projective methods.
Question 9Creative thinkers appear never to have lost the ability to think like a child.
Indicate whether the statement is true or false
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