The first step of the objective-and-task method is _____.

The first step of the objective-and-task method is _____.
 a. assessing the communications functions
  b. establishing specific marketing objectives that need to be accomplished
  c. determining advertising's role in the total communication mix
  d. establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives
  e. establish the budget based on estimates of expenditures required to accomplish the advertising goals

Question 2

Kenner, Inc manufactures paper products and has decided to offer coupons in freestanding inserts. What company could distribute these coupons for this manufacturer?
 a. Simmons Market Research Bureau
  b. Arbitron
  c. Statistical Research, Inc.
  d. Valassis
  e. Val-Pak Inserts

Question 3

Which is generally regarded as the most sensible and defendable advertising budgeting method?
 a. percentage-of-sales method
  b. objective-and-task method
  c. competitive parity method
  d. affordability method
  e. comparative method

Question 4

Programs in which a service distributes coupons for a single company's multiple brands or brands from multiple companies are known as _____.
 a. co-marketing coupon programs
  b. synergistic coupon programs
  c. complementary coupon programs
  d. cooperative coupon programs
  e. multiple coupon programs

Question 5

The criticism that the percentage-of-sales budgeting technique is not logical is based on the idea that _____.
 a. sales volume cannot be estimated accurately
  b. it results in excessive amounts of funding being invested in advertising
  c. it confuses objectives with goals
  d. it reverses the true functional relationship between advertising and sales
  e. advertising effectiveness cannot be measured

Question 6

It is now estimated that fraudulent coupon redemption is, on average, close to _____ percent.
 a. 3 or 4
  b. 7
  c. 20 to 25
  d. 40
  e. 50

Question 7

Most product categories average _____ advertising-to-sales ratios.
 a. less than 5 percent
  b. 10 percent
  c. 20 percent
  d. 30 percent
  e. more than 50 percent