The _____ function refers to the relationship between money invested in advertising and the response, or output, of that investment in terms of revenue generated.
a. sales response
b. advertising response
c. sales-to-advertising response
d. advertising-to-sales response
e. marcom response
Question 2Which of the following is a problem with the use of in-store sampling?
a. consumers are not receptive to them
b. not effective in generating trial
c. failure to reach sufficient numbers of consumers to justify its expense
d. inability to target effectively
e. limited creative possibilities
Question 3When MC > MR there is a _____.
a. marginal gain
b. sub-optimization of profits
c. need for increased advertising
d. marginal loss
e. maximization of profits
Question 4A problem with in- or on-package sampling is that it _____.
a. does not reach the best potential customers
b. is more expensive than other sampling methods
c. excludes consumers who do not buy the carrying brand
d. is not liked by most retailers
e. has the lowest retrial rate
Question 5In terms of profitability, investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in the _____.
a. production expense
b. operational expense
c. discretionary expense
d. advertising expense
e. committed expense
Question 6Which circumstance is NOT ideal for using sampling to encourage trial usage of a new or improved brand?
a. The brand is either demonstrably superior to other brands or has distinct relative advantages.
b. The brand packaging is hard to distinguish from its competition.
c. Promotional budgets can afford to generate consumer trial quickly.
d. The product concept is so innovative that it is difficult to communicate by advertising alone.
e. All of these are correct.
Question 7The assessment of marcom effectiveness should include, but not be restricted to, _____.
a. presales goals
b. percentage-of-sales
c. qualitative measurement
d. survey data
e. economic analysis
Question 8The second step for calculating the return on investment for a sampling is _____.
a. defining objectives
b. determining the total cost for the sampling
c. calculating the number of converters needed for the sampling program to break even
d. conducting a competitive analysis
e. calculating the profit per unit
Question 9Although there is no simple resolution to whether the traditional or heretical view is more correct, one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs.
a. creativity
b. product placement
c. consumer response
d. brand awareness
e. accountability
Question 10A manufacturer who want to encourage repeat purchases and offer the consumer an immediate reward might consider what type of promotion?
a. samples
b. bonus packs
c. shelf-delivered coupons
d. online coupons
e. free-with purchase premiums
Question 11According to the heretical view, presales, or communication, objectives such as increase in brand awareness are claimed to be _____.
a. precisely right
b. precisely wrong
c. vaguely right
d. vaguely wrong
e. specifically wrong
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