Harriet is a marcom manager who asserts that using sales as the objective for a branded product's marcom effort is unsuitable because she feels that sales are a function of other factors in addition to marcom efforts. Harriet is espousing which view?
a. traditional view
b. common view
c. heretical view
d. revolutionary view
e. middle-of-the-road view
Question 2What sampling problem is most closely associated with sampling through mail distribution?
a. pilferage
b. failure to reach sufficient numbers of consumers
c. misuse
d. exclusion of consumers who do not buy the carrying brand
e. wasted distribution
Question 3Which of the following is an argument against using sales as the objective for a branded product's marcom effort?
a. A brand's sales volume can't be determined.
b. Marcom's effect on sales is typically delayed.
c. Marcom agency compensation formulas are not accurate enough.
d. The number of sales does not affect a company's profit.
e. Communication is not a marcom task.
Question 4Sampling to college students at the beginning of a new school year or to new parents in hospital maternity wards are examples of _____ sampling.
a. high-traffic location
b. brand-image
c. life-cycle
d. change-point
e. hedonic
Question 5The traditional view states that advertising objectives should not be stated in terms of _____.
a. sales or market share gains
b. brand awareness
c. attitude change
d. purchase intentions
e. creating brand loyalty
Question 6Which of the following is a distribution method used to deliver samples?
a. direct mail
b. newspapers and magazines
c. in-store
d. high-traffic locations and events
e. All of these are correct.
Question 7Which point of view asserts that it is unsuitable to use sales as the objective for a branded product's marcom effort?
a. traditional view
b. common view
c. communications view
d. heretical view
e. revolutionary view
Question 8_____ includes any method used to deliver an actual- or trial-sized product to consumers.
a. Couponing
b. Testing
c. Premiums
d. Test marketing
e. Sampling
Question 9Presales objectives are commonly referred to as _____.
a. marcom standards
b. communication objectives
c. benchmarks
d. short-term goals
e. focused strategies
Question 10What is the final step in calculating the ROI for a sampling investment?
a. determine the total cost of sampling
b. determine the cost of the sample goods
c. determine the effectiveness of the sampling
d. calculate the profit per unit
e. calculate the number of converters needed to break even
Question 11A manufacturer of consumer goods has stated the advertising and sales promotion objective is to increase retail distribution by 25 percent while at the same time has reduced the sales force size by 20 percent. This objective suffers from _____.
a. not being quantitative and measurable
b. not being internally consistent
c. being too specific
d. expecting too small of a change
e. not being clear
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