A satisfactory mixture of advertising and promotion expenditures can be formulated by considering the different purposes of each. A key strategic consideration is whether _____.
a. short- or long-term schemes are more important given a brand's life-cycle stage and in view of competitive realities
b. the budget would allow for the relatively larger expense of advertising
c. the organization has the expertise in its current staff to develop successful promotions
d. the majority of the target market is price sensitive
e. use of sales promotion is necessary given current economic conditions
Question 2Allison 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 3For a given level of expenditure, there is no way of determining the optimum mathematical allocation between advertising and promotion that will maximize revenue or profit because _____.
a. they are somewhat interchangeable
b. they 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 are correct.
Question 4The 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 optimum mathematical allocation among marcom elements that will maximize revenue or profit.
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 5Over the past two decades, the trend has moved toward greater expenditures on _____ and fewer on _____.
a. advertising; promotions
b. public relations; digital marketing
c. personal selling; public relations
d. promotions; advertising
e. point-of-purchase displays; promotions
Question 6Fundamental decisions in the marketing communications decision-making process are _____, and implementation decisions are _____.
a. tactical; strategic
b. strategic; tactical
c. long-term; short-term
d. short-term; long-term
e. practical; conceptual
Question 7All marketing communications should be _____.
a. directed to a particular target market
b. clearly positioned
c. created to achieve a specific objective
d. undertaken to accomplish the objective within budget constraint
e. All of these are correct.
Question 8John is a subunit manager at a large consumer packaged goods manufacturer. Every year, he and the managers of the other subunits determine how much is needed to achieve their objectives, and the amounts are then combined to establish the total marketing budget. This is an example of _____ budgeting.
a. top-down
b. bottom-up
c. top-down/bottom-up
d. bottom-up/top-down
e. combination
Question 9The choice of appropriate marketing communications tools and media naturally flows from the answer to which of the following questions?
a. What is the most cost-efficient communications to use?
b. Which communications tool best serves the company's needs?
c. How easy will it be to evaluate the effectiveness of the communications?
d. What are the communications supposed to do or accomplish?
e. Who is the target audience for the communications?
Quick Reply
