A marketing communications objective may be a 50 percent increase in brand awareness as measured by a brand recognition method 6 months after the launch of the campaign. After six months, the manager assesses the outcome and finds that brand awareness increased by only 10 percent. Which of the following will likely result?
a. failure signal c. turnover signal
b. stress signal d. None of the above.
Question 2Which of the following generates a stress signal when a specific measured outcome is significantly below the stated objective?
a. feedforward mechanism c. feedfuture mechanism
b. feedback mechanism d. None of the above.
Question 3Which of the following involves the use of a feedback mechanism?
a. monitoring function c. absolute function
b. control function d. All of the above.
Question 4The chapter is concerned with which of the following organizational tasks?
a. monitoring performance and exerting control c. deciding on a strategy and assembling the strategic mix
b. allocating resources to the elements of the strategic mix d. setting objectives
Question 5At any given level of the process hierarchy, the decision maker is faced with a set of organizational tasks. All of the following are such tasks except
a. allocating resources to the elements of the strategic mix c. deciding on a strategy and assembling the strategic mix,
b. setting tactics d. All of the above are valid tasks.
Question 6Which of the following reassesses strategies, tactics, and the way resources were allocated?
a. control c. analyzing
b. monitoring d. None of the above.
Question 7Which of the following considers how discrepant performance (at the corporate, marketing, and communications level) was from what is considered acceptable goals?
a. monitoring c. reallocating
b. control d. None of the above.
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