If past brand attitude was 50 percent last year and the market trend is in the brand's favor, then next year's objective may be _____.
a. higher than 50 c. around 50
b. lower than 50 d. None of the above.
Question 2If a marketing communications manager uses studies of market trends to help set objectives, which of the following is being used?
a. forecasted change c. anticipated performance of key competitors
b. past performance d. anticipated market changes
Question 3If the marketing communications manager finds out that teenagers' attitude towards a competitor's brand is likely to increase and uses this information to set objectives, which of the following is being used?
a. forecasted change c. anticipated performance
b. past performance d. None of the above.
Question 4If a comparable competitor was preferred by 60 percent of all teenagers, then next year's attitude objective for Bright Smile is likely to be which of the following?
a. significantly below 60 c. around 60
b. significantly above 60 d. None of the above.
Question 5Marketing communications performance dimensions include all of the following except
a. brand awareness c. brand purchase
b. brand attitude d. brand sales
Question 6A survey conducted last year asks consumers to indicate their brand preference and the marketer's brand was included among a list of key competitor brands. This is an example of which of the following?
a. forecasted change in selected measure c. anticipated performance of key competitors
b. past performance of key competitors d. None of the above.
Question 7If a study indicates that next year's brand attitude toward Bright Smile may increase by 25 percent, and a current consumer survey indicates that 50 percent of all teenagers have a positive attitude toward Bright Smile, then what should the objective be?
a. under 50 c. around 62.5
b. exactly 50 d. None of the above.
Question 8If the industry at large usually attains an average brand attitude of 40 percent using a certain measure and the brand in question has averaged 50 percent as indicated by a consumer survey conducted last year, then next year's brand attitude objective should be set _____.
a. between 40 and 50 c. above 50
b. under 40 d. None of the above.
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