All of the following are valid marketing communications objectives except
a. aware c. do
b. feel d. complete
Question 2The marketing communications manager has successfully recruited a new advertising specialist. This information is likely to affect next year's brand association objectives. This is an example of which of the following factors?
a. anticipated changes within the firm c. forecasted change
b. anticipated market changes d. None of the above.
Question 3Use of a focus group provides what type of information?
a. superior c. quantitative
b. inferior d. qualitative
Question 4Suppose the Bright Smile manager acquires information about an industry study indicating that there is a market trend among teenagers toward adopting products that make them feel sexually appealing. Use of this information in objective setting is an example of which of the following?
a. industry average c. past brand association
b. forecasted changes d. anticipated market change
Question 5If the marketing communications manger finds out that the anticipated association with a sexually appealing smile of a key competitor is likely to be 40 percent next year and the firm in question had a last-year association of 30 percent, then next year's brand association objective should be which of the following?
a. around 30 c. over 40
b. around 40 d. between 30 and 40
Question 6If the association with Bright Smile of a key competitor, X, was 25 percent among all teenagers, then next year's brand association objective like likely to be which of the following
a. under 25 c. around 25
b. over 25 d. None of the above.
Question 7If a customer survey conducted last year revealed that 30 percent of all teenagers believed that Bright Smile toothpaste enhanced their bright smile and 60 percent are expected to believe in the same benefit next year, then what should the objective bet?
a. between 30 and 60 c. around 60
b. around 30 d. None of the above.
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