When conducting an ROI, a sampling would be considered successful if ______.
a. The break-even rate exceeds the conversion rate with gains of 13 percent.
b. The break-even rate exceeds the conversion rate with gains of 8 percent.
c. The conversion rate exceeds the break-even rate with gains of 8percent.
d. The conversion rate exceeds the break-even rate with gains of 13 percent.
e. The break-even rate matches the conversion rate.
Question 2A certain brand of hand lotion commands 7 percent of the market for this product category. To increase the brand's market share, a new advertising campaign is formulated with the following objective: Within the next six months, our objective is to increase the brand's market share from 7 percent to 40 percent.. This objective suffers from being ____.
a. imprecise
b. nonmeasurable
c. general
d. unrealistic
e. qualitative
Question 3Which type of consumer-oriented promotion would you use if the objective was to reinforce the brand's image, even though it meant delivering a delayed reward?
a. sampling
b. scanner-delivered coupons
c. continuity programs
d. sweepstakes and contests
e. games
Question 4The owner of a new pizzeria set the following marcom objective: Make consumers aware of this new restaurant.. This objective suffers from _____.
a. being unrealistic
b. not being quantitative and measurable
c. not being internally focused
d. not being externally consistent
e. being too specific
Question 5The use of _____ would be suggested for manufacturers who wish to generate consumer trial but delay the reward.
a. phone cards
b. scanner-delivered coupons
c. self-liquidating premiums
d. price-offs
e. rebates
Question 6The owners of Sun Buns, a new beach-side baker in California, set the following advertising objective: Increase awareness of the Sun Buns brand from 45 to 55 percent.. Which of the following best characterizes this objective?
a. not quantitative
b. unrealistic
c. imprecise
d. specific in terms of the amount of change
e. qualitative
Question 7Generally speaking, consumers are more responsive to _____ rewards.
a. immediate
b. delayed
c. hedonistic
d. utilitarian
e. monetary
Question 8Which of the following is NOT a requirement for setting marcom objectives?
a. Objectives must specify the amount of change.
b. Objectives must be stated in terms of profits.
c. Objectives must be realistic.
d. Objectives must be internally consistent.
e. Objectives must be clear and in writing.
Question 9Maria purchased a new brand of frozen waffles that had a high value coupon on the package. She had to cut the coupon out to use it on her next purchase of these waffles. Which type of reward did Maria get?
a. delayed
b. hedonic
c. conditional
d. unconditional
e. immediate
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