MKT 441 Exam 2 – Study Guide, Practice Questions & Exam Review
Value of Objectives - ANS ✔✔- Communications
- Planning and decision making
- Measurement and evaluation of results
Communication Objectives - ANS ✔✔- Facilitate coordination of various groups
- Also known as surrogate measures
- Can be attributed to IMC/advertising rather than marketing
- Set using models wherein Consumers pass through stages (cognitive, Affective,
Conative/Behavior)
Planning and decision making objectives - ANS ✔✔Guide decision making and development of
the IMC plan.
Measurement and evaluation of results - ANS ✔✔Objectives provide a benchmark to measure
success or failure
All objectives should be: - ANS ✔✔Quantifiable, realistic, and attainable
Marketing Objectives - ANS ✔✔- Coordination of all 4 P's
- Often expressed as sales, market share, profits, or ROI.
IMC or communications objectives - ANS ✔✔Focus on communication and promotion goals.
Factors influencing sales - ANS ✔✔-Competition
-Technology
,-The economy
-Product quality
-Price
-Distribution
-Advertising and promotion
Communication Effects Pyramid - ANS ✔✔(Bottom - top)
90% awareness
70% knowledge/comprehension
40% liking
25% preference
20% trial
5% repurchase/regular use
Increase the percentage of consumers in the target market who are aware of our brand - ANS
✔✔Awareness
Increase number of consumers in the target market who prefer our product over the
competition's - ANS ✔✔Preference
Generate positive word-of-mouth among consumers - ANS ✔✔Liking or behavior/purchase
Encourage current users to purchase more frequently or to spend more on each purchase - ANS
✔✔Behavior/purchase
Encourage first time trial of our brand among prospects - ANS ✔✔Behavior/purchase
, Change opinion - ANS ✔✔Behavior/purchase
Quantifiable objectives - ANS ✔✔-Preferred
-Increase brand awareness from 25% to 30% among our target audience over 1 year(awareness)
-Increase website traffic by 10% during our IMC campaign over 3 months (Behavior/purchase)
-Increase purchase intention from 10% to 15% of target audience as a result of our 6-month
campaign (conviction)
Characteristics of Objectives - ANS ✔✔-Present concrete and measurable tasks
-Have well-defined target audience
-Take into consideration the benchmark and the degree of change sought
-Specify the time period in which the goals must be accomplished
Problems with Sales Objectives - ANS ✔✔-4P's and other factors impact sales
-Carry over effect: Ad dollars often don't have immediate impact on sales
-Unclear relationship between advertising and sales
-Little guidance to promotional planning team
Problems with Communication Objectives - ANS ✔✔-Difficult to translate sales goals to
communication objectives
-No formulas or guidelines
Top-Down Budgeting - ANS ✔✔-Top management prepares the budget with little or no input
from middle and supervisory managers
-Used a lot, not the best way.
Value of Objectives - ANS ✔✔- Communications
- Planning and decision making
- Measurement and evaluation of results
Communication Objectives - ANS ✔✔- Facilitate coordination of various groups
- Also known as surrogate measures
- Can be attributed to IMC/advertising rather than marketing
- Set using models wherein Consumers pass through stages (cognitive, Affective,
Conative/Behavior)
Planning and decision making objectives - ANS ✔✔Guide decision making and development of
the IMC plan.
Measurement and evaluation of results - ANS ✔✔Objectives provide a benchmark to measure
success or failure
All objectives should be: - ANS ✔✔Quantifiable, realistic, and attainable
Marketing Objectives - ANS ✔✔- Coordination of all 4 P's
- Often expressed as sales, market share, profits, or ROI.
IMC or communications objectives - ANS ✔✔Focus on communication and promotion goals.
Factors influencing sales - ANS ✔✔-Competition
-Technology
,-The economy
-Product quality
-Price
-Distribution
-Advertising and promotion
Communication Effects Pyramid - ANS ✔✔(Bottom - top)
90% awareness
70% knowledge/comprehension
40% liking
25% preference
20% trial
5% repurchase/regular use
Increase the percentage of consumers in the target market who are aware of our brand - ANS
✔✔Awareness
Increase number of consumers in the target market who prefer our product over the
competition's - ANS ✔✔Preference
Generate positive word-of-mouth among consumers - ANS ✔✔Liking or behavior/purchase
Encourage current users to purchase more frequently or to spend more on each purchase - ANS
✔✔Behavior/purchase
Encourage first time trial of our brand among prospects - ANS ✔✔Behavior/purchase
, Change opinion - ANS ✔✔Behavior/purchase
Quantifiable objectives - ANS ✔✔-Preferred
-Increase brand awareness from 25% to 30% among our target audience over 1 year(awareness)
-Increase website traffic by 10% during our IMC campaign over 3 months (Behavior/purchase)
-Increase purchase intention from 10% to 15% of target audience as a result of our 6-month
campaign (conviction)
Characteristics of Objectives - ANS ✔✔-Present concrete and measurable tasks
-Have well-defined target audience
-Take into consideration the benchmark and the degree of change sought
-Specify the time period in which the goals must be accomplished
Problems with Sales Objectives - ANS ✔✔-4P's and other factors impact sales
-Carry over effect: Ad dollars often don't have immediate impact on sales
-Unclear relationship between advertising and sales
-Little guidance to promotional planning team
Problems with Communication Objectives - ANS ✔✔-Difficult to translate sales goals to
communication objectives
-No formulas or guidelines
Top-Down Budgeting - ANS ✔✔-Top management prepares the budget with little or no input
from middle and supervisory managers
-Used a lot, not the best way.
