Lecture 5: Objectives and Budgeting

Question 1 of 22

1

Select from the dropdown lists to complete the text.

( Marketing objectives, Communication Objectives ) are generally stated in the firm’s marketing plan and are quantifiable, such as sales, market share, profit

( Communication objectives, Marketing objectives ) are Derived from the overall marketing plan and are based on particular communications tasks

Explanation

Question 2 of 22

1

Select from the dropdown lists to complete the text.

( Communications, Planning and decision making, Measurement and evaluation of results ) Objectives facilitate coordination of the various groups

( Planning and decision making, Communications ) objectives guide decision making and development of the IMC plan

( Measurement and evaluation of results, Planning and decision making ) objectives provide a benchmark to measure success or
failure

Explanation

Question 3 of 22

1

A SMARTT approach to creating objectives ensure that they are: Specific, measurable, maintainable, achievable, realistic, time-depending & targeting

Select one of the following:

True
False

Explanation

Question 4 of 22

1

Sales Oriented Objectives;

Select one or more of the following:

Aim to increase sales
Increase brand awareness through social media advertising
Require economic justification
Required to product quantifiable results
Are based on the achievement of sales results

Explanation

Question 5 of 22

1

Select from the dropdown list to complete the text.

Factors which influence ( sales, public relations, company reputation ) include; competition, technology, economy, product quality, price, distribution, advertising & promotion.

Explanation

Question 6 of 22

1

Common problems with sales objectives include;

Select one or more of the following:

Successful implementation requires all marketing elements to work together
Obstacles in gaining government approval
Advertising has carryover effect: Monies spent on advertising do not have immediate impact on sales
Difficult to determine precise relationship between advertising and sales
Do not offer much guidance for planning and developing promotional program

Explanation

Question 7 of 22

1

Examples of communication objectives include:

Select one or more of the following:

Provide relevant information
Sales goals for the year
Create favourable predispositions toward the brand
Models wherein consumers pass through 3 stages: Cognitive, affective and behavioural

Explanation

Question 8 of 22

1

One problem with Communications Objectives includes translating sales goals into communications objectives i.e. promotional planners have difficulty estimating what constitutes adequate levels of awareness, knowledge, liking, preference, conviction.

Select one of the following:

True
False

Explanation

Question 9 of 22

1

DAGMAR stands for

Select one or more of the following:

D = Defining
A in both instances = Agency
A in both instances = Advertising
G = Goals
G = Generic
M = Measured
M = Manipulable
R = Results
R = Rectify

Explanation

Question 10 of 22

1

DAGMAR provides that communications effects are the logical basis for advertising goals and objectives to measure success or failure

Select one of the following:

True
False

Explanation

Question 11 of 22

1

A 'top-down' approach to establishing a promotional budget is when;

Select one of the following:

Managements sets a spending limit > Promotion budget is then set to stay within the Limit
Promotion budget is then set to stay within the Limit > Managements sets a spending limit

Explanation

Question 12 of 22

1

A 'bottom-up' approach to establishing a promotional budget is when;

Select one of the following:

Objectives are set > Activities to achieve the objectives are planned > Management either approves or rejects the budget > Costs of promotion activities are budgeted
Objectives are set > Activities to achieve the objectives are planned > Costs of promotion activities are budgeted > Management either approves or rejects the budget
Costs of promotion activities are budgeted > Management either approves or rejects the budget > Objectives are set > Activities to achieve the objectives are planned

Explanation

Question 13 of 22

1

❌ – Buyer experiences CURRENT problem; seeks a product that will SOLVE the problem
❌ – Buyer anticipates a FUTURE problem; seeks a product that will PREVENT the problem
❌ – Buyer is not satisfied with current product; searches for a BETTER product
❌ – Buyer likes some things about the product but dislikes others; tries to find a product that will RESOLVE the conflict
❌ – Buyer is simply out of stock or running low; seeks to MAINTAIN regular supply of product

Drag and drop to complete the text.

Problem removal

Problem avoidance

Incomplete satisfaction

Mixed approach-avoidance

Normal Depletion

Explanation

Question 14 of 22

1

❌ – Buyer seeks extra physiological stimulation; to ENJOY product
❌ – Buyer seeks extra psychological stimulation; to EXPLORE or MASTER new product
❌ – Buyer sees opportunity for social rewards; PERSONAL RECOGNITION through use of product

Drag and drop to complete the text.

Sensory gratification

Stimuli

Intellectual Stimulation

Social Approval

Social Availability

Explanation

Question 15 of 22

1

According to Rossiter and Percy, VisCap stands for; Visibility, Credibility (Expertise/Objectivity), Attraction (Likability/similarity), Power

Select one of the following:

True
False

Explanation

Question 16 of 22

1

Which of these is the correct order for the traditional advertising-based view of marketing communications;

Select one of the following:

Attitudes > Knowledge > Preference > Conviction > Purchase Behaviour
Knowledge > Conviction > Attitudes > Preference > Purchase Behaviour
Preference > Purchase Behaviour > Attitudes > Conviction > Knowledge

Explanation

Question 17 of 22

1

❌ communications planning involves determining: what tasks need to be done and which marketing communications functions should be used and to what extent (Focuses on the task to be done and searches for the best ideas and media to accomplish)

Drag and drop to complete the text.

Zero-based

Unlimited

Strategy-oriented

Explanation

Question 18 of 22

1

Which of the following fits the description for titles 1, 2, 3 and 4;

Select one or more of the following:

1 - Manipulate
1- Monitor
2 - Respond
2 - Rectify
3 - Apply
3 - Amplify
4 - Learn
4 - Lead

Explanation

Question 19 of 22

1

What is the name of this theoretical issue in budget setting (sales response model);

Select one of the following:

Bell-curve depression
Concave-Downward Response curve
Incremental Increase curve
Curved sales expenditure

Explanation

Question 20 of 22

1

What is the name of this theoretical issue in budget setting - (sales response model);

Select one of the following:

Incremental Curve in Sales
S-Shaped Response function
Fluctuating sales expense curve
Sales and expense life cycle

Explanation

Question 21 of 22

1

What are the benefits of a 'top-down' budgeting approach;

Select one or more of the following:

Affordable
Arbitrary
High employee discretion and choice
Focuses on percentage of sales/expenses (ROI)

Explanation

Question 22 of 22

1

A 'bottom-up' budgeting approach is objective driven rather than being financially driven.

Select one of the following:

True
False

	Created by Dean Audicho over 6 years ago

Law Quiz on Lecture 5: Objectives and Budgeting, created by Dean Audicho on 13/10/2017.

Lecture 5: Objectives and Budgeting

Question 1 of 22

Select from the dropdown lists to complete the text.

Explanation

Question 2 of 22

Select from the dropdown lists to complete the text.

Explanation

Question 3 of 22

A SMARTT approach to creating objectives ensure that they are: Specific, measurable, maintainable, achievable, realistic, time-depending & targeting

Select one of the following:

Explanation

Question 4 of 22

Sales Oriented Objectives;

Select one or more of the following:

Explanation

Question 5 of 22

Select from the dropdown list to complete the text.

Factors which influence sales public relations company reputation( sales, public relations, company reputation ) include; competition, technology, economy, product quality, price, distribution, advertising & promotion.

Explanation

Question 6 of 22

Common problems with sales objectives include;

Select one or more of the following:

Explanation

Question 7 of 22

Examples of communication objectives include:

Select one or more of the following:

Explanation

Question 8 of 22

One problem with Communications Objectives includes translating sales goals into communications objectives i.e. promotional planners have difficulty estimating what constitutes adequate levels of awareness, knowledge, liking, preference, conviction.

Select one of the following:

Explanation

Question 9 of 22

DAGMAR stands for

Select one or more of the following:

Explanation

Question 10 of 22

DAGMAR provides that communications effects are the logical basis for advertising goals and objectives to measure success or failure

Select one of the following:

Explanation

Question 11 of 22

A 'top-down' approach to establishing a promotional budget is when;

Select one of the following:

Explanation

Question 12 of 22

A 'bottom-up' approach to establishing a promotional budget is when;

Select one of the following:

Explanation

Question 13 of 22

Drag and drop to complete the text.

Explanation

Question 14 of 22

❌ – Buyer seeks extra physiological stimulation; to ENJOY product ❌ – Buyer seeks extra psychological stimulation; to EXPLORE or MASTER new product ❌ – Buyer sees opportunity for social rewards; PERSONAL RECOGNITION through use of product

Drag and drop to complete the text.

Explanation

Question 15 of 22

According to Rossiter and Percy, VisCap stands for; Visibility, Credibility (Expertise/Objectivity), Attraction (Likability/similarity), Power

Select one of the following:

Explanation

Question 16 of 22

Which of these is the correct order for the traditional advertising-based view of marketing communications;

Select one of the following:

Explanation

Question 17 of 22

❌ communications planning involves determining: what tasks need to be done and which marketing communications functions should be used and to what extent (Focuses on the task to be done and searches for the best ideas and media to accomplish)

Drag and drop to complete the text.

Explanation

Question 18 of 22

Which of the following fits the description for titles 1, 2, 3 and 4;

Select one or more of the following:

Explanation

Question 19 of 22

What is the name of this theoretical issue in budget setting (sales response model);

Select one of the following:

Explanation

Question 20 of 22

What is the name of this theoretical issue in budget setting - (sales response model);

Select one of the following:

Explanation

Question 21 of 22

Factors which influence ( sales, public relations, company reputation ) include; competition, technology, economy, product quality, price, distribution, advertising & promotion.

❌ – Buyer seeks extra physiological stimulation; to ENJOY product
❌ – Buyer seeks extra psychological stimulation; to EXPLORE or MASTER new product
❌ – Buyer sees opportunity for social rewards; PERSONAL RECOGNITION through use of product