Advertising and integrated brand promotion 8th edition oguinn test bank

Advertising And Integrated Brand Promotion 8th Edition Oguinn Test Bank Visit to download the full and correct content document: https://testbankdeal.com/dow nload/advertising-and-integrated-brand-promotion-8th-edition-oguinn-test-bank/

1. An advertising plan is the same thing as a marketing plan. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:25 PM DATE MODIFIED: 12/17/2017 11:25 PM 2. An advertising plan is important. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:26 PM DATE MODIFIED: 12/17/2017 11:26 PM 3. An important section in an advertising plan is a budgeting or information section, which states the cost of implementing this plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:26 PM DATE MODIFIED: 12/17/2017 11:26 PM Copyright Cengage Learning. Powered by Cognero.

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4. The situation analysis of an advertising plan includes historical context but does not consider an evaluation of the industry, the market, and the competition. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:26 PM DATE MODIFIED: 12/17/2017 11:26 PM 5. Ethnocentrism is the tendency to view and value things from the perspective of one’s own culture. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:27 PM DATE MODIFIED: 12/17/2017 11:27 PM 6. The self-reference criterion is the unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:27 PM Copyright Cengage Learning. Powered by Cognero.

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DATE MODIFIED:

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7. The competition’s strengths, weaknesses, tendencies, and any threats they pose are included in the competitor analysis. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:28 PM DATE MODIFIED: 12/17/2017 11:28 PM 8. A historical background is a key element in an advertising plan, one that should include the history of all main players, the industry, the brand, and the corporate culture. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:27 PM DATE MODIFIED: 12/17/2017 11:27 PM 9. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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DATE CREATED: DATE MODIFIED:

12/17/2017 11:28 PM 12/17/2017 11:28 PM

10. Companies use advertising objectives because it is important to lay the framework for the subsequent tasks in an advertising plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:28 PM DATE MODIFIED: 12/17/2017 11:28 PM 11. Since advertising is only one variable in an entire marketing mix, it is solely responsible for selling the product. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:29 PM DATE MODIFIED: 12/17/2017 11:29 PM 12. Viewing advertising strictly from a communications perspective opens marketers to a broader range of advertising strategies. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy Copyright Cengage Learning. Powered by Cognero.

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KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/17/2017 11:29 PM 12/17/2017 11:29 PM

13. Some advocate sales objectives while others push communications objectives, although both can be done. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:29 PM DATE MODIFIED: 12/17/2017 11:29 PM 14. Objectives for advertising should be measurable, and this is noted in evaluation components of an ad plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:29 PM DATE MODIFIED: 12/17/2017 11:30 PM 15. Evaluation is a crucial component in an ad plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/17/2017 11:30 PM 12/17/2017 11:30 PM

16. The agency’s crucial role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and, ultimately, finished advertisements and IBP materials. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-9 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:30 PM DATE MODIFIED: 12/17/2017 11:30 PM 17. A percentage-of-sales approach to budgeting calculates the amount spent by competitors and market share. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:31 PM DATE MODIFIED: 12/17/2017 11:31 PM 18. Share of voice, or share of market, is a method that bases an ad budget on whatever significant competitors are spending. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 Copyright Cengage Learning. Powered by Cognero.

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NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Knowledge 12/17/2017 11:31 PM 12/17/2017 11:31 PM

19. One of the most challenging tasks is budgeting the funds for an advertising and IBP effort, but response models can help professionals make more decisions based on data. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:31 PM DATE MODIFIED: 12/17/2017 11:31 PM 20. An advertising response function is a mathematical relationship that associates dollars spent on advertising and sales generated. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:31 PM DATE MODIFIED: 12/17/2017 11:32 PM 21. Every precaution should be taken to avoid having to radically alter a budget after it is submitted. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:32 PM DATE MODIFIED: 12/17/2017 11:32 PM 22. It may be hard or impossible to get accurate figures on competitors’ spending. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:32 PM DATE MODIFIED: 12/17/2017 11:32 PM 23. Two important elements to the execution of an advertising plan are determining the copy strategy and devising a media plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:32 PM DATE MODIFIED: 12/17/2017 11:33 PM 24. The various forms of brand promotion that will supplement the advertising effort each need to be spelled out in the ad plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:33 PM DATE MODIFIED: 12/17/2017 11:33 PM 25. There is only one way to measure success in advertising and integrated brand promotion. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:33 PM DATE MODIFIED: 12/17/2017 11:33 PM 26. Using response models to aid in the budgeting process has been a widespread practice among larger firms for many years. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:34 PM DATE MODIFIED: 12/17/2017 11:34 PM 27. It is important for an advertiser and agency to align around evaluation criteria upfront. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:34 PM DATE MODIFIED: 12/17/2017 11:34 PM 28. Many marketers rely heavily on the expertise of an advertising agency. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:34 PM DATE MODIFIED: 12/17/2017 11:34 PM 29. An agency’s role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and, ultimately, finished advertisements and IBP materials. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:35 PM DATE MODIFIED: 12/17/2017 11:35 PM 30. Apple uses a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone. Which of the following would NOT be included in Apple’s advertising plan? a. Billboard ads b. Manufacturing schedule c. Product placement Copyright Cengage Learning. Powered by Cognero.

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d. Promotional events ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:35 PM DATE MODIFIED: 12/17/2017 11:36 PM 31. Which of the following is a part of the situational analysis component of an advertising plan? a. Executive summary b. Response models c. Historical context d. Copy strategy ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:36 PM DATE MODIFIED: 12/17/2017 11:37 PM 32. The last element to appear in an advertising plan is the a. executive summary b. evaluation c. history d. competitor analysis ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:37 PM Copyright Cengage Learning. Powered by Cognero.

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33. In an advertising plan, the _______ is the section in which the client and the agency lay out the key factors that define the current conditions and then explain the importance of each factor. a. execution b. strategy c. situation analysis d. evaluation ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:38 PM DATE MODIFIED: 12/17/2017 11:39 PM 34. In the introduction of an advertising plan, the _____ comes before the overview. a. situation analysis b. executive summary c. strategy d. objectives ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:39 PM DATE MODIFIED: 12/17/2017 11:39 PM 35. A food company researches perceived healthy choices. The target markets that are ultimately chosen based on this research should be defined in the _____ section of the ad plan. a. situational analysis b. competitor analysis c. executive summary d. secondary media ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:40 PM DATE MODIFIED: 12/17/2017 11:40 PM 36. Which are components of a situation analysis? a. Projected industry growth, budgeting b. Advertising spending by competitors, execution, objectives c. Cultural context, historical context, industry analysis, market analysis, competitor analysis d. Economic and regulatory restrictions, evaluation, strategy ANSWER: c POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:40 PM DATE MODIFIED: 12/17/2017 11:41 PM 37. In advertising, relying only on one’s own personal values, experiences, and backgrounds to make promotional decisions refers to a concept called ___________ and can be bad for global advertising. a. ethnocentrism b. purchase intent c. share of voice d. self-reference criterion ANSWER: d POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:41 PM DATE MODIFIED: 12/17/2017 11:42 PM Copyright Cengage Learning. Powered by Cognero.

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38. For a brand, the mechanism by which something is to be done or the means to an end is the . a. competitor b. branding strategy c. demand d. objective ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:42 PM DATE MODIFIED: 12/17/2017 11:42 PM 39. In an advertising plan, strategy: a. should be explained in the industry analysis. b. can be listed as an objective. c. should be a clear and concise articulation of how the plan will achieve its objectives. d. belongs in the evaluation section.

ANSWER: c POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:43 PM DATE MODIFIED: 12/17/2017 11:43 PM 40. What part of an overall situation analysis relates to copy strategy, a media plan, and integrated brand promotion? a. historical context b. industry analysis c. competitor analysis d. execution ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:44 PM DATE MODIFIED: 12/17/2017 11:45 PM 41. What does the objectives section of an advertising plan do? a. Defines those who use the product b. Notes possible barriers and problems c. Estimates probable costs d. Identifies concrete goals, quantitative benchmarks, measurement methods, success criteria, and time frame ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:45 PM DATE MODIFIED: 12/17/2017 11:45 PM 42. Which is a communication objective? a. sales b. revenue c. brand awareness d. media ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:46 PM DATE MODIFIED: 12/17/2017 11:46 PM 43. Top-of-mind awareness means that when he says safety, she thinks of Volvo: a. first. b. rarely. c. somewhere on her list of brands.

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d. some later day when a friend buys one.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:46 PM DATE MODIFIED: 12/17/2017 11:47 PM 44. To determine the public’s knowledge of a product, a marketer may ask consumers to name five technology companies. Apple is the brand most often listed first; this is considered to demonstrate: a. top-of-the-mind awareness. b. purchase intent. c. ethnocentrism. d. market awareness.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:47 PM DATE MODIFIED: 12/17/2017 11:47 PM 45. _______ can be increased with in-package coupons and rebates on initial purchase. a. Repeat purchase b. Information-density c. Brand-switching d. Visual imagery ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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DATE CREATED: DATE MODIFIED:

12/17/2017 11:48 PM 12/17/2017 11:48 PM

46. In theory, of the major options for advertising objectives, _______ asks the least of consumers. a. trial usage b. purchase c. repeat purchase d. brand awareness ANSWER: d POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:48 PM DATE MODIFIED: 12/17/2017 11:49 PM 47. A food manufacturer surveys consumers, asking them if they plan on buying dinner at one of its outlets soon. What is the manufacturer researching? a. Brand awareness b. Purchase intent c. Self-reference criterion d. Top-of-the-mind awareness ANSWER: b POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:50 PM DATE MODIFIED: 12/17/2017 11:50 PM 48. A shoe company would like men to at least buy their boots once and see how they like it. Which of the following is more likely to be the company’s objective? a. Purchase intent b. Trial usage c. Repeat purchase d. Build-up purchase ANSWER: b Copyright Cengage Learning. Powered by Cognero.

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POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:50 PM DATE MODIFIED: 12/17/2017 11:51 PM 49. Clients expect ______ from their investments in advertising. a. relativism b. magic c. nothing d. results ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:51 PM DATE MODIFIED: 12/17/2017 11:52 PM 50. Combining sales objectives with communications objectives: a. will almost certainly spell disaster for an advertising plan. b. may seem effective on paper but may confuse consumers during the campaign. c. is the only way to identify truly quantitative benchmarks for the campaign. d. can be an excellent way to develop an advertising campaign.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:52 PM DATE MODIFIED: 12/17/2017 11:52 PM Copyright Cengage Learning. Powered by Cognero.

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51. Which element is essential to articulating a well-stated advertising objective? a. A time frame b. A budget c. An overview d. An evaluation ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:53 PM DATE MODIFIED: 12/17/2017 11:53 PM 52. Costs associated with advertising that are not directly accounted for are prominent examples of a. principal finances b. ancillary costs c. major finances d. primary costs ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:56 PM DATE MODIFIED: 12/17/2017 11:57 PM

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53. ACEO announces that sales went up significantly last year, and themarketing director is happy because this means her budget will also go up. This indicates that the firm is using the ________ to set the advertising budget. a. objective-and-sales approach b. share-of-market approach c. percentage-of-sales approach d. advertising response function ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:57 PM DATE MODIFIED: 12/17/2017 11:57 PM 54. The percentage-of-sales approach to advertising budgeting: a. is best used during times of declining sales. b. is difficult to understand and operationalize. c. may lead to overspending or underspending. d. relates advertising dollars to advertising objectives.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:58 PM DATE MODIFIED: 12/17/2017 11:58 PM 55. Which budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as its advertising dollars? a. Share-of-voice approach b. Objective-and-task approach c. Advertising response function d. Percentage-of-sales approach ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:58 PM DATE MODIFIED: 12/17/2017 11:59 PM 56. One problem with marketers who rely on a share-of-voice budget plan is that they assume that: a. their competition doesn’t know how to allocate its advertising dollars. b. their sales figures should automatically dictate their advertising figures.

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c. they know how much competitors are really spending. d. their ad is distinct, unique, and superior among all others in the field.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:59 PM DATE MODIFIED: 12/18/2017 12:00 AM 57. The __________ is calculated to lead to a point where an optimal advertising expenditure results in an optimal sales level and, in turn, an optimal profit. a. objective-and-task method b. share-of-market method c. percentage-of-sales system d. response model ANSWER: d POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:00 AM DATE MODIFIED: 12/18/2017 12:01 AM 58. The budgeting method that specifically relates spending to goals is the: a. share-of-market approach. b. percentage-of-sales approach. c. objective-and-task approach. d. share-of-voice approach.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/18/2017 12:01 AM 12/18/2017 12:02 AM

59. What is the first step in implementing the objective-and-task approach? a. Identifying last year’s sales b. Determining costs based on a build-up analysis c. Comparing expenditures against industry benchmarks d. Calculating a marginal analysis ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:02 AM DATE MODIFIED: 12/18/2017 12:03 AM 60. Within the advertising plan, what does a build-up analysis actually build up? a. The backlog of consumer profiles to be used b. The expenditure level for tasks to be done c. The sales expected to be seen d. The goals and objectives to be pursued ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:03 AM DATE MODIFIED: 12/18/2017 12:03 AM 61. The strategy section of an advertising plan is the mechanism that states: a. why the advertising is needed for this product or service. b. what goals need to be reached. c. how things will be done so that objectives are achieved. d. who will handle various promotional tasks.

ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:04 AM DATE MODIFIED: 12/18/2017 12:04 AM 62. The ways in which the media objectives will be accomplished are described in the a. copy strategy section. b. build-up analysis. c. objective-and-task method. d. media plan.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:05 AM DATE MODIFIED: 12/18/2017 2:23 AM 63. The media plan specifies: a. the objectives the advertiser intends to accomplish. b. exactly what strategy is behind the placement of ads. c. the prediction of profits based on new advertising. d. the analysis of the market, industry, and competition.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:05 AM DATE MODIFIED: 12/18/2017 12:06 AM 64. In a ______, the objectives state what the advertiser intends to accomplish in headlines, subheads, and text, while Copyright Cengage Learning. Powered by Cognero.

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the methods describe how the objectives will be achieved. a. media plan b. budgetary plan c. copy strategy d. build-up analysis ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7; 8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:06 AM DATE MODIFIED: 12/18/2017 12:08 AM 65. A canned soup manufacturer and its agency are nailing down the responsibilities of each side as they begin their planning effort. In a nutshell, the agency will: a. translate goals into strategies and create promotions and finished ads for the product. b. decide how they should grade themselves. c. leave it up to the client to decide the advertising plan. d. determine how long they will have to achieve the agreed on objectives.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:08 AM DATE MODIFIED: 12/18/2017 12:08 AM 66. In what areas do clients need help from an ad agency? a. Creating the product and setting objectives for manufacturing b. Integrating the brand within the media and generating new ideas c. Defining the product’s supply chain and creating employee policy d. Creating the company budget and conducting risk management ANSWER: b POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:09 AM DATE MODIFIED: 12/18/2017 12:09 AM Scenario 8-1 You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise.

If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.

67. (Scenario 8-1) You begin with crucial information that Girl Powers execs need to know, even if they remember nothing else; this overview is in the ________ section. a. situation analysis b. execution c. strategy d. executive summary ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:09 AM DATE MODIFIED: 12/18/2017 12:11 AM 68. (Scenario 8-1) One of the main tasks will be to work with the marketing director at Girl Powers to determine exactly what she wants from its new advertising campaign. Which elements identify the specific goals that you will ask her to provide in concrete terms? a. strategies b. tactics c. objectives d. executions ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:13 AM DATE MODIFIED: 12/18/2017 12:14 AM 69. (Scenario 8-1) In the past, Girl Powers has set sales objectives for its advertising. You feel that this doesn't take into account the overall complexities presented in the analysis. Therefore, you are recommending combining sales objectives with: a. ethnocentrism. b. marketing incentives. c. communications objectives. d. self-reference criteria.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:14 AM DATE MODIFIED: 12/18/2017 12:15 AM 70. (Scenario 8-1) The folks at Girl Powers initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated. This would be the: a. product reactance approach. b. ethnocentric method. c. advertising response function. d. share-of-m a r ke t approach.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:15 AM DATE MODIFIED: 12/18/2017 12:15 AM 71. (Scenario 8-1) It is ultimately decided that the ad budget will base spending on what needs to be accomplished from Copyright Cengage Learning. Powered by Cognero.

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a communications standpoint. This would be the: a. objective-and-task approach. b. percentage-of-sales approach. c. share-of-voice approach. d. response model approach.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:16 AM DATE MODIFIED: 12/18/2017 12:16 AM Scenario 8-2 Following the announcement that the world's largest e-tailer, Amazon.com, had made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.

Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a year—close to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliers—in essence, providing millions of dollars in cash flow.

72. (Scenario 8-2) Amazon.com began by facing a myriad of problems since its inception, with perhaps the biggest obstacle being the demise of hundreds of dot-com companies in the late 1990s and early 2000. Those dot-com companies that did survive initially had a difficult time making a profit, and over time, a few began to face new competition. The issue as to who will supply online consumers has been continually evolving and changing since then.

This type of information would most likely be noted in the section of an ad plan. a. historical context b. purchase intent c. market analysis d. budgeting ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface Copyright Cengage Learning. Powered by Cognero.

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LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:17 AM DATE MODIFIED: 12/18/2017 12:18 AM 73. (Scenario 8-2) In the early days of Internet shopping, people were skeptical about the idea of buying things over the computer, largely due to their worries about privacy issues combined with their habitual patterns of purchasing at retail outlets. Some concerns remain today. But many years after the shake-out of companies in the dot-com world, players that survived have come back stronger. And new players have come onto the scene. The demand is obviously there, and this has instilled a feeling of trust in millions of customers who make purchases online. The concept of customers having enhanced trust in e-tailing would most likely be contained in the section of the advertising plan. a. budget analysis b. market analysis c. industry analysis d. competitor analysis ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:18 AM DATE MODIFIED: 12/18/2017 12:18 AM 74. (Scenario 8-2) Amazon was one of the first online retailers to launch advanced technology to track consumer visits and suggest products whenever they returned to the site. This ability to find out what customers have bought in the past, and project that they will buy similar items in the future, has been a key factor underlying Amazon's strategy and growth. When Amazon asks customers if they plan on buying certain products in the future, it is measuring: a. share of market. b. brand awareness. c. share of voice. d. purchase intent.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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DATE CREATED: DATE MODIFIED:

12/18/2017 12:19 AM 12/18/2017 12:19 AM

75. (Scenario 8-2) Like many firms, Amazon has refined its priorities over the years. Many firms begin by setting as their advertising objective something that is often disputed by communications-oriented marketers. They choose as their primary advertising objective. a. stimulating trial use b. boosting sales c. establishing brand recall d. identifying purchase intent ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:20 AM DATE MODIFIED: 12/18/2017 12:20 AM 76. (Scenario 8-2) When dealing with its advertising agency, Amazon wants a strategy that maximizes media expenditures to target the appropriate markets. It is Amazon’s primary responsibility to bring forth a well-articulated statement of the brand's , a key concept in reaching and informing the customer through promotion. a. analysis b. awareness c. competition d. value ANSWER: d POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:21 AM DATE MODIFIED: 12/18/2017 12:21 AM Scenario 8-3 After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning—he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.

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77. (Scenario 8-3) Due to the lack of records, you have no way of knowing what Springfield Hardware has gone through over the years. You can only guess about the hardware needs of the local population, and the store’s target market and customer base. This will be a major hindrance in writing the sections of your situation analysis. a. overview and executive summary b. industry analysis and historical context c. strategy and execution d. historical context and market analysis ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 and 8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:21 AM DATE MODIFIED: 12/18/2017 12:22 AM 78. (Scenario 8-3) There is one thing you’d like to see as a result of your ad campaign—you want local residents not only to know your name, but also to think of it first when they need a hardware store. When you think of hardware, think of Springfield. Which concept defines this objective? a. top-of-mind awareness b. purchase intent c. trial usage d. repeat purchase ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:23 AM DATE MODIFIED: 12/18/2017 12:23 AM 79. (Scenario 8-3) Your goals are very important at this stage, and you want to avoid budgeting methods that neglect to consider goals. This means that you can cross off one approach that is notorious for failing to relate advertising dollars to advertising objectives, and since you have no past records, this method would be impossible to implement anyway.

Which of the following methods is this? a. share-of-market approach b. share-of-voice approach Copyright Cengage Learning. Powered by Cognero.

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c. percentage-of-sales approach d. objective-and-task approach ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:24 AM DATE MODIFIED: 12/18/2017 12:24 AM 80. (Scenario 8-3) You're currently deciding exactly where and when ads will be placed, and determining the strategy behind each placement. This takes a while—with the explosion of Internet sites, outdoor advertising, and innovative promotions, the options are almost unlimited. In this way, you are: a. setting up account services. b. creating a media plan. c. devising a budgeting method. d. doing advertising research.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:25 AM DATE MODIFIED: 12/18/2017 12:25 AM 81. (Scenario 8-3) You decide that as soon as you are financially able, you will hire an agency to put together an advertising plan for you. Unfortunately, you realize that even if you do hire an agency, you will still have to provide the agency with statements regarding: a. the value proposition and the marketing mix. b. the budget recommendation and the ad strategy. c. the competition and the media plan. d. the ad design and ad placement.

ANSWER: a POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:26 AM DATE MODIFIED: 12/18/2017 12:26 AM Scenario 8-4 American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market.

Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.

82. (Scenario 8-4) Within various sections of the _______ portion of its advertising plan, American Express explains how and why Visa has been more successful at penetrating the small business market because of lower fees. a. evaluation b. execution c. strategy d. situation analysis ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:26 AM DATE MODIFIED: 12/18/2017 12:28 AM 83. (Scenario 8-4) Within the ______ portion of its advertising plan, American Express suggests that the most important outcome of the campaign will be for Visa customers to start switching to American Express in this market segment. a. strategy b. execution c. situation analysis d. objectives ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 Copyright Cengage Learning. Powered by Cognero.

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NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Application 12/18/2017 12:28 AM 12/18/2017 12:29 AM

84. (Scenario 8-4) American Express marketers say they do not use the ______ advertising budgeting method, because if sales begin to decrease in this segment, so will their budget. a. share-of-market b. percentage-of-sales c. share-of-voice d. objective-and-task ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:30 AM DATE MODIFIED: 12/18/2017 12:31 AM 85. (Scenario 8-4) The marketers are keenly aware that many budgeting methods fail to address the objectives originally set and relate these to the dollars to be spent. Which budgeting technique is American Express ultimately most likely to use, based on this awareness and the information in this scenario? a. Share-of-market approach b. Objective-and-task approach c. Percentage-of-sales approach d. Share-of-voice approach ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:31 AM DATE MODIFIED: 12/18/2017 12:32 AM 86. (Scenario 8-4) American Express has decided to do a specific type of analysis that focuses on reach, frequency, time frame, production costs, media expenditures, and other specific elements. These factors are always included in a(n) analysis.

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a. market b. situation c. build-up d. industry ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:32 AM DATE MODIFIED: 12/18/2017 12:33 AM Scenario 8-5 Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market. In test marketing, many consumers liked the product, but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands.

Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.

87. (Scenario 8-5) Helene Curtis has once again decided to use objective-and-task budgeting to set the advertising expenditures. This is the only budgeting method that focuses specifically on advertising spending: a. as leading to advertising sales. b. as calculated by a mathematical formula. c. as determined by percentage of gross profit. d. as related to advertising objectives.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:33 AM DATE MODIFIED: 12/18/2017 12:34 AM 88. (Scenario 8-5) The advertising agency for Helene Curtis is in the process of doing a build-up analysis. This means it is: a. isolating the key costs in moving from awareness to preference to purchase of the shampoo. b. determining the cost of building up awareness of the new shampoo to a predetermined level. c. adding up each cost associated with a task identified in the advertising plan for the shampoo.

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d. determining the approximate time frame that will be necessary to meet all advertising objectives in promoting the shampoo.

ANSWER: c POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:34 AM DATE MODIFIED: 12/18/2017 12:35 AM 89. (Scenario 8-5) Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve? a. Frequency b. Media c. Production d. Reach ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:36 AM DATE MODIFIED: 12/18/2017 12:36 AM 90. (Scenario 8-5) The build-up analysis will also address costs not listed elsewhere, particularly those associated with advertising to the trade and doing specialized research. Which factor does this involve? a. Ancillary costs b. Production costs c. Media expenditures d. Promotional costs ANSWER: a POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Application 12/18/2017 12:36 AM 12/18/2017 12:37 AM

91. (Scenario 8-5) The number of exposures required to accomplish the advertising objectives for the shampoo, referred to as , will also be included in the build-up analysis for Helene Curtis. a. execution b. production c. frequency d. reach ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:37 AM DATE MODIFIED: 12/18/2017 12:38 AM 92. Describe the essential difference between an industry analysis and a market analysis. In what section of an ad plan are these typically included? What are the other considerations for an advertiser that should be part of this section?

Where does the competitor analysis come in?

ANSWER: An industry analysis focuses on developments and trends within an industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan. An industry analysis should enumerate and discuss the most important aspects of a given industry, or the supply side of the supply-demand equation.

A market analysis is the flip side of an industry analysis. It describes the demand side of the supply-demand equation. An advertiser examines the factors that drive and determine the market of consumers for the firm's product or service. First, the advertiser needs to identify and define that market.

An industry analysis and a market analysis are both part of a situation analysis.

Advertisers should also include the historical context and a competitor analysis as part of this situation analysis.

A competitor analysis, conducted after these initial analyses are completed, identifies the main competitors, their strengths and weaknesses, and any serious threats that they represent.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/18/2017 12:38 AM 12/18/2017 12:38 AM

93. Define these terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching. Choose two of these concepts and give real-life examples.

ANSWER: Brand awareness is an indicator of consumer knowledge about the existence of a brand and the ease with which that knowledge can be retrieved from the consumer’s memory.

Top-of-the-mind awareness is the condition that occurs when one brand comes up first in the consumer’s list of preferred or remembered brands.

Purchase intent is the expression by the consumer to buy the brand at some time in the future, presumably indicating that the consumer is closer to actual behavior than merely having a positive attitude toward the brand.

Trial usage is the actual behavior of a consumer in trying a new brand and hoping that it will live up to the expectations created by the advertising. This concept is commonly used as an advertising objective.

Repeat purchase is the instance in which a consumer tries a new product and then buys it a second time (also called conversion). It is considered a great milestone toward gaining new regular users.

Brand switching is the instance when a consumer discards one brand for another. It is a noble goal for advertisers, but reaching it can be a long and arduous task.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:39 AM DATE MODIFIED: 12/18/2017 12:39 AM 94. Why is the objectives section of an advertising plan so important to an advertiser? Name at least three of the objectives described in the text. For each objective, list one important consideration for advertisers.

ANSWER: Advertising objectives identify the goals of the advertiser in concrete terms. Without them, there would be no solid direction for the campaign.

Brand awareness is a popular advertising objective. Creating or maintaining brand awareness is an indicator of consumer knowledge about the existence of the brand and the ease with which that knowledge can be retrieved from memory. Ease of retrieval from memory is important because for many consumer goods or services, it is predictive of market share.

Attitudes and beliefs can also be addressed in an advertising objective. This usually involves creating or changing attitudes and beliefs about the product. However, while attitudes may give a good indication of intentions and feelings about certain products, Copyright Cengage Learning. Powered by Cognero.

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they do not necessarily predict actual buying behavior.

Purchase intent is another popular criterion in objective setting. The appeal of influencing purchase intent is that, compared to consumer attitudes, consumer intentions are closer to actual behavior, and thus closer to the desired sale.

Trial usage is an indicator of actual behavior and is commonly cited as an advertising objective. In the case of new products, stimulating trial use is critically important. Repeat purchase is aimed at the percentage of consumers who try a new product and then buy it a second time. The odds of long-term product success go way up when this percentage is high.

Brand switching is a challenging advertising objective. Convincing consumers to permanently switch brands is a noble goal but it is not easy to accomplish—it can take a lot of time, effort, creativity, and money, and even then it may not be a successful venture.

Sales is sometimes listed as an advertising objective, but it can be a controversial one. The idea that advertisements should directly increase product sales is often disputed by marketers, since advertising is only one element in a complex market mix, and many other factors can affect sales.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:39 AM DATE MODIFIED: 12/18/2017 12:40 AM 95. Many marketers would take the stance that communications objectives are the only legitimate objectives for advertising a brand like Sweet Sunshine. They would argue that it is not reasonable to set sales objectives for its advertising effort when other variables in the mix might undermine the advertising effort, or might be responsible for sales of Sweet Sunshine orange juice (or lack of sales) in the first place. In addition, viewing advertising as primarily a communications effort will allow the marketer to consider a broader range of ad strategies in promoting the Sweet Sunshine brand. Overall, communications objectives should create an awareness for the Sweet Sunshine brand, offer information about its features and benefits, and develop a favorable attitude toward the brand that may lead to consumer preference. These objectives have certain advantages over sales objectives—they consider a broader range of strategies, and they gain a greater appreciation for the overall communications process.

But there is always the idea, even if it is in the background, that advertising must sell. So the marketer may use both types, as long as certain criteria are met. Any objectives that enable a firm to make intelligent decisions about resource allocation—whether based on communications or sales—must be stated in an advertising plan in terms specific to the organization. The objectives must establish a quantitative benchmark, specify measurement methods and criteria for success, and identify a time frame for the desired results to occur.

ANSWER: POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Application 12/18/2017 12:40 AM 12/18/2017 12:40 AM

96. You are the marketing manager for an online merchandiser of a diverse line of casual sportswear, athletic clothing, and outerwear for both men and women. Write a brief memo to your advertising agency. In the memo, explain why you'd like the agency to abandon its recommendation for a share-of-market strategy in creating the budget. Give several reasons why this approach is unfavorable. Then explain why you want the agency to adopt an objective-and- task method. Also, there are four main steps that must be taken to implement this approach after advertising objectives are determined. List as many as you can. (It is not necessary to describe the steps in detail.)

ANSWER: Share-of-market strategy. In the memo, you will want to explain that you can run into several problems associated with the share-of-market method of setting advertising objectives. First, it may be difficult to gain access to precise information about your competitors' expenditures. Second, there is no reason to believe that your competitors are spending their money wisely, or in a way even remotely related to what your firm wants to accomplish. Third, a likely outcome of budgeting in this fashion is that your firm will make little headway over the competition and but will simply maintain the status quo. Fourth, the flaw in logic behind this method is the presumption that every advertising effort has the same goals, is of the same quality, and will have the same effect from a creative execution standpoint.

Objective-and-task strategy. Now your memo will address the preferred alternative. The objective-and-task approach will allow you to focus on the relationship between your spending and your advertising objectives. The budget is formulated by identifying the specific tasks necessary to achieve different aspects of the objectives. The four major steps that must be taken after advertising objectives have been set are (1) using a buildup analysis to determine costs; (2) comparing the costs against industry and corporate benchmarks; (3) reconciling and modifying the budget; and (4) determining the time frame for payout.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:40 AM DATE MODIFIED: 12/18/2017 12:41 AM 97. A good advertising plan is the result of combining the knowledge and talents of both the advertising agency and the client. In heading up a team that is creating the marketing plan for a large cosmetics firm, an account manager needs to make sure all goals are met and all responsibilities are assigned. For what issues does the client take primary responsibility? For what elements does the agency take primary responsibility?

ANSWER:

The client’s role is to produce all necessary information on the firm, the brand, the product, and the market. It should identify the firm's basis for offering value to customers. The client should also clearly identify the external environment and the opportunities and challenges that can be addressed with advertising. In addition, it should

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include a well-articulated statement of the brand's competitive position and the marketing mix strategies designed to gain and sustain competitive advantage.

The agency's role is to use all that information and its own expertise to create finished ads. It should consider the conditions in the current market plus the firm’s marketing status and ad objectives, and then translate this information into promotional strategies and, ultimately, into finished advertisements. An agency best serves its client by taking charge of the preparation and placement stages. The agency needs to hammer out message strategies and tactics for the advertising effort and for the effective design and placement of ads—overall, it needs to manage the entire IBP process.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:41 AM DATE MODIFIED: 12/18/2017 12:41 AM

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