Test Bank For Integrated Marketing Communications 4th Edition by Bill Chitty

Test Bank For Integrated Marketing Communications 4th Edition by Bill Chitty

Chapter 5 – Advertising and digital marketing communications

TRUE/FALSE

1.According to the hierarchy-of-effects model, successful advertising must move consumers to the shopping mall.

ANS: F

PTS:  1 DIF: Moderate TOP: The hierarchy-of-effects framework

2.Advertising objectives should specify the target audience, detail the specific goal to be accomplished and indicate the relevant time frame.

ANS: T

PTS: 1 DIF: Moderate TOP: Objectives must include a precise statement of who, what and when

3.The percentage-of-sales method is the advertising budget procedure used most frequently by both consumer and industrial companies.

ANS: F

PTS: 1 DIF: Moderate TOP: Percentage-of-sales budgeting

4.Advertising objectives must specify the amount of sales.

ANS: F

PTS: 1 DIF: Easy TOP: The traditional view (thesis)

5.When a company with a relatively low market share has a major competitor with a relatively high share of voice, the company should increase advertising expenditures and find a niche that can be defended.

ANS: F

PTS: 1 DIF: Difficult TOP: Competitors’ ad spend

6.Most successful companies are aware that consistent investment spending is the key factor underlying successful advertising.

ANS: T

PTS: 1 DIF: Moderate TOP: The magnitude of advertising and ad-investment considerations

7.The antithesis of the traditional view towards advertising objectives (i.e. the alternative approach) is that advertising objectives should be stated in terms of sales and market share.

ANS: T

PTS: 1 DIF: Moderate TOP: An alternative approach (antithesis)

8.The advertising–sales-response function is the amount of sales revenue generated at each level of advertising expenditure.

ANS: T

PTS: 1 DIF: Difficult TOP: Budgeting for advertising

9.The first step of the objective-and-task method is to establish specific marketing objectives that need to be defined.

ANS: T

PTS: 1 DIF: Moderate TOP: The objective-and-task method

10.Whether a marketing manager chooses to invest or not in advertising a brand depends largely on expectations about how advertising will influence a brand’s production volume and revenue.

ANS: F

PTS: 1 DIF: Difficult TOP: Putting advertising in perspective