Which of the following is the best statement of a quantitative communications objective based on the criteria outlined in Dagmar?

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29.(p. 224)"Encouraging current drinkers of Coca-Cola to drink more of the beverage," wouldbe an example of a(n) _____ objective.A.sales-orientedB.market-orientedC.product developmentD.communicationsE.product penetrationSales oriented objectives include: 1) Increasing the percentage of consumers in the targetmarket who associate specific features, benefits, or advantages with our brand, 2)Encouraging current users of the product to use it more frequently or in more situations etc.

According to DAGMAR, advertising objectives should be written in measurableterms that specify: - answer: A.a communications task, a target market, a benchmark starting point, atime period, and the degree of change sought.According to the DAGMAR model, which of the following is a characteristic of agood objective? - answer: B.A good objective specifies the target audience.An airline company set the following objective for its new advertising campaign:"To increase the percentage of consumers who know our fares are lower than thecompetitors' to 75 percent over the next six months." Using the criteria outlinedby the DAGMAR approach to setting objectives, identify what is wrong with thisobjective. - answer: B.It does not contain a benchmark starting point and the degree ofchange sought.Determining a target market's present level of awareness and knowledge of, andliking for, a product often requires _____ measures. - answer:A.benchmarkBefore beginning its new advertising campaign, Capital Bank conducted a studyto determine its clients' levels of awareness and knowledge of the bank and itsservices, as well as their perceptions of the bank's image. This was done to: -answer:C.establish benchmark measures.For which of the following advertising communication tasks should the specifiedtime period be the longest? - answer:E.Repositioning a brandThe DAGMAR approach to setting objectives has: - answer:B.focused advertisers' attention on the value of using communicationsobjectives rather than sales objectives.7-16

Marketing Chapter 7

A. "Increase product users to 40 percent of the total market."

B. "Win new customers and increase sales volume by 15 percent in 6 months."

C. "Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year."

D. "Increase awareness of the brand in one year."E. "Increase sales revenue by 10 percent."

Answer: C