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Advertising & Promotions Mgmt Quiz 9

Terms in this set (10)

According to the S-shaped response curve
initial outlays of the advertising budget have little impact on sales
Which top-down budgeting method is being employed when expenditure is allocated by assigning a budget based on gut feelings?
arbitrary allocation
To more fully appreciate the value of advertising and promotion, managers should treat the communications budget as a(n):
investment
The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as take advantage of the collective wisdom of the industry
competitive parity
The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded.
affordable
_____ are measures taken before the campaign is implemented; _____ occur after the ad or commercial has been in the field.
Pretests; posttests
The primary difference between a laboratory experiment and a field experiment is that in a field experiment, the researcher:
has less control over extraneous independent variables.
Posttesting is designed to:
determine if the campaign accomplished the objectives sought.
Commercials for 'SleepComfort' mattresses used Lindsey Wagner (star of The Bionic Woman, a popular TV show in the 1970s). If the mattress manufacturer wanted to test how effective she was at reaching the company's target market, it would evaluate:
media strategies
Marketers should assess advertising effectiveness measures in order to:
determine if advertising objectives are achieved.
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