P 216 many marketers are uncertain as to what the

1.
(p. 216)
Many marketers are uncertain as to what the integrated marketing communications
should contribute to the marketing program. The only goal of their company's advertising and
promotional program is to:
A. position the company and its brands.
B. create a positive corporate image.
C. generate sales.
D. create memorable advertising.
E. create awareness of the company.
Many marketers are uncertain as to what integrated marketing communications should
contribute to the marketing program. The goal of their company's advertising and promotional
program is simple: to generate sales. They fail to recognize the specific tasks that advertising
and other promotional mix variables must perform in preparing customers to buy a particular
product or service.
AACSB: Analytic
Bloom's: Remember
Difficulty: Easy
Learning Objective: 07-01 To recognize the importance and value of setting specific objectives for advertising and promotion.
Topic: Measurement and Evaluation of Results
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Chapter 07 - Establishing Objectives and Budgeting for the Promotional Program
2.
(p. 217)
Generally, companies that develop Integrated Marketing Communications (IMC)
programs which do not contain specific objectives:
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Learning Objective: 07-01 To recognize the importance and value of setting specific objectives for advertising and promotion.
Topic: Communications
7-29

Chapter 07 - Establishing Objectives and Budgeting for the Promotional Program
3.
(p. 218)
One important purpose of setting specific advertising goals and objectives is to:
AACSB: Analytic
Bloom's: Remember
Difficulty: Easy
Learning Objective: 07-01 To recognize the importance and value of setting specific objectives for advertising and promotion.