23. According to DAGMAR, the basic function of advertising is to: A. create sales B. communicateC. generate actionD. change behaviour 24. Under the DAGMAR model, a(n) _____ can be performed by, and attributed to, advertising rather than a combination of marketing factors. A. functional communication 25. Using the DAGMAR approach, which of the following is NOT a stage of commercial communication? A. AwarenessB. ConvictionC. ActionD. Sales 26. A new manufacturer of stereo speakers which has no brand awareness developed a statement of advertising objectives, which stated that the goal of the company's new ad campaign is "To make 30% of the audience aware of our new brand." This statement could serve as an example of a: A. benchmark measureB. communications taskC. sales 27. Successful communications objectives must be measurable, time specific, have benchmark measures and: A. a specific market share goalB. be convincing to the sales
28. According to the DAGMAR model, which of the following is NOT a characteristic of a good objective? A. A good objective is concrete and measurable.B. A good objective specifies the target audience.C. A good objective specifies a time period for accomplishment.D. A good objective is based on sales results. 29. According to the DAGMAR model, a good advertising objective does NOT: A. target a 30. Determining a target market's present level of awareness, knowledge, and liking toward a product often requires the taking of _____ measures. A. quantitative awareness 31. Before beginning its new advertising campaign, TD Canada Trust conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image. These are examples of: 32. Assume that the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds that 80 percent of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that: A. the campaign was successful in changing perceptions regarding its serviceB. the campaign was not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time serviceC. its advertising is workingD. without benchmark measures, it will never know if the campaign was a success or a failure
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- Summer '14