Chapter 8

Question 0

Hierarchy of effects

Answer 0

The various Marcom elements must advance consumers through a series of psychological stages in order to be successful

Question 1

Marcom objectives

Answer 1

Our general outcomes that Marcom elements try to achieve individually or collectively

Question 2

Integrated information response model

Answer 2

Provides this needed to comprehensiveness

Figure 8.3

Question 3

Sales to advertising response function

Answer 3

Refers to the relationship between money invested in advertising and the response, or output, of that investment in terms of revenue generated

Question 4

Percentage of sales method

Answer 4

A company sets a brands advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume

Question 5

Objective and task method

Answer 5

Is generally regarded as the most sensible and defendable advertising budgeting methods

Question 6

Competitive parity method

Answer 6

Sets the budget by examining what competitors are doing

Question 7

SOM share of market

SOV share of voice

Answer 7

These measures relate to a single product category and consider each brands revenues and advertising expenditures during a fiscal year compared to the total revenue and at expenditures in the category

Question 8

Affordability method

Answer 8

A firm spends on advertising only those funds that remain after budgeting for everything else