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 Which of the following is an example of a good marketing objective? Hindustan Lever is marketing Fair & Lovely skin whitening cream in India. In India, skin color is closely associated with caste, and it is important to many Indians to marry within their caste. The upper castes have the lighter complexion. It follows that a woman using the skin whitening cream might be able to pass herself as coming from a higher caste than she actually does. The product is selling very well in spite of protests from various religious organizations. Hindustan Lever says it will not remove the product from the market because of how quickly stores' stocks of the cream are depleted and because forecasts indicate the company's market share will continue to grow. Hindustan Lever more than likely has a(n) _____ objective for the cream. Within the hierarchy of effects model, the stage prior to purchase is conviction. At this stage, the marketing communications have convinced consumers that they should buy the product, but the purchase may have been postponed due to some situational or psychological factor. Which of the following terms is associated with that time lag between conviction and purchase? Which of the following statements about the DAGMAR approach to setting advertising objectives is true? Zero-based communications planning focuses on: Marketing managers who use marginal analysis to set advertising budgets assume that: You have been asked to explain the approaches used to set a communications budget. Which of the following statements would you most likely use in your explanation? The Chocolate Garden is a small candy manufacturer of truffles. It sells its candy through mail-order and its Web site. Last year, the owner of the company Tina Brooks considered what her objectives were for the upcoming year. After setting her objectives, she began working on her budget. She anticipated her company making $90,000 in sales next year so she budgeted $50,000 for fixed expenses, $35,000 for variable expenses, and the rest for promotion. Which top-down budgeting approach did Brooks use? Which of the following methods for establishing promotional budgets is based on the collective wisdom of the industry in which the organization operates? Which of the following methods for setting budgets is most appropriate for the introduction of a new product? What is affordable method of budgeting?The affordable methodA budgeting technique whereby companies spend what they think they can afford promoting a product., or what you think you can afford, is a method used often by small businesses. Unfortunately, things often cost more than anticipated, and you may not have enough money.
What are the four common methods used to set the total budget for advertising?How does a company decide on its promotion budget? We look at four common methods used to set the total budget for advertising: the affordable method, the percentage-of-sales method, the competitive-parity method, and the objective-and-task method.
Which of the following statements is most likely true regarding the objectiveWhich of the following statements is most likely true regarding the objective-and-task method of budget-setting? It forces management to spell out its assumptions about the relationship between the money spent and promotion results.
Which budgeting method involves setting a company's promotion budget to match the standard outlays for the industry?The affordable method involves setting promotion budgets to match competitors' outlays.
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Which statement is most likely true about the affordable method of setting an advertising budget?
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