2. Which method for establishing the total marketing communications budgetrelies

Question

2. Which method for establishing the total marketing communications budgetrelies on doing what the industry leader does? A. Affordable method B. Percentage of sales method C. Competitive parity method D Objective and task Method. 3. Which form of advertising is most often used with a new product? A. Informative advertising B. Persuasive advertising C Reminder advertising 4. Which form of mass communication offers an incentive to A. Advertising B. Public relations C. Events and experiences D, Sales promotion w? 5. Which is NOT a tool of public relations? A. Press relations B. Cents off coupons C. Product publicity D. Lobbying A three to five word articulation of the heartan A. Competitive frame of reference B. Point of parity C. Brand mantra D. Point of difference 7. In which stage of the product life cycle do you most likely eliminate weak brands? A Introduction B. Grouth C. Mature D. Decline 8. The number of products in a product line is referred to as product line: A. Width BLength C.Consistency D. Depth 9. In which stage of new, product development are new product ideasdeveloped and tested? A. Product development B, Market testing C. Concept development and testing D. Marketing -6. soul of the brand is referred to as the strategy development 10. Which s NoT an advantage of a brand extension A. improved odds of new product success B. Brand dilution C. Positive feedback effets

Explanation / Answer

2) Competitive parity method.

It is one of the techniques to establish the total marketing communication budget. The method takes the total budget to be allocated for marketing communication at par with what competitors spend on the same.

3) Informative advertising

Informative advertising is the delivery of advertising messages with the intent of informing a target market about the benefits offered by a new product or innovation.

4) Sales promotion

It is the direct form of communication where the salesperson persuades the customers to buy or even try the product.

5) Lobbying

To lobby means to influence or persuade public officials to take a desired action.

6) Brand mantra

It is an articulation of the heart and soul of the brand, short 3-5 word phrases that capture the irrefutable essence of spirit of the brand positioning and brand values

7) Decline

Here is most week brands are eliminated

8) Length

The number of products in a product line is referred to as product line length. Actual number of different product lines the company has is known as product width

9) Concept development and testing

The third step of the new product development includes concept development and testing. A concept is a detailed strategy or blueprint version of the idea. Basically, when an idea is developed in every aspect so as to make it presentable, it is called a concept. All the ideas that pass the screening stage are turned into concepts for testing purpose.

10) Brand dilution

It is the disadvantage of brand extennsion.it poses huge risk for the existing brand because the brand image can be diluted.

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