Statement-I: In developing advertising programme marketing managers must always start by identifying the target market and buyer motives. Statement-II: A company may run multiple ad campaigns at the same time, each emphasizing different aspects of its brand and service.
Both Statements-I and II are correct.
Both statements describe how advertising programmes are planned, and each has to be judged separately.
Statement-I says advertising planning must always start by identifying the target market and buyer motives. Advertising decisions follow the framework of the five Ms (Mission, Money, Message, Media, Measurement), and the mission itself can only be set once the audience and its buying motives are known, so beginning with the target market and buyer motives is correct - Statement-I holds.
Statement-II says a company may run several advertising campaigns at the same time, each stressing a different aspect of its brand and service. In practice large firms do run parallel campaigns - for different products, different messages or different audiences - at once, so this is correct too - Statement-II holds.
Since neither statement is false, both are correct together.
Hence both Statements-I and II are correct.
Similar Questions
The major advantage of the direct mail marketing is :
Match the items of the List-I with that of the List-II and suggest the correct code from the following:
List-I List-II i. Competitive Parity a. Variations in Advertising ii. Promotional Elasticity of Market b. Level advertising iii. Optimal promotional mix c. Advertising expenditure decision iv. Contra-cycle advertising d. Marginal equivalency of media outlay Codes:
Match the items of List-I with the items of List-II and select the code of correct matching:
List-I (Medium of Mass Communication) List-II (Limitations) a. Outdoor i. Relative high cost; increasing consumer resistance b. Yellow pages ii. Over production could lead to runaway costs c. Brochures iii. High competition; long ad purchase lead time; creative limitations d. Telephone iv. Limited audience selectivity; creative limitations Codes:
Statement-I: Direct marketing is a non-interactive marketing system.
Statement-II: Direct marketing uses one or more media to effect a measurable response or transaction at any location.
Select the correct code:
Use of mail, telephone and other non-personal contact tools to communicate with, or solicit a response from, specific customers and prospects is called:
Which of the following is not a deciding factor for the Advertising Budget out of the given options?
Indicate the correct code matching the items in List - I with those in List - II as follows:
List - I List - II a. Competitive parity in advertising i. Variations in advertising b. Promotional elasticity of product ii. Advertising scheduling c. Optimal promotion mix iii. Advertising expenditure d. Pulsing advertising iv. Marginal equivalence of advertising media outlay Given below are two statements : one is labelled as Assertion (A) and the other is labelled as Reason (R).
Assertion (A) : Generally, the customers consider the sales force as the representative of the company.
Reason (R) : Often, the company’s sale force works directly with the customers.
In the light of the above statements, choose the most appropriate answer from the options given below :
Identify the correct sequence of stages in the sales process :
A. Initial contact
B. Gather the sales Lead
C. Meeting objections and concerns
D. Qualifying the Lead
E. Sales presentation
Choose the correct answer from the options given below :
According to the ‘two-step flow’ concept, messages should be targeted to
Important Questions from Promotion decisions
The assumptions of rational decision making are:
(A) Preferences are not clear
(B) Preferences are not constant and stable
(C) Problem is clear and unambiguous
(D) No time or cost constraint exist
(E) Final choice will maximize pay off
Choose the correct answer from the options below:
Which one of the following is closest to the nature of decision making?
Match List - I with List - II :
List – I
(Decision making Bias)
List – II
(Explanation)
a
Anchoring Bias
i
Represents a case of selective perception
b
Escalation of commitment
ii
Refers to our staying with a decision even if there is clear evidence it’s wrong
c
Confirmation Bias
iii
Tendency to believe falsely, after the outcome is known
d
Hindsight Bias
iv
Tendency to fixate on initial information and fail to adequately adjust for subsequent information
Choose the correct option from those given below:
Which of the following will fall under the grievances relating to promotion category?
A. Supersession
B. Increments
C. Acting promotions
D. Seniority
E. Pay fixation
Choose the most appropriate answer from the options given below:
- ________ is a marketing term for any design to prompt an immediate response or encourage an immediate sale.
