The first step in using the objective-and-task promotional budgeting method is to:

Related MCQs

• If an advertiser were to give consumers useful articles (imprinted with the advertiser’s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
• One of the arguments that supports the competitive-parity method for budgeting promotions is that:
• Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
• Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?
• There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?
• Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?
• Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?
• Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)
• Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?
• Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers’ preferences, convictions, and actions?