TRUE OR FALSE

1. If all external variables can be controlled or statistically measured and their effects removed, then it would be possible to determine advertising's causal impact on sales.
2. A critical assumption underlying the use of the objective-and-task approach to setting advertising budgets is that the distribution channels are fragmented.
3. The demographics of a typical user of a brand can impact its brand equity.

MULTIPLE CHOICE

1. The traditional hierarchy of effects model assumes that...

A) consumers are highly involved.

B) consumers evaluate alternatives systematically before making a purchase.

C) there is an asymmetry of information between the producer and the consumer.

D) a and b above.

E) a, b, and c above.

2. What element(s) is (are) missing in the following advertising objective?

"To increase awareness among 67% of the women, 35-45 years old, living in urban areas, with families comprising of the two spouses and 1-2 children aged 10 and younger and who have a homemakers' lifestyle that Black & Decker has a cooking range that meets their needs for a quick dinner."

A) level of awareness before the advertising.

B) frequency of exposure.

C) time period over which to achieve the above objective.

D) a, b, and c above.

E) a and c above.