Answer to Question 1
b
Answer to Question 2
The traditional view asserts that using sales as the objective for a branded product's marcom effort is unsuitable for two major reasons. First, a brand's sales volume during any given period is the consequence of a host of factors in addition to advertising, sales promotions, and other elements of the program. These include the economic situation, competitive activity, and all the other marketing mix variables (i.e., price, quality, distribution, etc.). The second reason is that marcom's effect on sales is typically delayed, or lagged. Advertising during any given period does not necessarily influence sales in the current period but may influence sales during later periods.
The heretical view contends that marketing communicators should always state objectives in terms of sales or market share gains and that failure to do so is a cop-out. The logic of this view is that marcom's purpose is not just to result in communication effects but rather to generate sales. This view contends that it is always possible to measure, if only vaguely and imprecisely, marcom's effect on sales. Presales, or communication, objectives are claimed to be precisely wrong, in contrast to sales measures that are asserted to be vaguely right..
Students' opinions will support either view, and don't be surprised if many espouse the accountability perspective, which is a synthesis of the two viewpoints.
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