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Aside

Unit 1.8 – Marketing Budgets in 2011

Difficulty: Medium/Hard

Time: 3 minutes

 

During the final quarter of 2010 a number of business owners were surveyed and asked one question: whether or not they anticipated increasing or decreasing their marketing budgets in 2011 for each of a (below) list of marketing activities.

 

A graph produced by MarketingSherpa indicating projected spending on various marketing tactics by businesses

 

1.         Out of the following, which information cannot be drawn or inferred from the above chart?

  • A         The average amount by which businesses anticipate increasing their budget for social media marketing activities.
  • B         The difference in effectiveness of different forms of advertising
  • C         Any sort of comparison between 2010 marketing budgets and 2011 marketing budgets
  • D         The percentage of businesses which anticipate neither increasing nor decreasing their budgets for social media marketing activities.

 

2.         Which of the following most accurately describes the trend observed in the above chart?

  • A         Advertising-based activities are in decline
  • B         The majority of businesses intend to alter their marketing spend in some way or other
  • C         The majority of marketing dollars in 2011 will be spent on online
  • D         There is an overall shift in spending away from offline marketing activities and towards online marketing activities

 

  • Answers:
    Q1:A
    “asked one question: whether or not they anticipated increasing or decreasing their marketing budgets in 2011 for each of a (below) list of marketing activities.”
    They were not asked by how much they would increase their budgets. So, according to the chart, 37% said they would be decreasing the budget for print advertisement, 11% said they would be increasing it, and (we can deduce) that the remaining 52% will see no change.

    Q2:D
    A is wrong because offline advertising is in decline, but online isn’t.
    B is true, but it is vague and not as accurate as D in describing the overall trend.
    We don’t have figures for the budgets so C cannot be judged to be true or false – either way it is not descriptive of the trend on the charts

    Gamsat Sample Questions

    May 19, 2012

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