ch18 quiz

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it." action to desire. "I like it" to "I want it." interest to awareness. feeling to thinking.

"I like it" to "I want it."

Item 11 The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this the primacy effect. aided recall. top-of-mind awareness. category dominance.

top-of-mind awareness.

Item 8 Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with competing messages. lack of clarity in the message. a poor choice of medium. an extended feedback loop. a flaw in the medium.

a poor choice of medium.

In the AIDA model, the do stage is the ________ stage. awareness action interest desire intentions

action

Marina asked Selma to help her buy some aftershave for her boyfriend. Selma was going through a list of different brand names, when Marina stopped her and said, "I recognize that one." Marketers call this selective recall. free association. aided recall. recall mapping. top-of-mind awareness.

aided recall.

In recent years, the component of IMC that has received the greatest increase in aggregate spending is media advertising. direct marketing. public relations. sales promotions. publicity.

direct marketing

Which of the following is the least interactive IMC strategy? personal selling mobile marketing online marketing via social media direct marketing via catalog direct marketing via telemarketing

direct marketing via catalog

The goal of any marketing communication is to maximize personal selling. increase public relations click-through rates. overwhelm negative publicity with commercial speech. replace cause-related marketing with non-cause-related marketing. get the right message to the right audience through the right media.

get the right message to the right audience through the right media.

Nonni is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include expanding customer loyalty by closing the feedback loop. increasing market share, sales, and customer loyalty. increasing inquiries, awareness, and trial of her firm's services. shifting customers to rule-of-thumb budgeting. increasing the lagged effect.

increasing inquiries, awareness, and trial of her firm's services.

When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? never, after the first product/service once, for each individual product and service once, by each management team member only when a product is removed from the line when the prior year's budget is exceeded

once, for each individual product and service

Item 6 Integrated marketing communications includes personal selling. distribution. atmospherics. supply chain management. transmission.

personal selling.

A measure termed ________ describes how useful an ad message is to the consumer doing the search. reliability relevance impression awareness return on investment

relevance

The IMC communication process begins with ________, who (which) must be clearly identified. the integrator the sender the transmitter the communication channel the receiver

the sender

When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were 160. 1,600. 400. 40. The answer cannot be determined from this information.

160

Harold wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. Harold decides to target Internet users who search for the terms "apartment," "insurance," and "student." Which of the following will be most helpful to Harold? Twitter corporate blog Google AdWords Google Chrome Google Analytical Thinking

Google AdWords

Item 12 If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it." "I like it" to "I want it." "I'm thinking about it" to "I like it." "I like it" to "I'm thinking about it." "I want it" to "Can I afford it?"

I like it" to "I want it."

Item 4 Which of the following are communication channels used in the IMC process? warehouse distributor retailer Internet supply chain

Internet

Item 1 The basic goal of integrated marketing communications is to communicate the value proposition to the target market. create desire. manipulate consumers. outspend competitors. tell the world about your company.

communicate the value proposition to the target market.

Item 3 In the IMC communication process, the ________ is the medium that carries the message. feedback loop sender transmitter communication channel receiver

communication channel

In the IMC process, noise can occur as a result of lack of message clarity, a flaw in the medium, or competing messages. an extended feedback loop. indirect encoding. inhibited decoding. excessive reach.

competing messages.

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in media advertising. publicity. public relations. sales promotions. direct marketing.

direct marketing.

Which of the following is an interactive element of an IMC strategy? distribution consumer contests encoding public relations supply channel

public relations

Red Bull sends out student brand managers to distribute free samples to their peers. Which form of marketing communication is this? sales promotion direct marketing public relations mobile marketing advertising

sales promotion

Item 5 Nazira would like to know which, if any, of her firm's IMC efforts are working. She could use ________ to provide feedback from her efforts product placement distribution tracking transport notices coupon redemption rates the channel

the channel

Reaching the right audience with marketing communications is becoming more difficult because consumers are bored. government regulations are constraining free speech. personal selling is becoming less expensive, making it more competitive with advertising. the media environment has become more complicated. the AIDA model no longer represents how marketing communication works.

the media environment has become more complicated.