Chapter 17 Integrated Marketing Communications
_ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.
Encoding
When using the objective-and-task method to determine the budget, marketers must take which of the following steps?
Establish a set of communication objectives Determine which media best reach the target market
All of the following elements the marketing manager uses to develop an _ strategy; ads, consumer promotions, social media marketing, PR.
IMC
The message being sent out by marketers should be customer focused, the communication channel should be correct for the targeted audience, and results need to be fully evaluated. This is known as which strategy?
IMC
_ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers.
Integrated
Which of the following are stages of the AIDA model?
Interest desirability Awareness
_ marketing refers to marketing through smartphones and similar devices.
Mobile
Which of the following terms refers to any interference in a message?
Noise
List in order, with the first step at the top, each step of the communication process.
Sender (firm) Transmitter encodes message Communications channel (media) Receiver (consumer) decodes message
_ software usually reports metrics such as the time viewers spend on particular web pages and the number of pages they view.
Web-tracking
Which of the following is the most visible IMC component?
advertising
In the _ budget method for IMC, the budget is set essentially by the amount left over and not allocated elsewhere.
available or "all-you-can-afford"
If you are looking to find out more about a particular good or service, you may find yourself reviewing a web page that contains periodic posts known as a _.
blog
A firm can use its website well to build it _ image and to educate customers about its product and services.
brand
Which of the following terms best describes the strength of the association between a brand name and the type of product or service in the consumers' minds?
brand awareness
The communication _ is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.
channel
When a firm influences the actions of a consumer, the firm has probably done so through marketing _.
communications
In the _ method of IMC budgeting, the budget is set so that the firm's proportion of communication expenses matches its share of the market.
competitive parity
In the _ method of IMC budgeting, the budget is set so that the firm's proposition of communication expenses matches its share of the market.
competitive parity
Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the _.
consumer receiver
Corporate blogging is a new form of marketing communication. A well-received blog can _.
create positive word of mouth connect customers by forming a community
Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction?
direct marketing
The _ allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly.
feedback loop
Identify key short-term goals a firm would consider prior to launching an IMC campaign.
generating inquiries prompting trial
Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness?
having a memorable brand
Which of following words best describes the advantage of using an IMC program over a single marketing communication element in order to deliver a message to the target audience?
integration
In the "think, feel, do" model of marketing communications, what follows "awareness"?
interest
Within the communication process, decoding can best be described as _.
interpretation
Gordon is a marketer at a bicycle manufacturer and is responsible for developing an ad focusing on his employer's newly designed titanium-frame touring bike. The goal for the ad is to take consumers from the Interest stage of the AIDA model to the Desire Stage. In other words, the ad is intended to move the consumer from saying, "I _ it" to "I _ it."
like; want
Public relations oversees a company's communications to achieve a variety of objectives including_.
maintaining positive relationships with media maintaining a positive image
Depending on the intended target, which of the following is the most important aspect of communicating the message?
medium
When something interferes with the efficient transmission of the message from the sender to the receiver and there is a difference between them, that is described as _.
noise
_ occurs when there is a discrepancy between the encoding and decoding of a message.
noise
The most commonly used method to establish the promotional budget is _ while the most accurate method is _.
percentage of sales; objective-and-task
Which of the following IMC strategies explicitly refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?
personal selling
Identify how to calculate GRP or gross rating points: _ multiplied by frequency.
reach
The components to which marketers attend in an ad's return on investment are _.
sales marketing expenditures
Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies?
sales promotions
The _ refers to the originator of the message in the communication process.
sender
The sender of a message _.
should be clearly known by the audience
YouTube, Facebook, and Twitter are all examples of _.
social media
The _ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
transmitter
Which of the following is the fourth (and final) component of the AIDA model?
Action
Personal selling is an important component of many IMC programs, especially in _ settings.
B2B
