CHAPTER 18

Steps in communication process:

1. sender (firm) 2. transmitter encodes message 3. communications channel (media) 4. receiver (consumer) decodes message

To create an effective IMC program, marketers need to move consumers through a series of mental stages for which there are several models, the most common being the ___________ model

AIDA model

Personal selling is an important component of many IMC programs, especially in ___________ settings

B2B

____________ 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 the following steps

establish a set of communication objectives and determine which media best reach the target market

The ___________ allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly

feedback loop

Marketers measure the _________ of exposure by how often the audience is exposed to a communication within a specified period of time

frequency

Most important for building a top of mind level of brand awareness:

having a memorable brand

The number of ___________ is/are the number of times an ad appears in front of the user

impressions

A firm must set short term and long term goals in order to achieve its strategic goals. Identify a key long term goal a firm would consider prior to launching an IMC campaign

increasing next year's sales

Advertising, personal selling, sales promotion, direct marketing, and public relations are among the many communication disciplines that make up the IMC, which refers to:

integrated marketing communications

The ___________ effect refers to a delayed response by the consumer to a marketing campaign in which the consumer must see a message several times before it is has a desired impact on the consumers

lag

Public relations oversees a company's communications to achieve a variety of objectives including:

maintaining positive relationships with media and maintaining a positive image

It is not enough for a marketer to create an ad and hope that people pay attention to it. Indicate the ways a brand is likely to get consumers to show interest in an ad

making ad shocking and making it unique

The whole point of the AIDA model is to provide a blueprint for how _____________ work

marketing communications

Regarding an ad's return on investment, marketers are most interested in:

marketing expenditures and sales

One of the big advantages to using an IMC approach to marketing is that it allows the marketer to use multiple ___________ channels, increasing the probability of reaching the intended receivers

media

_____________ marketing refers to marketing through smartphones and similar devices

mobile

Any time there is a discrepancy between encoding and decoding, __________ likely exists due to interference and confusion within the message

noise

___________ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels

noise

Which of the following IMC strategies explicitly refers to a two way flow of communication between a buyer and seller and is designed to influence the buyer's purchase decision?

personal selling

When a firm has a public relations agent, the primary function is to generate __________ publicity and improve the company's reputation

positive

____________ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once

reach

In the communications process the _________ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement

receiver

Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the _____________

receiver and consumer

Public ___________ is the organizational function that manages the firm's communications and supports other promotional efforts

relations

In search engine marketing the ____________ of the ad describes how useful an ad message was to the customer doing the search

relevance

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

IMC programs are advantageous in that they regard each ____________ marketing communication element as part of a whole. This _________ of elements provides the firm with the best means to reach the target audience with its desired message in a clear and consistent manner

separate; integration

____________ ____________ is content often distributed between consumers and their friends and families and sometimes from the brand

social media

The ____________ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications

transmitter

___________ 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 pieces of information should be communicated to customers through a company's website?

where to purchase products and features

_____________ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers

Integrated

The AIDA model refers to a number of mental stages that take place within a given consumer. Which is NOT on of those stages?

accountability

According to the AMA, _____________ is "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas"

advertising

Imagine seeing this print ad in one of your favorite magazines. When you look at the LG logo and recognize the brand as it is being presented to you, this is an example of what?

aided recall

Which of the following terms refers to consumer recognition of a brand when presented with the name?

aided recall

In the ___________ budget method for IMC, the budget is et essentially by the amount left over and not allocated elsewhere

available or "all-you-can-afford"

The first component of the AIDA model is which of the following?

awareness

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

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

If marketers have a brand or service that has reached top of mind awareness among their consumers, this most likely means which of the following?

brand/service has fairly high visibility among consumers

The communication _______________ is the medium that carries the message from the firm to the consumer

channel

In search engine marketing, identify the term that describes the number of clicks divided by number of impressions

click through rate

The __________ process refers to how firms are able to send messages to and interact with their customers

communication

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

Corporate blogging is a new form of marketing communication. A well received blog can:

create positive word of mouth and connect customers by forming a community

For one person this Taco Bell logo might mean a dieter's worst nightmare, but for another it can mean a great meal. This exemplifies the fact that each receiver may __________ a given message differently

decode

___________ refers to the process by which the receiver interprets the sender's message

decoding

____________ is the third of the four components in the AIDA model

desire

Telephone, mail, infomercials, catalogs, and emails can all be considered part of ______________

direct marketing

__________ is an example of a search engine marketing tool

Google AdWords

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

Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction?

direct marketing

Which of the following brands would most likely NOT have top of mind awareness in their respective product categories with consumers?

RC Cola