Chapter 18 Integrated Marketing Communications
B
A firm's marketing communication strategy is formulated specifically to Select one: A. increase its frequency ratio. B. communicate the value of its product(s). C. increase its social media presence. D. control its public image. E. increase its return on investment.
weblog
AKA blog
A
Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his firm's public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative Select one: A. is part of the whole. B. is part of noncommercial free speech. C. is dictated by the nature of the supply chain. D. doesn't help communicate value to the consumer. E. will stand on its own.
D
In the AIDA model, awareness leads to Select one: A. integration, which hopefully leads to desire and then action. B. interest, which hopefully leads to determination and then action. C. intention, which hopefully leads to desire and then action. D. interest, which hopefully leads to desire and then action. E. intention, which hopefully leads to desire and then attention.
E
In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers, they need to Select one: A. take steps to encourage immediate purchase. B. determine the level of desire needed to sustain action. C. promote sufficiently to gain global attention. D. offer discounts to increase purchase intentions. E. create interest among consumers, persuading them to investigate further.
B
The communication process begins with __________, who(which) must be clearly identified. Select one: A. the transmitter B. the sender C. the receiver D. the communication channel E. the integrator
B
Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing? Select one: A. advertising B. mobile marketing C. sales promotions D. social marketing E. personal selling
E
Which of the following is not one of the steps in the AIDA model? Select one: A. action B. interest C. awareness D. desire E. intention
AIDA model
a common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action
lagged effect
a delayed response to a marketing communication campaign
advertising
a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future
top-of-mind awareness
a prominent place in people's memories that triggers a response without them having to put any thought into it
search engine marketing
a type of web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine (full name)
blog
a web page that contains periodic posts; corporate blogs are a new form of marketing communications
noise
any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels
rule-of-thumb methos
budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted
mobile marketing
marketing through wireless handheld devices
reach
measure of consumers' exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once
aided recall
occurs when consumers recognize a name that has been presented to them
direct marketing
sales and promotional techniques that deliver promotional materials individually
sales promotions
special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays
return on marketing investment
the amount of profit divided by the value of the investment; in the case of an advertisement = (sales revenue generated by ad - ad's cost) / ad's cost (full name)
sender
the firm from which an IMC message originates; must be clearly identified to the intended audience
communication channel
the medium - print, broadcast, the Internet - that carries the message
click-through rate
the number of times a user clicks on an online ad divided by the number of impressions (full name)
impressions
the number of times an advertisement appears in front of the user
public relations
the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media (full name)
receiver
the person who reads, hears, or sees and processes the information contained in the message or advertisement
decoding
the process by which the receiver interprets the sender's message
encoding
the process of converting the sender's ideas into a message, which could be verbal, visual, or both
personal selling
the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision
web tracking software
used to assess how much time viewers spend on particular web pages and the number of pages they view
social shopping
using the Internet to communicate about product preferences with other shoppers
B
Integrated marketing communications include all of the following except Select one: A. advertising. B. supply chain management. C. personal selling. D. direct marketing. E. public relations.
feedback loop
allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly
objective-and-task method
an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs
transmitter
an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency
relevance
in the context of SEM, it is a metric used to determine how useful an advertisement is to the consumer
frequency
measure of how often the audience is exposed to a communication within a specified period of time
gross rating points
measure used for various media advertising - print radio, or television; = Reach x Frequency (full name)
brand awareness
measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements in the firm's communications to consumers
social media
media content used for social interactions such as YouTube, Facebook, and Twitter
integrated marketing communications
represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media - in combination to provide clarity, consistency, and maximum communicative impact (full name)
