Chapter 18

What activity involves placing announcements and persuasive messages in the mass media, to inform and/or persuade a target market or audience about products, services, organizations, or ideas?

advertising

Public relations are the organizational function that oversees a company's communications to achieve which objectives?

- Maintaining a positive image - Handling unfavorable stories or events - Maintaining positive relationships with media

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

- Where customers can purchase products. - Features of products and services. - Reviews of products or services.

What are the three parts of any IMC strategy?

1. Consumer 2. Communication channel 3. Results

What are the two axes on which marketing channels can be viewed?

1. Offline and online 2. Passive and interactive

Components of the communication process

1. Sender (firm) expresses a message. 2. Transmitter encodes message. 3. Communication channel (media) relays message. 4. Receiver (consumer) decodes message.

What type of metrics, such as aided recall, measure a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service?

Awareness

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which element is most likely to contribute to how receivers decode the message differently? Multiple choice question. A. What time of the year the print ad is issued. B. Whether or not the receiver is a user of the firm's product. C. Whether or not the receiver reads the ad more than once. D. What newspaper or magazine the print ad appears in.

B. Whether or not the receiver is a user of the firm's product.

What process refers to how firms send messages and interact with customers?

Communication process

A technology company wants to market its products to both retailers and consumers. How should it approach the matter?

Create entirely different marketing strategies for each group.

In communication, what is the process by which the receiver interprets the sender's message?

Decoding

Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction?

Direct Marketing

_____ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.

Encoding

True or false: Marketers should avoid changing their messages for different audiences.

False (Marketers make adjustments to their messages and media depending on whether they want to communicate with suppliers, shareholders, customers, the general public, or even specific segments of those groups.)

Which process allows the receiver to inform the sender whether the message was properly decoded?

Feedback loop

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. These are the three elements of a(n) ______ strategy.

IMC (Integrated Marketing Communication)

Which word 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

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

It has fairly high visibility among consumers.

What term refers to any interference in a message?

Noise

What 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?

Nosie

What IMC strategy involves a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?

Personal selling

Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy?

Sales promotions

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

The feedback loop

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

Transmitter

Zubi Advertising Services, Inc., has worked with American Airlines to create advertisements across various media. This ad agency is performing what role in the communication process?

Transmitter

Imagine that you are reading one of your favorite magazines. If you see a logo and recognize the brand as it is being presented to you, this is an example of

aided recall.

sales promotion

are special incentives or programs that encourage consumers to purchase a product or service and may include coupons, rebates, contests, free samples, or point-of-purchase displays.

Which term best describes the strength of the association between a brand name and the type of product or service in the consumers' minds?

brand awareness

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

business-to-business (B2B)

IMC (Integrated Marketing Communications)

carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Based on the recommendation of its advertising agency, Lowe's chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?

communication channel

What is the medium (e.g., print, television, radio, broadcast, internet) that carries the message from the firm to the consumer?

communication channel

There are three elements in any integrated marketing communication strategy: the ________, the channels through which the message is communicated, and evaluation of the results of the communication.

consumer being targeted

Within the communication process, encoding ______ the sender's ideas.

converts

For one person, the 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

The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and

desire.

Mobile marketing, mailed flyers, mailed catalogs, and e-mails can all be considered part of

direct marketing

The IMC channel that has received the greatest increase in aggregate spending recently is ________, or marketing that communicates directly with target customers to generate a response or transaction.

direct marketing

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the ________ component of the communication process.

encoding

Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent.

influence

Within the communication process, decoding can best be described as

interpretation.

What 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 consumer.

lagged effect

When a firm influences the actions of a consumer, the firm has probably done so through ______.

marketing communication.

IMC programs are advantageous in that they regard each individual marketing communication element as ______.

part of an integrated unit.

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

positive

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.

sender and receiver

sends the message and receiver decodes the message

The sender of a message ______ the audience

should be clearly known by

What makes it difficult to immediately assess the effectiveness of a marketer's message?

the lagged effect

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as

the lagged effect.

Firms have begun to rely more heavily on communicating with their customers through

their websites

When someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of ______ awareness.

top-of-mind

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

AIDA (Awareness Interest Desire Action) model

Which of the following is the most visible IMC component?

Advertising

AIDA model

Awareness (think) Interest (feel), Desire (feel), Action (Do)