Chapter 18 Marketing

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Select all that apply.)

Determine which media best reach the target market Identify the cost of the necessary communications Establish a set of communication objectives

To calculate return on marketing investment, marketers need to know which of the following? (Select all that apply.)

Gross margin Marketing expenditure

Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? (Select all that apply.)

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

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 the following is the best way to raise consumer interest in an ad?

Include unique attributes that appeal to the target audience.

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?

It has fairly high visibility among consumers.

______ occurs when there is a discrepancy between the encoding and decoding of a message.

Noise

Which of the following is a measure of how effective an ad is for the amount spent?

ROMI

______ promotions 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.

Sales

Which of the following best describes the goals a firm should set for an IMC campaign?

Specific and measurable

Which of the following pieces of information should be communicated to customers through a company's website? (Select all that apply.)

Where customers can purchase products Features of products and services

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which of the following elements is most likely to contribute to how receivers decode the message differently?

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

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

Which of the following is the most visible IMC component?

advertising

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

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

aided recall

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

awareness

______ 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.

awearness

A firm can use its website well to build its ______ 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 ______ the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.

channel

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

communication

The ______ refers to the medium that carries the message for a firm whether in print, broadcast, or Internet.

communication channel

Within the communication process, encoding most closely could be described as ______.

conversion

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

Telephone, mail, infomercials, catalogs, and e-mails can all be considered part of ______.

direct marketing

Which of the following IMC strategies refers to 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

When first creating an IMC campaign, firms should avoid focusing on the long term.

false

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

frequency

An easy way to remember the difference between encoding and decoding within the communication process is to think of encoding as the message the sender intends to say, whereas decoding can be thought of as what the receiver actually ______.

hears

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

influence

In the "think, feel, do" model of marketing communications, what follows "awareness"?

interest

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

marketing communications

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method.

objective-and-task

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

peddywax

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

The integrated marketing communications process refers to which of the six Ps in the marketing mix?

promotion

Gross rating points (GRP) equals ______ times frequency.

reach

______ 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

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

relations

Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies?

sales promotions

If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the ______ in the communication process.

sender

The sender of a message ______ the audience.

should be clearly known by

Using the Internet to communicate about product preferences with other shoppers is called _______shopping.

social

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

The ______ 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. Here the ad agency could be seen as which of the following roles within the communication process?

transmitter

Social shopping involves sending e-mails to specific customers about new products that may be of interest to them.

true

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model.

AIDA

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.

AIMA

Which of the following are stages of the AIDA model?

Awareness Desire Interest

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

B2B

There are a number of ways in which marketers can build top-of-mind brand awareness among consumers. Which of the following would NOT be an ideal strategy?

Becoming a "me-too" brand