Marketing 3000 Chpt 17

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

A flaw in the medium

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with

A poor choice of medium

As the number of communication media has increased, the task of understanding how best to reach target customers has

Become more complex

The basic goal of integrated marketing communications is to

Communicate the value proposition to the target market

In the communications process, the _______ is the medium that carries the message

Communication channel

In the communication process noise can occur as a result of lack of message clarity, a poor choice of medium, or

Competing messages

Especially for marketers with new products or services, IMC is needed because

Consumers are unlikely to buy products they are not aware of

In integrated marketing communications, encoding involves

Converting the sender's indead into a message

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble __________ the IMC message.

Decoding

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

Decoding

________ means converting the sender's ideas into a message which could be verbal, visual, or both

Encoding

The communication process includes all of the following except: A. Evaluation B. The sender C. The transmitter D. The communication channel E. The receiver

Evaluation

The three elements of any IMC strategy are the consumer, the channels, and

Evaluation of the results

As the number of communication media has increased, the task of understanding how best to reach target customers has become easier

FALSE The proliferation of communication media—driven largely by technology—has made it much more difficult to choose the best way to reach a target market.

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect

False

Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable.

False

Frequency describes the percentage of the target population exposed to a specific marketing communication such as an advertisement, within a specified period of time

False

Gross Rating Points (GRPs)measure how often the audience is exposed to communication within a specified period of time

False

If the marketing communication has piqued the interest of its target market the goal of subsequent IMC messages should be to move the consumer from "I want it" to " I like it"

False

Integrated Marketing Communications (IMC) represents the product element of the four P's

False

Personal selling can be successful only through the use of print, newspaper, and radio

False

Public relations is the component of IMC that has received the greatest increase in aggregate spending

False

The cost of communicating directly with a potential customer is low compared with other forms of promotion.

False

The sender of an integrated marketing communication controls the meaning individual receivers take from the messge

False

Through a picture may be worth a thousand words the most important facet of encoding is not what is received but what is sent

False

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

False

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 firms public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative

Is part of the whole

In the communication process, the ______ encodes the marketing communication message

Transmitter

Betty is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action

True

Each element of an integrated marketing communications (IMC) strategy must have a well defined purpose and support, and extend the message delivered by all the other elements

True

Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both.

True

Even the best marketing communication can be wasted if the sender does not gain attention of the consumer

True

If there is a difference between the message that is sent and the message that is received, it is probably due to noise.

True

In the communication process of marketing communications the marketing department often functions in the role of transmitter

True

It is difficult, but not impossible, to integrate marketing communications across all platforms,including social media

True

It may take several exposures to marketing communications before consumers are moved to buy.

True

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones

True

There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits

True

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer's purchase

True

Twitter is a form of blogging and is increasingly used to reach current or potential customers

True

When using the rule of thumb method for IMC budgeting, prior sales and communication activities are used for guidance

True

_______ is an interference in the communication process

Noise

Though a picture may be worth a thousand words, the most important facet of encoding is

Not what is sent but rather what is recieved

Integrated Marketing Communications represents the _______ element in the four P's of a firm's marketing mix

Promotion

In the communication process the _______ is the person who reads, hears, or sees and processes the message being communicated

Reciever

Which of the following is not a communication channel used in IMC process? A. Radio B. Television C. Newspaper D. Internet E. Supply chain

Supply chain

Integrated Marketing Communications include all of the following except: A. Personal selling B. Advertising C. Public relations D. Supply chain management E. Direct marketing

Supply chain managment

The right communication channel to use in IMC is

The one that will connect to the desired recipients

The sender of an IMC message hopes the receivers are

The people for whom the message was originally intended

The communication process begins with ________, who(which) must be clearly identified

The sender