Marketing Chapter 17

List in order, with the first step at the top, each step of the communication process.

1. Sender (firm) 2. Transmitter encodes message 3. Communications channel (media) 4. Receiver (consumer) decodes message

The three parts of any IMC strategy are the _____, the _____ channels, and the ________ that are obtained from the strategy. (Select proper sequence.)

Consumers, Communications, results

When using the objective-and-task method to determine the budget, marketers must take the following steps:

Determine which media best reach the target market Establish a set of communication objectives

All of the following elements the marketing manager uses to develop an ______ strategy; ads, consumer promotion, social media marketing, PR.

IMC

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

Increasing next year's sale

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

Integrated

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

Maintaining positive relationships with media Maintaining a positive image

It is not enough for a marketer to create an ad and hope that people pay attention to it. Indicate ALL of the ways a brand improves the chance of getting the consumer to show interest in it.

Making the ad unique Making the ad shocking

_____ 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

The most commonly used method to establish the promotional budget is ________ while the most accurate method is _____.

Percentage of sales; objective-and-task

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

Positive

The components to which marketers attend in an ad's return on investment are:

Sale Marketing expenditures

Personal ______ is the two-way flow of communication between a buyer and a seller designed to influence the buyer's purchase desision

Selling

______ _______ is content often distributed between consumers and their friends and families and sometimes from the brand.

Social Media

In the past, Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. Here American Airlines could be seen as which of the following within the communication process?

The Sender

Which of the following pieces of information should be communicated to costumers through a company's website?

Where customers can purchase products; Features of product and services

In the ___ budget for IMC, the budget is set essentially by the amount left over and not allocated elsewhere.

available or "all-you-can-afford"

The communication _______ is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.

channel

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

communication

The ___ refers to the medium that carries the message whether in print, broadcast, or internet.

communication channel

In the ____ method of IMC budgeting, the budget is set so that the firm's proportional of communication expenses matches its shares of the market.

competitive parity

_______ is the third of the four components in the AIDA model.

desire

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

feedback loop

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

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

prompting trial increasing awareness

Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the _____ or the ______. Select all that apply.

receiver consumer

Marketers make adjustments in their communication messages depending on the ___.

reciever

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

For the past two decades Zubi Advertising Services, Inc. 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?

the transmitter

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

transmitter