Marketing - McManus Exam 3 - Test Questions
George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet browsers who use the terms apartment, insurance, and student. Which of the following will be most helpful to George? A. Twitter B. corporate blog C. Google AdWords D. Google Chrome E. Google Analytical Thinking
C. Google AdWords Google AdWords is a search engine marketing tool offered by Google that allows advertisers to show up in the Sponsored Links section of the search results page based on the keywords potential customers use.
The manufacturer of Beats by Dr. Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here? A. The message was decoded incorrectly. B. The message was not transmitted. C. The message was not received by its intended audience. D. The message was encoded incorrectly. E. The sender was not clearly identified.
C. The message was not received by its intended audience. Noise is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium. In this case, the message was not relevant to the audience who received it.
Cora will be a bridesmaid next summer and has purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy? A. sales promotions B. media advertising C. direct marketing D. personal selling E. public relations
C. direct marketing Direct marketing is the form of marketing communication that is most easily personalized, including increased use of customer databases to track purchases made online.
Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include A. expanding customer loyalty by closing the feedback loop. B. increasing market share, sales, and customer loyalty. C. increasing inquiries, awareness, and trial of her firm's services. D. shifting customers to rule-of-thumb budgeting. E. increasing the lagged effect.
C. increasing inquiries, awareness, and trial of her firm's services. Typical short-term IMC goals include generating inquiries, increasing awareness, and prompting trial of the firm's products.
Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget. A. reach and frequency B. track and decode C. objective-and-task D. rule-of-thumb E. sender-receiver
C. objective-and-task The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.
Sales promotions include all of the following except A. coupons. B. rebates. C. online ads. D. point-of-purchase displays. E. free samples.
C. online ads. Online ads are a form of advertising; all the remaining items are examples of sales promotion
Jim was asked to determine the impressions for an ad campaign. He will determine A. how often the audience was exposed to the communication. B. the percentage of the target population exposed to the communication. C. the number of times the ad appeared in front of the user. D. how useful the ad message is to the consumer. E. the advertising cost and the total communications expenditures.
C. the number of times the ad appeared in front of the user. Impressions are the number of times the ad appears in front of the user.
Which statement best describes personal selling? A. It involves a larger audience than advertising. B. It is primarily indirect communication. C. It is primarily informational communication, not persuasive communication. D. It is the two-way flow of communication between a buyer and a seller. E. It involves encoding while advertising involves only decoding.
D. It is the two-way flow of communication between a buyer and a seller. Personal selling is the two-way flow of communication between a buyer and a seller.
A firm's marketing communication strategy is formulated specifically to A. increase its frequency ratio. B. control its public image. C. increase its social media presence. D. communicate the value of its product(s). E. increase its return on investment.
D. communicate the value of its product(s). Marketers must consider how to communicate the value of a product and/or service—or more specifically, the value proposition—to the target market. A firm must develop a communication strategy to demonstrate the value of its product.
Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services? A. corporate blog B. faxed newsletter C. Super Bowl ad D. corporate website E. Twitter
D. corporate website Firms use their websites to build their brand image and educate customers about their products or services, as well as where they can be purchased.
Compared to other IMC alternatives, advertising is extremely effective for A. closing a sale. B. decoding messages efficiently. C. reducing the potential for noise. D. creating awareness and generating interest in a product. E. repositioning consumers in the AIDA model.
D. creating awareness and generating interest in a product. Advertising is best suited for creating awareness and interest. Because it is a relatively passive medium, it does not do as well at generating desire and spurring consumers to action.
Which of the following is the least interactive IMC strategy? A. personal selling B. mobile marketing C. online marketing via social media D. direct marketing via catalog E. direct marketing via telemarketing
D. direct marketing via catalog The elements of an IMC strategy can be viewed on two axes: passive and interactive (from the consumer's perspective) and offline and online. Direct marketing via catalog is considered a passive form.
A major factor contributing to the growth in the use of direct marketing IMC efforts is A. reduced government regulation of deceptive advertising practices. B. expanded use of personal selling. C. a shift from objective-and-task to rule-of-thumb budgeting. D. increased use of credit and debit cards, and online shopping by consumers. E. the reduction in IMC noise, allowing for a decreased lagged effect.
D. increased use of credit and debit cards, and online shopping by consumers Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases. The growth of these databases has been stimulated by increased use of credit cards and increased online shopping.
The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________. A. passive and interactive; tangible and intangible B. mobile marketing and direct marketing; tangible and intangible C. offline and online; low cost and high cost D. passive and interactive; offline and online E. static and changing; offline and online
D. passive and interactive; offline and online The elements of an IMC strategy can be viewed on two axes: passive and interactive (from the consumer's perspective) and offline and online.
All of the following are interactive elements of an IMC strategy except A. personal selling. B. consumer contests. C. mobile marketing. D. public relations. E. online marketing.
D. public relations. Personal selling, consumer contests, mobile marketing, and online marketing all involve direct interaction with a customer, as well as customer participation. Public relations involves building and maintaining a positive image, and customers do not need to take any action to receive it, making it indirect.
Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting? A. reach and frequency B. track and decode C. objective-and-task D. rule-of-thumb E. sender-receiver
D. rule-of-thumb; Rule-of-thumb methods such as the ones listed use prior sales and communication activities to determine the present communication budget.
Lars wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, as he knows most people enjoy them. Although he is not sure about specific products, Lars heads directly for a store selling Godiva Chocolates, because he knows this is a high-end brand. Lars can be said to have A. brand recall. B. aided recall. C. brand preference. D. brand image. E. brand awareness.
E. brand awareness. Brand awareness refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.
When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased (your book) also purchased... " This is an example of A. mass media advertising. B. publicity. C. public relations. D. sales promotions. E. direct marketing. This kind of personalization is a form of direct marketing
E. direct marketing. This kind of personalization is a form of direct marketing
Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of A. sales promotions. B. advertising. C. public relations. D. price reductions. E. direct marketing.
E. direct marketing; Direct marketing is the form of marketing communication that is most easily personalized.
The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations and has contributed to the rapid growth in A. media advertising. B. publicity. C. public relations. D. sales promotions. E. direct marketing.
E. direct marketing; Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases.
Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for __________ data. A. parity and affordability B. sales and promotion C. attitude change D. rule-of-thumb E. frequency and reach
E. frequency and reach Frequency refers to the number of times the audience was exposed to a message, and reach refers to the percentage of the target population exposed to the message.
The goal of any marketing communication is to A. maximize personal selling. B. increase public relations click-through rates. C. overwhelm negative publicity with commercial speech. D. replace cause-related marketing with non-cause-related marketing. E. get the right message to the right audience through the right media.
E. get the right message to the right audience through the right media. A successful marketing communication strategy will get the right message to the right audience through the right media.
A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy. A. personal selling B. mobile marketing C. advertising D. direct marketing E. public relations
E. public relations Public relations is 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.
In the AIDA model, the think stage is the __________ stage. a. awareness b. action c. interest d. desire e. intention
a. awareness
in the communication process, noise can occur as a result of lack of message clarity, a poor choice of medium, or a. competing messages b. an extended feedback loop c. indirect encoding d. inhibited decoding e. excessive reach
a. competing messages
________ refers to the process by which the receiver interprets the sender's message a. decoding b. feedback c. precoding d. encoding e. tracking
a. decoding
if you ever watched a television commercial and at the end of the message wondered what was being promoted, you may had trouble _______ the IMC message a. decoding b. transmitting c. precoding d. encoding e. tracking
a. decoding
the communication process includes all of the following except a. evaluation b. the sender c. the transmitter d. the communication channel e. the receiver
a. evaluation
If marketing communications are effective, they will a. result in purchases by some consumers receiving the communications b. offset any negative publicity the firm may have received c. minimize the number of communications channels used by the firm d. generate interest in the product in over half the consumers reached
a. result in purchases by some consumers receiving the communications; although many measures of marketing communication look at things like number of exposures, the eventual goal is to move a consumer to take action
The sender of an IMC message hopes the receivers are a. the people for whom the message who originally intended b. the people with the most buying power c. consumers who are capable of discerning value d. consumers who have purchased the firm's products in the past e. the market segment with the most gross rating points
a. the people for whom the message who originally intended
In the AIDA model, the do stage is the __________ stage. a. awareness b. action c. interest d. desire
b. action; this is the final stage of the AIDA model.
Especially for marketers with new products or services, IMC is needed because a. consumers need to know all about the features of new products before making a purchase decision b. consumers are unlikely to buy products they are not aware of c. it is impossible for products to sell themselves through word-of-mouth communication d. pricing decision cannot be made without IMC e. new products and services need to be integrated into the supply chain value proposition.
b. consumers are unlikely to buy products they are not aware of
Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that a. effective branding requires marketers to encode messages identically for each market b. each receiver decodes IMC messages in his or her own way c. action is taken before desire and interest are determined d. marketers can almost always use the same message for all audiences e. messages are decoded in the manner intended by the encoder
b. each receiver decodes IMC messages in his or her own way
After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to a. generate consumer action b. increase the level of interest needed to sustain action d. gain the attention of the consumer e. create intentions to purchase the product
b. increase the level of interest needed to sustain action; the steps are Awareness, interest, desire, action.
Which of the following is not one of the steps in the AIDA model? a awareness b. intention c. action d. desire e. interest
b. intention; The steps in the AIDA model are awareness, interest, desire, and action.
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, Car, must recognize that each IMC alternative a. will stand on its own b. it part of the whole c. is part of noncommercial free speech d. doesn't help communicate value to the consumer e. is dictated by the nature of the supply chain
b. is part of the whole
the communication process begins with _____, who (which) must be clearly identified. a. the integrator b. the sender c. the transmitter d. the communication channel e. the receiver
b. the sender
once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from a. "i want it" to "i like it" b. action to desire c. "i like it to "i want it" d. interest to awareness e. feelings to thinking
c. "i like it to "i want it"; desire to action
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 s most likely trying to avoid noise problems associated with a. competing messages b. lack of clarity in the message c. a poor choice of medium d. an extended feedback loop e. a flaw in the medium
c. a poor choice of medium
Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this a. selective recall, free association b. free association c. aided recall d. recall mapping e. top-of-mind awareness
c. aided recall; Aided recall refers to consumers recognizing a brand name when they see or hear it.
__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service. a. product familiarity b. brand association c. brand awareness d. marketing recall e. cognitive association
c. brand awareness; the first step of the AIDA model seeks to achieve brand awareness among consumers--knowledge that the brand name is in a particular category.
through advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a. supply chain effectiveness b. enhanced decoding processes c. consumer's purchase d. the level of noise in the IMC channel e. the reach/frequency radio
c. consumer's purchase
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 a. determine the level of desire needed to sustain action b. promote sufficiently to gain global attention c. create interest among consumers, persuading them to investigate further d. offer discounts to increase purchase intentions e. take steps in to encourage immediate purchase.
c. create interest among consumers, persuading them to investigate further
The three elements of any IMC strategy are the consumer, the channels, and a. the receiver b. the product c. evaluation of the results d. the company e. event sponsorship
c. evaluation of the results
Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of ___________ marketers use to assess the effectiveness of their IMC efforts. a. decoding b. pretesting c. feedback d. simulations e. encoding
c. feedback
the sender of an integrated marketing communication a. must work with the advertising specialists to ensure all recipients interpret the message accurately b. can assess the manner in which receivers interpret the message through gross rating points c. has little control over what meaning any individual receiver will take from the message d. controls the meaning all receivers take from the message e. should attempt to control how the message is received
c. has little control over what meaning any individual receiver will take from the message
In the AIDA model, awareness leads to a. intention, which hopefully leads to desire and then action b. integration, which hopefully leads to desire and then action c. interest, which hopefully leads to desire and then action d. intention, which hopefully leads to desire and then attention e. interest, which hopefully leads to determination and then action
c. interest, which hopefully leads to desire and then action
Integrated marketing communications represents the _______ element in the four P's of a firm's marketing mix a. pricing b. product c. promotion d. place e. partnering
c. promotion
The right communication channel to use in IMC is a. the traditional channel used in that particular retail sector b. network advertising, local newspapers, and regional radio stations c. the one that will connect to the desired recipients d. the one with the best encoding capabilities e. the one that maximizes decoding difficulty
c. the one that will connect to the desired recipients
The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this a. the primary effect b. aided recall c. top-of-mind awareness d. category dominance e. elevated awareness
c. top-of-mind awareness; this means that the consumer mentions the brand name first when asked about a product.
in the communication process, the ______ encodes the marketing communication message a. instructor b. sender c. transmitter d. communication channel e. receiver
c. transmitter
national manufacturers and retailers often pay a service provides to monitor television ads around the country to ensure that their ads are shown in their entirely during the time frames that were purchases. The service provides is monitoring for IMC noise problems associate with a. competing messages b. lack of clarity in the message c. a poor choice of medium d. a flaw in the medium e. an extended feedback loop
d. a flaw in the medium
in the communication process, the _____ is the medium that carries the message. a. feedback loop b. sender c. transmitter d. communication channel e. receiver
d. communication channel
_____ means converting the senders ideas into a message, which could be verbal, visual, or both a. decoding b. integrated marketing communications c. precoding d. encoding e. tracking
d. encoding
Even the best marketing communication can be wasted if the sender does not first a. generate consumer action b. offer testimonials from past consumers c. determine the level of desire needed to sustain action d. gain the attention of the consumer e. stimulate interest among stealth marketing consumers
d. gain the attention of the consumer; if the consumer's attention is not gained, and brand awareness does not result, the marketing communication cannot achieve its desired results.
_______ is any interference in the communication process. a. translation b. looping c. excessive reach d. noise e. feedback
d. noise
Integrated marketing communications include all of the following except a. personal selling b. advertising c. public relations d. supply chain management e. direct marketing
d. supply chain management
reaching the right audience with marketing communications is becoming more difficult because a. consumers are bored b. government regulations are constraining free speech c. personal selling is becoming less expensive making it more competitive with advertising d. the media environment has become more complicated
d. the media environment has become more complicated; 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.
The proliferation of new media alternative has led many firms to shift their promotional budgets from a. publicity to public relations b. personal selling to advertising c. integrated marketing communications to disintegrated communications d. indirect marketing to viral marketing e. advertising to direct marketing and website development
e. advertising to direct marketing and website development marketing dollars have recently been shifted toward direct marketing, website development, and product placement
as the number of communications media has increased, the task of understanding how best to reach target customers has a. shifted from creating a value proposition to revising a value proposition b. increased the use of rule-of-thumb targeting c. become easier d. focused on reducing communication noise e. become more complex
e. become more complex
In integrated marketing communications, encoding involves a. converting consumers; ideas into value propositions b. differentiating noncommercial speech from commercial speech c. converting the decoder into the receiver d. interpreting click-through rates e. converting the sender's ideas into a message
e. converting the sender's ideas into a message
Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to a. maximize the rating points b. minimize marketing communication expenditures c. shift encoding into decoding d. use personal selling to augment public relations e. drive the receiver to action
e. drive the receiver to action
Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ________ to determine what is working and what is not. a. noise b. pretesting c. precoding d. encoding e. feedback
e. feedback
The ________ loop allows the receiver to communicate with the sender in the IMC process. a. decoding b. pretesting c. precoding d. encoding e. feedback
e. feedback
Though a picture may be worth a thousand words, the most important facet of encoding is a. who draws the picture b. the self-visualization process c. not what is received, but rather what is sent d. the sponsor rather than the receiver e. not what is sent, but rather what is received
e. not what is sent, but rather what is received
In the communication process, the _____ is the person who reads, hears, or sees and processes the a. medium b. sender c. transmitter d. communication channel e. receiver
e. receiver
which of the following is not a communication channel used in the IMC process? a. radio b. television c. newspaper d. internet e. supply chain
e. supply chain
Loretta would like to know which, if any, of her firm's IMC efforts are working She could use all of the following except ____________ to provide feedback from her efforts. a. sales data b. complaints c. compliments d. coupon redemption rates e. the channel
e. the channel
Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of a. rejection of advertising b. subliminal advertising c. product underwhelm d. IMC strategy e. the lagged effect
e. the lagged effect The lagged effect recognizes that it generally takes several exposures to an ad before a consumer fully processes its messages. Seeing a single billboard is unlikely o spur Julia to action due to the lagged effect this is probably one reason why South of the Border places billboards once every few miles along I-95.
In simple terms, the AIDA model is also known as the __________ model. a. intention, action, interest b. stop, look, listen c. want, need, desire d. inform persuade, act e. think, feel, do
e. think, feel, do; Customers actually have three types of responses, so the AIDA model is also known as the "think, feel, do" model.
T/F: Glenn is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in the Wall Street Journal, he is using a push strategy.
false A push strategy seeks to increase demand by focusing on wholesalers, retailers, or salespeople. Campaigns aimed at consumers are pull strategies.
T/F: The three general objectives of advertising are to select, target, and promote.
false The three general objectives of advertising are to inform, persuade, and remind customers.
T/F: One problem facing advertisers is that consumers screen out messages that are not relevant to them.
true Consumers have grown adept at screening out messages they consider irrelevant, making it hard to reach them.
T/F: Public service announcements (PSAs) typically focus on social marketing objectives.
true PSAs are public service announcements, which are typically related to social causes.
T/F: A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing,"; followed by the words "Happy Holidays from your Coca-Cola bottler,"; is an example of reminder advertising.
true Reminder advertising is a communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.
T/F:The target audience for advertisers is not always the same as current users of the product.
true The success of an advertising program depends on how well the advertiser can identify its target audience. Firms must keep in mind, however, that their target audience may or may not be the same as current users of the product.
T/F: An advertisement stating, "Buy now: no money down" is a persuasive-type ad.
true the ad is trying to persuade the consumer to make a purchase now.
When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were A. 160. B. 1,600. C. 400. D. 40. E. The answer cannot be determined from this information. Gross rating points (GRP) are computed by multiplying reach by frequency. Thus, in this case, GRP = 40 × 4 = 160.
A. 160. Gross rating points (GRP) are computed by multiplying reach by frequency. Thus, in this case, GRP = 40 × 4 = 160.
Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as A. aided recall. B. unaided recall. C. top-of-mind awareness. D. brand preference. E. brand indifference.
A. aided recall. Aided recall is when consumers recognize the brand when the name is presented to them.
Personal selling is an especially important part of IMC in A. business-to-business markets. B. cause-related marketing. C. event sponsorships. D. stealth marketing. E. web tracking.
A. business-to-business markets Business-to-business markets make especially heavy use of personal selling
A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company. A. corporate blog B. faxed newsletter C. Super Bowl ad D. full-page ad in selected newspapers E. public relations campaign
A. corporate blog A blog contains periodic posts on a common web page. It can be used for all of the purposes listed, as a way to communicate with customers.
An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast. A. frequency B. reach C. gross rating points D. ROI E. click-through rate
A. frequency Frequency is the number of times the audience is exposed to a communication within a specified period of time.
Compared to mass media advertising, a key advantage of direct marketing is A. it allows for personalization of the message. B. it reaches a larger audience. C. it involves face-to-face contact. D. it uses the rule-of-thumb budgeting method. E. it is used almost exclusively for B2B marketing.
A. it allows for personalization of the message. Direct marketing can be easily personalized to each individual consumer.
One difficulty associated with using advertising as part of a marketer's IMC efforts is A. it is hard to break through the clutter of other messages targeted for the same audience. B. it is more expensive than personal selling. C. it works only when communicating to the most uninformed consumers. D. government regulations have significantly decreased allowable advertising frequencies. E. it is considered old-fashioned by many younger consumers.
A. it is hard to break through the clutter of other messages targeted for the same audience. The increasing volume of advertising has made it more difficult for an ad to break through the clutter.
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? A. mobile marketing B. social marketing C. personal selling D. sales promotions E. advertising
A. mobile marketing Mobile marketing sends messages through wireless handheld devices, such as cellular telephones.
Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this? A. sales promotion B. direct marketing C. public relations D. mobile marketing E. advertising
A. sales promotion Free samples are a form of sales promotion.
In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process? A. sender B. transmitter C. encoder D. channel E. receiver
A. sender The message originates from the sender, who must be clearly identified to the intended audience.
Public relations is the component of IMC that A. supports other promotional efforts by generating "free" media attention. B. has received the greatest increase in spending. C. converts mass media advertising into direct marketing. D. most effectively uses IMC encoding. E. generates the most gross rating points.
A. supports other promotional efforts by generating "free" media attention. Public relations manages a firm's communications to achieve a variety of objectives, including building and maintaining a positive image and maintaining positive relationships with the media. As such, it strives to generate "free" attention from the media to support the rest of the IMC strategy.
If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as A. the click-through rate. B. impressions. C. frequency. D. gross rating points. E. reach.
A. the click-through rate. The click-through rate is the number of times users click on an ad divided by the number of impressions.
The basic goal of integrated marketing communications is to a. communicate the value of proposition to the target market b. create desire c. manipulate consumers d. outspend competitors e. tell the world about your company
A. communicate the value proposition to the target market
The goals of IMC need to A. expand as the advertising budget expands. B. be explicit and measurable. C. be encoded before they can be decoded. D. include both the noise effect and the transmitter effect. E. be separate from budget.
B. be explicit and measurable; All IMC goals should be explicitly defined and measured so that success can be evaluated
In recent years, the component of IMC that has received the greatest increase in aggregate spending is A. media advertising. B. direct marketing. C. public relations. D. sales promotions. E. publicity.
B. direct marketing. Direct marketing has received the greatest recent increase in aggregate spending.
Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is A. easy. B. expensive. C. ineffective. D. overrated. E. simple.
B. expensive. Although personal selling has many benefits, particularly for complex or expensive products, it can be an expensive form of integrated marketing communication.
Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in A. expanding customer loyalty by closing the feedback loop. B. increasing market share, sales, and customer loyalty. C. increasing inquiries, awareness, and trial of his firm's services. D. shifting customers to rule-of-thumb budgeting. E. increasing the lagged effect.
B. increasing market share, sales, and customer loyalty. Typical long-term IMC goals include increasing sales, market share, and customer loyalty.
When comparing the various communication channels available to marketing professionals, it becomes apparent that A. consumers prefer advertising over other channels. B. no single channel is better than another channel. C. public relations is the least expensive, but the most successful channel. D. personal selling is the most expensive and the least successful channel. E. online marketing is taking the place of advertising and public relations.
B. no single channel is better than another channel. No single channel is necessarily better than another channel; the goal of IMC is to use them in conjunction so that the sum exceeds the total of the individual channels.
When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? A. never, after the first product/service B. once, for each individual product and service C. once, by each management team member D. only when a product is removed from the line E. when the prior year's budget is exceeded
B. once, for each individual product and service This process—set objectives, choose media, and determine costs—must be repeated for each product or service.
Firms can use __________ to bring customers together to share experiences around the products. A. surveys B. social media C. consumer outlets D. brand associations E. public relations
B. social media The term socialmedia refers to media content distributed through social interaction—for example, YouTube, Facebook, and Twitter. Firms can use these sites to engage their customers in a proactive dialogue with other customers.
Integrated marketing communications include all of the following except A. advertising. B. supply chain management. C. direct marketing. D. public relations. E. sales promotion.
B. supply chain management. All of these except the supply chain are channels used in the IMC process.
To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and A. the number of destinations. B. the number of impressions. C. the cost per click. D. how much time consumers spend viewing the ad or page. E. the total number of clicks recorded by the industry.
B. the number of impressions. The click-through rate (CTR) is computed by dividing the number of clicks by the number of impressions.
When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least 10 television programs recalling great commercials. For its target audience, the frequency of this ad is measured as A. 1. B. 10. C. 500 million. D. one-tenth. E. 5 billion (10 times 500 million).
A. 1. Marketers measure the frequency of exposure—how often the target audience is exposed to a communication within a specified period of time. In this case, the ad was aired only once.
