marketing quiz 5
In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.) A product category where competition is intense A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle A product category where competition is not yet established
A product category where competition is intense A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the Blank______ model. Multiple choice question. Aided recall Top-of-mind awareness Brand awareness AIDA
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.
AIDA
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? Using memorable symbols Advertising their brands Having a memorable brand name Adopting a generic look for the brand
Adopting a generic look for the brand
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? Marketing Advertising Consumption Public relations
Advertising
What is the most visible form of marketing communications? Press releases Sales promotions Public relations Advertising
Advertising
Which of the following is the most visible IMC component? Personal selling Sales promotion Public relations Advertising
Advertising
Which of these is an awareness metric based on consumer recognition of a brand when presented with the name? Encoding Aided recall Top-of-mind awareness Lagged effect
Aided recall
Which of these is an awareness metric based on consumer recognition of a brand when presented with the name? Lagged effect Top-of-mind awareness Aided recall Encoding
Aided recall
What is the first component of the AIDA model? Action Desire Interest Awareness
Awareness
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? Intention Action Awareness Desire Interest
Awareness
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 desirability Brand ignorance Brand capability Brand awareness
Brand awareness
What is an example of a pull IMC strategy? Coke runs a sales promotion for McDonald's franchisees awarding a trip to Hawaii for the store with the highest monthly sales of Coke products. NuFloor has an end-of-the-aisle display it provides to every Home Depot store for an easy-to-install wood floor. Best Buy pays the majority of a Co-op ad for the Kindle. Budweiser buys 8 ads in the Super Bowl at $3M each.
Budweiser buys 8 ads in the Super Bowl at $3M each.
Which step in the advertising process has become particularly difficult when trying to reach young consumers? Finding ad space online Having a large enough budget Coordinating with public relations Capturing their attention
Capturing their attention
In search engine marketing, what term describes the number of clicks divided by number of impressions? Click-through rate ROI Conversion rate Relevance
Click-through rate
In the second step taken to convey the message, what do marketers do? Decide what appeal would be most effective Calculate how much the project will cost Determine who the target audience is Decide how many staff are needed for the project
Decide what appeal would be most effective
In communication, what is the process by which the receiver interprets the sender's message? Noise Feedback Decoding Encoding
Decoding
________ is the third of the four components in the AIDA model.
Desire
Which of the following are stages of the AIDA model? (Choose every correct answer.) Desire Awareness Interest Accountability
Desire Awareness Interest
Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction? Direct marketing Sales promotions Public relations Sponsorship
Direct marketing
________ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.
Encoding
Which statements about measuring marketing campaigns are true? (Choose every correct answer.) Measuring marketing efforts is easiest when the campaign uses new forms of communication. Factors such as the lagged effect can complicate the measurement process. The success of campaigns is measured using marketing metrics. Marketers can expect to see results almost immediately after launching a campaign.
Factors such as the lagged effect can complicate the measurement process. The success of campaigns is measured using marketing metrics.
An institutional advertisement is intended to sell a particular product or service. True False
False
Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched. True False
False
When first creating an IMC campaign, firms should avoid focusing on the long term. True False
False
Which factors should be considered in the process of determining an advertising budget? (Choose every correct answer.) Firms must understand how advertising will help them meet objectives. Advertising spending will fluctuate over the course of the product life cycle. Advertising spending should depend on the previous year's sales volume. The budget should be relatively uniform throughout the product's life. The budget should be uniform for all products within the firm.
Firms must understand how advertising will help them meet objectives. Advertising spending will fluctuate over the course of the product life cycle.
Which of the following is an example of a search engine marketing tool? A blog Google Ads Twitter Gross rating points
Google Ads
in which stage of the product life cycle is persuasive advertising most often used? Decline Introduction Late maturity Growth
Growth
Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.) Buying advertising space in media Handling unfavorable stories or events Developing consumer promotions, such as contests Maintaining positive relationships with media Maintaining a positive image
Handling unfavorable stories or events Maintaining positive relationships with media Maintaining a positive image
Which of the following is accomplished using search engine marketing? Getting favorable reviews by well-known bloggers Having a link to the advertiser's website show up at the top of a Google Search page Reviewing ad performance on social media sites, such as Facebook Eliminating the need for print or television marketing
Having a link to the advertiser's website show up at the top of a Google Search page
Which of these elements would be the most important for building a top-of-mind level of brand awareness? Having the brand with the best value Holding the brand that has been longest in the market Having a memorable brand Having the best quality product
Having a memorable brand
Which statement about marketing channels is true? New media channel options are overall better and more effective than traditional marketing channels. The number of available IMC channels is shrinking as marketers switch to new media. IMC combines the channels so that together they exceed the total of the individual channels. Reaching the right audience through marketing channels is becoming easier.
IMC combines the channels so that together they exceed the total of the individual channels.
Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Identify the cost of the necessary communications. Compare the budget to that of the competitors. Determine which media best reach the target market. Establish a set of communication objectives.
Identify the cost of the necessary communications. Determine which media best reach the target market. Establish a set of communication objectives.
Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Identify the cost of the necessary communications. Determine which media best reach the target market. Compare the budget to that of the competitors. Establish a set of communication objectives.
Identify the cost of the necessary communications. Determine which media best reach the target market. Establish a set of communication objectives.
Which of the following is the best way to raise consumer interest in an ad? Include unique attributes that appeal to the target audience. Spend a lot of money on the ad. Copy a competitor's format. Use the ad to target several different audiences simultaneously.
Include unique attributes that appeal to the target audience.
When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness? Reminder Rebate Persuasive Informative
Informative
Which type of advertising focuses on promoting an organization or business as a whole rather than specific goods or services? Institutional Persuasive Product-placement Product-based
Institutional
_____________ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers.
Integrated
In the "think, feel, do" model of marketing communications, what follows "awareness"? Interest Action Desire Consideration
Interest
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 does not advertise. It is of premium quality. It is definitely the market leader. It has fairly high visibility among consumers.
It has fairly high visibility among consumers
Which of the following are true of an advertising plan? It typically follows the same strategies for all campaigns. It indicates how a firm can determine whether the campaign was successful. It analyzes the marketing and advertising situation. It identifies the objectives of the advertising campaign.
It indicates how a firm can determine whether the campaign was successful. It analyzes the marketing and advertising situation. It identifies the objectives of the advertising campaign.
Which of the following is true of advertising? Its source is sometimes unknown. It can be purely informational and not persuasive. It is sometimes free for businesses. It is the most visible form of marketing communications.
It is the most visible form of marketing communications.
To calculate return on marketing investment (ROMI), what do marketers need to know? (Choose every correct answer.) Marketing expenditure Click-through rate Impressions Gross margin
Marketing expenditure Gross margin
Which term refers to any interference in a message? Communication Noise Feedback Decoding
Noise
________ occurs when there is a discrepancy between the encoding and decoding of a message.
Noise
__________ 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
When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using what IMC budget method? Objective-and-task Percent-of-sales Rule-of-thumb Competitive parity
Objective-and-task
Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.) Limited and expanded Promotion and advertising Passive and interactive Offline and online
Passive and interactive Offline and online
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? Sales promotion Direct advertising Personal selling Public relations
Personal selling
Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Choose every correct answer.) Product Service Medium Idea
Product Service Idea
What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings? Product-focused Issue-based Brand Institutional
Product-focused
__________ service advertising represents a form of social marketing undertaken to address social issues.
Public
Which type of advertising is used when the aim is to improve society and generate awareness about various issues? Public service Product-focused Informational Reminder
Public service
Which of these is a measure of how effective an ad is for the amount spent? ROMI SEO SEM CTR
ROMI
______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once. Frequency Exposure Segmentation Reach
Reach
What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles? Reminder Persuasive Image Informative
Reminder
Which pieces of information should be communicated to customers through a company's website? Reviews of products or services Contact information for competitors Features of products and services Where customers can purchase products
Reviews of products or services Features of products and services Where customers can purchase products
_______ 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
Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy? Public relations Mass advertising Sales promotions Direct marketing
Sales promotions
Which of the following best describes the goals a firm should set for an IMC campaign? Broad and all encompassing Inexpensive and quick to reach Short term and achievable Specific and measurable
Specific and measurable
What has been the result of changes in how consumers use media and the increase in the number of available communication channels? The job of advertisers is more challenging. The job of advertisers is much simpler. Advertising success is assured. Advertisers use only one communication channel to reach consumers.
The job of advertisers is more challenging.
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 Sender Channel Receiver
Transmitter
Social shopping involves sending e-mails to specific customers about new products that may be of interest to them. True False
True
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? Whether or not the receiver reads the ad more than once What time of the year the print ad is issued What newspaper or magazine the print ad appears in Whether or not the receiver is a user of the firm's product
Whether or not the receiver is a user of the firm's product
Unlike PR, _________ is a paid form of communication, delivered through media from an identifiable
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 Blank______. brand persistence recall capability brand notoriety aided recall
aided recall
Personal selling is an important component of many IMC programs, especially in Blank______ settings. heavily promotional business-to-consumers (B2C) introductory market business-to-business (B2B)
business-to-business (B2B)
Personal selling is an important component of many IMC programs, especially in Blank______ settings. introductory market heavily promotional business-to-consumers (B2C) business-to-business (B2B)
business-to-business (B2B)
The communication __________ is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.
channel
The Blank______ is the medium that carries the message for a firm, whether in print, broadcast, or Internet. message outlet transmitter encoding process communication channel
communication 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 Blank______. communications companions coalition collaboration
communications
Within the communication process, encoding Blank______ the sender's ideas. transmits interprets converts adds complexity to
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 Blank______ a given message differently. decode encode transmit send
decode
Mobile marketing, mailed flyers, mailed catalogs, and e-mails can all be considered part of ___. direct marketing top-of-mind awareness personal selling online marketing
direct marketing
Marketers measure the Blank______ of exposure by how often the audience is exposed to a communication within a specified period of time. frequency repetition rating reach
frequency
The number of times an ad appears in front of the user is known as the number of Blank______. impressions gross rating points conversions click-throughs
impressions
Marketing communications Blank______ consumers by making them aware that a product or service exists or by increasing their purchase intent. command deter influence mislead
influence
During the early stages of a product's life cycle, _________ advertising should be used in order to create and build brand awareness.
informative
Within the communication process, decoding can best be described as Blank______. transmission conversion interpretation conversation
interpretation
Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually Blank______. interprets does feels means
interprets
Gordon is a marketer at a bicycle manufacturer and is responsible for developing an ad focusing on his employer's newly designed titanium-frame touring bike. The goal for the ad is to take consumers from the interest stage of the AIDA model to the desire stage. In other words, the ad is intended to move the consumer from saying, "I Blank______ it" to "I Blank______ it." want; like need; like like; want need; want
like; want
When a firm influences the actions of a consumer, the firm has probably done so through Blank______. marketing communications market domination market manipulation in-person persuasion
marketing communications
Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the Blank______. message AIDA model budget push strategy
message
An advertising __________ identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.
plan
The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of ________-focused advertising.
product
A Blank______ strategy is designed to motivate consumers to demand products and force the channel to carry and sell the brand, whereas a Blank______ strategy relies on the channel members to move the brand. pull; push coupon; sampling loyalty; pull rebate; product placement
pull; push
Gross rating points (GRP) equals _________ times frequency.
reach
In the communications process, the Blank______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement. transmitter receiver sender encoder
receiver
Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the Blank______. transmitter receiver encoder firm
receiver
Public _________ is the organizational function that manages the firm's communications and supports other promotional efforts.
relations
Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use ___________ advertising to keep the products in the minds of consumers.
reminder
Firms conduct market _________ to identify their target audience and to help set the tone for their advertising program.
research
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the Blank______ in the communication process. decoder noise sender channel receiver
sender
The ______ is the originator of the message in the communication process. transmitter consumer sender media
sender
The sender of a message Blank______ the audience. must be hidden from should be clearly known by should be a member of decodes the message for
should be clearly known by
Using the Internet to communicate about product preferences with other shoppers is called _________ shopping.
social
The success of an advertising program depends on how well the advertiser can identify its _________ audience.
target
Firms have begun to rely more heavily on communicating with their customers through Blank______. personal selling television print media their websites
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 Blank______ awareness. effortless unconscious top-of-mind aided
top-of-mind
The ________ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
transmitter
