MKT2100 Ch 18 Smart Book

Public relations is the organizational function that oversees a company's communications to achieve which of these objectives?

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

Corporate blogging is a new form of marketing communication. What does a well-received blog accomplish? (Choose every correct answer.) Multiple select question. A. It creates positive word of mouth. B. It connects customers by forming a community. C. It maintains low visibility. D. It develops short-term relationships.

A, B

What does web-tracking software measure? (Choose every correct answer.) Multiple select question. A. How much time users spend on particular web pages B. The number of pages users view C. How much has been purchased from traditional retailers D. How many times users click banner ads E. How many products will be sold over the coming months

A, B, D

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?

Adopting a generic look for the brand

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

Aida

Which of the following are stages of the AIDA model?

Awareness Interest Desire

Which steps should marketers follow when using the objective-and-task method to determine a budget?

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

Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched.

False

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

False

Which of the following is an example of a search engine marketing tool?

Google Ads

To calculate return on marketing investment (ROMI), what do marketers need to know?

Gross margin Marketing expenditure

Which of the following is accomplished using search engine 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 a memorable brand

Which statement about marketing channels is true?

IMC combines the channels so that together they exceed the total of the individual channels.

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

Include unique attributes that appeal to the target audience.

Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers?

Paddywax

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

ROMI

Which statements about measuring marketing campaigns are true?

The success of campaigns is measured using marketing metrics. Factors such as the lagged effect can complicate the measurement process.

A blog should be transparent and feature the authors' honest observations, leading to customer trust and loyalty.

True

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

True

What software usually reports metrics, such as the time viewers spend on particular web pages and the number of pages they view?

Web-tracking

Which pieces of information should be communicated to customers through a company's website?

Where customers can purchase products Features of products and services Reviews of products or services

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 is a user of the firm's product

What is the fourth (and final) component of the AIDA model?

action

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?

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 Blank______.

aided recall

Which of these is an awareness metric based on consumer recognition of a brand when presented with the name?

aided recall

What is the first component of the AIDA model?

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?

awareness

If you are looking to find out more about a particular good or service, you may find yourself reviewing a ____________ (a web page that contains periodic posts).

blog

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 awareness

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

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

In search engine marketing, what term describes the number of clicks divided by number of impressions?

click through rate

The Blank______ is the medium that carries the message for a firm, whether in print, broadcast, or Internet.

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

Within the communication process, encoding Blank______ the sender's ideas.

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

In communication, what is the process by which the receiver interprets the sender's message?

decoding

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

desire

Mobile marketing, mailed flyers, mailed catalogs, and e-mails can all be considered part of ___.

direct marketing

Which IMC strategy involves 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

What allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly?

feedback loop

Which process allows the receiver to inform the sender whether the message was properly decoded?

feedback loop

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

frequency

The number of times an ad appears in front of the user is known as the number of ______.

impressions

Which word best describes the advantage of using an IMC program over a single marketing communication element in order to deliver a message to the target audience?

integration

Within the communication process, decoding can best be described as Blank______.

interpretation

Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually ______.

interprets

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

marketing communications

Which term refers to any interference in a message?

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

IMC programs are advantageous in that they regard each individual marketing communication element as Blank______.

part of an integrated unit

Which of these are the two axes on which marketing channels can be viewed?

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?

personal selling

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

positive

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

promotion

The ultimate goal of any marketing communication is to compel the receiver to react positively to the message and brand and then to ______ the product or service.

purchase

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

Google AdWords provides a quality score measuring how related a keyword is to an ad's text. What concept does the score refer to?

relevance

In search engine marketing, the ______ of the ad describes how useful an ad message is to the customer doing the search.

relevance

______ 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?

sales promotions

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.

sender

The Blank______ is the originator of the message in the communication process

sender

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

social

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

specific and measurable

Firms have begun to rely more heavily on communicating with their customers through Blank______.

their websites

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

to influence

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

to interest

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 ______ it" to "I ______ it."

to like/want

______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

to reach

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.

top of mind

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. This ad agency is performing what role in the communication process?

transmitter