BUS 346 Review Questions (ch17)

The IMC communication process includes all of the following EXCEPT Select one: a. the transmitter. b. the communication channel. c. the sender. d. the receiver. e. evaluation.

e. evaluation.

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? Select one: a. Google AdWords b. Google Chrome c. corporate blog d. Twitter e. Google Analytics

a. Google AdWords

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or Select one: a. competing messages. b. an extended feedback loop. c. excessive reach. d. indirect encoding. e. inhibited decoding.

a. competing messages.

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. Select one: a. frequency b. ROI c. gross rating points d. click-through rate e. reach

a. frequency

From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT Select one: a. public relations. b. telemarketing. c. personal selling. d. mobile marketing. e. consumer contests.

a. public relations.

__________ is any interference in the IMC process. Select one: a. Looping b. Noise c. Feedback d. Excessive reach e. Translation

b. Noise

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated. Select one: a. communication channel b. receiver c. medium d. transmitter e. sender

b. receiver

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? Select one: a. advertising b. sales promotions c. mobile marketing d. social marketing e. personal selling

c. mobile marketing

If you send an email and include a link, you can track how many people took the desired action of clicking the link. This is known as Select one: a. gross rating points. b. reach. c. the click-through rate. d. impressions. e. frequency.

c. the click-through rate.

In simple terms, the AIDA model is also known as the __________ model. Select one: a. want, need, desire b. stop, look, listen c. think, feel, do d. inform, persuade, act e. intention, action, interest

c. think, feel, do

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and Select one: a. enhanced decoding processes. b. the reach/frequency ratio. c. supply chain effectiveness. d. a consumer's purchase. e. the level of noise in the IMC channel.

d. a consumer's purchase.

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message. Select one: a. transmitting b. tracking c. precoding d. decoding e. encoding

d. decoding

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 Select one: a. an extended feedback loop. b. competing messages. c. a poor choice of medium. d. lack of clarity in the message. e. a flaw in the medium.

e. 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 Select one: a. a flaw in the medium. b. lack of clarity in the message. c. an extended feedback loop. d. competing messages. e. a poor choice of medium.

e. a poor choice of medium.

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are hoping to Select one: a. reduce deceptive advertising. b. offer objective-and-task marketing communications. c. promote public interest social responsibility communications. d. signal encoding symbols to simplify the feedback loop. e. stimulate interest, persuading consumers to investigate further.

e. stimulate interest, persuading consumers to investigate further.

Public relations is the component of IMC that Select one: a. most effectively uses IMC encoding. b. has received the greatest increase in spending. c. converts mass media advertising into direct marketing. d. generates the most gross rating points. e. supports other promotional efforts by generating free media attention.

e. supports other promotional efforts by generating free media attention.

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process? Select one: a. receiver b. sender c. transmitter d. encoder e. channel

b. sender

__________ refers to the process by which the receiver interprets the sender's message. Select one: a. Encoding b. Feedback c. Decoding d. Tracking e. Precoding

c. Decoding

__________ refers to the process by which the receiver interprets the sender's message. Select one: a. Encoding b. Feedback c. Decoding d. Tracking e. Precoding

c. Decoding

Compared to other IMC alternatives, advertising is extremely effective for Select one: a. reducing the potential for noise. b. efficient message decoding. c. closing a sale. 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.

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. Select one: a. sales and promotion b. rule-of-thumb c. parity and affordability d. frequency and reach e. attitude change

d. frequency and reach

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more Select one: a. expensive. b. company-controlled. c. entertainment-oriented. d. interactive. e. consumer-controlled.

d. interactive.

A measure termed _______ describes how useful an ad message is to the consumer doing the search. Select one: a. awareness b. reliability c. return on investment d. impression e. relevance

e. relevance

Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this? Select one: a. public relations b. advertising c. direct marketing d. mobile marketing e. sales promotion

e. sales promotion

___________ means converting the sender's ideas into a message, which could be verbal, visual, or both. Select one: a. Precoding b. Encoding c. Decoding d. Integrated marketing communications e. Tracking

b. Encoding

Which statement best describes personal selling? Select one: a. It involves encoding whereas advertising involves only decoding. b. It is the two-way flow of communication between a buyer and a seller. c. It is primarily informational communication, not persuasive communication. d. It is primarily indirect communication. e. It involves a larger audience than advertising.

b. It is the two-way flow of communication between a buyer and a seller.

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 Select one: a. top-of-mind awareness. b. aided recall. c. selective recall. d. recall mapping. e. free association.

b. aided recall.

When comparing the various communication channels available to marketing professionals, it becomes apparent that Select one: a. consumers prefer advertising over other channels. b. no single channel is better than another channel. c. online marketing is taking the place of advertising and public relations. d. public relations is the least expensive but the most successful. e. personal selling is the most expensive but the least successful.

b. no single channel is better than another channel.

The right communication channel to use in IMC is Select one: a. the one with the best encoding capabilities. b. the one that will connect to the desired recipients. c. the traditional channel used in that particular retail sector. d. the one that maximizes decoding difficulty. e. network advertising, local newspapers, and regional radio stations.

b. the one that will connect to the desired recipients.

A firm's marketing communication strategy is formulated specifically to Select one: a. control its public image. b. increase its return on investment. c. communicate the value of its product(s). d. increase its frequency ratio. e. increase its social media presence.

c. communicate the value of its product(s).

The sender of an integrated marketing communication Select one: a. should attempt to control how the message is received. 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. must work with the advertising specialists to ensure all recipients interpret the message accurately. e. controls the meaning all receivers take from the message.

c. has little control over what meaning any individual receiver will take from the message.

As the number of communication media has increased, the task of understanding how best to reach target customers has Select one: a. become easier. b. focused on reducing communication noise. c. increased the use of rule-of-thumb targeting. d. shifted from creating a value proposition to revising a value proposition. e. become more complex.

e. become more complex.

One difficulty associated with using advertising as part of a marketer's IMC efforts is Select one: a. that it is more expensive than personal selling. b. breaking through the clutter of other messages targeted for the same audience. c. that it is considered old-fashioned by many younger consumers. d. that it only works when communicating to the most uninformed consumers. e. that government regulations have significantly decreased allowable advertising frequencies.

b. breaking through the clutter of other messages targeted for the same audience.

Compared to mass media advertising, a key advantage of direct marketing is that Select one: a. it reaches a larger audience. b. it is used almost exclusively for B2B marketing. c. it allows for personalization of the message. d. it involves face-to-face contact. e. it uses the rule-of-thumb budgeting method.

c. it allows for personalization of the message.

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication. Select one: a. decoding decomposition effect b. viral effect c. lagged effect d. noncommittal effect e. click-through delay

c. lagged effect

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? Select one: a. social marketing b. sales promotions c. personal selling d. mobile marketing e. advertising

d. mobile marketing

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent? Select one: a. public relations b. personal selling c. sales promotions d. mobile marketing e. advertising

d. mobile marketing

Sales promotions include all of the following EXCEPT Select one: a. point-of-purchase displays. b. coupons. c. rebates. d. online ads. e. free samples.

d. online ads.

Integrated marketing communications include all of the following EXCEPT Select one: a. personal selling. b. advertising. c. public relations. d. supply chain management. e. direct marketing.

d. supply chain management.

When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? Select one: a. when the prior year's budget is exceeded b. never, after the first product/service c. once by each management team member d. only when a product is removed from the line e. once for each individual product and service

e. once for each individual product and service