Chapter 17 Assignment for Module 12

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 AIDA Brand awareness Top-of-mind awareness

AIDA

What is the fourth (and final) component of the AIDA model? Multiple choice question. Awareness Desire Interest Action

Action

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? Multiple choice question. Having a memorable brand name Advertising their brands Adopting a generic look for the brand Using memorable symbols

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? Multiple choice question. Public relations Consumption Advertising Marketing

Advertising

Which of the following is the most visible IMC component? Multiple choice question. Personal selling Public relations Advertising Sales promotion

Advertising

Which of these is an awareness metric based on consumer recognition of a brand when presented with the name? Multiple choice question. Lagged effect Top-of-mind awareness Encoding Aided recall

Aided recall

What is the first component of the AIDA model? Multiple choice question. Awareness Action Desire Interest

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? Multiple choice question. Desire Interest Awareness Action Intention

Awareness

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 BLANK model.

BLANK: AIDA or Awareness Interest Desire Action

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

BLANK: Blog

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

BLANK: Desire

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

BLANK: Integrated or Intergrated

BLANK marketing refers to marketing through smartphones and similar devices. Multiple choice question. Mobile Direct Personal Blog

BLANK: Mobile

Gross rating points (GRP) equals BLANK times frequency.

BLANK: Reach

Public BLANK is the organizational function that manages the firm's communications and supports other promotional efforts.

BLANK: Relations

BLANK 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.

BLANK: Sales

BLANK media refers to online and mobile technologies that distribute content to facilitate interpersonal interactions.

BLANK: Social

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

BLANK: Social

Marketing through wireless handheld devices such as cellular telephones is known as BLANK marketing.

BLANK: mobile

Which term best describes the strength of the association between a brand name and the type of product or service in the consumers' minds? Multiple choice question. Brand ignorance Brand capability Brand desirability Brand awareness

Brand awareness

Which of these are examples of innovative technologies being used in direct marketing? (Choose every correct answer.) Multiple select question. Businesses are compiling customer databases, including the customer's personal information, to identify and track consumers and then entice them with targeted marketing. Sales associates in retail stores are using computers to consult the firm's online catalog when a customer wants a product that is not on display in the store. Firms use e-mail to inform customers of new merchandise and special promotions, confirm the receipt of an order, and indicate when an order has been shipped. Mobile devices can function as a payment medium. Customers can tap their cell phones, and the transaction occurs in much the same way it occurs with a credit card.

Businesses are compiling customer databases, including the customer's personal information, to identify and track consumers and then entice them with targeted marketing. Firms use e-mail to inform customers of new merchandise and special promotions, confirm the receipt of an order, and indicate when an order has been shipped. Mobile devices can function as a payment medium. Customers can tap their cell phones, and the transaction occurs in much the same way it occurs with a credit card.

In search engine marketing, what term describes the number of clicks divided by number of impressions? Multiple choice question. ROI Relevance Click-through rate Conversion rate

Click-through rate

What are the three parts of any IMC strategy? (Choose every correct answer.) Multiple select question. Consumers Communication channel Results Merchandise

Consumers Communication channel Results

A technology company wants to market its products to both retailers and consumers. How should it approach the matter? Multiple choice question. Create entirely different marketing strategies for each group. Use the same outlets for both groups but use different advertisements. Use the same marketing strategy for both audiences. Use the same advertisements for both groups but place them in different outlets.

Create entirely different marketing strategies for each group.

Which of the following are stages of the AIDA model? (Choose every correct answer.) Multiple select question. Desire Awareness Interest Accountability

Desire Awareness Interest

Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction? Multiple choice question. Sponsorship Direct marketing Sales promotions Public relations

Direct marketing

Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Multiple select question. Establish a set of communication objectives. Compare the budget to that of the competitors. Determine which media best reach the target market. Identify the cost of the necessary communications.

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

Marketers should avoid changing their messages for different audiences. True false question.TrueFalse

False

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

False

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

False BC Consumers may need several exposures to a campaign before they are moved to buy, meaning a marketing campaign may not reach its full potential for some time.

Which of the following is an example of a search engine marketing tool? Multiple choice question. Gross rating points Google Ads Twitter A blog

Google Ads

To calculate return on marketing investment (ROMI), what do marketers need to know? (Choose every correct answer.) Multiple select question. Click-through rate Gross margin Marketing expenditure Impressions

Gross margin Marketing expenditure

Which of the following is accomplished using search engine marketing? Multiple choice question. 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 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

Which of these elements would be the most important for building a top-of-mind level of brand awareness? Multiple choice question. Having a memorable brand Having the brand with the best value Having the best quality product Holding the brand that has been longest in the market

Having a memorable brand

The message being sent out by marketers should be customer focused, the communication channel should be correct for the targeted audience, and results need to be fully evaluated. These are the three elements of a(n) Blank______ strategy. Multiple choice question. IMC SBU SEC VMI

IMC

Which of the following is the best way to raise consumer interest in an ad? Multiple choice question. Use the ad to target several different audiences simultaneously. Copy a competitor's format. Spend a lot of money on the ad. Include unique attributes that appeal to the target audience.

Include unique attributes that appeal to the target audience.

What goals might a firm hope to achieve with an IMC campaign? (Choose every correct answer.) Multiple select question. Increasing employee motivation Increasing market share Generating inquiries Increasing customer loyalty

Increasing market share Generating inquiries Increasing customer loyalty

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? Multiple choice question. Uniqueness Integration Familiarity Evolution

Integration

In the "think, feel, do" model of marketing communications, what follows "awareness"? Multiple choice question. Consideration Action Desire Interest

Interest

Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.) Multiple select question. Handling unfavorable stories or events Maintaining a positive image Buying advertising space in media Maintaining positive relationships with media Developing consumer promotions, such as contests

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

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using what IMC budget method? Multiple choice question. Rule-of-thumb Objective-and-task Competitive parity Percent-of-sales

Objective-and-task

Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers? Multiple choice question. Paddywax Coca-Cola Starbucks Harley-Davidson

Paddywax

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? Multiple choice question. Sales promotion Public relations Personal selling Direct advertising

Personal selling

The integrated marketing communications process refers to which of the six Ps in the marketing mix? Multiple choice question. Price Product Promotion Place

Promotion

Which of these is a measure of how effective an ad is for the amount spent? Multiple choice question. CTR SEM SEO ROMI

ROMI

Google AdWords provides a quality score measuring how related a keyword is to an ad's text. What concept does the score refer to? Multiple choice question. Click-through rate Relevance Social shopping Impressions

Relevance

Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy? Multiple choice question. Sales promotions Public relations Direct marketing Mass advertising

Sales promotions

Businesses are able to collect information for their databases when customers use which of these? (Choose every correct answer.) Multiple select question. Store-specific credit and loyalty cards Credit and debit cards Online shopping websites Cash

Store-specific credit and loyalty cards Credit and debit cards Online shopping websites

What makes it difficult to immediately assess the effectiveness of a marketer's message? Multiple choice question. The noise effect The lagged effect The distortion effect The desired effect

The lagged effect

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

The number of pages users view How much time users spend on particular web pages How many times users click banner ads

Which statements about measuring marketing campaigns are true? (Choose every correct answer.) Multiple select question. The success of campaigns is measured using marketing metrics. Factors such as the lagged effect can complicate the measurement process. Measuring marketing efforts is easiest when the campaign uses new forms of communication. Marketers can expect to see results almost immediately after launching a campaign.

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 false question.TrueFalse

True

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

True

What software usually reports metrics, such as the time viewers spend on particular web pages and the number of pages they view? Multiple choice question. Frequency Web-tracking Click-through SEO

Web-tracking

Which pieces of information should be communicated to customers through a company's website? Multiple select question. Features of products and services Contact information for competitors Where customers can purchase products Reviews of products or services

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? Multiple choice question. What time of the year the print ad is issued Whether or not the receiver reads the ad more than once Whether or not the receiver is a user of the firm's product What newspaper or magazine the print ad appears in

Whether or not the receiver is a user of the firm's product

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______. Multiple choice question. brand notoriety recall capability brand persistence aided recall

aided recall

In the Blank______ budget method for IMC, the budget is set essentially by the amount left over and not allocated elsewhere. Multiple choice question. competitive parity available percentage-of-sales objective-and-task

available

Personal selling is an important component of many IMC programs, especially in Blank______ settings. Multiple choice question. business-to-consumers (B2C) heavily promotional introductory market business-to-business (B2B)

business-to-business (B2B)

In the Blank______ method of IMC budgeting, the budget is set so that the firm's proportion of communication expenses matches its share of the market. Multiple choice question. objective-and-task percentage-of-sales all-you-can-afford competitive parity

competitive parity

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. Multiple choice question. encode transmit send decode

decode

Telephone calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of Blank______. Multiple choice question. direct marketing personal selling top-of-mind awareness online marketing

direct marketing

The number of times an ad appears in front of the user is known as the number of Blank______. Multiple choice question. impressions gross rating points click-throughs conversions

impressions

Marketing communications Blank______ consumers by making them aware that a product or service exists or by increasing their purchase intent. Multiple choice question. mislead command deter influence

influence

The Blank______ effect refers to a delayed response by the consumer to a marketing campaign in which the consumer must see a message several times before it is has a desired impact on the consumer. Multiple choice question. lagged decoding noise encoding

lagged

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." Multiple choice question. like; want want; like need; like need; want

like; want

When a firm influences the actions of a consumer, the firm has probably done so through Blank______. Multiple choice question. market domination market manipulation in-person persuasion marketing communications

marketing communications

IMC programs are advantageous in that they regard each individual marketing communication element as Blank______. Multiple choice question. a separate entity a measure of profitability part of an integrated unit interchangeable with the others

part of an integrated unit

The ultimate goal of any marketing communication is to compel the receiver to react positively to the message and brand and then to Blank______ the product or service. Multiple choice question. discuss evaluate purchase remember

purchase

BLANK describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once. Multiple choice question. Segmentation Exposure Reach Frequency

reach

In search engine marketing, the Blank______ of the ad describes how useful an ad message is to the customer doing the search. Multiple choice question. number of impressions ROMI click-through rate relevance

relevance BC not click-through rate bc The click-through rate does not describe usefulness, but it is involved in estimating reach.

YouTube, Facebook, Gab, and Rumble are all examples of Blank______. Multiple choice question. catalogs social media newspapers paper brochures

social media

Firms have begun to rely more heavily on communicating with their customers through Blank______. Multiple choice question. personal selling print media television 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. Multiple choice question. aided unconscious top-of-mind effortless

top-of-mind