Chapter 17

Which of these elements would be the most important for building a top-of-mind level of brand awareness?

Having a memorable brand

Gross rating points (GRP) equals ___times frequency.

reach

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

aided recall

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

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

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

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

communication channel

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

converts

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

desire

___ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.

encoding

___refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.

encoding

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

false

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

integrated

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

interpretation

Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the Blank______.

receiver

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

relations

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

specific and measurable

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

promotion

The ___ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.

transmitter

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 (awareness interest desire 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?

Adopting a generic look for the brand

Which of the following is the most visible IMC component?

Advertising

Which pieces of information should be communicated to customers through a company's website? (Choose every correct answer.)

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

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.

Corporate blogging is a new form of marketing communication. What does a well-received blog accomplish? (Choose every correct answer.)

It connects customers by forming a community. It creates positive word of mouth.

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 has fairly high visibility among consumers.

Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.)

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

Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.)

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

Which statements about measuring marketing campaigns are true? (Choose every correct answer.)

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

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 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

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

What is the first component of the AIDA model?

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

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

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

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

Telephone calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of Blank______.

direct marketing

Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction?

direct marketing

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

false

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

hears

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

influence

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

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 Blank______ it" to "I Blank______ it."

like, want

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

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

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?

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

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

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

receiver

____ 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

The sender of a message Blank______ the audience.

should be clearly known by

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

their websites

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