Chapter 18 - Integrated Marketing Communications (Smartbook)

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Select all that apply.) Compare the budget to the competition's 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 Establish a set of communication objectives

Which of the following best describes the goals a firm should set for an IMC campaign? Specific and measurable Short term and achievable Lofty and inspiring Broad and all encompassing

Specific and measurable

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

True

According to the AMA, ______ is "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas." marketing consumption public relations advertising

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 ______. brand persistence recall capability aided recall brand notoriety

aided recall

The ______ refers to the medium that carries the message for a firm whether in print, broadcast, or Internet. communication channel message outlet delivery mechanism encoding process

communication channel

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

frequency

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

marketing communications

When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation. product-specific negative brand-specific positive

positive

Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the ______. transmitter encoder firm receiver

receiver

The sender of a message ______ the audience. should be a member of decodes the message for must be hidden from should be clearly known by

should be clearly known by

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

social

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model. Top-of-the mind Awareness AIDA Brand Awareness Aided recall

AIDA

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

Advertising

Which of the following terms refers to consumer recognition of a brand when presented with the name? Aided recall Encoding Top-of-mind awareness Lagged effect

Aided recall

The first component of the AIDA model is which of the following? Awareness Desire Interest Action

Awareness

______ 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. Interest Intention Desire Awareness Action

Awareness

Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction? Sales promotions Sponsorship Personal selling Direct marketing Public relations

Direct marketing

_____ 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

Which of the following pieces of information should be communicated to customers through a company's website? (Select all that apply.) Features of products and services Where customers can purchase products Contact information for competitors Negative reviews of products or services

Features of products and services Where customers can purchase products

Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? (Select all that apply.) Handling unfavorable stories or events Buying advertising space in media Maintaining a positive image Maintaining positive relationships with media Developing consumer promotions such as contests

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

Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness? Having the brand with the best value Having the best quality Holding the brand that has been longest in the market Having a memorable brand

Having a memorable brand

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

Integrated

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 is of premium quality. It is definitely the market leader. It does not advertise. It has fairly high visibility among consumers.

It has fairly high visibility among consumers.

_____ occurs when there is a discrepancy between the encoding and decoding of a message.

Noise

Which of the following IMC strategies explicitly refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision? Sales promotion Personal selling Direct advertising Public relations

Personal selling

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

Promotion

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

Reach

_____ 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 all examples of which of the following IMC strategies? Public relations Sales promotions Mass advertising Direct marketing

Sales promotions

Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. Here the ad agency could be seen as which of the following roles within the communication process? Channel Transmitter Sender Receiver

Transmitter

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which of the following elements is most likely to contribute to how receivers decode the message differently? What newspaper or magazine the print ad appears in What time of the year the print ad is issued on Whether or not the receiver is a user of the firm's product Whether or not the receiver reads the ad more than once

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

A firm can use its website well to build its _____ image and to educate customers about its product and services.

brand

The communication _____ is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.

channel

Within the communication process, encoding most closely could be described as ______. interpretation conversion complication transmission

conversion

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 ______ a given message differently. . transmit send decode encode

decode

Telephone, mail, infomercials, catalogs, and e-mails can all be considered part of ______. direct marketing online marketing top-of-mind awareness personal selling

direct marketing

An easy way to remember the difference between encoding and decoding within the communication process is to think of encoding as the message the sender intends to say, whereas decoding can be thought of as what the receiver actually ______. means does hears feels

hears

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

influence

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method. affordable parity percent-of-sales objective-and-task

objective-and-task

In the communications process, the ______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement. encoder transmitter sender receiver

receiver

If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the ______ in the communication process. sender decoder channel receiver noise

sender

When someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of _____ awareness. top-of-mind aided unconscious effortless

top-of-mind

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

transmitter

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

Select all that apply Which of the following are stages of the AIDA model? Accountability Awareness Interest Desire

Awareness Interest Desire

Personal selling is an important component of many IMC programs, especially in ______ settings. heavily promotional introductory market B2C B2B

B2B

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 brand Becoming a "me-too" brand Having a memorable brand name

Becoming a "me-too" brand

Which of the following terms 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 awareness Brand capability Brand ignorance

Brand awareness