Marketing- Connect: Chapter 18

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

A. should be clearly known by

List in order each step of the communication process, beginning with the first step at the top. 1. Communications channel (media) 2. Sender (firm) 3. Transmitter encodes message 4. Receiver (consumer) decodes message

2, 3, 1, 4

A technology company wants to market its products to both retailers and consumers. Which of the following best describes how it should approach the matter? A. It should create different marketing strategies for each group. B. It should use the same marketing strategy for both audiences. C. It should use the same outlets for both groups but use different advertisements. D. It should use the same advertisements for both groups but place them in different outlets.

A. It should create different marketing strategies for each group.

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.) A. Maintaining a positive image B. Maintaining positive relationships with media C. Developing consumer promotions such as contests D. Buying advertising space in media E. Handling unfavorable stories or events

A. Maintaining a positive image B. Maintaining positive relationships with media E. Handling unfavorable stories or events

What is the first component in the communication process? A. Sender B. Receiver C. Transmitter D. Communications channel

A. Sender

Which of the following is the fourth (and final) component of the AIDA model? A. Awareness B. Action C. Interest D. Desire

B. Action

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. This is known as a(n) ______ strategy. A. VMI B. IMC C. SBU D. SEC

B. IMC

Which of the following words 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? A. Uniqueness B. Integration C. Evolution D. Familiarity

B. Integration

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? A. Sender B. Reciever C. Transmitter D. Channel

C. Transmitter

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 ______. A. brand notoriety B. recall capability C. aided recall D. brand persistence

C. aided recall

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

C. communication channel

The ______ refers to the originator of the message in the communication process. A. consumer B. transmitter C. sender D. media

C. sender

Which of the following is the most visible IMC component? A. Sales promotion B. Personal selling C. Public relations D. Advertising

D. Advertising

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

D. Direct marketing

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

D. top-of-mind

___ 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

True or false: Marketers should avoid changing their message for different audiences.

False

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

Integrated

___ 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

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

blog or webblog

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

Which of the following brands would most likely NOT have top-of-mind awareness in their respective product categories with consumers? A. Coca-Cola B. Paddywax C. Starbucks D. Harley-Davidson

B. Paddywax

In the "think, feel, do" model of marketing communications, what follows "awareness"? A. Action B. Desire C. Awareness D. Interest

D. Interest

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

Social media

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

A. AIDA

______ 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. A. Interest B. Action C. Awareness D. Intention C. Desire

C. Awareness

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

C. B2B

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? A. Sales promotion B. Public relations C. Personal selling D. Direct advertising

C. Personal selling

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

D. Specific and measurable

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

D. aided recall

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

D. 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. A. channel B. noise C. receiver D. sender E. decoder

D. sender

___ 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

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

transmitter

Which of the following are stages of the AIDA model? A. Awareness B. Desire C. Interest D. Accountability

A. Awareness B. Desirability C. Interest

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? A. Becoming a "me-too" brand B. Using memorable symbols C. Having a memorable brand name D. Advertising their brand

A. Becoming a "me-too" brand

What are the three parts of any IMC strategy? (Select all that apply.) A. Communication channel B. Consumers C. Merchandise D. Results

A. Communication channel B. Consumers D. Results

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Select all that apply.) A. Determine which media best reach the target market B. Compare the budget to the competition's C. Identify the cost of the necessary communications D. Establish a set of communication objectives

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

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

A. Having a memorable brand

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

A. Include unique attributes that appeal to the target audience.

Which of the following makes it difficult to immediately assess the effectiveness of a marketer's message? A. The lagged effect B. The distortion effect C. The desired effect D. The noise effect

A. The lagged effect

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

A. Where customers can purchase products D. Features of products and services

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." A. advertising B. consumption C. public relations D. marketing

A. advertising

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. A. decode B. encode C. transmit D. send

A. decode

IMC programs are advantageous in that they regard each individual marketing communication element as ______. A. part of an integrated unit B. a separate entity C. interchangeable with the others D. a measure of profitability

A. part of an integrated unit

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

Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies? A. Direct marketing B. Sales promotions C. Public relations D. Mass advertising

B. Sales promotions

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? A. What newspaper or magazine the print ad appears in B. Whether or not the receiver is a user of the firm's product C. Whether or not the receiver reads the ad more than once D. What time of the year the print ad is issued on

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

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 ______. A. companions B. communications C. collaboration D. coalition

B. communications

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

B. conversation

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

B. direct marketing

Within the communication process, decoding can best be described as ______. A. conversion B. interpretation C. transmission D. conversation

B. interpretation

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. A. discuss B. purchase C. remember D. evaluate

B. purchase

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

B. receiver

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 ______. A. feels B. does C. hears D. means

C. hears

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." A. need; like B. need; want C. like; want D. want; like

C. like; want

______ allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly. A. The encoding process B. Noise C. The transmission process D. The feedback loop

D. The feedback loop

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

D. influence

The ______ 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. A. encoding B. decoding C. noise D. lagged

D. lagged

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

D. market communications

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

D. positive