MKT 300 Chapter 17

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 Receiver Sender Transmitter

Transmitter

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

True

_______________ 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

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

Noise

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."

advertising

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

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

What is the first component of the AIDA model? Interest Desire Awareness Action

Awareness

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

Integrated

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

Promotion

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

Specific and measurable

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 ignorance Brand awareness Brand capability Brand desirability

brand awareness

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

marketing communications

What are the two axes on which marketing channels can be viewed? offline and online promotion and advertising passive and interactive limited and expanded

offline and online passive and interactive

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? Direct advertising Public relations Sales promotion Personal selling

personal selling

When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation.

positive

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

sender

______ 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 Desire Action Awareness Intention

Awareness

Which of the following are stages of the AIDA model? (Select all that apply.) Multiple select question. Accountability Awareness Interest Desire

Awareness Interest Desire

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

B2B

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

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

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

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

False

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.) Negative reviews of products or services Where customers can purchase products Contact information for competitors Features of products and services

Where customers can purchase products Features of products and services

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.

decode

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

direct marketing

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

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 ______. hears feels means does

hears

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

influence

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

should be clearly known by

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

social

Firms have begun to rely more heavily on communicating with their customers through ______. print media direct phone calls television their websites

their websites

Which statement about marketing channels is true? New media channel options are overall better and more effective than traditional marketing channels. Reaching the right audience through marketing channels is becoming easier. The number of available IMC channels is shrinking as marketers switch to new media. IMC combines the channels so that together they exceed the total of the individual channels.

IMC combines the channels so that together they exceed the total of the individual channels.

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? 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 reads the ad more than once What time of the year the print ad is issued

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

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

advertising

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

objective-and-task

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

sales promotions

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

transmitter