MKT 3013 Sample Quiz & Test, Ch 17 (Final Exam)

If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) is

10%

George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet users who search for the terms "apartment," "insurance," and "student." What will be most helpful to George?

Google AdWords

The U.S. government regularly encourages the public to join the U.S. Army through the messages it displays in commercials, magazines, and on billboards. This is an example of which promotional element?

advertising

When travelers see the golden arches along the highway, they know it is a McDonald's. This is an example of

brand awareness

There are three elements in any integrated marketing communication strategy: the ________, the channels through which the message is communicated, and evaluation of the results of the communication.

consumer being targeted

_________ refers to the process by which the receiver interprets the sender's message.

decoding

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring

frequency of exposure

What is being used by a store owner who sends out a text message to her preferred customers announcing the arrival of this season's new clothing?

mobile marketing

When comparing the various communication channels available to marketing professionals, it becomes apparent that

no single channel is better than another

________ occurs when there is a lack of clarity in the message or a flaw in the medium.

noise

The ________ method determines the budget required to undertake specific tasks to accomplish communication objectives.

objective-and-task

What factors are used in the rule-of-thumb methods to determine the communication budget?

prior sales and communication activities

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

public relations

To support the other promotional efforts, firms use ________ to generate free media attention.

public relations

Geraldo gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its

reach

Which formula is accurate for calculating gross rating points (GRP)?

reach x frequency

Google's AdWords system provides a quality score as a measure of ________, which indicates the usefulness of an ad message to consumers doing a Google search.

relevance

Red Bull sends out student brand managers to distribute free samples to their peers. Which form of marketing communication is this?

sales promotion

The IMC communication process originates from the __________.

sender

Sales promotions such as free samples and point-of-purchase displays are designed to build

short-term sales

Customers can use the Internet to share their opinions about products and services via YouTube, Facebook, and Twitter. In doing so, they can help facilitate the consumer decision process through use of

social media

Firms can use __________ to bring customers together to share experiences around the products.

social media

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as

the lagged effect

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

the number of impressions

The AIDA model is also known as the ________ model.

think, feel, do

If a consumer responds "Rolex" when asked about luxury watches, Rolex has achieved

top-of-mind awareness

_______ measures how much time viewers spend on particular web pages and how many times users click banner ads.

web-tracking software

National manufacturers and retailers often pay a service provider to monitor television ads around the country to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

a flaw in the medium

A ________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.

corporate blog

In the communication process, ________ refers to the process by which the receiver interprets the sender's message.

decoding

The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and

desire

If 1-800-Flowers sends email coupons to customers for items they have purchased previously and mails pretty pictures of flower bouquets to addresses that have received orders in the past, the firm is participating in

direct marketing

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the ________ component of the communication process.

encoding

Home Depot hired an advertising agency to develop television ads for its grand opening in southern Maine. The advertising agency represents which component of the communication process?tr

transmitter

On her way to the car dealership, Brenda saw a billboard for a Toyota Camry. She purchased a Camry at the dealership. Unfortunately, marketers cannot assume the billboard made a difference because there is not always a direct link between a particular form of marketing communications and

a consumer's purchase

Personal selling is an especially important part of IMC in

business-to-business settings

Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?

communication channel

If Lili Reinhart, who stars on The CW Network's Riverdale, appears on the Todayshow and talks about her upcoming album and how great it is going to be, the viewing audience is all the more likely to demand access to it. This represents which element of the AIDA model?

desire

Personalized email marketing is an online, passive form of persuasive communication and would be classified as an example of

direct marketing

A company is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?

feedback loop

One of the metrics Jared used to gauge the level of exposure his marketing message had with his target market was the number of times the target market was exposed to his message throughout the six weeks of the campaign, representing its

frequency

Umay asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Umay is asking for __________ data.

frequency and reach

Even the best marketing communication can be wasted if the sender does not first

gain the attention of the consumer

The number of times an ad appears in front of the user is referred to as

impressions

From the consumer's perspective, the elements of an IMC strategy can be viewed as being either

passive or interactive

Traditionally, advertising has been ________ and ________.

passive; offline

As director of marketing, Johan uses prior sales and communication activities to determine the present communication budget. This describes which method of IMC budgeting?

rule-of-thumb