SB 17 Integrated Marketing Communications
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ 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)
What is the fourth (and final) component of the AIDA model?
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? Using memorable symbols Advertising their brands Adopting a generic look for the brand Having a memorable brand name
Adopting a generic look for the brand
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? Multiple choice question.
Advertising
Which of the following is the most visible IMC component? Personal selling Advertising Sales promotion Public relations
Advertising
Which of these is an awareness metric based on consumer recognition of a brand when presented with the name? Lagged effect Encoding Aided recall Top-of-mind awareness
Aided recall
Which of these is an awareness metric based on consumer recognition of a brand when presented with the name? Top-of-mind awareness Lagged effect Encoding Aided recall
Aided recall
What is the first component of the AIDA model?
Awareness
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 desirability Brand capability Brand ignorance Brand awareness
Brand awareness
In search engine marketing, what term describes the number of clicks divided by number of impressions?
Click-through rate
A technology company wants to market its products to both retailers and consumers. How should it approach the matter?
Create entirely different marketing strategies for each group.
In communication, what is the process by which the receiver interprets the sender's message?
Decoding
______ is the third of the four components in the AIDA model.
Desire
Which of the following are stages of the AIDA model? (Choose every correct answer.) Accountability Desire Awareness Interest
Desire Awareness Interest
Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction?
Direct marketing
______ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.
Encoding
Which statements about measuring marketing campaigns are true? (Choose every correct answer.) Factors such as the lagged effect can complicate the measurement process. Marketers can expect to see results almost immediately after launching a campaign. The success of campaigns is measured using marketing metrics. 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.
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
True or false: Marketers should avoid changing their messages for different audiences.
False Marketers make adjustments to their messages and media depending on whether they want to communicate with suppliers, shareholders, customers, the general public, or even specific segments of those groups.
Which process allows the receiver to inform the sender whether the message was properly decoded?
Feedback loop
Which of the following is an example of a search engine marketing tool? A blog Gross rating points Twitter Google Ads
Google Ads
To calculate return on marketing investment (ROMI), what do marketers need to know? (Choose every correct answer.) Click-through rate Gross margin Marketing expenditure Impressions
Gross margin Marketing expenditure
To calculate return on marketing investment (ROMI), what do marketers need to know? (Choose every correct answer.) Impressions Click-through rate Gross margin Marketing expenditure
Gross margin Marketing expenditure
Which of the following is accomplished using search engine marketing? Eliminating the need for print or television marketing Getting favorable reviews by well-known bloggers Having a link to the advertiser's website show up at the top of a Google Search page Reviewing ad performance on social media sites, such as Facebook
Having a link to the advertiser's website show up at the top of a Google Search page
Which of these elements would be the most important for building a top-of-mind level of brand awareness? Having a memorable brand Having the best quality product Holding the brand that has been longest in the market Having the brand with the best value
Having a memorable brand
Which of these elements would be the most important for building a top-of-mind level of brand awareness? Having a memorable brand Having the brand with the best value Having the best quality product Holding the brand that has been longest in the market
Having a memorable brand
What does web-tracking software measure? (Choose every correct answer.) How many times users click banner ads The number of pages users view How much time users spend on particular web pages How much has been purchased from traditional retailers How many products will be sold over the coming months
How many times users click banner ads The number of pages users view How much time users spend on particular web pages
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. These are the three elements of a(n) ______ strategy.
IMC
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. These are the three elements of a(n) _______ strategy.
IMC
Which statement about marketing channels is true? IMC combines the channels so that together they exceed the total of the individual channels. The number of available IMC channels is shrinking as marketers switch to new media. New media channel options are overall better and more effective than traditional marketing channels. Reaching the right audience through marketing channels is becoming easier.
IMC combines the channels so that together they exceed the total of the individual channels.
Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Compare the budget to that of the competitors. 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. Determine which media best reach the target market.
Which of the following is the best way to raise consumer interest in an ad? Use the ad to target several different audiences simultaneously. Include unique attributes that appeal to the target audience. Spend a lot of money on the ad. Copy a competitor's format.
Include unique attributes that appeal to the target audience.
Which word 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? Integration Uniqueness Evolution Familiarity
Integration
In the "think, feel, do" model of marketing communications, what follows "awareness"?
Interest
Corporate blogging is a new form of marketing communication. What does a well-received blog accomplish? (Choose every correct answer.) It develops short-term relationships. It creates positive word of mouth. It maintains low visibility. It connects customers by forming a community.
It creates positive word of mouth. It connects customers by forming a community.
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 definitely the market leader. It is of premium quality. It has fairly high visibility among consumers. It does not advertise.
It has fairly high visibility among consumers.
______ marketing refers to marketing through smartphones and similar devices.
Mobile
Which term refers to any interference in a message? Communication Noise Decoding Feedback
Noise
______ 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
When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using what IMC budget method?
Objective-and-task
Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers? Multiple choice question. Starbucks Harley-Davidson Coca-Cola Paddywax
Paddywax
Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.) Passive and interactive Offline and online Promotion and advertising Limited and expanded
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 of these is a measure of how effective an ad is for the amount spent? SEM ROMI CTR SEO
ROMI
_______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.
Reach
Google AdWords provides a quality score measuring how related a keyword is to an ad's text. What concept does the score refer to?
Relevance
What are the three parts of any IMC strategy? (Choose every correct answer.) Results Consumers Merchandise Communication channel
Results Consumers Communication channel
______ 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
_______ media refers to online and mobile technologies that distribute content to facilitate interpersonal interactions.
Social
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
What allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly?
The feedback loop
What makes it difficult to immediately assess the effectiveness of a marketer's message?
The lagged effect
True or false: A blog should be transparent and feature the authors' honest observations, leading to customer trust and loyalty.
True
True or false: Social shopping involves sending e-mails to specific customers about new products that may be of interest to them.
True
What software usually reports metrics, such as the time viewers spend on particular web pages and the number of pages they view?
Web-tracking
Which pieces of information should be communicated to customers through a company's website? (Choose every correct answer.) Where customers can purchase products Features of products and services Contact information for competitors Reviews of products or services
Where customers can purchase products Features of products and services Reviews of products or services
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
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
aided recall
In the ______ budget method for IMC, the budget is set essentially by the amount left over and not allocated elsewhere
available
In the ______ budget method for IMC, the budget is set essentially by the amount left over and not allocated elsewhere.
available
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 ______ 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
The ______ process refers to how firms send messages and interact with customers.
communication
The ______ is the medium that carries the message for a firm, whether in print, broadcast, or Internet.
communication 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
communications
In the ______ method of IMC budgeting, the budget is set so that the firm's proportion of communication expenses matches its share of the market.
competitive parity
Within the communication process, encoding ______ the sender's ideas.
converts
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 calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of
direct marketing
Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually
hears
The number of times an ad appears in front of the user is known as the number of
impressions
Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent.
influence
______ 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
interpretation
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.
lagged
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."
like; want
When a firm influences the actions of a consumer, the firm has probably done so through
marketing communications
Marketing through wireless handheld devices such as cellular telephones is known as _______ marketing
mobile
IMC programs are advantageous in that they regard each individual marketing communication element as
part of an integrated unit
When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation.
positive
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.
purchase
Gross rating points (GRP) equals _______ times frequency
reach
In the communications process, the ______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement.
receiver
Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the
receiver
Public ______ is the organizational function that manages the firm's communications and supports other promotional efforts.
relations
In search engine marketing, the ______ of the ad describes how useful an ad message is to the customer doing the search.
relevance
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 ______ is the originator of the message in the communication process.
sender
List in order each step of the communication process, beginning with the first step at the top.
sender (firm) expresses a message transmitter encodes a message communications channel (media) relays message receiver (consumer) decodes message
Using the Internet to communicate about product preferences with other shoppers is called _______ shopping
social
YouTube, Facebook, Gab, and Rumble are all examples of
social media
Firms have begun to rely more heavily on communicating with their customers through
their websites
The ______ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
transmitter
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