Chapter 17 Marketing

______ 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. Multiple choice question. Desire Interest Intention Awareness Action

Awareness

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

Communication Channel

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

Conversion

______ refers to the process by which the receiver interprets the sender's message. Multiple choice question. Feedback Noise Decoding Encoding

Decoding

Which of the following are stages of the AIDA model? (Choose every correct answer.) Multiple select question. Desire Awareness Interest Accountability

Desire Awareness Interest

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

Direct Marketing

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

objective-and-task

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

Transmitter

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

Promotion

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

Promotion

Which of the following is a measure of how effective an ad is for the amount spent? Multiple choice question. ROMI SEO SEM CTR

ROMI

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

Specific and measurable