Chapter 18- Marketing

Which statements about measuring marketing campaigns are true?

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

Which pieces of information should be communicated to customers through a company's website?

-Features of products and services -Reviews of products or services -Where customers can purchase products

Which steps should marketers follow when using the objective-and-task method to determine a budget?

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

Public relations is the organizational function that oversees a company's communications to achieve which of these objectives?

-Maintaining a positive image -Maintaining positive relationships with media -Handling unfavorable stories or events

Which of these are the two axes on which marketing channels can be viewed?

-Passive and interactive -Offline and online

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 or Awareness Interest Desire 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?

Adopting a generic look for the brand

Which of these is an awareness metric based on consumer recognition of a brand when presented with the name?

Aided recall

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 Awareness

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

Which statement about marketing channels is true?

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

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

Influence

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 has fairly high visibility among consumers.

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

What is the first component in the communication process?

Sender

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

True

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

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?

advertising

Which of the following is the most visible IMC component?

advertising

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

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 of the following are stages of the AIDA model?

awareness interest desire

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 ______ is the medium that carries the message for a firm, whether in print, broadcast, or Internet.

communication channel

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

Mobile marketing, mailed flyers, mailed catalogs, and e-mails can all be considered part of ___.

direct marketing

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

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 these elements would be the most important for building a top-of-mind level of brand awareness?

having a memorable brand

Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually ______.

hears

When a firm influences the actions of a consumer, the firm has probably done so through ______.

marketing communications

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

noise

Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers?

paddywax

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

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

positive

The integrated marketing communications process refers to which of the six Ps in the marketing mix?

promotion

_____ 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

The ______ is the originator of the message in the communication process.

sender

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

social

Which of the following best describes the goals a firm should set for an IMC campaign?

specific and measurable

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