Chapter 18: Ungraded Practice (No Points)

T/F: Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both.

TRUE

Marketing communications managers usually state their media objectives in terms of ________, which represents reach multiplied by frequency. A. IMC B. CTR C. ROMI D. GRP E. CRM

D. GRP

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in A. media advertising. B. publicity. C. public relations. D. sales promotions. E. direct marketing.

E. direct marketing.

T/F: Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

TRUE

T/F: If there is a difference between the message that is sent and the message that is received, it is probably due to noise.

TRUE

An advantage of Internet-based technologies is they A. can be directed to a specific consumer. B. reach a larger audience. C. involve face-to-face contact. D. use the rule-of-thumb budgeting method. E. are used almost exclusively for B2B marketing.

A. can be directed to a specific consumer.

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from A. "I want it" to "I like it." B. action to desire. C. "I like it" to "I want it." D. interest to awareness. E. feeling to thinking.

C. "I like it" to "I want it."

Integrated marketing communications include A. distribution. B. supply chain management. C. direct marketing. D. encoding. E. public relations.

C. direct marketing.

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting? A. reach and frequency B. track and decode C. objective-and-task D. rule-of-thumb E. sender-receiver

D. rule-of-thumb

T/F: Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

FALSE

T/F: In the communication process of marketing communications, the marketing department often functions in the role of transmitter.

TRUE

Ellis is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is A. easy. B. expensive. C. ineffective. D. overrated. E. simple.

B. expensive.

When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? A. never, after the first product/service B. once, for each individual product and service C. once, by each management team member D. only when a product is removed from the line E. when the prior year's budget is exceeded

B. once, for each individual product and service

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers, they need to A. determine the level of desire needed to sustain action. B. promote sufficiently to gain global attention. C. create interest among consumers, persuading them to investigate further. D. offer discounts to increase purchase intentions. E. take steps to encourage immediate purchase.

C. create interest among consumers, persuading them to investigate further.

The sender of an integrated marketing communication A. must work with the advertising specialists to ensure all recipients interpret the message accurately. B. can assess the manner in which receivers interpret the message through gross rating points. C. has little control over what meaning any individual receiver will take from the message. D. controls the meaning all receivers take from the message. E. should attempt to control how the message is received.

C. has little control over what meaning any individual receiver will take from the message.

In the IMC communication process, the ________ is the medium that carries the message. A. feedback loop B. sender C. transmitter D. communication channel E. receiver

D. communication channel

A major factor contributing to the growth in the use of direct marketing IMC efforts is A. reduced government regulation of deceptive advertising practices. B. expanded use of personal selling. C. a shift from objective-and-task to rule-of-thumb budgeting. D. increased use of credit and debit cards, and online shopping by consumers. E. the reduction in IMC noise, allowing for a decreased lagged effect.

D. increased use of credit and debit cards, and online shopping by consumers.

In integrated marketing communications, encoding involves A. converting consumers' ideas into value propositions. B. differentiating noncommercial speech from commercial speech. C. converting the decoder into the receiver. D. interpreting click-through rates. E. converting the sender's ideas into a message.

E. converting the sender's ideas into a message.

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased [your book] also purchased . . ." This is an example of A. mass media advertising. B. publicity. C. public relations. D. sales promotions. E. direct marketing.

E. direct marketing.

Marissa is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying, "South of the Border Restaurant and Motel is just 100 miles away." Marissa has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of A. rejection of advertising. B. subliminal advertising. C. product underwhelm. D. IMC strategy. E. the lagged effect.

E. the lagged effect.