Exam 3 - Chapter 18: Integrated Marketing Communication

Interest can also be sparked by

a little controversy

Planning for and Measuring IMC Success: Goals (3) 3. Should be explicitly

defined and measured

Direct marketing examples include (2)

e-mail and mobile marketing

Senders adjust messages according to the

medium and receiver's traits.

Blogs can be linked to other

social media

Direct marketing has the ability to carefully

target consumers

Direct marketing is communicating directly with

target customers to generate a response or transaction

Desire: I like it, I

want it

Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.) Maintaining a positive image Handling unfavorable stories or events Developing consumer promotions, such as contests Buying advertising space in media Maintaining a positive relationship with media

- (Building and) Maintaining a positive image - Handling (or heading off) unfavorable stories or events - Maintaining positive relationships with the media

Which statements about measuring marketing campaigns are true? (Choose every correct answer.) 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. Marketers can expect to see results almost immediately after launching a campaign.

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

Online Marketing: Blogs can (5)

- communicate trends. - announce special events create positive word-of-mouth. - connect customers. - allow the company to respond to customers. - encourage customers to develop a long-term relationship with a company.

Planning for and Measuring IMC Success: Setting and Allocating the IMC Budget - 2 kinds of methods.

1. Rule-of-thumb methods 2. Objective-and-task methods

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ________ model.

AIDA

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 Having a memorable brand name Advertising their brands Adopting a generic look for the brand

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? Advertising Marketing Consumption Public relations

Advertising

Channels used in IMC Strategy: Passive & Offline

Advertising Sales promotions (coupons) Public relations Direct marketing (catalogs)

Awareness metrics include: (2)

Aided recall Top-of-mind awareness

Rule-of-Thumb Methods: (3) 3. Available budget limitations -

Assumes communication expenses do not stimulate sales and profit.

Rule-of-Thumb Methods: (3) 2. Percentage-of-sales limitations -

Assumes the same percentage used in the past or by competitors, is still appropriate for the firm. Does not take into account new plans (e.g., to introduce a new line of products in the current year).

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? (AIDA)

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 awareness Brand ignorance Brand desirability Brand capability

Brand awareness

What comes after Interest in the AIDA model?

Desire.

Channels used in IMC Strategy: Interactive & Online

Direct Marketing (e.g. mobile marketing) Online Marketing (e.g., blogs, social media)

Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction? Sponsorship Public relations Sales promotions Direct marketing

Direct marketing

Channels used in IMC Strategy: Passive & Online

Direct marketing (e.g., e-mail marketing)

Rule-of-Thumb Methods: (3) 1. Competitive parity limitations -

Does not allow firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.

Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Determine which media best reach the target market. Identify the cost of the necessary communications. Compare the budget to that of the competitors. Establish a set of communication objectives.

Establish a set of communication objectives. (1st) Determine which media best reach the target market. (2nd) Identify the cost of the necessary communications. (3rd)

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; they need to understand the outcome they hope to achieve, including both short- and long-term goals

Planning for and Measuring IMC Success: Measuring Success Using Market Metrics Traditional Media (3)

Frequency, Reach, Gross rating points (GRP)

Which of these elements would be the most important for building a top-of-mind level of brand awareness? Holding the brand that has been longest in the market Having the best quality product Having the brand with the best value Having a memorable brand

Having a memorable brand

Which statement about marketing channels is true? New media channel options are overall better and more effective than traditional marketing channels. IMC combines the channels so that they exceed the total of the individual channels. The number of available IMC channels is shrinking as marketers switch to new media. Reaching the right audience through marketing channels is becoming easier.

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

In the AIDA model, __________ comes after awareness.

Interest

Rule-of-Thumb Methods: (3) 3. Available budget definition -

Marketers forecast their sales and expenses, excluding communication, during the budgeting period. The difference between the forecast sales and expenses plus desired profit is reserved for the communication budget. That is, the communication budget is the money available after operating costs and profits have been budgeted.

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using which IMC budget method? Percent-of-sales Competitive parity Objective-and-task Rule-of-thumb

Objective-and-task

Integrated Marketing Communications represents the _________ dimension of the P's.

PROMOTION

Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers? Harley-Davidson Starbucks Paddywax Coca-Cola

Paddywax

Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.) Promotion and advertising Limited and expanded Passive and interactive Offline and online

Passive and interactive Offline and online

Channels used in IMC Strategy: Interactive & Offline

Personal Selling Sales Promotions (e.g., contests) Direct marketing (e.g., telemarketing)

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? Sales promotion Personal selling Public relations Direct advertising

Personal selling

Which pieces of information should be communicated to consumers through a company's website? (Choose every correct answer.) Reviews of products or services Features of products and services Contact information for competitors Where customers can purchase products

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

Integrated Marketing Communications (IMC) Communication Tools (8)

Sales Promotion Personal Selling Direct Marketing Mobile Marketing Social Media Marketing Public Relations Sponsorships Advertising

Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy? Mass advertising Sales promotions Direct marketing Public relations

Sales promotions

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

Specific and measurable

Rule-of-Thumb Methods: (3) 2. Percentage-of-sales definition -

The communication budget is a fixed percentage of forecasted sales.

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? Sender Transmitter Channel Receiver

Transmitter

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

True

True or false: The goal of IMC is to ensure all the various marketing mix elements work together to deliver a consistent message. Therefore, IMC takes the best of each communications medium and combines it to achieve the most effective marketing communications campaign possible.

True

True or false: Noise is the main cause for customer not hearing product messaging.

True - change in class

Planning for and Measuring IMC Success: Measuring Success Using Market Metrics Web-based Media (1)

Web-tracking software

Online marketing examples (3)

Websites, blogs, social media

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which elements is most likely to contribute to how receivers decode the message differently? What newspaper or magazine the print ad appears in What time of the year the print ad is used Whether or not the receiver reads the ad more than once Whether or not the receiver is a user of the firm's products.

Whether or not the receiver is a user of the firm's products.

purchase is just one type of

action

The most visible element of an IMC strategy is

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 ______. brand persistence aided recall recall capability brand notoriety

aided recall; under awareness in AIDA

Advertising is the placement of

announcements and persuasive messages in time or space purchased by business firms, nonprofit organizations, government agencies, and individuals.

In the AIDA model, Senders first must gain the ___________ of the customers

attention (awareness)

Public Relations (PR) is becoming more important as consumers are

becoming more skeptical about marketing

Sales promotions can be aimed at

both end user consumers or channel members

Personal selling is an important component of many IMC programs, especially in __________ settings. business-to-consumer (B2C) business-to-business (B2B) heavily promotional introductory market

business-to-business (B2B)

Blogs are becoming more interactive as the

communication between bloggers and customers has increased.

The ___________ is the medium that carries the message for a firm, whether in print, broadcast or Internet. sender transmitter encoding process communications channel message outlet

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

Within the communication process, encoding _______ the sender's ideas. converts interprets adds complexity to transmits

converts

Within the communication process, encoding ________ the sender's ideas. transmits adds complexity to interprets converts

converts

The sender works with a

creative department, whether in-house or from a marketing (or advertising) agency, to develop marketing communications to highlight the new beverage.

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. encode send decode transmit

decode

How Consumers perceive communication: Receivers decode messages

differently.

Mobile marketing, mailed flyers, mailed catalogs, and e-mails can all be considered part of online marketing personal selling top-of-mind awareness direct marketing

direct marketing

Improvements in database technology have contributed to the rapid growth of

direct marketing.

What refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both?

encoding

PR is "______" media attention

free

Direct Marketing is a ____________ element of IMC

growing

Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually feels means hears does

hears

Planning for and Measuring IMC Success: Goals (3) 1. Understand the outcome the firm

hopes to achieve

The lagged effect: Marketing communications do not always have an

immediate impact. - Multiple exposures are often necessary

Marketing communications _________ consumers by making them aware that a product or service exists or by increasing their purchase intent. mislead deter command influence

influence

Interest: The customer must want to further

investigate the product/service

When a firm influences the actions of a consumer, the firm has probably done so through ________. market domination in-person persuasion market manipulation marketing communications

marketing communications

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

noise

Public relations is the

organizational function that manages the firm's communications and supports other promotional efforts.

Sales promotions are used in conjunction with

other forms of IMC

Importance of PR has grown as the cost of __________________ has increased.

other media

Brand awareness refers to a

potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.

In the lagged effect, it is difficult to determine when exposure can lead to

purchase

Action: The ultimate goal of any form of communication is to drive the

receiver to action

The _______ is the originator of the message in the communication process. media transmitter consumer sender

sender

Sales promotions can be used for both ______-_______ and _________-________ objectives.

short-term and long-term

Planning for and Measuring IMC Success: Goals (3) 2. ________-_______or ________-________.

short-term or long-term.

The sender of a message should be ________________ by the audience

should be clearly known by the audience.

Salespeople can add __________ __________, which can make the expense worth it.

significant value

Using the internet to communicate about product preferences with other shoppers is called _________ shopping.

social

Sales 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.

Personal selling is a two-way communication between

the buyer and seller ti influence buying decisions.

Rule-of-Thumb Methods: (3) 1. Competitive parity definition -

the communication budget is set so that the firm's share of communication expenses equals its share of the market

The marketing department or external agency receives the information and transforms it for use in its role as

the transmitter.

Firms have begun to rely more heavily on communicating with their customers through ______. television print media personal selling their websites

their websites (online marketing)

When someone is asked to name a brand of soda, most consumers will reply back with Coca-cola. This is an example of ________ awareness. aided unconscious top-of-mind effortless

top-of-mind

Social media is one trend which is combining advertising on podcasts with in-home voice assistance. This allows __________ ___ ___________ ___________ ___________ and it provides ____________ to their community members.

users to interact among themselves; feedback.

What is last in the AIDA model?

Action

What does the A stand for in the AIDA model? Awareness Action Attitude Actualization

Awareness

The AIDA Model:

Awareness (Attention), Interest, Desire, Action

What do the letters in AIDA stand for?

Awareness, Interest, Desire, Action