Marketing ch 18

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

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

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

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

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? (Choose every correct answer.)

Awareness Interest Desire

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

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

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

Encoding

Which pieces of information should be communicated to customers through a company's website? (Choose every correct answer.)

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

Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.)

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

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

Having a memorable brand

Which statement about marketing channels is true?

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

Which of the following is the best way to raise consumer interest in an ad?

Include unique attributes that appeal to the target audience.

In the "think, feel, do" model of marketing communications, what follows "awareness"?

Interest

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.

Which term refers to any interference in a message?

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

Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.)

Offline and online Passive and interactive

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

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 or Selling

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

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

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

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 ______ is the sender's ideas.

converts

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

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

influence

Within the communication process, decoding can best be described as

interpretation

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

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

positive

In the communications process, ______ 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

If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the ______ in the communication process.

sender

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

sender

The sender of a message______ the audience.

should be clearly known by

When someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of______ awareness.

top-of-mind

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

transmitter