MKT 3013 SB 17
The process refers to how firms send messages and interact with customers.
communications
Why are many firms shifting some of their promotional dollars away from advertising? (Choose every correct answer.)
Advances in technology have led to a variety of new and traditional media channel options for consumers.,Print media have grown and become more specialized.
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
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.
Awareness Interest Desire Action
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
A technology company wants to market its products to both retailers and consumers. How should it approach the matter?
Create entirely different marketing strategies for each group.
Businesses are able to collect information for their databases when customers use which of these? (Choose every correct answer.)
Credit and debit cards,Online shopping websites,Store-specific credit and loyalty cards
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.,Establish a set of communication objectives.,Identify the cost of the necessary communications.
refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.
Encoding
Which process allows the receiver to inform the sender whether the message was properly decoded?
Feedback loop
What goals might a firm hope to achieve with an IMC campaign? (Choose every correct answer.)
Generating inquiries,Increasing market share,Increasing customer loyalty
Which of the following is an example of a search engine marketing tool?
Google Ads
Which term refers to any interference in a message?
Noise
Drag each marketing channel to the axes it matches.
Personal selling,Advertising,Social media,E-mail marketing
The integrated marketing communications process refers to which of the six Ps in the marketing mix?
Promotion
Which pieces of information should be communicated to customers through a company's website? (Choose every correct answer.)
Where customers can purchase products,Features of products and services,Reviews of products or services
In the Blank______ budget method for IMC, the budget is set essentially by the amount left over and not allocated elsewhere.
available
Personal selling is an important component of many IMC programs, especially in Blank______ 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.
channall
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 Blank______ a given message differently.
decode
The \think
feel
Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually Blank______.
hears
The Blank______ effect refers to a delayed response by the consumer to a marketing campaign in which the consumer must see a message several times before it is has a desired impact on the consumer.
lagged
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 Blank______ it\" to \"I Blank______ it.\""
like; want
When a firm influences the actions of a consumer, the firm has probably done so through Blank______.
marketing communications
IMC programs are advantageous in that they regard each individual marketing communication element as Blank______.
part of an integrated unit
When a firm has a public relations agent, the primary function is to generate Blank______ publicity and improve the company's reputation.
positive
Public is the organizational function that manages the firm's communications and supports other promotional efforts.
relations
The Blank______ 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
YouTube, Facebook, Gab, and Rumble are all examples of Blank______.
social media
Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction?
Direct marketing
To calculate return on marketing investment (ROMI), what do marketers need to know? (Choose every correct answer.)
Gross margin,Marketing expenditure
What software usually reports metrics, such as the time viewers spend on particular web pages and the number of pages they view?
Web-tracking
In search engine marketing, what term describes the number of clicks divided by number of impressions?
Click-through rate
Which statement about marketing channels is true?
IMC combines the channels so that together they exceed the total of the individual channels.
What makes it difficult to immediately assess the effectiveness of a marketer's message?
The lagged effect
The Blank______ is the medium that carries the message for a firm, whether in print, broadcast, or Internet.
communication channel
Marketing through wireless handheld devices such as cellular telephones is known as marketing.
mobile
The ultimate goal of any marketing communication is to compel the receiver to react positively to the message and brand and then to Blank______ the product or service.
purchase
In search engine marketing, the Blank______ of the ad describes how useful an ad message is to the customer doing the search.
relevance
What is the fourth (and final) component of the AIDA model?
Action
Blank______ marketing refers to marketing through smartphones and similar devices.
Mobile
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
In the \think
feel
In the communications process, the Blank______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement.
receiver
Firms have begun to rely more heavily on communicating with their customers through Blank______.
their websites
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
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
What are the three parts of any IMC strategy? (Choose every correct answer.)
Consumers,Communication channel,Results
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.
Desirability
Which of the following are stages of the AIDA model? (Choose every correct answer.)
Desire,Awareness,Interest
True or false: Marketers should avoid changing their messages for different audiences.
FALSE
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 the following is accomplished using search engine marketing?
Having a link to the advertiser's website show up at the top of a Google Search page
Which of these elements would be the most important for building a top-of-mind level of brand awareness?
Having a memorable brand
What does web-tracking software measure? (Choose every correct answer.)
How many times users click banner ads,The number of pages users view,How much time users spend on particular web pages
The message being sent out by marketers should be customer focused, the communication channel should be correct for the targeted audience, and results need to be fully evaluated. These are the three elements of a(n) Blank______ strategy.
IMC
Which of the following is the best way to raise consumer interest in an ad?
Include unique attributes that appeal to the target audience.
Which word best describes the advantage of using an IMC program over a single marketing communication element in order to deliver a message to the target audience?
Integration
marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers.
Intergrated
Corporate blogging is a new form of marketing communication. What does a well-received blog accomplish? (Choose every correct answer.)
It connects customers by forming a community.,It creates positive word of mouth.
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.
Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.)
Maintaining positive relationships with media,Maintaining a positive image,Handling unfavorable stories or events
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
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
On which two axes can marketing channels be viewed? (Choose every correct answer.)
Offline and online,Passive and interactive
Which of these is a measure of how effective an ad is for the amount spent?
ROMI
Blank______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.
Reach
Google AdWords provides a quality score measuring how related a keyword is to an ad's text. What concept does the score refer to?
Relevance
Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy?
Sales promotions
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.
Selling
What is the first component in the communication process?
Sender
media refers to online and mobile technologies that distribute content to facilitate interpersonal interactions.
Social
True or false: A blog should be transparent and feature the authors' honest observations, leading to customer trust and loyalty.
TRUE
True or false: Social shopping involves sending e-mails to specific customers about new products that may be of interest to them.
TRUE
What allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly?
The feedback loop
Which statements about measuring marketing campaigns are true? (Choose every correct answer.)
The success of campaigns is measured using marketing metrics.,Factors such as the lagged effect can complicate the measurement process.
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 Blank______.
aided recall
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 Blank______.
communications
In the Blank______ method of IMC budgeting, the budget is set so that the firm's proportion of communication expenses matches its share of the market.
competitive parity
Within the communication process, encoding Blank______ the sender's ideas.
converts
Telephone calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of Blank______.
direct marketing
The number of times an ad appears in front of the user is known as the number of Blank______.
impressions
Marketing communications Blank______ 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 Blank______.
interpretation
Gross rating points (GRP) equals times frequency.
reach
Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the Blank______.
receiver
When someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of Blank______ awareness.
top-of-mind
In the communication process, the is the creative agency or intermediary that receives the message from the sender and transforms it into a marketing communication, such as a television commercial or flyer.
transmitter
If you are looking to find out more about a particular good or service, you may find yourself reviewing a (a web page that contains periodic posts).
weblog
