ch 17 IMC
If the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from
"I like it" to "I want it."
When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4 and the competitive parity was 10. The gross rating points for her firm's campaign were
160.
In the AIDA model, the "do" stage is the __________ stage
Action
Ramon is starting his own plumbing supply store featuring designer and restoration hardware. As in any start-up, he will have to watch expenses carefully. He knows he will have to pursue a number of different communications approaches, but he is not sure how to measure the effectiveness of the effort. What advice would you give him?
All of these are important for Ramon to consider.
Elliott was asked to take a look at the company's website. He noted that customers can order products on the site, but he felt it would also be important to
All of these.
In the AIDA model, the "think" stage is the __________ stage
Awareness
An advertising agency in Los Angeles once held a contest among its employees to see who could create the most visibility for the company. The winning team included two staff members who put on a wet t-shirt display on an interstate overpass with television helicopter crews capturing and showing footage on the local news. In the AIDA model, the advertising agency was attempting to create
Awareness.
__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product or service
Brand awareness
If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market, what IMC budgeting method is it using?
Competitive parity
__________ refers to the process by which the receiver interprets the sender's message
Decoding
__________ means converting the sender's ideas into a message, which could be verbal, visual or both
Encoding.
Which of the following is NOT one of the steps in the AIDA model?
Intention
The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?
Mobile marketing
Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing
Mobile marketing
__________ is any interference in the IMC process
Noise
Which of the following is not a rule-of-thumb method for IMC budgeting?
Objective and task.
Integrated marketing communications represents the __________ P in the four Ps of a firm's marketing mix
Promotion
Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this?
Sales promotion
Which of the following is NOT a communication channel used in the IMC process?
Supply chain
Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and
a consumer's purchase.
National manufacturers and retailers often pay a service provider to monitor television ads around the country, in order to ensure that their ads are seen in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with
a flaw in the medium.
Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is trying to avoid noise problems associated with
a poor choice of medium.
The difference between advertising and personal selling is personal selling involves
a two-way flow of communication between a buyer and a seller.
Often a(n) __________ accomplishes the task of encoding IMC messages
advertising agency
The proliferation of new media alternatives has led many firms to shift their promotional budgets from
advertising to direct marketing and Website development.
Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this __________
aided recall
Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as
aided recall.
Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of
all of these.
Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use __________ to provide feedback from her efforts
all of these.
Many marketers are shifting marketing communication resources away from advertising and toward
all of these.
Marketers use corporate blogs to
all of these.
Marketers use public relations to
all of these.
Personal selling involves __________ communication between a buyer and a seller
any of these
Budgeting for marketing expenses by using money available after operating costs and profits have been budgeted is known as the __________ method
available budget
In the AIDA model
awareness leads to interest, which hopefully leads to desire and then, action.
Many retailers advertise using traditional media, suggesting that consumers learn more about the marketer's products at their Websites. In the AIDA model, the traditional media are used to create __________, while the Websites are used to create __________
awareness; interest
The goals of IMC need to
be explicit and measurable.
As the number of communication media has increased, the task of understanding how best to reach target customers has
become more complex.
With the emergence of Websites, text messaging, and blogging as new IMC alternatives, the question of how to best reach target audiences has
become more complex.
One difficulty associated with using advertising as part of a marketer's IMC efforts is
breaking through the clutter of other messages targeted for the same audience.
Personal selling is an especially important part of IMC in
business-to-business markets.
Personal care product manufacturers know that samples are one of the few effective promotional efforts that can be used to get consumers to switch brands. These marketers will likely use __________ to monitor the effectiveness of giving away samples
changes in sales data
The basic goal of integrated marketing communications is to
communicate the value proposition to the target market.
In the IMC communication process, the __________ is the medium that carries the message
communication channel
In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, and
competing messages.
Especially for marketers with new products or services, IMC is needed because
consumers are unlikely to buy products they are not aware of.
Julia 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." Julia has never heard of South of the Border before. After seeing the sign, she will most likely
continue with her trip, doing nothing as a result of seeing the billboard.
In integrated marketing communications, encoding means
converting the sender's ideas into a message, which could be verbal, visual or both.
A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company
corporate blog
In the movie Field of Dreams, one of the memorable phrases is "Build it, and they will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers, they need to
create interest among consumers, persuading them to investigate further.
Compared to other IMC alternatives, advertising is extremely effective for
creating awareness and generating interest in a product.
If you have ever watched a television commercial and at the end of the message wondered what were they promoting, you may have had trouble __________ the IMC message
decoding
Marketers spend hundreds of millions of dollars annually creating and promoting symbols, colors, and images that make it easier for consumers to recognize the company, its brands or its products. These efforts facilitate __________ in the IMC process
decoding
Marketers adjust their messages and media based on the type of audience (suppliers, shareholders, customers or the general public) because
different media communicate in different ways.
In recent years, the component of IMC that has received the greatest increase in spending is
direct marketing.
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
direct marketing.
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
direct marketing.
Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to
drive the receiver to action.
Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that
each receiver decodes IMC messages in his or her own way.
Ryan 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
expensive.
Most manufacturers and retailers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of __________ to determine what is working and what is not
feedback
The __________ allows the receiver to communicate with the sender in the IMC process
feedback loop.
Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts
feedback.
Gerald knows which IMC communication channels are available and knows how he will measure the results of his IMC efforts. To implement his IMC efforts, Gerald also needs to
focus his efforts on his target market(s).
Karen manages cosmetic counters in a regional department store chain. She wants to increase sales during the summer, hoping to generate repeat business during the holiday season. Because Karen is selling personal care products in a department store, she will most likely use __________ as her primary methods of sales promotion
free samples and point-of-purchase displays
An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast
frequency
Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for __________ data
frequency and reach
Even the best marketing communication can be wasted if the sender does not first
gain the attention of the consumer.
The goal of any marketing communication is to
get the right message to the right audience through the right media.
The sender of an integrated marketing communication
has little control over what meaning any individual receiver will take from the message.
After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to
increase the level of interest among consumers.
A major factor contributing to the growth in the use of direct marketing IMC efforts is
increased use of credit and debit cards, and online shopping by consumers.
Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include
increasing inquires, awareness, and trial of her firm's services.
Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in
increasing market share, sales, and customer loyalty.
To stimulate interest and persuade consumers to further investigate a firm's product or service, marketing communications include
information about attributes that are of particular interest to the target audience.
Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his firm's public relations efforts, and is considering electronic media alternatives. Carl recognizes each IMC alternative
is part of the whole.
Compared to mass media advertising, a key advantage of direct marketing is
it allows for personalization of the message.
International marketing consultants often recommend that IMC messages which have been translated into another language be re-translated by someone else, and the results compared. By doing so, they hope to avoid noise problems associated with
lack of clarity in the message.
One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication
lagged effect
Though a picture may be worth a thousand words, the most important facet of encoding is
not what is sent rather what is received.
Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget
objective-and-task
Sales promotions include all of the following EXCEPT
online ads.
Garrett works for a small chain of convenience stores. He is trying to coordinate his firm's IMC efforts. Garrett's IMC goal is to
provide clarity, consistency, and maximum communicative impact.
In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated
receiver
If marketing communications are effective, they will
result in purchases by some consumers receiving the communications.
Competitive parity, percentage-of-sales, and available budget are types of ________________________ IMC budgeting
rule-of-thumb
Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know
sales revenue and advertising cost.
Firms can use __________ to bring customers together to share experiences around the products
social media
Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is hard not to see ads on television ending with "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are hoping to
stimulate interest, persuading consumers to investigate further.
Integrated marketing communications include all of the following EXCEPT
supply chain management.
Integrated marketing communications include all of the following except
supply chain management.
Public relations is the component of IMC that
supports other promotional efforts by generating "free" media attention.
If you send an email and include a link, you can track how many people took the desired action of clicking on the link. This is known as
the click through rate.
The IMC communication process includes all of the following EXCEPT
the instructor.
Reaching the right audience with marketing communication is becoming more difficult because
the media environment has become more complicated.
To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
the number of impressions.
The right communication channel to use in IMC is
the one that will connect to the desired recipients.
The sender of an IMC message hopes the receiver is
the people for whom the message was originally intended.
The three elements of any IMC strategy are the consumer, the channels, and
the results.
The IMC communication process begins with __________, who must be clearly identified
the sender.
In the AIDA model, marketing communications move consumers stepwise
through a series of mental stages.
The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this __________
top-of-mind awareness
In the IMC communication process, the __________ encodes the marketing communication message
transmitter
