Chapter 17

Especially for marketers with new products or services, IMC is needed because Select one: a. consumers are unlikely to buy products they are not aware of. b. pricing decisions cannot be made without IMC. c. new products and services need to be integrated into the supply chain value proposition. d. it is impossible for products to sell themselves through word of mouth communication. e. consumers need to know all about the features of new products before making a purchase decision.

a. consumers are unlikely to buy products they are not aware of.

In recent years, the component of IMC that has received the greatest increase in spending is Select one: a. direct marketing. b. publicity. c. media advertising. Incorrect d. sales promotions. e. public relations.

a. direct marketing.

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. Select one: a. frequency b. reach c. ROI Incorrect d. gross rating points e. click-through rate

a. frequency

The goal of any marketing communication is to a. get the right message to the right audience through the right media. b. overwhelm negative publicity with commercial speech. c. maximize personal selling. d. increase public relations click-through rates. e. replace cause-related marketing with non-cause-related marketing.

a. get the right message to the right audience through the right media.

The sender of an integrated marketing communication Select one: a. has little control over what meaning any individual receiver will take from the message. b. controls the meaning all receivers take from the message. c. should attempt to control how the message is received. d. can assess the manner in which receivers interpret the message through gross rating points. e. must work with the advertising specialists to ensure all recipients interpret the message accurately.

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

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 Select one: a. increasing inquiries, awareness, and trial of her firm's services. b. expanding customer loyalty by closing the feedback loop. c. increasing the lagged effect. d. increasing market share, sales, and customer loyalty. e. shifting customers to rule-of-thumb budgeting.

a. increasing inquiries, awareness, and trial of her firm's services.

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more Select one: a. interactive. b. expensive. c. entertainment-oriented. d. company-controlled. e. consumer-controlled.

a. interactive.

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? Select one: a. mobile marketing b. social marketing c. personal selling d. sales promotions e. advertising

a. mobile marketing

Though a picture may be worth a thousand words, the most important facet of encoding is Select one: a. not what is sent but what is received. b. the self-visualization process. c. not what is received but what is sent. d. who draws the picture. e. the sponsor rather than the receiver.

a. not what is sent but what is received.

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting? Select one: a. rule-of-thumb b. reach and frequency c. objective-and-task d. track and decode Incorrect e. sender-receiver

a. rule-of-thumb

Integrated marketing communications include all of the following EXCEPT Select one: a. supply chain management. b. public relations. c. direct marketing. d. sales promotion. e. advertising.

a. supply chain management.

Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use all of the following EXCEPT __________ to provide feedback from her efforts. Select one: a. the channel b. compliments c. complaints d. coupon redemption rates e. sales data

a. the channel

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 a. the number of impressions. b. the cost per click. c. the total number of clicks recorded by the industry. d. the number of destinations. e. how much time consumers spend viewing the ad or page.

a. the number of impressions.

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with Select one: a. an extended feedback loop. b. a flaw in the medium. c. lack of clarity in the message. Incorrect d. competing messages. e. a poor choice of medium.

b. 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 most likely trying to avoid noise problems associated with a. a flaw in the medium. b. a poor choice of medium. c. an extended feedback loop. d. lack of clarity in the message. e. competing messages.

b. a poor choice of medium.

A firm's marketing communication strategy is formulated specifically to Select one: a. increase its return on investment. b. communicate the value of its product(s). c. increase its frequency ratio. d. control its public image. e. increase its social media presence.

b. communicate the value of its product(s).

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or Select one: a. excessive reach. b. competing messages. c. inhibited decoding. d. an extended feedback loop. e. indirect encoding.

b. competing messages.

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message. Select one: a. precoding b. decoding c. encoding d. transmitting e. tracking

b. decoding

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least ten television programs recalling great commercials. For its target audience, the frequency of this ad is measured as a. one/tenth. b. one. c. 500 million. d. ten. e. 5 billion (ten times 500 million).

b. one.

Public relations is the component of IMC that Select one: a. converts mass media advertising into direct marketing. b. supports other promotional efforts by generating free media attention. c. has received the greatest increase in spending. d. generates the most gross rating points. e. most effectively uses IMC encoding.

b. 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 the link. This is known as a. frequency. b. the click-through rate. c. reach. d. impressions. e. gross rating points.

b. the click-through rate.

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 need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of Select one: a. product underwhelm. b. the lagged effect. c. rejection of advertising. d. IMC strategy. e. subliminal advertising.

b. the lagged effect.

__________ is any interference in the IMC process. Select one: a. Translation b. Looping c. Noise d. Excessive reach e. Feedback

c. Noise

The proliferation of new media alternatives has led many firms to shift their promotional budgets from Select one: a. stealth marketing to viral marketing. b. integrated marketing communications to diverse marketing communications. c. advertising to direct marketing and website development. d. personal selling to advertising. e. publicity to public relations.

c. advertising to direct marketing and website development.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from a. stealth marketing to viral marketing. b. personal selling to advertising. c. advertising to direct marketing and website development. d. publicity to public relations. e. integrated marketing communications to diverse marketing communications

c. 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 a. free association. b. top-of-mind awareness. c. aided recall. d. recall mapping. e. selective recall.

c. aided recall.

As the number of communication media has increased, the task of understanding how best to reach target customers has Select one: a. shifted from creating a value proposition to revising a value proposition. b. become easier. c. become more complex. d. increased the use of rule-of-thumb targeting. e. focused on reducing communication noise.

c. become more complex.

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. public relations. c. direct marketing. d. publicity. e. sales promotions.

c. direct marketing.

After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to Select one: a. generate consumer action. b. determine the level of desire needed to sustain action. c. increase the level of interest among consumers. d. gain the attention of the consumer. e. create intentions to purchase the product.

c. increase the level of interest among consumers.

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in Select one: a. increasing inquiries, awareness, and trial of his firm's services. b. shifting customers to rule-of-thumb budgeting. c. increasing market share, sales, and customer loyalty. d. increasing the lagged effect. e. expanding customer loyalty by closing the feedback loop.

c. increasing market share, sales, and customer loyalty.

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated. a. medium b. sender c. receiver d. communication channel e. Transmitter

c. receiver

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 Select one: a. the number of destinations. b. the total number of clicks recorded by the industry. c. the number of impressions. d. the cost per click. e. how much time consumers spend viewing the ad or page.

c. the number of impressions.

The right communication channel to use in IMC is a. the one that maximizes decoding difficulty. b. network advertising, local newspapers, and regional radio stations. c. the one that will connect to the desired recipients. d. the traditional channel used in that particular retail sector. e. the one with the best encoding capabilities.

c. the one that will connect to the desired recipients.

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this Select one: a. aided recall. b. category dominance. c. top-of-mind awareness. d. the primacy effect. e. elevated awareness.

c. top-of-mind awareness.

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and Select one: a. enhanced decoding processes. b. the reach/frequency ratio. c. supply chain effectiveness. Incorrect d. a consumer's purchase. e. the level of noise in the IMC channel.

d. a consumer's purchase

Especially for marketers with new products or services, IMC is needed because Select one: a. it is impossible for products to sell themselves through word of mouth communication. b. pricing decisions cannot be made without IMC. c. consumers need to know all about the features of new products before making a purchase decision. d. consumers are unlikely to buy products they are not aware of. e. new products and services need to be integrated into the supply chain value proposition.

d. consumers are unlikely to buy products they are not aware of.

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. Select one: a. Super Bowl ad b. public relations campaign c. full-page ad in selected newspapers d. corporate blog e. faxed newsletter

d. corporate blog

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services? a. Twitter b. faxed newsletter c. Super Bowl ad d. corporate website e. corporate blog

d. corporate website

The _____________ loop allows the receiver to communicate with the sender in the IMC process. Select one: a. pre-testing b. decoding Incorrect c. precoding d. feedback e. encoding

d. feedback

The goal of any marketing communication is to Select one: a. increase public relations click-through rates. b. maximize personal selling. c. overwhelm negative publicity with commercial speech. d. get the right message to the right audience through the right media. e. replace cause-related marketing with non-cause-related marketing.

d. get the right message to the right audience through the right media.

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

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

A measure termed _______ describes how useful an ad message is to the consumer doing the search. Select one: a. impression b. awareness c. return on investment Incorrect d. relevance e. reliability

d. relevance

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service. Select one: a. Product familiarity b. Marketing recall c. Brand association d. Cognitive association e. Brand awareness

e. Brand awareness

___________ means converting the sender's ideas into a message, which could be verbal, visual, or both. a. Decoding b. Tracking c. Integrated marketing communications d. Precoding e. Encoding

e. Encoding

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process? Select one: a. encoder Incorrect b. channel c. receiver d. transmitter e. Sender

e. Sender

The basic goal of integrated marketing communications is to Select one: a. outspend competitors. b. tell the world about your company. c. create desire. d. manipulate consumers. e. communicate the value proposition to the target market.

e. communicate the value proposition to the target market.

Especially for marketers with new products or services, IMC is needed because Select one: a. consumers need to know all about the features of new products before making a purchase decision. b. it is impossible for products to sell themselves through word of mouth communication. c. new products and services need to be integrated into the supply chain value proposition. d. pricing decisions cannot be made without IMC. e. consumers are unlikely to buy products they are not aware of.

e. consumers are unlikely to buy products they are not aware of.

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message. Select one: a. precoding b. transmitting c. encoding d. tracking e. decoding

e. decoding

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 Select one: a. ineffective. b. overrated. c. simple. d. easy. e. expensive.

e. expensive. Charming Charlie's, a fashion accessories retailer, encourages visitors to its stores to check in using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of Select one: a. personal selling. b. advertising. c. mobile marketing. d. online marketing. e. social media. ^c. mobile marketing.

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts. Select one: a. decoding b. pre-testing c. encoding d. simulations e. feedback

e. feedback

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

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

Firms can use __________ to bring customers together to share experiences around the products. a. brand associations b. consumer outlets c. public relations d. surveys e. social media

e. intention

Which of the following is NOT one of the steps in the AIDA model? a. action b. interest c. desire d. awareness e. Intention

e. intention

Compared to mass media advertising, a key advantage of direct marketing is that a. it uses the rule-of-thumb budgeting method. b. it involves face-to-face contact. c. it is used almost exclusively for B2B marketing. d. it reaches a larger audience. e. it allows for personalization of the message.

e. it allows for personalization of the message.

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication. Select one: a. click-through delay b. decoding decomposition effect c. viral effect Incorrect d. noncommittal effect e. lagged effect

e. lagged effect

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? Select one: a. advertising b. personal selling c. social marketing d. sales promotions e. mobile marketing

e. mobile marketing

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. a. rule-of-thumb b. sender-receiver c. track and decode d. reach and frequency e. Objective-and-task

e. objective-and-task

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________. Select one: a. passive and interactive; tangible and intangible b. offline and online; low cost and high cost c. mobile marketing and direct marketing; tangible and intangible d. static and changing; offline and online e. passive and interactive; offline and online

e. passive and interactive; offline and online

Integrated marketing communications represents the __________ P in the four Ps of a firm's marketing mix. Select one: a. partnering b. pricing c. place d. product e. promotion

e. promotion

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 Select one: a. the cost per click. b. the number of destinations. Incorrect c. how much time consumers spend viewing the ad or page. d. the total number of clicks recorded by the industry. e. the number of impressions.

e. the number of impressions.