Chapter 17 - Integrated Marketing Communications

After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to

"I want it."

Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?

Communication channel

gross rating points

a reference number used by advertisers that is obtained by multiplying reach by frequency

AIDA model

A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action.

communications channel

A medium through which a message is transmitted to its intended audience. Ex: print, broadcast, the internet

The U.S. government promoted public participation in the 2010 census during the televised Super Bowl game in its efforts is to raise awareness of when and how the census works. This is an example of which of the following promotional elements?

Advertising

Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?

Feedback loop

Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.

Harley Davidson has top-of-mind awareness if a consumer responds "Harley" when asked about American-made motorcycles.

_____ is (are) the number of times an ad appears in front of the user.

Impressions

In the communication process, _____ refers to the process by which the receiver interprets the sender's message.

In the communication process, decoding refers to the process by which the receiver interprets the sender's message.

reach

Measure of consumers' exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

What factors are used in the rule-of-thumb methods to determine the communication budget?

Prior sales and communication activities

Which of the following formulas is accurate for calculating gross rating points?

Reach multiplied by frequency

Integrated Marketing Communications (IMC)

Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines—general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media—in combination to provide clarity, consistency, and maximum communicative impact.

sales promotion

Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays.

The AIDA model is also known as the _____ model.

The AIDA model is also known as the think, feel, do model.

return on marketing investment (ROMI)

The amount of profit divided by the value of the investment. In the case of an advertisement, the ROI is (the sales revenue generated by the ad - the ad's cost) / the ad's cost

Encoding

The process of converting the sender's ideas into a message, which could be verbal, visual, or both.

personal selling

The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.

There are three elements in any integrated marketing communication strategy: the _______, the channels through which the message is communicated, and evaluation of the results of the communication.

There are three elements in any integrated marketing communication strategy: the consumer being targeted, the channels through which the message is communicated, and evaluation of the results of the communication.

Traditionally, advertising has been _____ and _____.

Traditionally, advertising has been passive and offline.

Home Depot hired an advertising agency to develop television ads for its grand opening in southern Maine. The advertising agency represents which of the following components of the communication process?

Transmitter

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the _____ component of the communication process.

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the encoding component of the communication process.

lagged effect

a delayed response to a marketing communication campaign

top-of-mind awareness

a prominent place in people's memories that triggers a response without them having to put any thought into it

search engine marketing

a type of web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine

feedback loop

allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly

The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and

desire.

objective and task method

determines the budget required to undertake specific tasks to accomplish communication objectives

Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of

direct marketing.

Personalized e-mail marketing is an online, passive form of persuasive communication and would be classified as an example of

direct marketing.

Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the six weeks of the campaign, representing its

frequency.

brand awareness

how quickly or easily a given brand name comes to mind when a product category is mentioned

extra references

https://quizlet.com/136282451/marketing-final-ch-18-flash-cards/

Decoding

interpretation of the language and symbols sent by the source through a channel

mobile marketing

marketing through wireless handheld devices

Frequency

measure of how often the audience is exposed to a communication within a specified period of time

Relevance

metric used to determine how useful an advertisement is to the consumer

aided recall

occurs when consumers recognize a name that has been presented to them

Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its

reach.

Google's AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.

relevance

direct marketing

sales and promotional techniques that deliver promotional materials individually

According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build

short-term sales.

Customers can use the Internet to share their opinions about products and services via YouTube, Facebook, and Twitter. In doing so, they can help facilitate the consumer decision process through use of

social media.

Sender

the firm from which an IMC message originates; the sender must be clearly identified to the intended audience- usually a company

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as

the lagged effect.

click-through rate (CTR)

the number of times a user clicks on an online ad divided by the number of impressions

impressions

the number of times an advertisement appears in front of the user

Public Relations (PR)

the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media

Reciever

the person for whom the message is intended

The highest level of awareness is

top-of-mind awareness

web tracking software

used to assess how much time viewers spend on particular web pages and the number of pages they view

social shopping

using the internet to communicate about product preferences with other shoppers

transmitter

An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency.

Advertising

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

noise

anything that interferes with, distorts, or slows down the transmission of information

rule-of-thumb methods

budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted

Limitations of the _____ budgeting method include not allowing 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.

competitive parity

Since her firm's share of the market has increased from 2.5 to 3 percent, Allyson had determined she would set her share of communication expenses at 3 percent of sales, which is an example of the use of the _____ method.

competitive parity

The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.

objective-and-task

From the consumer's perspective, the elements of an IMC strategy can be viewed as being either

passive or interactive.

To support the other promotional efforts, firms use _____ to generate "free" media attention.

public relations