Chapter 18: Integrated Marketing Comm.

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Select all that apply.) Determine which media best reach the target market Compare the budget to the competition's Identify the cost of the necessary communications Establish a set of communication objectives

Determine which media best reach the target market Identify the cost of the necessary communications Establish a set of communication objectives

Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? (Select all that apply.) Maintaining positive relationships with media Buying advertising space in media Developing consumer promotions such as contests Maintaining a positive image Handling unfavorable stories or events

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

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which of the following elements is most likely to contribute to how receivers decode the message differently? What time of the year the print ad is issued on Whether or not the receiver is a user of the firm's product Whether or not the receiver reads the ad more than once What newspaper or magazine the print ad appears in

Whether or not the receiver is a user of the firm's product

According to the AMA, ______ is "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas." marketing advertising public relations consumption

advertising

A firm can use its website well to build its ______ image and to educate customers about its product and services.

brand

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. encode send decode transmit

decode

True or false: When first creating an IMC campaign, firms should avoid focusing on the long term.

false

Marketers measure the ______ of exposure by how often the audience is exposed to a communication within a specified period of time. reach frequency repetition rating

frequency

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

influence

When a firm influences the actions of a consumer, the firm has probably done so through ______. in-person persuasion marketing communications market manipulation market domination

marketing communications

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method. objective-and-task parity affordable percent-of-sales

objective-and-task

When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation. brand-specific positive negative product-specific

positive

Public ______ is the organizational function that manages the firm's communications and supports other promotional efforts.

relations

The ______ refers to the originator of the message in the communication process. transmitter sender consumer media

sender

The sender of a message ______ the audience. decodes the message for must be hidden from should be a member of should be clearly known by

should be clearly known by

Using the Internet to communicate about product preferences with other shoppers is called ______ shopping.

social

Which of the following is the most visible IMC component? Advertising Public relations Personal selling Sales promotion

Advertising

Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction? Sponsorship Public relations Sales promotions Direct marketing Personal selling

Direct marketing

Select all that apply Which of the following pieces of information should be communicated to customers through a company's website? (Select all that apply.) Features of products and services Negative reviews of products or services Where customers can purchase products Contact information for competitors

Features of products and services Where customers can purchase products

Which of the following words 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? Familiarity Evolution Integration Uniqueness

Integration

Which of the following IMC strategies explicitly refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision? Personal selling Sales promotion Direct advertising Public relations

Personal selling

_____ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once. Frequency Exposure Reach Segmentation

Reach

Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies? Public relations Direct marketing Mass advertising Sales promotions

Sales promotions

Which of the following best describes the goals a firm should set for an IMC campaign? Short term and achievable Lofty and inspiring Specific and measurable Broad and all encompassing

Specific and measurable

Telephone, mail, infomercials, catalogs, and e-mails can all be considered part of ______. direct marketing personal selling online marketing top-of-mind awareness

direct marketing

IMC programs are advantageous in that they regard each individual marketing communication element as ______. interchangeable with the others a separate entity part of an integrated unit a measure of profitability

part of an integrated unit

Gross rating points (GRP) equals ______ times frequency.

reach

______ 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

True or false: Social shopping involves sending e-mails to specific customers about new products that may be of interest to them.

true

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model. Brand Awareness Aided recall AIDA Top-of-the mind Awareness

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 ______ model.

AIDA (Awareness Interest Desire Action)

Personal selling is an important component of many IMC programs, especially in ______ settings. B2B B2C introductory market heavily promotional

B2B