MKTG 350 Chapter 18: Integrated Value Communication
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model.
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
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
Which of the following are stages of the AIDA model? (Choose every correct answer.)
Desire Awareness Interest
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 pieces of information should be communicated to customers through a company's website? (Choose every correct answer.) Features of products and services Reviews of products or services Where customers can purchase products Contact information for competitors
Features of products and services Reviews of products or services Where customers can purchase products
Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.) Developing consumer promotions, such as contests Handling unfavorable stories or events Maintaining positive relationships with media Maintaining a positive image Buying advertising space in media
Handling unfavorable stories or events Maintaining positive relationships with media Maintaining a positive image
Which statement about marketing channels is true? Reaching the right audience through marketing channels is becoming easier. IMC combines the channels so that together they exceed the total of the individual channels. The number of available IMC channels is shrinking as marketers switch to new media. New media channel options are overall better and more effective than traditional marketing channels.
IMC combines the channels so that together they exceed the total of the individual channels.
Which statement about marketing channels is true? The number of available IMC channels is shrinking as marketers switch to new media. IMC combines the channels so that together they exceed the total of the individual channels. New media channel options are overall better and more effective than traditional marketing channels. Reaching the right audience through marketing channels is becoming easier.
IMC combines the channels so that together they exceed the total of the individual channels.
Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Identify the cost of the necessary communications. Establish a set of communication objectives. Compare the budget to that of the competitors. Determine which media best reach the target market.
Identify the cost of the necessary communications. Establish a set of communication objectives. Determine which media best reach the target market.
___________ occurs when there is a discrepancy between the encoding and decoding of a message.
Noise
Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.) Offline and online Promotion and advertising Limited and expanded Passive and interactive
Offline and online Passive and interactive
Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.) Promotion and advertising Offline and online Limited and expanded Passive and interactive
Offline and online Passive and interactive
The integrated marketing communications process refers to which of the six Ps in the marketing mix?
Promotion
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. Measuring marketing efforts is easiest when the campaign uses new forms of communication. Marketers can expect to see results almost immediately after launching a campaign.
The success of campaigns is measured using marketing metrics. Factors such as the lagged effect can complicate the measurement process.
True or false: Social shopping involves sending e-mails to specific customers about new products that may be of interest to them.
True
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
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 Personal selling Public relations Sales promotion
advertising
What is the first component of the AIDA model?
awareness
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
Personal selling is an important component of many IMC programs, especially in ______ settings.
business-to-business (B2B)
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 ______.
communications
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.
decode
Telephone calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of ______.
direct marketing
Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction?
direct marketing
Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually ______.
hears
Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent.
influence
When a firm influences the actions of a consumer, the firm has probably done so through ______.
market communications
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
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
When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation.
positive
________ 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
______________ 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
Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy?
sales promotions
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the ______ in the communication process.
sender
The sender of a message ______ the audience.
should be clearly known by
Using the Internet to communicate about product preferences with other shoppers is called ________ shopping.
social
Which of the following best describes the goals a firm should set for an IMC campaign?
specific and measurable
Firms have begun to rely more heavily on communicating with their customers through ______.
their websites
