BA 370 Chapter 18: IMC

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

AIDA model

Which of the following is the most visible IMC component?

Advertising

There are a number of ways in which marketers can build top-of-mind brand awareness among consumers. Which of the following would be ideal strategies?

Advertising their brand Memorable name Memorable symbols

What does the AIDA model stand for?

Awareness, Interest, Desire, Action

Personal selling is an important component of many IMC programs, especially in ______ settings.

B2B

Which of the following terms best describes the strength of the association between a brand name and the type of product or service in the consumers' minds?

Brand awareness

In search engine marketing, which of the following terms describes the number of clicks divided by number of impressions?

Click-through rate

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

False: Firms need to understand the outcome they hope to achieve, including both short- and long-term goals.

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 Where customers can purchase products

Which of the following is an example of a search engine marketing tool?

Google AdWords

To calculate return on marketing investment, marketers need to know which of the following? (Select all that apply.)

Gross margin Marketing expenditure

Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness?

Having a memorable brand

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Select all that apply.)

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

Which of the following is the best way to raise consumer interest in an ad?

Include unique attributes that appeal to the target audience.

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

Occurs when there is a discrepancy between the encoding and decoding of a message.

Noise

Refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels.

Noise

Which of the following can search engine marketing be used to accomplish?

Placing a website in the Sponsored Links section of Google

Which of the following is a measure of how effective an ad is for the amount spent?

ROMI

______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

Reach

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

Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. Here the ad agency could be seen as which of the following roles within the communication process?

Transmitter

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

True: Social shopping is the use of the Internet to communicate about product preferences with other shoppers.

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?

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."

advertising

Imagine that you are reading one of your favorite magazines. If you see a logo and recognize the brand as it is being presented to you, this is an example of ______.

aided recall

Which of the following terms refers to consumer recognition of a brand when presented with the name?

aided recall

______ 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

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

brand image

The medium (e.g., print, television, radio) that carries the message from the firm to the consumer.

communication channel

Within the communication process, encoding most closely could be described as ______.

conversion

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, mail, infomercials, catalogs, and e-mails can all be considered part of ______.

direct marketing

Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction?

direct marketing

Refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.

encoding

An easy way to remember the difference between encoding and decoding within the communication process is to think of encoding as the message the sender intends to say, whereas decoding can be thought of as what the receiver actually ______.

hears

The number of times an ad appears in front of the user is known as the number of ______.

impressions

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

influence

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?

integration

Within the communication process, decoding can best be described as ______.

interpretation

Gordon is a marketer at a bicycle manufacturer and is responsible for developing an ad focusing on his employer's newly designed titanium-frame touring bike. The goal for the ad is to take consumers from the Interest stage of the AIDA model to the Desire stage. In other words, the ad is intended to move the consumer from saying, "I ______ it" to "I ______ it."

like, want

When a firm influences the actions of a consumer, the firm has probably done so through ______.

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-task

IMC programs are advantageous in that they regard each individual marketing communication element as ______.

part of an integrated unit

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

When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation.

positive

Gross rating points (GRP) equals

reach times frequency

In the communications process, the ______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement.

receiver

Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the ______.

receiver

Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies?

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 clearly be known

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

social shopping

Which of the following best describes the goals a firm should set for an IMC campaign?

specific and measurable

When someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of _____ awareness.

top-of-mind

Refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.

transmitter