Chapter 1 Social Media
_____________ remains the most common form of noise affecting marketing communications.
Clutter
___________ involves transmitting, receiving, and processing information.
Communication
Company leaders expect advertising agencies to produce _____________ outcomes.
Tangible
Company leaders expect advertising agencies to produce tangible outcomes with an increasing emphasis on _________________________.
accountability and measurable results
The increasing emphasis on advertising accountability and measurable results has been driven by all of the following EXCEPT _______________.
advertising agencies
_______________ identifies internal company strengths and weaknesses along with the marketing opportunities and threats present in the external environment.
A SWOT analysis
What vehicle forms the basis for integrated marketing communications?
A strategic marketing plan
___________________ results in the creation of products and marketing messages designed for and adapted to individual countries.
Adaptation
Why might the manner by which a product is marketed in Mexico be different than how it is marketed in Italy?
Because marketing messages are designed and adapted to individual countries
________________ results when consumers believe that various brands provide the same set of attributes.
Brand parity
Which of the following is at the foundational (lowest) level of the IMC pyramid?
Buyer behaviors
Encoding is forming verbal and nonverbal ___________.
Cues
________________________ occur(s) when the message reaches one or more of the receiver's senses.
Decoding
______________________ provide(s) the means to construct the actual commercial or advertisement.
Executional frameworks
Instead of IMC (integrated marketing communications), international communication programs are called __________.
GIMC
____________________ principles can and should be used with either adaptation or standardization in international marketing.
GIMC
The ___________________ includes identifying all target markets, most notably consumer and business-to-business market segments.
IMC planning program
_________ cover(s) all of a firm's business-to-business, market channel, customer-focused, and internally-directed communications.
Integrated Marketing Communications (IMC)
_____________________________ is the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders.
Integrated marketing communications
_______________________ selling involves contact with retail customers and other businesses.
Personal
________________ generate valuable information to alter campaigns before they are commercially introduced and after they have already run.
Post-campaign evaluations
With the integration of media platforms, consumers can now __________________, which involves looking at two or more screens simultaneously to access content that is not related.
content graze
_________________ take(s) place when customers (the receivers) decode or understand the message as it was intended by the sender.
Quality marketing communications
As a business attempts to transfer an idea or message about a product to its consumer audience, communication occurs when the __________ comprehend(s) the information.
Receivers
Which of the following is a trade promotion?
Slotting fees
________________________ means a company features a uniform product and message across countries.
Standardization
What are the two different strategies marketers employ for global companies?
Standardization and adaptation
What is the goal of GIMC?
To coordinate marketing efforts across all platforms
Which of the following statements regarding current trends affecting marketing communications is correct?
To engage customers, marketers carefully manage contact points.
In the overall marketing communication process, the person in charge of designing an advertisement takes an idea and transforms it into ________________.
a message that cuts through the noise and clutter
Digital marketing is distinguished from traditional marketing by its emphasis on _______________.
creating experiences with a brand
Advertising theories form the ____________________ used to design advertisements.
background
Recent trends in _____________________ techniques seek to create experiences with a brand rather than mere purchases with little or no emotional attachment.
digital marketing
The traditional view of promotion has expanded to include ___________ and _____________.
digital marketing; social media
Defining primary marketing objectives establishes all of the following targets EXCEPT _______________.
employee attrition
In marketing communications, purchases, inquiries, complaints, and questions represent ______.
feedback
Coordinating marketing efforts across all platforms is the goal of _____________.
globally integrated marketing communications
The foundation of an integrated marketing communication program consists of a careful review of the company's _____________________.
image, the buyers to be served, and the markets in which the buyers are locate
The coordination and integration of all marketing communications tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders is known as ____________________.
integrated marketing communications
Even when a firm uses the adaptation strategy, marketers from various countries ________________.
learn from each other
Recent technological developments have altered the levels of power held by members of ____________.
marketing channels
A strategic marketing plan coordinates every component of the _________ in order to achieve harmony in the messages and promotions relayed to customers and others.
marketing mix
Talking on the phone during a television commercial is considered ______________ in communication.
noise
The traditional view of the marketing mix was that _______________ included advertising, sales promotions, and personal selling activities.
promotional activities
In order to have the greatest impact, the marketing team may often use ________________ tactics to give sponsorship programs a boost.
public relations
Trade promotions do not include __________________________.
public relations
In the communications model, a(n) _________________ will try to capture the customer's attention.
sender
Posting pictures on Facebook from a laptop and then texting friends to go check them out is an example of ________________________________.
social spider-webbing
Recent integration of media platforms has led to ______, which takes place when consumers share content or information across multiple devices.
social spider-webbing
The marketing mix of price, product, distribution, and promotions provides the ___________ point for the IMC framework.
starting
The IMC planning process is completed __________.
when all appropriate media has been identified
