Chapter 17

When a firm influences the actions of a consumer, the firm has probably done so through marketing ________ 1) communications 2) manipulations 3) tactics 4) persuasions

1) communications

Within the communication process, encoding most closely could be described as ______ 1) conversion 2) interpretation 3) transmission 4) complication

1) conversion

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 1) sender 2) channel 3) noise 4) decoder 5) receiver

1) sender

Which of the following is the most visible IMC component? 1) personal selling 2) advertising 3) public relations 4) sales promotion

2) advertising

Which of the following terms refers to any interference in a message? 1) decoding 2) feedback 3) noise 4) communication

3) noise

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? 1) whether or not the receiver reads the ad more than once 2) what time of the year the print ad is issued on 3) whether or not the receiver is a user of the firm's product 4) what newspaper or magazine the print ad appears in

3) whether or not the receiver is a user of the firm's product

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

channel

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

encoding

Personal selling is an important component of many IMC programs, especially in _______ settings 1) B2B 2) introductory 3) promotional 4) B2C

1) B2B

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

brand

The _______ process refers to how firms are able to send messages to an interact with their customers

communication

When something interferes with the efficient transmission of the message from the sender to the receiver and there is a difference between them, that is described as ______

noise

_______ 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

_______ ________ distributes content among like-minded consumers

social media

The _______ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications

transmitter

Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the _______ (select all that apply) - consumer - encoder - firm - receiver

- consumer - receiver

Corporate blogging is a new form of marketing communication. A well-received blog can ______ (select all that apply) - create positive word of mouth - connect customers by forming a community - create non-informative relationships with the customers

- create positive word of mouth - connect customers by forming a community

It is not enough for a marketer to create an ad and hope that people pay attention to it. Indicate the ways a brand is likely to get consumers to show interest in an ad (select all that apply) - copying the competitor's format - making the ad unique - making the ad memorable - spending a lot of money on the ad

- making the ad unique - making the ad memorable

Which of the following pieces of information should be communicated to customers through a company's website? (select all that apply) - where customers can purchase products - contact information for suppliers of parts - features of product and services - negative reviews on products or services

- where customers can purchase products - features of product and services

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model 1) AIDA 2) aided recall 3) top-of-the mind awareness 4) brand awareness

1) AIDA

The message being set out by marketers should be customer focused, the communication channel should be correct for the targeted audience, and results need to be fully evaluated. This is known as which strategy? 1) IMC 2) VMI 3) SEC 4) SBU

1) IMC

For one person this Taco Bell logo might mean a dieter's worst nightmare, but for another it can mean a great meal. This exemplifies that fact that each receiver may _______ a given message differently 1) decode 2) send 3) transmit 4) encode

1) decode

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method 1) objective-and-task 2) percent of sales 3) affordable 4) parity

1) objective-and-task

When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation 1) positive 2) brand-specific 3) negative 4) product-specific

1) positive

List in order, with the first step at the top, each step of the communication process - communications channel (media) - sender (firm) - receiver (consumer) decodes message - transmitter encodes message

1) sender (firm) 2) transmitter encodes message 3) communications channel (media) 4) receiver (consumer) decodes message

________ refers to consumers being able to indicate that they have heard of the brand when the name is presented to them 1) endorsement 2) aided recall 3) product placement 4) top-of-mind awareness

2) aided recall

In search engine marketing, identify the term that describes the number of clicks divided by number of impressions 1) conversion rate 2) click-through rate 3) relevance 4) ROI

2) click-through rate

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 _____ 1) means 2) hears 3) feels 4) does

2) hears

Identify a key long-term goal a firm would consider prior to launching an IMC campaign 1) increasing awareness 2) increasing next year's sales 3) prompting trial 4) generating inquiries

2) increasing next year's sales

The integrated marketing communications process refers to which of the four Ps in the marketing mix? 1) place 2) promotion 3) product 4) price

2) promotion

Which of the following brand would most likely NOT have top-of-mind awareness in their respective product categories with consumers? 1) Harley-Davidson 2) Coca Cola 3) RC Cola 4) Windows PCs

3) RC Cola

_______ refers to the process by which the receiver interprets the sender's message 1) feedback 2) noise 3) decoding 4) encoding

3) decoding

A marketer would most likely want to use a ______ to communicate to shareholders and use a(n) ________ ad to communicate with the general public 1) television ad; newspaper 2) viral campaign; television 3) direct mailing; YouTube 4) buzz; campaign; television

3) direct mailing; YouTube

The ______ allows the receiver to communication with the sender and thereby inform the sender whether the message was received and decoded properly 1) noise 2) encoding process 3) feedback loop 4) transmission process

3) feedback loop

Which of the following processes allow the receiver to inform the sender whether the message was properly decoded? 1) noise channel 2) communication channel 3) feedback loop 4) receiving loop

3) feedback loop

Marketers measure the ______ of exposure by how often the audience is exposed to a communication within a specified period of time 1) reach 2) rating 3) frequency 4) repetition

3) frequency

Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness? 1) building a superior brand 2) holding the oldest brand 3) having a memorable brand 4) having the cheapest brand

3) having a memorable brand

The ______ effect refers to a delayed response by the consumer to a marketing campaign in which the consumer must see a message several times before it is has a desired impact on the consumer 1) decoding 2) noise 3) lagged 4) encoding

3) lagged

A fast food chain quickly learns that its advertising message about its healthy new turkey sandwich is unclear. This is an example of _____ 1) decoding 2) transmitting 3) noise 4) encoding

3) noise

IMC programs are advantageous in that they regard each individual marketing communication element as ______ 1) a measure of profitability 2) interchangeable with the others 3) part of an integrated unit 4) a separate entity

3) part of an integrated unit

The ultimate goal of any marketing communication is to compel the receiver to react positively to the message and brand and to ______ the product or service 1) discuss 2) rebuy 3) purchase 4) evaluate

3) purchase

The sender of a message _____ 1) must be hidden from the audience 2) should be a member of the audience 3) should be clearly be known by the audience 4) decodes the message for the audience

3) should be clearly be known by the audience

For the past two decades Zubi Advertising Services Inc. 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? 1) channel 2) receiver 3) transmitter 4) sender

3) transmitter

In the _____ budget method for IMC, the budget is set essentially by the amount left over and not allocated elsewhere 1) competitive parity 2) objective-and-task 3) percentage-of-sales 4) available

4) available

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? 1) brand desirability 2) brand capability 3) brand ignorance 4) brand awareness

4) brand awareness

Pepsi's choice to use social media for its emoji campaign exemplifies the selection of a ______ 1) message decoder 2) feedback loop 3) message transmitter 4) communication channel

4) communication channel

One of the big advantages to using an IMC approach to marketing is that it allows the marketer to use multiple ______ channels, increasing the probability of reaching the intended receivers 1) print 2) delivery 3) broadcast 4) media

4) media

In search engine marketing the _______ of the ad describes how useful an ad message is to the customer doing the search 1) impression 2) ROMI 3) click-through rate 4) relevance

4) relevance

The communication process beings with the ______ 1) receiver 2) communications channel 3) transmitter 4) sender

4) sender

________ is the third of the four components in the AIDA model

desire

identify how to calculate GRP or gross rating points: ______ multiplied by frequency

reach

_______ promotions are special incentives or programs that encourage consumers to purchase a product or service and can include coupons, rebates, contests, free samples, and point of purchase displays

sales

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

selling