Chapter 17 Marketing 361 Concepts
short-term sales
According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build
Top-of-mind awareness
Disney starts off its stars with Disney channel shows, records them on the Disney owned Hollywood Record label, plays the songs in heavy rotation on Radio Disney and Disney soundtracks, organizes concert tours with Disney-owned Buena Vista Concerts, and sells tie-in merchandise throughout Disney stores. The goal of each of these elements is:
Sales promotions
Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies.
Relevance
Google's Adwords system providea a quality score as a measure of _____________ which indicates the usefulness of an ad message to consumers doing a Google search.
top-of-mind awareness
Harley-Davidson has ___________ if a consumer responds "Harley" when asked about American-made motorcycles.
Reach x frequency
Identify how to calculate GRP or gross rating points: _____________ multiplied by frequency.
SHORT TERM goals: Correct options: generating inquiries prompting trial Wrong options that are LONG TERM goals: increasing sales increasing market share customer loyalty
Identify key short-term goals a firm would consider prior to launching an IMC campaign.
"I want it"
If Lucy Hale (star of Pretty Little Liars) appears on Good Morning America and talks about her upcoming album and how great it is going to be, the viewing audience is all the more likely to demand access to it. This illustrates the "desire" element of
The brand/service has fairly high visibility among consumers.
If marketers have a brand or service that has reached top-of-mind awareness among their consumers, this most likely means which of the following?
blog
If you are looking to find out more about a particular good or service, you may find yourself reviewing a web page that contains periodic posts known as a _____________.
aided recall
Imagine seeing this print ad in one of your favorite magazines. When you look at the LG logo (on the bottom right of this ad) and recognize the brand as it is being presented to you, this is an example of ______________.
Correct options: Making the ad unique Making the ad memorable
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.
1. Sender (firm is the sender...example: Pepsi) 2. Transmitter encodes message (marketing department receives the information and transforms it for use in its role) Encoding -- converting sender's ideas into a message...could be verval, visual, or both. 3. Communications channel (radio, tv, print that carries the message) 4. Receiver (consumer) decodes message
List in order, with the first step at the top, each step of the communication process.
Feedback Loop
Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?
influence
Marketing communications can ___________ consumers by making them aware that a product or service exists or by increasing their purchase intent.
direct marketing
Omaha Steaks sending email coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of
Personal selling
Personal ___________ is the two-way flow of communication between a buyer and a seller designed to influence the buyer's purchase decision.
Public relations
Public ______________ is the organizational function that manages the firm's communications and supports other promotional efforts.
Correct options: Maintaining positive relationships with media Maintaining a positive image
Public relations oversees a company's communication to achieve a variety of objectives including ___________.
AIDA model
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ____________ model.
The lagged effect
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 has a desired impact on the consumer.
The transmitter
The __________ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
Sender
The __________ refers to the originator of the message in the communication process.
objective-and-task
The ___________ method determines the budget required to undertake specific tasks to accomplish communication objectives.
the communication process
The _____________ process refers to how firms are able to send messages to and interact with their customers.
communication channel
The communication _____________ is the medium (e.g. print, television, radio) that carries the message from the firm to the receiver.
the medium that carries the message.
The communication channel is the _____________.
Promotion
The integrated marketing communication process refers to which of the four Ps in the marketing mix.
percentage of sales ; objective-and-task
The most commonly used method to establish the promotional budget is ___________ while the most accurate method is ___________.
the consumer, the channels through which the message is communicated (communication), and the evaluation of results of the communication (results)
The three parts of any IMC strategy are the _________, the __________ channel, and the __________ that are obtained from the strategy.
public relations
To support the other promotional efforts, firms use ____________ to generate free media attention.
passive ; offline
Traditionally, advertising has been ____________ and ______________.
noise
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 _____________.
Correct options: Establish a set of communication objectives Determine which media best reach the target market
When using the objective-and-task method to determine the budget, marketers must take which of the following steps?
Correct options: Interest Desirability Awareness
Which of the following are stages of the AIDA model?
Correct options: Features of product and services Where customers can purchase products
Which of the following pieces of information should be communicated to customers through a company's website?
Feedback loop
Which of the following processes allows the receiver to inform the sender whether the message was properly decoded?
integration -- IMC (integrated marketing communications, which represents the promotion dimension of the 4 P's of marketing) regard each of the firm's marketing communication channels as a whole, each of which offers a different means to connect with the target audience...rather than separating single marketing communication channels that have no unified control. This INTEGRATION provides them with the best means to reach the target audience with the desired message and enhances the value story of offering a clear and consistent message.
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?
Correct options: Consumer Receiver
Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the ___________. Select all that apply.
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.
Desire -- after consumer has piqued interest of target market, the goal of the message should move consumer from "I like it" to "I want it" four components of the AIDA model are: Awareness Interest Desire Action
______________ is the third of the four components in the AIDA model.
