Chapter 18

The steps in the AIDA model include awareness, action, interest, and A) development. B) desire. C) decision-making. D) determination. E) decoding.

desire

The first goal of a marketing communication is to A) generate consumer feedback. B) eliminate noise. C) determine the budget to support the communications effort. D) gain the attention of the consumer. E) anticipate ethical objections.

gain the attention of the consumer

When measuring success of integrated marketing communication programs, _____ refers to the percentage of the target population exposed to a specific marketing communication. A) reach B) frequency C) objective-and-task D) gross rating points E) click-through rate

gross rating points

Personal selling, advertising, public relations and direct marketing are all part of A) communications channel management. B) sales promotions. C) B2B, but not B2C marketing. D) strategic communications planning. E) integrated marketing communications.

integrated marketing communications

For any communications campaign to succeed, the firm must deliver the right _______ to the right audience through the right media. A) product B) service C) message D) price E) place

message

The form of direct marketing that communicates with consumers' wireless handheld devices (such as smart phones) has been used for innovative applications to address the personal needs of consumers. This practice is known as A) commercial texting. B) mobile marketing. C) neon-green marketing. D) techno-direct marketing. E) electronic customization.

mobile marketing

Comparative parity, percentage-of-sales, and available budget are all _______ used to set budgets. A) objective-and-task methods B) rule-of-thumb methods C) AMA and AICPA approved methods D) old-fashioned and out-of-date methods E) quantifiable methods

rule-of-thumb methods

To reach out to new customers using the Internet, some marketers use _____ to ensure that customers searching for the firm's products have every opportunity to find them. A) click-throughs B) guided searches C) CRM database marketing D) search engine marketing E) "hot words"

search engine marketing

When customers use the Internet to interact among themselves, sharing their thoughts and evaluations about a firm's products, they are engaged in A) social spending. B) social media. C) e-comparison shopping. D) group decision-making. E) interactive shopping.

social media

The IMC communication process model includes all of the following EXCEPT A) noise. B) the sender. C) the objective and task method. D) the transmitter. E) feedback.

the objective and task method