Exam 3 - Chapter 18: Integrated Marketing Communication
Interest can also be sparked by
a little controversy
Planning for and Measuring IMC Success: Goals (3) 3. Should be explicitly
defined and measured
Direct marketing examples include (2)
e-mail and mobile marketing
Senders adjust messages according to the
medium and receiver's traits.
Blogs can be linked to other
social media
Direct marketing has the ability to carefully
target consumers
Direct marketing is communicating directly with
target customers to generate a response or transaction
Desire: I like it, I
want it
Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.) Maintaining a positive image Handling unfavorable stories or events Developing consumer promotions, such as contests Buying advertising space in media Maintaining a positive relationship with media
- (Building and) Maintaining a positive image - Handling (or heading off) unfavorable stories or events - Maintaining positive relationships with the media
Which statements about measuring marketing campaigns are true? (Choose every correct answer.) Measuring marketing efforts is easiest when the campaign uses new forms of communication. Factors such as the lagged effect can complicate the measurement process. The success of campaigns is measured using marketing metrics. Marketers can expect to see results almost immediately after launching a campaign.
- Factors such as the lagged effect can complicate the measurement process. - The success of campaigns is measured using marketing metrics.
Online Marketing: Blogs can (5)
- communicate trends. - announce special events create positive word-of-mouth. - connect customers. - allow the company to respond to customers. - encourage customers to develop a long-term relationship with a company.
Planning for and Measuring IMC Success: Setting and Allocating the IMC Budget - 2 kinds of methods.
1. Rule-of-thumb methods 2. Objective-and-task methods
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ________ model.
AIDA
There are a number of ways in which marketers can build top-of-mind brand awareness among consumers. Which of the following would NOT be an ideal strategy? Using memorable symbols Having a memorable brand name Advertising their brands Adopting a generic look for the brand
Adopting a generic look for the brand
What activity involves placing announcements and persuasive messages in the mass media, to inform and/or persuade a target market or audience about products, services, organizations, or ideas? Advertising Marketing Consumption Public relations
Advertising
Channels used in IMC Strategy: Passive & Offline
Advertising Sales promotions (coupons) Public relations Direct marketing (catalogs)
Awareness metrics include: (2)
Aided recall Top-of-mind awareness
Rule-of-Thumb Methods: (3) 3. Available budget limitations -
Assumes communication expenses do not stimulate sales and profit.
Rule-of-Thumb Methods: (3) 2. Percentage-of-sales limitations -
Assumes the same percentage used in the past or by competitors, is still appropriate for the firm. Does not take into account new plans (e.g., to introduce a new line of products in the current year).
What type of 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? (AIDA)
Awareness
Which term best describes the strength of the association between a brand name and the type of product or service in the consumers' minds? Brand awareness Brand ignorance Brand desirability Brand capability
Brand awareness
What comes after Interest in the AIDA model?
Desire.
Channels used in IMC Strategy: Interactive & Online
Direct Marketing (e.g. mobile marketing) Online Marketing (e.g., blogs, social media)
Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction? Sponsorship Public relations Sales promotions Direct marketing
Direct marketing
Channels used in IMC Strategy: Passive & Online
Direct marketing (e.g., e-mail marketing)
Rule-of-Thumb Methods: (3) 1. Competitive parity limitations -
Does not allow firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Determine which media best reach the target market. Identify the cost of the necessary communications. Compare the budget to that of the competitors. Establish a set of communication objectives.
Establish a set of communication objectives. (1st) Determine which media best reach the target market. (2nd) Identify the cost of the necessary communications. (3rd)
True or false: Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched.
False
True or false: When first creating an IMC campaign, firms should avoid focusing on the long term.
False; they need to understand the outcome they hope to achieve, including both short- and long-term goals
Planning for and Measuring IMC Success: Measuring Success Using Market Metrics Traditional Media (3)
Frequency, Reach, Gross rating points (GRP)
Which of these elements would be the most important for building a top-of-mind level of brand awareness? Holding the brand that has been longest in the market Having the best quality product Having the brand with the best value Having a memorable brand
Having a memorable brand
Which statement about marketing channels is true? New media channel options are overall better and more effective than traditional marketing channels. IMC combines the channels so that they exceed the total of the individual channels. The number of available IMC channels is shrinking as marketers switch to new media. Reaching the right audience through marketing channels is becoming easier.
IMC combines the channels so that they exceed the total of the individual channels.
In the AIDA model, __________ comes after awareness.
Interest
Rule-of-Thumb Methods: (3) 3. Available budget definition -
Marketers forecast their sales and expenses, excluding communication, during the budgeting period. The difference between the forecast sales and expenses plus desired profit is reserved for the communication budget. That is, the communication budget is the money available after operating costs and profits have been budgeted.
When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using which IMC budget method? Percent-of-sales Competitive parity Objective-and-task Rule-of-thumb
Objective-and-task
Integrated Marketing Communications represents the _________ dimension of the P's.
PROMOTION
Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers? Harley-Davidson Starbucks Paddywax Coca-Cola
Paddywax
Which of these are the two axes on which marketing channels can be viewed? (Choose every correct answer.) Promotion and advertising Limited and expanded Passive and interactive Offline and online
Passive and interactive Offline and online
Channels used in IMC Strategy: Interactive & Offline
Personal Selling Sales Promotions (e.g., contests) Direct marketing (e.g., telemarketing)
What IMC strategy involves a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision? Sales promotion Personal selling Public relations Direct advertising
Personal selling
Which pieces of information should be communicated to consumers through a company's website? (Choose every correct answer.) Reviews of products or services Features of products and services Contact information for competitors Where customers can purchase products
Reviews of products or services Features of products and services Where customers can purchase products
Integrated Marketing Communications (IMC) Communication Tools (8)
Sales Promotion Personal Selling Direct Marketing Mobile Marketing Social Media Marketing Public Relations Sponsorships Advertising
Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy? Mass advertising Sales promotions Direct marketing Public relations
Sales promotions
Which of the following best describes the goals a firm should set for an IMC campaign? Broad and all encompassing Short term and achievable Specific and measurable Inexpensive and quick to reach
Specific and measurable
Rule-of-Thumb Methods: (3) 2. Percentage-of-sales definition -
The communication budget is a fixed percentage of forecasted sales.
Zubi Advertising Services, Inc., has worked with American Airlines to create advertisements across various media. This ad agency is performing what role in the communication process? Sender Transmitter Channel Receiver
Transmitter
True or false: Social shopping involves sending e-mails to specific customers about new products that may be of interest to them.
True
True or false: The goal of IMC is to ensure all the various marketing mix elements work together to deliver a consistent message. Therefore, IMC takes the best of each communications medium and combines it to achieve the most effective marketing communications campaign possible.
True
True or false: Noise is the main cause for customer not hearing product messaging.
True - change in class
Planning for and Measuring IMC Success: Measuring Success Using Market Metrics Web-based Media (1)
Web-tracking software
Online marketing examples (3)
Websites, blogs, social media
Imagine that a firm sends out a message in the form of a print advertisement for a product. Which elements is most likely to contribute to how receivers decode the message differently? What newspaper or magazine the print ad appears in What time of the year the print ad is used Whether or not the receiver reads the ad more than once Whether or not the receiver is a user of the firm's products.
Whether or not the receiver is a user of the firm's products.
purchase is just one type of
action
The most visible element of an IMC strategy is
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 ______. brand persistence aided recall recall capability brand notoriety
aided recall; under awareness in AIDA
Advertising is the placement of
announcements and persuasive messages in time or space purchased by business firms, nonprofit organizations, government agencies, and individuals.
In the AIDA model, Senders first must gain the ___________ of the customers
attention (awareness)
Public Relations (PR) is becoming more important as consumers are
becoming more skeptical about marketing
Sales promotions can be aimed at
both end user consumers or channel members
Personal selling is an important component of many IMC programs, especially in __________ settings. business-to-consumer (B2C) business-to-business (B2B) heavily promotional introductory market
business-to-business (B2B)
Blogs are becoming more interactive as the
communication between bloggers and customers has increased.
The ___________ is the medium that carries the message for a firm, whether in print, broadcast or Internet. sender transmitter encoding process communications channel message outlet
communication channel
Advertising, personal selling, sales promotion, direct marketing, and public relations are among the many communication disciplines that make up IMC, which refers to integrated marketing __________.
communications
Within the communication process, encoding _______ the sender's ideas. converts interprets adds complexity to transmits
converts
Within the communication process, encoding ________ the sender's ideas. transmits adds complexity to interprets converts
converts
The sender works with a
creative department, whether in-house or from a marketing (or advertising) agency, to develop marketing communications to highlight the new beverage.
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. encode send decode transmit
decode
How Consumers perceive communication: Receivers decode messages
differently.
Mobile marketing, mailed flyers, mailed catalogs, and e-mails can all be considered part of online marketing personal selling top-of-mind awareness direct marketing
direct marketing
Improvements in database technology have contributed to the rapid growth of
direct marketing.
What refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both?
encoding
PR is "______" media attention
free
Direct Marketing is a ____________ element of IMC
growing
Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually feels means hears does
hears
Planning for and Measuring IMC Success: Goals (3) 1. Understand the outcome the firm
hopes to achieve
The lagged effect: Marketing communications do not always have an
immediate impact. - Multiple exposures are often necessary
Marketing communications _________ consumers by making them aware that a product or service exists or by increasing their purchase intent. mislead deter command influence
influence
Interest: The customer must want to further
investigate the product/service
When a firm influences the actions of a consumer, the firm has probably done so through ________. market domination in-person persuasion market manipulation marketing communications
marketing communications
____________ occurs when there is a discrepancy between the encoding and the decoding of a message.
noise
Public relations is the
organizational function that manages the firm's communications and supports other promotional efforts.
Sales promotions are used in conjunction with
other forms of IMC
Importance of PR has grown as the cost of __________________ has increased.
other media
Brand awareness refers to a
potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.
In the lagged effect, it is difficult to determine when exposure can lead to
purchase
Action: The ultimate goal of any form of communication is to drive the
receiver to action
The _______ is the originator of the message in the communication process. media transmitter consumer sender
sender
Sales promotions can be used for both ______-_______ and _________-________ objectives.
short-term and long-term
Planning for and Measuring IMC Success: Goals (3) 2. ________-_______or ________-________.
short-term or long-term.
The sender of a message should be ________________ by the audience
should be clearly known by the audience.
Salespeople can add __________ __________, which can make the expense worth it.
significant value
Using the internet to communicate about product preferences with other shoppers is called _________ shopping.
social
Sales promotions are
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.
Personal selling is a two-way communication between
the buyer and seller ti influence buying decisions.
Rule-of-Thumb Methods: (3) 1. Competitive parity definition -
the communication budget is set so that the firm's share of communication expenses equals its share of the market
The marketing department or external agency receives the information and transforms it for use in its role as
the transmitter.
Firms have begun to rely more heavily on communicating with their customers through ______. television print media personal selling their websites
their websites (online marketing)
When someone is asked to name a brand of soda, most consumers will reply back with Coca-cola. This is an example of ________ awareness. aided unconscious top-of-mind effortless
top-of-mind
Social media is one trend which is combining advertising on podcasts with in-home voice assistance. This allows __________ ___ ___________ ___________ ___________ and it provides ____________ to their community members.
users to interact among themselves; feedback.
What is last in the AIDA model?
Action
What does the A stand for in the AIDA model? Awareness Action Attitude Actualization
Awareness
The AIDA Model:
Awareness (Attention), Interest, Desire, Action
What do the letters in AIDA stand for?
Awareness, Interest, Desire, Action