Marketing Chapter Seventeen

What is the first component of the AIDA model? Multiple choice question. -Awareness -Desire -Interest -Action

Awareness

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? Multiple choice question. -Interest -Desire -Intention -Awareness -Action

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? Multiple choice question. -Brand desirability -Brand awareness -Brand ignorance -Brand capability

brand awareness

Which statement about marketing channels is true? Multiple choice question. -IMC combines the channels so that together they exceed the total of the individual channels. -Reaching the right audience through marketing channels is becoming easier. -New media channel options are overall better and more effective than traditional marketing channels. -The number of available IMC channels is shrinking as marketers switch to new media.

IMC combines the channels so that together they exceed the total of the individual channels.

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using what IMC budget method? Multiple choice question. -Percent-of-sales -Competitive parity -Objective-and-task -Rule-of-thumb

Objective-and-task

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? Multiple choice question. -Marketing -Public relations -Advertising -Consumption

advertising

Which of the following is the most visible IMC component? Multiple choice question. -Personal selling -Sales promotion -Public relations -Advertising

advertising

Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually Blank______. Multiple choice question. -feels -means -does -hears

hears

Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent.

influence

When a firm has a public relations agent, the primary function is to generate Blank______ publicity and improve the company's reputation. Multiple choice question. -negative -positive -product-specific -brand-specific

positive

The ______ is the originator of the message in the communication process. Multiple choice question. -transmitter -media -sender -consumer

sender

Firms have begun to rely more heavily on communicating with their customers through Blank______. Multiple choice question. -television -their websites -print media -personal selling

their websites

In the communication process, the ______ is the creative agency or intermediary that receives the message from the sender and transforms it into a marketing communication, such as a television commercial or flyer.

transmitter

____ 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

sales

______ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers.

integrated

Public ___ is the organizational function that manages the firm's communications and supports other promotional efforts.

relations

Using the Internet to communicate about product preferences with other shoppers is called _____ shopping.

social

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the Blank______ model. Multiple choice question. -Brand awareness -Top-of-mind awareness -Aided recall -AIDA

AIDA

True or false: When first creating an IMC campaign, firms should avoid focusing on the long term.

false

To create an effective IMC program, marketers need to move consumers through a series of mental stages for which there are several models, the most common being the ____ model.

ADIDA

Why are many firms shifting some of their promotional dollars away from advertising? (Choose every correct answer.) Multiple select question. -Advances in technology have led to a variety of new and traditional media channel options for consumers. -Direct marketing and personal selling are usually the best ways to deliver messages to a target audience. -Studies show that advertising is not a very effective way to communicate with consumers. -Print media have grown and become more specialized.

Advances in technology have led to a variety of new and traditional media channel options for consumers. Print media have grown and become more specialized.

Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Multiple select question. -Establish a set of communication objectives. -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. Determine which media best reach the target market. Identify the cost of the necessary communications.

True or false: Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched.

False

What goals might a firm hope to achieve with an IMC campaign? (Choose every correct answer.) Multiple select question. -Increasing employee motivation -Generating inquiries -Increasing market share -Increasing customer loyalty

Generating inquiries Increasing market share Increasing customer loyalty

Which statement about marketing channels is true? Multiple choice question. -Reaching the right audience through marketing channels is becoming easier. -IMC combines the channels so that together they exceed the total of the individual channels. -New media channel options are overall better and more effective than traditional marketing channels. -The number of available IMC channels is shrinking as marketers switch to new media.

IMC combines the channels so that together they exceed the total of the individual channels.

Which of the following are stages of the AIDA model? (Choose every correct answer.) Multiple select question. -Awareness -Interest -Accountability -Desire

Interest desirability Awareness

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? Multiple choice question. -Sender -Receiver -Channel -Transmitter

Transmitter

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which element is most likely to contribute to how receivers decode the message differently? Multiple choice question. -What newspaper or magazine the print ad appears in -What time of the year the print ad is issued -Whether or not the receiver is a user of the firm's product -Whether or not the receiver reads the ad more than once

Whether or not the receiver is a user of the firm's product

Personal selling is an important component of many IMC programs, especially in Blank______ settings. Multiple choice question. -heavily promotional -introductory market -business-to-consumers (B2C) -business-to-business (B2B)

business to business (B2B)

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. Multiple choice question. -encode -decode -transmit -send

decode

Telephone calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of Blank______. Multiple choice question. -personal selling -direct marketing -online marketing -top-of-mind awareness

direct marketing

Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction? Multiple choice question. -Direct marketing -Public relations -Sales promotions -Sponsorship

direct marketing

When a firm influences the actions of a consumer, the firm has probably done so through Blank______. Multiple choice question. -in-person persuasion -market manipulation -market domination -marketing communications

marketing communications

_____ occurs when there is a discrepancy between the encoding and decoding of a message.

noise

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? Multiple choice question. -Sales promotion -Personal selling -Public relations -Direct advertising

personal selling

The integrated marketing communications process refers to which of the six Ps in the marketing mix? Multiple choice question. -Promotion -Price -Product -Place

promotion

Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy? Multiple choice question. -Mass advertising -Direct marketing -Public relations -Sales promotions

sales promotion

What is the first component in the communication process? Multiple choice question. - Receiver - Transmitter - Communications channel - Sender

sender