MKT CH 17 Practice Questions
Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from
"I like it"to"I want it."
When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least 10 television programs recalling great commercials. For its target audience, the frequency of this ad is measured as
1
When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were
160
George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet browsers who use the terms apartment, insurance, and student. Which of the following will be most helpful to George?
Google AdWords
Which statement best describes personal selling?
It is the two-way flow of communication between a buyer and a seller.
Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and
a consumers purchase
National manufacturers and retailers often pay a service provider to monitor television ads around the country to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with
a flaw in the medium
Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with
a poor choice of medium
In the AIDA model, the do stage is the __________ stage.
action
The proliferation of new media alternatives has led many firms to shift their promotional budgets from
advertising to direct marketing and website development
Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this
aided recall
Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as
aided recall
In the AIDA model, the think stage is the __________ stage.
awareness
The goals of IMC need to
be explicit and measurable
As the number of communication media has increased, the task of understanding how best to reach target customers has
become more complex
Lars wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, as he knows most people enjoy them. Although he is not sure about specific products, Lars heads directly for a store selling Godiva Chocolates, because he knows this is a high-end brand. Lars can be said to have
brand awareness
__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.
brand awareness
Personal selling is an especially important part of IMC in
business-to-business markets
A firm's marketing communication strategy is formulated specifically to
communicate the value of its products
The basic goal of integrated marketing communications is to
communicate the value proposition to the target market
In the communication process, the __________ is the medium that carries the message.
communication channel
In the communication process, noise can occur as a result of lack of message clarity, a poor choice of medium, or
competing messages
Especially for marketers with new products or services, IMC is needed because
consumers are unlikely to buy products they are not aware of
In integrated marketing communications, encoding involves
converting the sender's ideas into a message
A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.
corporate blog
Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?
corporate website
In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers, they need to
create interest among consumers, persuading them to investigate further
Compared to other IMC alternatives, advertising is extremely effective for
creating awareness and generating interest in a product
If you ever watched a television commercial and at the end of the message wondered what was being promoted, you may had trouble __________ the IMC message.
decoding
_________ refers to the process by which the receiver interprets the sender's message.
decoding
Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of
direct marketing
Cora will be a bridesmaid next summer and has purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy?
direct marketing
In recent years, the component of IMC that has received the greatest increase in aggregate spending is
direct marketing
The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations and has contributed to the rapid growth in
direct marketing
When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased (your book) also purchased... " This is an example of
direct marketing
Which of the following is the least interactive IMC strategy?
direct marketing via catelog
Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to
drive the receiver to action
Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that
each receiver decodes IMC messages in his or her own way
___________ means converting the sender's ideas into a message, which could be verbal, visual, or both.
encoding
The communication process includes all of the following except
evaluation
The three elements of any IMC strategy are the consumer, the channels, and
evaluation of the results
Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is
expensive
Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of __________ to determine what is working and what is not.
feedback
Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.
feedback
The _____________ loop allows the receiver to communicate with the sender in the IMC process.
feedback
An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast.
frequency
Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for __________ data.
frequency and reach
Even the best marketing communication can be wasted if the sender does not first
gain the attention of the consumer
The goal of any marketing communication is to
get the right message to the right audience through the right media.
The sender of an integrated marketing communication
has little control over what meaning any individual receiver will take from the message
After creating awareness that th e firm's products or services exist, the next goal of integrated marketing communications is to
increase the level of interest among consumers
A major factor contributing to the growth in the use of direct marketing IMC efforts is
increased use of credit and debit cards, and online shopping by consumers
Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include
increasing inquiries, awareness, and trial of her firms services
Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in
increasing market share, sales, and customer loyalty
Which of the following is not one of the steps in the AIDA model?
intention
As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more
interactive
In the AIDA model, awareness leads to
interest, which hopefully leads to desire and then action
Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his firm's public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative
is part of the whole
Compared to mass media advertising, a key advantage of direct marketing is
it allows for personalization of the message
One difficulty associated with using advertising as part of a marketer's IMC efforts is
it is hard to break through the clutter of other messages targeted for the same audience
One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication.
lagged effect
Charming Charlie's, a fashion accessories retailer, encourages visitors to its stores to "check in" using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of
mobile marketing
The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?
mobile marketing
Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?
mobile marketing
When comparing the various communication channels available to marketing professionals, it becomes apparent that
no single channel is better than another channel
__________ is any interference in the communication process.
noise
Though a picture may be worth a thousand words, the most important facet of encoding is
not what is sent, but rather what is received
Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget.
objective-and-task
When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated?
once, for each individual product and service
Sales promotions include all of the following except
online ads
The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________.
passive and interactive; offline and online
Integrated marketing communications represents the __________ element in the four Ps of a firm's marketing mix.
promotion
A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.
public relations
All of the following are interactive elements of an IMC strategy except
public relations
In the communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated.
receiver
A measure termed _______ describes how useful an ad message is to the consumer doing the search.
relevance
If marketing communications are effective, they will
result in purchases by some consumers receiving the communications
Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?
rule-of-thumb
Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this?
sales promotion
In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
sender
Firms can use __________ to bring customers together to share experiences around the products.
social media
Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are most likely hoping to
stimulate interest, persuading consumers to investigate further
Which of the following is not a communication channel used in the IMC process?
supply chain
Integrated marketing communications include all of the following except
supply chain management
Public relations is the component of IMC that
supports other promotional efforts by generating "free" media attention.
Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use all of the following except __________ to provide feedback from her efforts.
the channel
If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as
the click-through rate
Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of
the lagged effect
Reaching the right audience with marketing communications is becoming more difficult because
the media environment has become more complicated
The manufacturer of Beats by Dr. Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here?
the message was not received by its intended audience
To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
the number of impressions
Jim was asked to determine the impressions for an ad campaign. He will determine
the number of times the ad appeared in front of the user
The right communication channel to use in IMC is
the one that will connect to the desired recipients.
The sender of an IMC message hopes the receivers are
the people for whom the message was originally intended
The communication process begins with __________, who(which) must be clearly identified.
the sender
In simple terms, the AIDA model is also known as the __________ model.
think, feel, do
The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this
top-of-mind awareness
In the communication process, the __________ encodes the marketing communication message.
transmitter
