SB Ch18

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? Multiple select question. -Identify the cost of the necessary communications -Compare the budget to the competition's -Establish a set of communication objectives -Determine which media best reach the target market

-Identify the cost of the necessary communications -Establish a set of communication objectives -Determine which media best reach the target market

Which of the following are stages of the AIDA model? Multiple select question. -Interest -Desire -Awareness -Accountability

-Interest -Desire -Awareness

Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? Multiple select question. -Maintaining positive relationships with media -Developing consumer promotions such as contests -Handling unfavorable stories or events -Buying advertising space in media -Maintaining a positive image

-Maintaining positive relationships with media -Handling unfavorable stories or events -Maintaining a positive image

Which of the following pieces of information should be communicated to customers through a company's website? Multiple select question. -Contact information for competitors -Where customers can purchase products -Features of products and services -Negative reviews of products or services

-Where customers can purchase products -Features of products and services

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

AIDA

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.

AIDA or Awareness Interest Desire Action

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

Advertising

Which of the following terms refers to consumer recognition of a brand when presented with the name? -Top-of-mind awareness -Lagged effect -Encoding -Aided recall

Aided recall

The first component of the AIDA model is which of the following? -Action -Desire -Interest -Awareness

Awareness

____ 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. -Action -Intention -Desire -Awareness -Interest

Awareness

Personal selling is an important component of many IMC programs, especially in ____ settings. -heavily promotional -B2B -B2C -introductory market

B2B

Which of the following terms 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

Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction? -Sales promotions -Direct marketing -Public relations -Personal selling -Sponsorship

Direct marketing

When first creating an IMC campaign, firms should avoid focusing on the long term. -True -False

False

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

Integrated

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

Noise

Which of the following IMC strategies explicitly refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision? -Public relations -Sales promotion -Personal selling -Direct advertising

Personal selling

____ 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 or Selling

Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies? -Public relations -Direct marketing -Mass advertising -Sales promotions

Sales promotions

Which of the following best describes the goals a firm should set for an IMC campaign? -Specific and measurable -Broad and all encompassing -Short term and achievable -Lofty and inspiring

Specific and measurable

Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. Here the ad agency could be seen as which of the following roles within the communication process? -Transmitter -Receiver -Sender -Channel

Transmitter

Social shopping involves sending e-mails to specific customers about new products that may be of interest to them. -True -False

True

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

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

According to the AMA, ____ is "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas." -marketing -public relations -consumption -advertising

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 notoriety -aided recall -recall capability -brand persistence

aided recall

A firm can use its website well to build its ____ image and to educate customers about its product and services.

brand

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 ____. -coalition -companions -communications -collaboration

communications

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. -transmit -encode -decode -send

decode

Telephone, mail, infomercials, catalogs, and e-mails can all be considered part of ____. -direct marketing -top-of-mind awareness -personal selling -online marketing

direct marketing

Marketers measure the ____ of exposure by how often the audience is exposed to a communication within a specified period of time. -repetition -reach -rating -frequency

frequency

An easy way to remember the difference between encoding and decoding within the communication process is to think of encoding as the message the sender intends to say, whereas decoding can be thought of as what the receiver actually ____. -hears -feels -means -does

hears

Marketing communications ____ consumers by making them aware that a product or service exists or by increasing their purchase intent. -mislead -deter -command -influence

influence

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

marketing communications

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ____ IMC budget method. -parity -percent-of-sales -affordable -objective-and-task

objective-and-task

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

positive

Gross rating points (GRP) equals ____ times frequency.

reach or reach times

If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the ____ in the communication process. -channel -noise -decoder -receiver -sender

sender

The ____ refers to the originator of the message in the communication process. -media -consumer -sender -transmitter

sender

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

social

The ____ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.

transmitter