SDSU BA370 CH 18 GAFFEN PRACTICE

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.

________ refers to the process by which the receiver interprets the sender's message.

Decoding

After seeing advertisements for the Toyota Prius, Joey becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect. T/F

F

Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable. T/F

F

Public relations is the component of IMC that has received the greatest increase in aggregate spending. T/F

F

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them. T/F

F

________ is the two-way flow of communication between buyer and a seller that is designed to influence the buyer's purchase decision.

Personal selling

Each element of an integrated marketing communication (IMC) strategy must have a well-defined purpose and support, and extend the message delivered by all the other elements. T/F

T

Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both. T/F

T

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer. T/F

T

If there is a difference between the message that is sent and the message that is received, it is probably due to noise.

T

Mobile marketing involves marketing to customers through wireless handheld devices such as cellular telephones.

T

When using a rule-of-thumb method for IMC budgeting, prior sales and communication activities are used for guidance. T/F

T

Susan could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

aided recall.

Larry 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, Larry heads directly for a store selling Godiva Chocolates, because he knows this is a high-end brand. Larry can be said to have

brand awareness.

Even the best marketing communication can be wasted if the sender does not first

gain the attention of the consumer.

The sender of an integrated marketing communication

has little control over what meaning any individual receiver will take from the message.

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 firm's 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.

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. Carlos must recognize that each IMC alternative

is part of the whole.

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.

Though a picture can be worth a thousand words, the most important facet of encoding is

not what is sent, but rather what is received.

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

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

public relations

A measure termed ________ describes how useful an ad message is to the consumer doing the search.

relevance

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

rule-of-thumb

Integrated marketing communications include all of the following except

supply chain management.

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.

In the IMC communication process, the ________ encodes the marketing communication message.

transmitter