BA-370 CH. 18

Rule-of-thumb method

(competitive parity, percentage of sales, available budget) use prior sales and communication activities to determine the present communication budget.

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 (how often the target audience is exposed to a comm within a specified period of time)

Personal selling is an especially important part of IMC in

B 2 B markets

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Brand Awareness

Encoding (performed by transmitter)

Converting the sender's ideas into a message, which could be verbal, visual, or both

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

False

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

False

Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent.

False

The cost of communicating directly with a potential customer is low compared with other forms of promotion

False, its high

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

GRP = Reach X Frequency = 160

Sales promotions include all of the following except A. coupons. B. rebates. C. online ads. D. point-of-purchase displays. E. free samples.

Online Ads

What element of the 4 Ps does IMC represent? (#3)

Promotion, encompasses a variety of communication disciplines

Each element of an IMC strategy must have a well-defined purpose and support and extend the message delivered by all other elements (#2)

True

In the communication process of marketing communications, the marketing department often functions in the role of transmitter.

True

Video: Reebok "Terry Tate: Office Linebacker"

Unclear that the ad was for Reebok

Lagged effect

a delayed response to a marketing communication campaign.

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

n 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

Noise

any interference in the IMC process

n the AIDA model, the think stage is the __________ stage.

awareness

As the number of communication media has increased, the task of understanding how best to reach target customers has

become more complex

Basic goal of IMC

communicate the value proposition to the target market.

Top-of-mind awareness

consumer mentions the brand name first when asked about a product.

Especially for marketers with new products or services, IMC is needed because...

consumers are unlikely to buy products they are not aware of.

Encoding

converting the sender's ideas into a message, which could be verbal, visual, or both.

In integrated marketing communications, encoding involves

converting the senders ideas into a message

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

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble...

decoding

Frequency

describes the percentage of the target population exposed to a specific marketing communication, such as advertisement, within a specified period of time.

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

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 (the form of marketing comm that is most easily personalized through the use of customer databases)

Which of the following is the least interactive IMC strategy?

direct marketing via catalog

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.

Compared to other IMC alternatives, advertising is extremely effective for

eating awareness and generating interest in a product

The IMC process includes all of the following except: - evaluation - the sender - the transmitter - the communication channel - the receiver

evaluation

The _____________ loop allows the receiver to communicate with the sender in the IMC process.

feedback

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

gain the attention of the consumer

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

In the AIDA model, awareness leads to

interest, which hopefully leads to desire and then action

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.

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

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 (determines the budget required to undertake specific tasks to accomplish communication objectives)

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

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

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

Gross Rating Points (GRP)

represents reach (percentage of the target population exposed to the message) multiplied by frequency (how often the audience is exposed to the message).

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

rule-of-thumb (use prior sales and comm activities to determine the present comm budget)

Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this?

sales promotion

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know

sales revenue and advertising cost

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

IMC include all except: - personal selling - advertising - PR - Supply chain management - Direct marketing

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. A. sales data B. complaints C. compliments D. coupon redemption rates E. the channel

the channel

The three elements of any IMC strategy are the consumer, the channels, and ...

the evaluation of results

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

The right communication channel to use in IMC is

the one that will connect to the desired recipients.

Decoding

the process by which the receiver interprets the sender's message.

In simple terms, the AIDA model is also known as the __________ model.

think, feel, do

What is the goal of subsequent IMC messages after piquing the interest of its target market?

to move the customer from "i like it" to "I want it"

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