BA 370 chapter 18

When someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of _____ awareness. effortless top-of-mind unconscious aided

top-of-mind

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

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

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

Aided recall

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

Awareness

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

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 ignorance Brand capability Brand awareness Brand desirability

Brand awareness

Which of the following are stages of the AIDA model? Accountability Desire Awareness Interest

Desire Awareness Interest

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

Direct marketing

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Select all that apply.) 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 Identify the cost of the necessary communications

Which of the following pieces of information should be communicated to customers through a company's website? (Select all that apply.) Features of products and services Where customers can purchase products Negative reviews of products or services Contact information for competitors

Features of products and services Where customers can purchase products

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

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

Which of the following brands would most likely NOT have top-of-mind awareness in their respective product categories with consumers? Coca-Cola Harley-Davidson Paddywax Starbucks

Paddywax

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? Channel Receiver Sender Transmitter

Transmitter

Which of the following pieces of information should be communicated to customers through a company's website? (Select all that apply.) Where customers can purchase products Negative reviews of products or services Features of products and services Contact information for competitors

Where customers can purchase products Features of products and services

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? What time of the year the print ad is issued on Whether or not the receiver is a user of the firm's product What newspaper or magazine the print ad appears in Reason: This is not the most significant influence on how receivers decode the message. 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." consumption marketing public relations advertising

advertising

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

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 ______. aided recall recall capability brand persistence brand notoriety

aided recall

A firm can use its website well to build its______ image and to educate customers about its product and services. Listen to the complete question

brand

The communication_____ is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.

channel

The ______ refers to the medium that carries the message for a firm whether in print, broadcast, or Internet. encoding process message outlet communication channel delivery mechanism

communication channel

Within the communication process, encoding most closely could be described as ______. transmission conversion complication interpretation

conversion

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. decode transmit encode send

decode

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

direct marketing

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

direct marketing

______refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both. (Enter one word in the blank.)

encoding

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

false

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

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 ______. feels does hears means

hears

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

influence

Which of the following words best describes the advantage of using an IMC program over a single marketing communication element in order to deliver a message to the target audience? Evolution Uniqueness Integration Familiarity

integration

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

marketing communications

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

noise

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

objective-and-task

IMC programs are advantageous in that they regard each individual marketing communication element as ______. a measure of profitability interchangeable with the others part of an integrated unit a separate entity

part of an integrated unit

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? Direct advertising Public relations Personal selling Sales promotion

personal selling

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

positive

Gross rating points (GRP) equals___ times frequency.

reach

_______describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

reach

________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. Listen to the complete question.

sales

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

sales promotion

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. receiver sender noise channel decoder

sender

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

sender

Using the Internet to communicate about product preferences with other shoppers is called_______shopping.

social

When someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of _____ awareness. effortless top-of-mind aided unconscious

top-of-mind

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

transmitter

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

true