Chapter 17

Which of the following is the most visible IMC component? A) Advertising B) Sales promotion C) Public relations D) Personal selling

A) Advertising

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? A) Brand awareness B) Brand ignorance C) Brand desirability D) Brand capability

A) Brand awareness

Which of the following are stages of the AIDA model? (Choose every correct answer.) A) Desire B) Interest C) Accountability D) Awareness

A) Desire B) Interest D) Awareness

Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness? A) Having a memorable brand B) Having the good quality C) Having the brand with the best value D) Holding the brand that has been longest in the market

A) Having a memorable brand

When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Choose every correct answer.) A) Identify the cost of the necessary communications B) Establish a set of communication objectives C) Compare the budget to the competition's D) Determine which media best reach the target marketF

A) Identify the cost of the necessary communications B) Establish a set of communication objectives D) Determine which media best reach the target market

To calculate return on marketing investment, marketers need to know which of the following? (Choose every correct answer.) A) Marketing expenditure B) Click-through rate C) Gross margin D) Impressions

A) Marketing expenditure C) Gross margin

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

A) Paddywax

Which of the following best describes the goals a firm should set for an IMC campaign? A) Specific and measurable B) Inexpensive and quick to reach C) Broad and all encompassing D) Short term and achievable

A) Specific and measurable

Which statements about measuring marketing campaigns are true? (Choose every correct answer.) A) The success of campaigns is measured using marketing metrics. B) Marketers can expect to see results almost immediately after launching a campaign. C) Measuring marketing efforts is easiest when the campaign uses new forms of communication. D) Factors such as the lagged effect can complicate the measurement process.

A) The success of campaigns is measured using marketing metrics. D) Factors such as the lagged effect can complicate the measurement process.

Which of the following pieces of information should be communicated to customers through a company's website? (Choose every correct answer.) A) Where customers can purchase products B) Negative reviews of products or services C) Features of products and services D) Contact information for competitors

A) Where customers can purchase products C) Features of products and services

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model

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 an awareness metric that is based on consumer recognition of a brand when presented with the name? A) Aided recall B) Encoding C) Lagged effect D) Top-of-mind awareness

Aided recall

What is the first component of the AIDA model?

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

What are the two axes on which marketing channels can be viewed? A) Promotion and advertising B) Passive and interactive C) Limited and expanded D) Offline and online

B) Passive and interactive C) Limited and expanded

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? A) Public relations B) Personal selling C) Direct advertising D) Sales promotion

B) Personal selling

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

B) Sales promotions

Personal selling is an important component of many IMC programs, especially in ______ settings

B2B

There are a number of ways in which marketers can build top-of-mind brand awareness among consumers. Which of the following would NOT be an ideal strategy? A) Advertising their brand B) Using memorable symbols C) Becoming a "me-too" brand D) Having a memorable brand name

C) Becoming a "me-too" brand

Which statement about marketing channels is true? A) New media channel options are overall better and more effective than traditional marketing channels. B) The number of available IMC channels is shrinking as marketers switch to new media. C) IMC combines the channels so that together they exceed the total of the individual channels. D) Reaching the right audience through marketing channels is becoming easier.

C) IMC combines the channels so that together they exceed the total of the individual channels.

If marketers have a brand or service that has reached top-of-mind awareness among their consumers, this most likely means which of the following? A) It does not advertise. B) It is of premium quality. C) It has fairly high visibility among consumers. D) It is definitely the market leader.

C) It has fairly high visibility among consumers.

Which of the following is a measure of how effective an ad is for the amount spent? A) SEM B) SEO C) ROMI D) CTR

C) ROMI

Which of the following is the best way to raise consumer interest in an ad? A) Copy a competitor's format. B) Use the ad to target several different audiences simultaneously. C) Spend a lot of money on the ad. D) Include unique attributes that appeal to the target audience.

D) Include unique attributes that appeal to the target audience.

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

Decoding

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

E) Direct marketing

_______ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.

Encoding

True or false: Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched.

False

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

Integrated

In the "think, feel, do" model of marketing communications, what follows "awareness"?

Interest

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

Noise

The integrated marketing communications process refers to which of the six Ps in the marketing mix?

Promotion

_____ 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

What is the first component in the communication process?

Sender

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? A) Channel B) Sender C) Transmitter D) Receiver

Transmitter

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

True

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

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

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."

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

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.

communication channel

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 ______.

communications

Within the communication process, encoding most closely could be described as ______.

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

Telephone, mail, catalogs, and e-mails can all be considered part of ______.

direct marketing

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

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

influence

Within the communication process, decoding can best be described as ______.

interpretation

When a firm influences the actions of a consumer, the firm has probably done so through ______.

marketing communications

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method.

objective-and-task

When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation.

positive

In the communications process, the ______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement.

receiver

Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the ______.

receiver

Public _____ is the organizational function that manages the firm's communications and supports other promotional efforts.

relations

The sender of a message ______ the audience.

should be clearly known by

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

social

Firms have begun to rely more heavily on communicating with their customers through ______.

their websites

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

transmitter