Marketing - Chapter 17

Public relations is the organizational function that oversees a company's communications to achieve which of these objectives? (Choose every correct answer.) - Maintaining a positive image - Developing consumer promotions, such as contests - Handling unfavorable stories or events - Maintaining positive relationships with media - Buying advertising space in media

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

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

AIDA

To create and 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

What activity involves placing announcements and persuasive messages in the mass media, to inform and/or persuade a target market or audience about products, service, organizations, or idea.

Advertising

Which term best describes the strength of the association between a brand name and the type of product or service in the consumers' minds?

Brand awareness

Personal selling is an important component of many IMC programs, especially in______ settings.

Business-to-business (B2B)

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 calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of ______.

Direct marketing

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

False

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

False

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

False

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

Influence

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

Marketing communication

_____ 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 what IMC budget method?

Objective-and-task

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

Relations

Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy?

Sales promotions

Which of the following best describes the goals a firm should set for an IMC campaign?

Specific and measurable

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

Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. This ad agency is performing what role in the communication process?

Transmitter

Zubi Advertising Services, Inc., has worked with American Airlines to create advertisements across various media. This ad agency is performing what role in the communication process?

Transmitter

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

True

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which element 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

Within the communication process, encoding is the message the sender intends to say, whereas decoding is what the receiver actually _______.

hears

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

- Awareness - Interest - Desire

Which steps should marketers follow when using the objective-and-task method to determine a budget? - Identify the cost of the necessary communications. - Compare the budget to that of the competitors. - 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 these are the two axes on which marketing channels can be viewed? - Offline and online - Limited and expanded - Promotion and advertising - Passive and interactive

- Offline and online - Passive and interactive

Which pieces of information should be communicated to customers through a company's website? (Choose every correct answer.) - Reviews of products or service - Features of products and services - Where customers can purchase products - Contact information for competitors

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

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

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

Which of the following is the most visible IMC component?

Advertising

What is the first component of AIDA model?

Awareness

What type of metric, 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

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

Which IMC strategy involves communicating specifically with target customers to elicit a response or transactions?

Direct marketing

Which statement about marketing channels is true?

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

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

Integrated

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

Positive

______ promotions are special incentives or programs that encourage consumers to purchase a product or service and may include coupons, rebates, contest, free samples, or point-of-purchase displays.

Sales

The_____ is the originator of the message in the communication process.

Sender

The sender of a message ________ the audience.

Should be clearly know by

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

Social

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