Marketing Chapter 17

The "think, feel, do" model for the mental stages a consumer goes through is more formally called the Blank______ model. Multiple choice question. Brand awareness Aided recall Top-of-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

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? Multiple choice question. Using memorable symbols Adopting a generic look for the brand Having a memorable brand name Advertising their brands

Adopting a generic look for the brand

Why are many firms shifting some of their promotional dollars away from advertising? Multiple select question. Print media have grown and become more specialized. Direct marketing and personal selling are usually the best ways to deliver messages to a target audience. Advances in technology have led to a variety of new and traditional media channel options for consumers. Studies show that advertising is not a very effective way to communicate with consumers

Advances in technology have led to a variety of new and traditional media channel options for consumers. Print media have grown and become more specialized.

What activity involves placing announcements and persuasive messages in the mass media, to inform and/or persuade a target market or audience about products, services, organizations, or ideas? Multiple choice question. Public relations Consumption Marketing Advertising

Advertising

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

Advertising

Which of these is an awareness metric based on consumer recognition of a brand when presented with the name? Multiple choice question. Top-of-mind awareness Encoding Aided recall Lagged effect

Aided recall

What is the first component of the AIDA model? Multiple choice question. Interest Awareness Action Desire

Awareness

What type of 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? Multiple choice question. Action Interest Desire Awareness Intention

Awareness

Which term best describes the strength of the association between a brand name and the type of product or service in the consumers' minds? Multiple choice question. Brand awareness Brand ignorance Brand capability Brand desirability

Brand awareness

Which of these are examples of innovative technologies being used in direct marketing? (Choose every correct answer.) Multiple select question. Businesses are compiling customer databases, including the customer's personal information, to identify and track consumers and then entice them with targeted marketing. Sales associates in retail stores are using computers to consult the firm's online catalog when a customer wants a product that is not on display in the store. Mobile devices can function as a payment medium. Customers can tap their cell phones, and the transaction occurs in much the same way it occurs with a credit card. Firms use e-mail to inform customers of new merchandise and special promotions, confirm the receipt of an order, and indicate when an order has been shipped.

Businesses are compiling customer databases, including the customer's personal information, to identify and track consumers and then entice them with targeted marketing. Mobile devices can function as a payment medium. Customers can tap their cell phones, and the transaction occurs in much the same way it occurs with a credit card. Firms use e-mail to inform customers of new merchandise and special promotions, confirm the receipt of an order, and indicate when an order has been shipped

In search engine marketing, what term describes the number of clicks divided by number of impressions? Multiple choice question. Conversion rate Relevance ROI Click-through rate

Click-through rate

Which of the following are stages of the AIDA model? (Choose every correct answer.) Multiple select question. Desire Accountability Awareness Interest

Desire Awareness Interest

Which IMC strategy involves communicating specifically with target customers to elicit a response or transaction? Multiple choice question. Sponsorship Direct marketing Public relations Sales promotions

Direct marketing

Which steps should marketers follow when using the objective-and-task method to determine a budget? (Choose every correct answer.) Multiple select question. Establish a set of communication objectives. Identify the cost of the necessary communications. Determine which media best reach the target market. Compare the budget to that of the competitors.

Establish a set of communication objectives. Identify the cost of the necessary communications. Determine which media best reach the target market.

Which statements about measuring marketing campaigns are true? (Choose every correct answer.) Multiple select question. Marketers can expect to see results almost immediately after launching a campaign. 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. The success of campaigns is measured using marketing metrics.

Which pieces of information should be communicated to customers through a company's website? Multiple select question. Features of products and services Reviews of products or services Where customers can purchase products Contact information for competitors

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

What goals might a firm hope to achieve with an IMC campaign? (Choose every correct answer.) Multiple select question. Increasing employee motivation Generating inquiries Increasing customer loyalty Increasing market share

Generating inquiries Increasing customer loyalty Increasing market share

Which of the following is an example of a search engine marketing tool? Multiple choice question. Twitter A blog Google Ads Gross rating points

Google Ads

To calculate return on marketing investment (ROMI), what do marketers need to know? (Choose every correct answer.) Multiple select question. Gross margin Impressions Marketing expenditure Click-through rate

Gross margin Marketing expenditure

Which of the following is accomplished using search engine marketing? Multiple choice question. Eliminating the need for print or television marketing Having a link to the advertiser's website show up at the top of a Google Search page Getting favorable reviews by well-known bloggers Reviewing ad performance on social media sites, such as Facebook

Having a link to the advertiser's website show up at the top of a Google Search page

Which of these elements would be the most important for building a top-of-mind level of brand awareness? Multiple choice question. Having a memorable brand Holding the brand that has been longest in the market Having the brand with the best value Having the best quality product

Having a memorable brand

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

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

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

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

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

Include unique attributes that appeal to the target audience.

_______________ 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"? Multiple choice question. Consideration Interest Desire Action

Interest

Corporate blogging is a new form of marketing communication. What does a well-received blog accomplish? (Choose every correct answer.) Multiple select question. It maintains low visibility. It connects customers by forming a community. It develops short-term relationships. It creates positive word of mouth.

It connects customers by forming a community. It creates positive word of mouth.

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

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

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using what IMC budget method? Multiple choice question. Percent-of-sales Objective-and-task Rule-of-thumb Competitive parity

Objective-and-task

Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers? Multiple choice question. Coca-Cola Starbucks Harley-Davidson Paddywax

Paddywax

What IMC strategy involves a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision? Multiple choice question. Personal selling Sales promotion Direct advertising Public relations

Personal selling

Why are many firms shifting some of their promotional dollars away from advertising? Multiple select question. Advances in technology have led to a variety of new and traditional media channel options for consumers. Direct marketing and personal selling are usually the best ways to deliver messages to a target audience. Studies show that advertising is not a very effective way to communicate with consumers. Print media have grown and become more specialized.

Print media have grown and become more specialized. Advances in technology have led to a variety of new and traditional media channel options for consumers.

Which of these is a measure of how effective an ad is for the amount spent? Multiple choice question. SEO ROMI CTR SEM

ROMI

______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once. Multiple choice question. Segmentation Reach Frequency Exposure

Reach

Free samples, point-of-purchase displays, sweepstakes, and contests are examples of what IMC strategy? Multiple choice question. Mass advertising Public relations Direct marketing Sales promotions

Sales promotions

Businesses are able to collect information for their databases when customers use which of these? (Choose every correct answer.) Multiple select question. Store-specific credit and loyalty cards Online shopping websites Credit and debit cards Cash

Store-specific credit and loyalty cards Online shopping websites Credit and debit cards

A blog should be transparent and feature the authors' honest observations, leading to customer trust and loyalty. True false

True

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

True

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 Blank______. Multiple choice question. brand persistence recall capability brand notoriety aided recall

aided recall

Personal selling is an important component of many IMC programs, especially in Blank______ settings. Multiple choice question. business-to-consumers (B2C) introductory market business-to-business (B2B) heavily promotional

business-to-business (B2B)

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 Blank______. Multiple choice question. coalition companions collaboration communications

communications

_____________ is the third of the four components in the AIDA model.

desire

Telephone calls, mailed flyers, mailed catalogs, and e-mails can all be considered part of Blank______. Multiple choice question. direct marketing online marketing top-of-mind awareness personal selling

direct marketing

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

false

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

false

The number of times an ad appears in front of the user is known as the number of Blank______. Multiple choice question. conversions impressions click-throughs gross rating points

impressions

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

integrated

Gordon is a marketer at a bicycle manufacturer and is responsible for developing an ad focusing on his employer's newly designed titanium-frame touring bike. The goal for the ad is to take consumers from the interest stage of the AIDA model to the desire stage. In other words, the ad is intended to move the consumer from saying, "I Blank______ it" to "I Blank______ it." Multiple choice question. need; like like; want need; want want; like

like; want

Gross rating points (GRP) equals _________ times frequency.

reach

Question Mode Fill in the Blank Question Public _____________ is the organizational function that manages the firm's communications and supports other promotional efforts.

relations

_________ 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

Question Mode Fill in the Blank Question Fill in the blank question. 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 Blank______. Multiple choice question. television personal selling their websites print media

their websites

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

top-of-mind

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

true