Marketing Chapter 17

A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a ________ strategy.

a. public relations
b. mobile marketing
c. direct marketing
d. personal selling
e. advertising

Public Relations

A measure termed _______ describes how useful an ad message is to the consumer doing the search.

a. return on investment
b. reliability
c. relevance
d. awareness
e. impression

Relevance

The goal of any marketing communication is to
Select one:

a. maximize personal selling.
b. increase public relations click-through rates.
c. get the right message to the right audience through the right media.
d. overwhelm negative publicity with commercial speech.
e. replace cause-related marketing with non-cause-related marketing.

get the right message to the right audience through the right media.

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.
Select one:

a. complaints
b. sales data
c. coupon redemption rates
d. the channel
e. compliments

The Channel

A firm’s marketing communication strategy is formulated specifically to
Select one:

a. increase its social media presence.
b. control its public image.
c. increase its return on investment.
d. increase its frequency ratio.
e. communicate the value of its product(s).

communicate the value of its product(s)

Reaching the right audience with marketing communications is becoming more difficult because
Select one:

a. the AIDA model no longer represents how marketing communication works.
b. consumers are bored.
c. personal selling is becoming less expensive, making it more competitive with advertising.
d. the media environment has become more complicated.
e. government regulations are constraining free speech.

the media environment has become more complicated.

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

a. rule-of-thumb
b. sender-receiver
c. reach and frequency
d. objective-and-task
e. track and decode

rule-of-thumb

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

a. intention, action, interest
b. want, need, desire
c. stop, look, listen
d. think, feel, do
e. inform, persuade, act

think, feel, do

When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated?
Select one:

a. never, after the first product/service
b. once for each individual product and service
c. when the prior year’s budget is exceeded
d. only when a product is removed from the line
e. once by each management team member

once for each individual product and service

If marketing communications are effective, they will
Select one:

a. include all steps of the AIDA model with equal weighting to each step.
b. minimize the number of communication channels used by the firm.
c. result in purchases by some consumers receiving the communications.
d. offset any negative publicity the firm may have received.
e. generate interest in the product in over half the consumers reached.

result in purchases by some consumers receiving the communications.

Public relations is the component of IMC that
Select one:

a. most effectively uses IMC encoding.
b. has received the greatest increase in spending.
c. generates the most gross rating points.
d. converts mass media advertising into direct marketing.
e. supports other promotional efforts by generating free media attention.

supports other promotional efforts by generating free media attention.

When comparing the various communication channels available to marketing professionals, it becomes apparent that
Select one:

a. no single channel is better than another channel.
b. online marketing is taking the place of advertising and public relations.
c. public relations is the least expensive but the most successful.
d. consumers prefer advertising over other channels.
e. personal selling is the most expensive but the least successful.

no single channel is better than another channel.

The three elements of any IMC strategy are the consumer, the channels, and
Select one:

a. evaluation of the results.
b. the receiver.
c. event sponsorship.
d. the product.
e. the company.

evaluation of the results.

In the AIDA model, the do stage is the __________ stage.
Select one:

a. desire
b. intentions
c. awareness
d. action
e. interest

action

Integrated marketing communications represents the __________ P in the four Ps of a firm’s marketing mix.
Select one:

a. place
b. partnering
c. promotion
d. pricing
e. product

promotion

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message.
Select one:

a. decoding
b. tracking
c. encoding
d. precoding
e. transmitting

decoding

Naomi is 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
Select one:

a. increasing market share, sales, and customer loyalty.
b. expanding customer loyalty by closing the feedback loop.
c. increasing inquiries, awareness, and trial of her firm’s services.
d. shifting customers to rule-of-thumb budgeting.
e. increasing the lagged effect.

increasing inquiries, awareness, and trial of her firm’s services.

In the IMC communication process, the __________ is the medium that carries the message.
Select one:

a. feedback loop
b. sender
c. transmitter
d. communication channel
e. receiver

communication channel

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that
Select one:

a. effective branding requires marketers to encode messages identically for each market.
b. marketers can almost always use the same message for all audiences.
c. action is taken before desire and interest are determined.
d. messages are decoded in the manner intended by the encoder.
e. each receiver decodes IMC messages in his or her own way.

each receiver decodes IMC messages in his or her own way.

Which of the following is NOT one of the steps in the AIDA model?
Select one:

a. intention
b. action
c. awareness
d. interest
e. desire

intention

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers build a product or service and create awareness among consumers, they need to
Select one:

a. determine the level of desire needed to sustain action.
b. offer discounts to increase purchase intentions.
c. promote sufficiently to gain global attention.
d. take steps to encourage immediate purchase.
e. create interest among consumers, persuading them to investigate further.

create interest among consumers, persuading them to investigate further.

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and
Select one:

a. the level of noise in the IMC channel.
b. enhanced decoding processes.
c. the reach/frequency ratio.
d. supply chain effectiveness.
e. a consumer’s purchase.

a consumer’s purchase

Integrated marketing communications include all of the following EXCEPT
Select one:

a. public relations.
b. direct marketing.
c. personal selling.
d. supply chain management.
e. advertising.

supply chain management

A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.
Select one:

a. Super Bowl ad
b. faxed newsletter
c. public relations campaign
d. full-page ad in selected newspapers
e. corporate blog

corporate blog

The basic goal of integrated marketing communications is to
Select one:

a. communicate the value proposition to the target market.
b. outspend competitors.
c. tell the world about your company.
d. create desire.
e. manipulate consumers.

communicate the value proposition to the target market.

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends’ cell phones asking them to donate. Which type of marketing communication does this represent?
Select one:

a. advertising
b. sales promotions
c. mobile marketing
d. public relations
e. personal selling

mobile marketing

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this
Select one:

a. top-of-mind awareness.
b. elevated awareness.
c. category dominance.
d. the primacy effect.
e. aided recall.

top-of-mind awareness

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.
Select one:

a. pre-testing
b. simulations
c. feedback
d. encoding
e. decoding

feedback

If you send an email and include a link, you can track how many people took the desired action of clicking the link. This is known as
Select one:

a. frequency.
b. gross rating points.
c. reach.
d. the click-through rate.
e. impressions.

the click-through rate

Which of the following is the LEAST interactive IMC strategy?
Select one:

a. direct marketing via telemarketing
b. direct marketing via catalog
c. mobile marketing
d. online marketing via social media
e. personal selling

direct marketing via catalog

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
Select one:

a. how much time consumers spend viewing the ad or page.
b. the number of destinations.
c. the number of impressions.
d. the cost per click.
e. the total number of clicks recorded by the industry.

the number of impressions

A major factor contributing to the growth in the use of direct marketing IMC efforts is
Select one:

a. a shift from objective-and-task to rule-of-thumb budgeting.
b. the reduction in IMC noise, allowing for a decreased lagged effect.
c. increased use of credit and debit cards and online shopping by consumers.
d. reduced government regulation of deceptive advertising practices.
e. expanded use of personal selling.

increased use of credit and debit cards and online shopping by consumers

Compared to mass media advertising, a key advantage of direct marketing is that
Select one:

a. it reaches a larger audience.
b. it allows for personalization of the message.
c. it is used almost exclusively for B2B marketing.
d. it involves face-to-face contact.
e. it uses the rule-of-thumb budgeting method.

it allows for personalization of the message.

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with
Select one:

a. competing messages.
b. lack of clarity in the message.
c. an extended feedback loop.
d. a poor choice of medium.
e. a flaw in the medium.

a flaw in the medium.

Personal selling is an especially important part of IMC in
Select one:

a. web tracking.
b. business-to-business markets.
c. stealth marketing.
d. cause-related marketing.
e. event sponsorships.

business-to-business markets.

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
Select one:

a. subliminal advertising.
b. rejection of advertising.
c. product underwhelm.
d. the lagged effect.
e. IMC strategy.

the lagged effect.

In the AIDA model, the think stage is the __________ stage.
Select one:

a. intention
b. action
c. interest
d. awareness
e. desire

awareness

__________ is any interference in the IMC process.
Select one:
a. Noise
b. Excessive reach
c. Translation
d. Looping
e. Feedback

noise

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names when Cheryl stopped her and said, "I recognize that one." Marketers call this
Select one:
a. selective recall.
b. recall mapping.
c. top-of-mind awareness.
d. free association.
e. aided recall.

aided recall

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?
Select one:
a. mobile marketing
b. advertising
c. personal selling
d. sales promotions
e. social marketing

mobile marketing

Even the best marketing communication can be wasted if the sender does not first
Select one:
a. stimulate interest among stealth marketing consumers.
b. determine the level of desire needed to sustain action.
c. gain the attention of the consumer.
d. generate consumer action.
e. offer testimonials from past consumers.

gain the attention of the consumer

The proliferation of new media alternatives has led many firms to shift their promotional budgets from
Select one:
a. integrated marketing communications to diverse marketing communications.
b. stealth marketing to viral marketing.
c. personal selling to advertising.
d. advertising to direct marketing and website development.
e. publicity to public relations.

advertising to direct marketing and website development.

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know
Select one:
a. sales revenue and advertising cost.
b. gross margin and advertising cost.
c. the total number of units sold and the total cost of sales.
d. the advertising cost and the total communications expenditures.
e. the internal rate of return and the projected expenditure level.

sales revenue and advertising cost

Betty is assessing the effectiveness of her firm’s marketing communications. She knows the ultimate goal is to
Select one:
a. drive the receiver to action.
b. maximize rating points.
c. minimize marketing communication expenditures.
d. use personal selling to augment public relations.
e. shift encoding into decoding.

drive the receiver to action

Which of the following is NOT a communication channel used in the IMC process?
Select one:
a. newspaper
b. television
c. Internet
d. supply chain
e. radio

supply chain

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication.
Select one:
a. decoding decomposition effect
b. viral effect
c. click-through delay
d. noncommittal effect
e. lagged effect

lagged effect

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
Select one:
a. sender
b. transmitter
c. channel
d. encoder
e. receiver

sender

The IMC communication process begins with __________, who must be clearly identified.
Select one:
a. the integrator
b. the receiver
c. the communication channel
d. the transmitter
e. the sender

the sender

___________ means converting the sender’s ideas into a message, which could be verbal, visual, or both.
Select one:
a. Precoding
b. Tracking
c. Decoding
d. Encoding
e. Integrated marketing communications

encoding

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.
Select one:
a. reach and frequency
b. objective-and-task
c. sender-receiver
d. track and decode
e. rule-of-thumb

objective-and-task

In the IMC communication process, the __________ encodes the marketing communication message.
Select one:
a. transmitter
b. receiver
c. communication channel
d. instructor
e. sender

transmitter

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?
Select one:
a. corporate blog
b. Super Bowl ad
c. Twitter
d. corporate website
e. faxed newsletter

corporate website

__________ refers to the process by which the receiver interprets the sender’s message.
Select one:
a. Decoding
b. Feedback
c. Precoding
d. Encoding
e. Tracking

decoding

In integrated marketing communications, encoding involves
Select one:
a. converting consumers’ ideas into value propositions.
b. converting the sender’s ideas into a message, which could be verbal, visual, or both.
c. differentiating noncommercial speech from commercial speech.
d. converting the decoder into the receiver.
e. interpreting click-through rates.

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

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers’ purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is
Select one:
a. simple.
b. easy.
c. ineffective.
d. expensive.
e. overrated.

expensive

Charming Charlie’s, a fashion accessories retailer, encourages visitors to its stores to check in using a smartphone app. In return, customers receive an instant coupon toward that day’s purchase. This is an example of
Select one:
a. advertising.
b. online marketing.
c. mobile marketing.
d. social media.
e. personal selling.

mobile marketing

The sender of an integrated marketing communication
Select one:
a. has little control over what meaning any individual receiver will take from the message.
b. must work with the advertising specialists to ensure all recipients interpret the message accurately.
c. controls the meaning all receivers take from the message.
d. can assess the manner in which receivers interpret the message through gross rating points.
e. should attempt to control how the message is received.

has little control over what meaning any individual receiver will take from the message.

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm’s IMC budget. He receives offers from a variety of advertising media, spends money on his firm’s public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative
Select one:
a. is part of noncommercial free speech.
b. is dictated by the nature of the supply chain.
c. is less important than stealth marketing.
d. is part of the whole.
e. will stand on its own.

is part of the whole

The _____________ loop allows the receiver to communicate with the sender in the IMC process.
Select one:
a. decoding
b. feedback
c. pre-testing
d. precoding
e. encoding

feedback

The IMC communication process includes all of the following EXCEPT
Select one:
a. the communication channel.
b. the sender.
c. the receiver.
d. evaluation.
e. the transmitter.

evaluation

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer’s perspective) and ________.
Select one:
a. passive and interactive; tangible and intangible
b. static and changing; offline and online
c. passive and interactive; offline and online
d. mobile marketing and direct marketing; tangible and intangible
e. offline and online; low cost and high cost

passive and interactive; offline and online

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. Yolanda is asking for __________ data.
Select one:
a. rule-of-thumb
b. sales and promotion
c. frequency and reach
d. attitude change
e. parity and affordability

frequency and reach

__________ refers to a potential customer’s ability to recall that the brand name is a particular type of retailer, product, or service.
Select one:
a. Brand association
b. Marketing recall
c. Cognitive association
d. Product familiarity
e. Brand awareness

brand awareness

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or
Select one:
a. an extended feedback loop.
b. inhibited decoding.
c. indirect encoding.
d. excessive reach.
e. competing messages.

competing messages

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from
Select one:
a. "I like it" to "I want it."
b. action to desire.
c. feeling to thinking.
d. interest to awareness.
e. "I want it" to "I like it."

"I like it" to "I want it."

One difficulty associated with using advertising as part of a marketer’s IMC efforts is
Select one:
a. that it only works when communicating to the most uninformed consumers.
b. that it is considered old-fashioned by many younger consumers.
c. that government regulations have significantly decreased allowable advertising frequencies.
d. that it is more expensive than personal selling.
e. breaking through the clutter of other messages targeted for the same audience.

breaking through the clutter of other messages targeted for the same audience.

The right communication channel to use in IMC is
Select one:
a. the one with the best encoding capabilities.
b. the one that will connect to the desired recipients.
c. the traditional channel used in that particular retail sector.
d. the one that maximizes decoding difficulty.
e. network advertising, local newspapers, and regional radio stations.

the one that will connect to the desired recipients

Though a picture may be worth a thousand words, the most important facet of encoding is
Select one:
a. the self-visualization process.
b. not what is sent but what is received.
c. who draws the picture.
d. not what is received but what is sent.
e. the sponsor rather than the receiver.

not what is sent but what is received

Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this?
Select one:
a. sales promotion
b. public relations
c. direct marketing
d. advertising
e. mobile marketing

sales promotion

Compared to other IMC alternatives, advertising is extremely effective for
Select one:
a. reducing the potential for noise.
b. repositioning consumers in the AIDA model.
c. closing a sale.
d. efficient message decoding.
e. creating awareness and generating interest in a product.

creating awareness and generating interest in a product.

Most manufacturing and retailing marketers worry constantly about whether their IMC efforts are paying off. They assess various forms of __________ to determine what is working and what is not.
Select one:
a. feedback
b. precoding
c. pre-testing
d. encoding
e. noise

feedback

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
Select one:
a. sales promotions.
b. public relations.
c. media advertising.
d. direct marketing.
e. publicity.

direct marketing