Marketing Final- Ch. 17

It is difficult, but not impossible, to integrate marketing communications across all platforms, including social media.

True

Marketers anticipate that advertising on digital and social media will remain relatively stable in the next few years, as will integrated marketing communications.

False

Integrated marketing communications (IMC) represents the product of the four Ps.

False

As the number of communication media has increased, the task of understanding how best to reach target customers has become easier.

False

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

True

Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent.

False

In the communication process of marketing communications, the marketing department often functions in the role of transmitter.

True

If there is a difference between the message that is sent and the message that is received, it is probably due to noise.

True

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

False

Though advertising experts wish it were, there is not always a direct link between a True particular marketing communication and a consumer’s purchase.

True

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

True

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

False

Top-of- mind awareness is when consumers indicate that they know the brand when the name is presented to them.

False

Betty is assessing the effect of her firm’s marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

True

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect.

False

Public relations is the component of IMC that has received the greatest increase in aggregate spending.

False

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

True

The cost of communicating directly with a potential customer is low compared with other form of promotion.

False

There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits.

True

Twitter is a form of blogging and is increasingly used to reach current or potential customers.

True

Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable.

False

When using the rule-of- thumb method for IMC budgeting, prior sales and communication activities are used for guidance.

True

It may take several exposures to marketing communications before consumers are moved to buy.

True

Personal selling can only be successful through the use of print, newspapers,

False

Gross rating points (GRP) measure how often the audience is exposed to a communication within a specified period of time.

False

Frequency describes the percentage of the target population exposed to a specific marketing communication, such as advertisement, within a specified period of time.

True

27. The basic goal of integrated marketing communications is to

communicate the value proposition to the target market.

Especially for marketers with new products or services, IMC is needed because

consumers are unlikely to buy products they are not aware of.

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

promotion

Integrated marketing communications include all of the following EXCEPT

supply chain management.

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

is part of the whole.

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

evaluation of the results.

As the number of communication media has increased, the task of understanding how best to reach target customers has

become more complex.

The IMC communication process includes all of the following EXCEPT

evaluation.

The IMC communication process begins with __________, who must be clearly identified.

the sender

In the IMC communication process, the __________ encodes the marketing communication message.

transmitter

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

Encoding

In integrated marketing communications, encoding involves

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

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

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

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

communication channel

Which of the following is NOT a communication channel used in the IMC process?

supply chain

The right communication channel to use in IMC is

the one that will connect to the desired recipients.

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated.

receiver

The sender of an IMC message hopes the receivers are

the people for whom the message was originally intended.

__________ refers to the process by which the receiver interprets the sender’s message.

Decoding

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.

decoding

__________ is any interference in the IMC process.

Noise

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or

competing messages.

Advertising agencies often provide the IMC function of comparing their customer’s target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with

a poor choice of medium.

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

a flaw in the medium.

The _____________ loop allows the receiver to communicate with the sender in the IMC process.

feedback

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.

feedback

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

feedback

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.

the channel

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

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

The sender of an integrated marketing communication

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

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

a consumer’s purchase.

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

the lagged effect.

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

intention

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

think, feel, do

In the AIDA model, awareness leads to

interest, which hopefully leads to desire and then action.

In the AIDA model, the think stage is the __________ stage.

awareness

__________ refers to a potential customer’s ability to recall that the brand name is a particular type of retailer, product, or service.

Brand awareness

Even the best marketing communication can be wasted if the sender does not first

gain the attention of the consumer.

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

aided recall.

In the AIDA model, the do stage is the __________ stage.

action

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

top-of- mind awareness.

After creating awareness that the firm’s products or services exist, the next goal of integrated marketing communications is to

increase the level of interest among consumers.

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

create interest among consumers, persuading them to investigate further.

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with,"Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are hoping to

stimulate interest, persuading consumers to investigate further.

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

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

Betty is assessing the effectiveness of her firm’s marketing communications. She knows the ultimate goal is to

drive the receiver to action.

If marketing communications are effective, they will

result in purchases by some consumers receiving the communications.

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication.

lagged effect

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

the media environment has become more complicated.

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

no single channel is better than another channel.

The goal of any marketing communication is to

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

From a consumer’s perspective, all of the following are interactive elements of an IMC strategy EXCEPT

public relations.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

advertising to direct marketing and website development.

Compared to other IMC alternatives, advertising is extremely effective for

creating awareness and generating interest in a product.

One difficulty associated with using advertising as part of a marketer’s IMC efforts is

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

Integrated marketing communications include all of the following EXCEPT

supply chain management.

Which statement best describes personal selling?

It is the two-way flow of communication between a buyer and a seller.

Personal selling is an especially important part of IMC in

business-to- business markets.

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

expensive.

Sales promotions include all of the following EXCEPT

online ads.

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

it allows for personalization of the message.

In recent years, the component of IMC that has received the greatest increase in spending is

direct marketing.

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of

direct marketing.

Cora will be a bridesmaid next summer and has purchased her dress online. When she turns on her computer again, Cora is surprised to see special offers for matching accessories. This is an example of which marketing strategy?

direct marketing

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

direct marketing.

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

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

When purchasing books on Amazon.com, customers are shown other books and a message saying, "Customers who purchased (your book) also purchased…" This is an example of

direct marketing.

Public relations is the component of IMC that

supports other promotional efforts by generating free media attention.

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?

corporate website

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.

corporate blog

Firms can use __________ to bring customers together to share experiences around the products.

social media

The goals of IMC need to

be explicit and measurable.

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

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

Lamar is assessing the long-term effectiveness of his firm’s IMC efforts. He will probably analyze the firm’s success in

increasing market share, sales, and customer loyalty.

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.

objective-and- task

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

rule-of- thumb

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

once for each individual product and service

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.

frequency and reach

When 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, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm’s campaign were

160.

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

the number of impressions.

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know

sales revenue and advertising cost.

An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast.

frequency

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

aided recall.

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

the click-through rate.

George wants to increase the number of visits to his insurance firm’s website, which specializes in rental insurance for college students. George decides to target Internet browsers who use the terms "apartment," "insurance," and ";student."Which of the following will be most helpful to George?

Google AdWords

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?

mobile marketing

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?

mobile marketing

Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this?

sales promotion

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

mobile marketing.

Which of the following is the LEAST interactive IMC strategy?

direct marketing via catalog

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

public relations

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more

interactive.

When Apple’s famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least ten television programs recalling great commercials. For its target audience, the frequency of this ad is measured as

one.

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

relevance

A firm’s marketing communication strategy is formulated specifically to

communicate the value of its product(s).

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

sender

The manufacturer of Beats by Dr. Dre headphones decides to advertise in the lifestyles sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here?

The message was not received by its intended audience.

Lars wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, because he knows most people enjoy them. Although he is not sure about specific products, Lars heads directly for a store selling Godiva Chocolates because he knows this is a high-end brand. Lars can be said to have

brand awareness.

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer’s perspective) and ________.

passive and interactive; offline and online