question

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

answer

Public Relations

question

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

answer

Relevance

question

The goal of any marketing communication is to

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

question

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.

answer

The Channel

question

A firm's marketing communication strategy is formulated specifically to

answer

communicate the value of its product(s)

question

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

answer

the media environment has become more complicated.

question

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

answer

rule-of-thumb

question

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

answer

think, feel, do

question

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

answer

once for each individual product and service

question

If marketing communications are effective, they will

answer

result in purchases by some consumers receiving the communications.

question

Public relations is the component of IMC that

answer

supports other promotional efforts by generating free media attention.

question

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

answer

no single channel is better than another channel.

question

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

answer

evaluation of the results.

question

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

answer

action

question

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

answer

promotion

question

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.

answer

decoding

question

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

answer

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

question

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

answer

communication channel

question

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

answer

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

question

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

answer

intention

question

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

answer

create interest among consumers, persuading them to investigate further.

question

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

answer

a consumer's purchase

question

Integrated marketing communications include all of the following EXCEPT

answer

supply chain management

question

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.

answer

corporate blog

question

The basic goal of integrated marketing communications is to

answer

communicate the value proposition to the target market.

question

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?

answer

mobile marketing

question

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

answer

top-of-mind awareness

question

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

answer

feedback

question

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

answer

the click-through rate

question

Which of the following is the LEAST interactive IMC strategy?

answer

direct marketing via catalog

question

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

answer

the number of impressions

question

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

answer

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

question

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

answer

it allows for personalization of the message.

question

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

answer

a flaw in the medium.

question

Personal selling is an especially important part of IMC in

answer

business-to-business markets.

question

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

answer

the lagged effect.

question

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

answer

awareness

question

__________ is any interference in the IMC process.

answer

noise

question

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

answer

aided recall

question

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?

answer

mobile marketing

question

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

answer

gain the attention of the consumer

question

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

answer

advertising to direct marketing and website development.

question

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

answer

sales revenue and advertising cost

question

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

answer

drive the receiver to action

question

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

answer

supply chain

question

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

answer

lagged effect

question

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

answer

sender

question

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

answer

the sender

question

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

answer

encoding

question

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.

answer

objective-and-task

question

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

answer

transmitter

question

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

answer

corporate website

question

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

answer

decoding

question

In integrated marketing communications, encoding involves

answer

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

question

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

answer

expensive

question

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

answer

mobile marketing

question

The sender of an integrated marketing communication

answer

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

question

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

answer

is part of the whole

question

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

answer

feedback

question

The IMC communication process includes all of the following EXCEPT

answer

evaluation

question

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

answer

passive and interactive; offline and online

question

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.

answer

frequency and reach

question

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

answer

brand awareness

question

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

answer

competing messages

question

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

answer

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

question

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

answer

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

question

The right communication channel to use in IMC is

answer

the one that will connect to the desired recipients

question

Though a picture may be worth a thousand words, the most important facet of encoding is

answer

not what is sent but what is received

question

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

answer

sales promotion

question

Compared to other IMC alternatives, advertising is extremely effective for

answer

creating awareness and generating interest in a product.

question

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.

answer

feedback

question

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

answer

direct marketing

question

Which statement best describes personal selling?

answer

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

question

In the AIDA model, awareness leads to

answer

interest, which hopefully leads to desire and then action

question

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

answer

social media

question

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

answer

increasing market share, sales, and customer loyalty

question

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

answer

become more complex

question

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

answer

stimulate interest, persuading consumers to investigate further

question

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

answer

increase the level of interest among consumers

question

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

answer

public relations

question

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

answer

direct marketing

question

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.

answer

frequency

question

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

answer

aided recall.

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