BUS 346 Ch 17 – Flashcards

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A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a ________ strategy.
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Public Relations
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A measure termed _______ describes how useful an ad message is to the consumer doing the search.
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Relevance
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The goal of any marketing communication is to
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get the right message to the right audience through the right media.
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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.
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The Channel
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A firm's marketing communication strategy is formulated specifically to
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communicate the value of its product(s)
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Reaching the right audience with marketing communications is becoming more difficult because
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the media environment has become more complicated.
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Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?
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rule-of-thumb
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In simple terms, the AIDA model is also known as the __________ model.
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think, feel, do
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When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated?
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once for each individual product and service
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If marketing communications are effective, they will
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result in purchases by some consumers receiving the communications.
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Public relations is the component of IMC that
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supports other promotional efforts by generating free media attention.
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When comparing the various communication channels available to marketing professionals, it becomes apparent that
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no single channel is better than another channel.
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The three elements of any IMC strategy are the consumer, the channels, and
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evaluation of the results.
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In the AIDA model, the do stage is the __________ stage.
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action
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Integrated marketing communications represents the __________ P in the four Ps of a firm's marketing mix.
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promotion
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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.
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decoding
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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
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increasing inquiries, awareness, and trial of her firm's services.
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In the IMC communication process, the __________ is the medium that carries the message.
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communication channel
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Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that
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each receiver decodes IMC messages in his or her own way.
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Which of the following is NOT one of the steps in the AIDA model?
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intention
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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
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create interest among consumers, persuading them to investigate further.
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Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and
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a consumer's purchase
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Integrated marketing communications include all of the following EXCEPT
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supply chain management
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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.
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corporate blog
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The basic goal of integrated marketing communications is to
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communicate the value proposition to the target market.
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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?
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mobile marketing
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The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this
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top-of-mind awareness
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Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.
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feedback
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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
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the click-through rate
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Which of the following is the LEAST interactive IMC strategy?
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direct marketing via catalog
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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
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the number of impressions
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A major factor contributing to the growth in the use of direct marketing IMC efforts is
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increased use of credit and debit cards and online shopping by consumers
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Compared to mass media advertising, a key advantage of direct marketing is that
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it allows for personalization of the message.
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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
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a flaw in the medium.
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Personal selling is an especially important part of IMC in
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business-to-business markets.
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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
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the lagged effect.
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In the AIDA model, the think stage is the __________ stage.
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awareness
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__________ is any interference in the IMC process.
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noise
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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
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aided recall
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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?
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mobile marketing
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Even the best marketing communication can be wasted if the sender does not first
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gain the attention of the consumer
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The proliferation of new media alternatives has led many firms to shift their promotional budgets from
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advertising to direct marketing and website development.
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Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know
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sales revenue and advertising cost
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Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to
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drive the receiver to action
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Which of the following is NOT a communication channel used in the IMC process?
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supply chain
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One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication.
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lagged effect
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In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
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sender
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The IMC communication process begins with __________, who must be clearly identified.
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the sender
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___________ means converting the sender's ideas into a message, which could be verbal, visual, or both.
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encoding
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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.
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objective-and-task
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In the IMC communication process, the __________ encodes the marketing communication message.
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transmitter
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Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?
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corporate website
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__________ refers to the process by which the receiver interprets the sender's message.
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decoding
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In integrated marketing communications, encoding involves
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converting the sender's ideas into a message, which could be verbal, visual, or both.
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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
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expensive
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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
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mobile marketing
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The sender of an integrated marketing communication
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has little control over what meaning any individual receiver will take from the message.
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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
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is part of the whole
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The _____________ loop allows the receiver to communicate with the sender in the IMC process.
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feedback
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The IMC communication process includes all of the following EXCEPT
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evaluation
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The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________.
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passive and interactive; offline and online
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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.
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frequency and reach
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__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.
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brand awareness
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In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or
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competing messages
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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
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"I like it" to "I want it."
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One difficulty associated with using advertising as part of a marketer's IMC efforts is
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breaking through the clutter of other messages targeted for the same audience.
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The right communication channel to use in IMC is
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the one that will connect to the desired recipients
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Though a picture may be worth a thousand words, the most important facet of encoding is
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not what is sent but what is received
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Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this?
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sales promotion
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Compared to other IMC alternatives, advertising is extremely effective for
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creating awareness and generating interest in a product.
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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.
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feedback
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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
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direct marketing
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Which statement best describes personal selling?
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it is the two-way flow of communication between a buyer and a seller
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In the AIDA model, awareness leads to
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interest, which hopefully leads to desire and then action
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Firms can use __________ to bring customers together to share experiences around the products.
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social media
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Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in
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increasing market share, sales, and customer loyalty
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As the number of communication media has increased, the task of understanding how best to reach target customers has
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become more complex
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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
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stimulate interest, persuading consumers to investigate further
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After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to
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increase the level of interest among consumers
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From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT
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public relations
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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
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direct marketing
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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.
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frequency
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Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as
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aided recall.
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