BUS 346 Final Chapter 17 – Flashcards
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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. (Marketing communications is the promotion element of the four Ps, the method by which the firm communicates value to target customers.)
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Especially for marketers with new products or services, IMC is needed because
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Consumers are unlikely to buy products they are not aware of. (Marketing communications is the promotion element of the four Ps, the method by which the firm communicates value to target customers. This communication is necessary if customers are to discover and choose to buy the firm's products.)
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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. (Marketing communications is the promotion element of the four Ps, the method by which the firm communicates value to target customers.)
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Integrated marketing communications include all of the following EXCEPT
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Supply chain management. (Supply chain management is not part of integrated marketing communications. Personal selling, advertising, public relations, and direct marketing are all ways to communicate value to the target market.)
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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. (An integrated marketing communication strategy will have many components that must be coordinated into an integrated whole.)
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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. (An IMC strategy must consider the consumer, the channels, and evaluation of the results.)
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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. (The proliferation of communication media—driven largely by technology—has made it much more difficult to choose the best way to reach a target market.)
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The IMC communication process includes all of the following EXCEPT
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Evaluation. (The IMC communication process includes the sender, the transmitter, encoding, the communication channel, the receiver, noise, and the feedback loop.)
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The IMC communication process begins with __________, who must be clearly identified.
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The sender. (The IMC communication process includes the sender, the transmitter, encoding, the communication channel, the receiver, noise, and the feedback loop. The sender is the first step of the process.)
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In the IMC communication process, the __________ encodes the marketing communication message.
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Transmitter. (The transmitter converts the sender's ideas into a message, which could be verbal, visual, or both.)
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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. (Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both. The transmitter performs this action.)
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In integrated marketing communications, encoding involves
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Converting the sender's idea into a message, which could be verbal, visual, or both. (Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both. The transmitter performs this action.)
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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. (The most important facet of encoding is the message received (and decoded).)
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In the IMC communication process, the __________ is the medium that carries the message.
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Communication channel. (The IMC message is carried on a communication channel.)
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Which of the following is NOT a communication channel used in the IMC process?
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Supply chain. (All of these except the supply chain are channels used in the IMC process.)
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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. (There is not right communication channel to use—it depends on the target customers who should receive the message.)
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In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated.
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Receiver. (The receiver is the eventual target of the message—the person at whom it is directed.)
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The sender of an IMC message hopes the receivers are
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The people for whom the message was originally intended. (The sender cannot guarantee that the intended target customers will receive the message but will choose the message format and channel with the customer in mind.)
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__________ refers to the process by which the receiver interprets the sender's message.
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Decoding. (The receiver decodes the encoded message, interpreting it.)
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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. (Problems decoding a message can lead the receiver to fail to interpret it properly.)
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__________ is any interference in the IMC process.
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Noise. (Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium.)
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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. (Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium.)
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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
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A poor choice of medium. (Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium. In this case, the choice of the wrong channel can cause most members of the target market to fail to receive 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. (Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium. In this case, a failure for the ad to be shown in its entirety is a flaw in the medium.)
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The _____________ loop allows the receiver to communicate with the sender in the IMC process.
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Feedback. (A feedback loop permits the receiver to respond to the sender.)
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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. (Feedback lets marketing managers know that the intended audience received the message and it was decoded properly.)
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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. (Feedback of the types suggested can be useful in evaluating the success of IMC programs.)
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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. (Feedback can take many forms: a customer's purchase of the item, a complaint or compliment, the redemption of a coupon or rebate, a tweet about the product on Twitter, etc.)
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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. (Each receiver decodes IMC messages differently, depending on personal experiences and preferences.)
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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. (The sender cannot control the way a message is decoded. This process is entirely in the hands of the receiver.)
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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. (The lack of a direct link to a consumer's purchase makes it difficult to measure the impact of marketing communications.)
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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. (Seeing a single billboard is unlikely to spur Julia to action due to the lagged effect. This is probably one reason South of the Border places billboards once every few miles along I-95.)
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Which of the following is NOT one of the steps in the AIDA model?
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Intention. (The steps in the AIDA model are awareness, interest, desire, and action.)
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In simple terms, the AIDA model is also known as the __________ model.
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Think, feel, do. (Customers actually have three types of responses, so the AIDA model is also known as the think, feel, do model.)
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In the AIDA model, awareness leads to
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Interest, which hopefully leads to desire and then action. (The steps in the AIDA model are awareness, interest, desire, and action.)
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In the AIDA model, the think stage is the __________ stage.
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Awareness. (The think stage in the AIDA model is awareness.)
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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. (The first step of the AIDA model seeks to achieve brand awareness among consumers—knowledge that the brand name is in a particular category.)
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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. (If the consumer's attention is not gained, and brand awareness does not result, the marketing communication cannot achieve its desired results.)
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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. (Aided recall refers to consumers recognizing a brand name when they see or hear it.)
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In the AIDA model, the do stage is the __________ stage.
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Action. (This is the action stage, the final stage of the AIDA model.)
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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. (Top-of-mind awareness means that the consumer mentions the brand name first when asked about a product.)
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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. (The steps in the AIDA model are awareness, interest, desire, and action.)
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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. (The steps in the AIDA model are awareness, interest, desire, and action.)
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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. (The steps in the AIDA model are awareness, interest, desire, and action.)
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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." (The interest stage of the AIDA model is represented by "I like it"; the next stage, desire, is represented by "I want it.")
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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. (Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action.)
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If marketing communications are effective, they will
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Result in purchases by some consumers receiving the communications. (Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action (make a purchase).)
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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. (If consumers responded instantly to marketing communications, measuring effectiveness would be much easier. In addition to the lagged effect, it often takes multiple exposures before a consumer fully processes a message.)
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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. (The proliferation of communication media—driven largely by technology—has made it much more difficult to choose the best way to reach a target market.)
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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. (No single channel is necessarily better than another channel; the goal of IMC is to use them in conjunction so that the sum exceeds the total of the individual channels.)
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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. (A successful marketing communication strategy will get the right message to the right audience through the right media.)
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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. (Personal selling, consumer contests, mobile marketing and telemarketing all involve direct interaction with a customer, as well as customer participation. Public relations involves building and maintaining a positive image, and customers do not need to take any action to receive it, making it a passive, rather than an interactive activity.)
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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. (Marketing dollars have recently been shifted toward direct marketing, website development, and product placement.)
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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. (Advertising is best suited for creating awareness and interest. Because it is a relatively passive medium, it does not do as well at generating desire and spurring consumers to action.)
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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. (The increasing volume of advertising has made it more difficult for an ad to break through the clutter.)
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Integrated marketing communications include all of the following EXCEPT
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Supply chain management. (All of these except the supply chain are channels used in the IMC process: advertising, direct marketing, public relations, and sales promotion.)
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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. (Personal selling is the two-way flow of communication between a buyer and a seller.)
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Personal selling is an especially important part of IMC in
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Business-to-business markets. (Business-to-business markets make especially heavy use of personal selling.)
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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. (Although personal selling has many benefits, particularly for complex or expensive products, it can be an expensive form of integrated marketing communication.)
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Sales promotions include all of the following EXCEPT
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Online ads. (Online ads are a form of advertising; all the remaining items are examples of sales promotion: coupons, rebates, point-of-purchase displays, and free samples.)
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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. (Direct marketing can be easily personalized to each consumer.)
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In recent years, the component of IMC that has received the greatest increase in spending is
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Direct marketing. (Direct marketing has received the greatest recent increase in aggregate spending.)
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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. (Direct marketing is the form of marketing communication that is most easily personalized.)
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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?
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Direct marketing. (Direct marketing is the form of marketing communication that is most easily personalized, including increased use of customer databases to track purchases made online.)
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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. (Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases.)
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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 customers. (Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases. The growth of these databases has been stimulated by increased use of credit cards and increased online shopping.)
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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
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Direct marketing. (This kind of personalization is a form of direct marketing.)
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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. (Public relations manages a firm's communications to achieve a variety of objectives, including building and maintaining a positive image and maintaining positive relationships with the media. As such, it strives to generate free attention from the media to support the rest of the IMC strategy.)
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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. (Firms use their websites to build their brand image and educate customers about their products or services as well as where they can be purchased.)
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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. (A blog contains periodic posts on a common web page. It can be used for all of the purposes listed as a way to communicate with customers.)
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Firms can use __________ to bring customers together to share experiences around the products.
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Social media. (Social media are media content distributed through social interaction—for example, YouTube, Facebook, and Twitter. Firms can use these sites to engage their customers in a proactive dialogue with other customers.)
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The goals of IMC need to
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Be explicit and measurable. (All IMC goals should be explicitly defined and measured so that success can be evaluated.)
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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. (Typical short-term IMC goals include generating inquiries, increasing awareness, and prompting trial of the firm's products.)
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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. (Typical long-term IMC goals include increasing sales, market share, and customer loyalty.)
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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. (The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.)
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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. (Rule-of-thumb methods such as the ones listed use prior sales and communication activities to determine the present communication budget.)
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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. (This process—set objectives, choose media, and determine costs—must be repeated for each product or service.)
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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. (Frequency refers to the number of times the audience was exposed to a message, and reach refers to the percentage of the target population exposed to the message.)
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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
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160. (Gross rating points (GRP) are computed by multiplying reach by frequency. Thus, in this case, GRP = 40 x 4 = 160.)
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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. (The click-through rate is computed by dividing the number of clicks by the number of impressions.)
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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. (The ROI is calculated using sales revenue and advertising cost.)
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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. (Frequency is the number of times the audience is exposed to a communication within a specified period of time.)
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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. (Aided recall is when consumers recognize the brand when the name is presented to them.)
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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. (The click-through rate is the number of times users click an ad divided by the number of impressions.)
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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?
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Google AdWords. (Google AdWords is a search engine marketing tool offered by Google that allows advertisers to show up in the Sponsored Links section of the search results page based on the keywords potential customers use.)
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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. (Mobile marketing sends messages through wireless handheld devices, such as cellular telephones.)
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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. (Mobile marketing sends messages through wireless handheld devices, such as cellular telephones.)
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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. (Free samples are a form of sales promotion.)
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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. (Mobile marketing is marketing through wireless handheld devices, such as cellular telephones.)
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Which of the following is the LEAST interactive IMC strategy?
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Direct marketing via catalog. (The elements of an IMC strategy can be viewed on two axes: passive and interactive (from the consumer's perspective) and offline and online. Direct marketing via catalog is considered a passive form.)
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A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.
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Public relations. (Public relations is the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.)
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As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more
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Interactive. (Nowadays, blogs are becoming more interactive as the communication between bloggers and customers has increased.)
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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
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One. (Marketers measure the frequency of exposure—how often the target audience is exposed to a communication within a specified period of time.)
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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. (This is the definition of relevance.)
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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). (Marketers must consider how to communicate the value of a product and/or service—or more specifically, the value proposition—to the target market. A firm must develop a communication strategy to demonstrate the value of its product.)
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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. (The message originates from the sender, who must be clearly identified to the intended audience.)
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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?
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The message was not received by its intended audience. (Noise is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium. In this case, the message was not relevant to the audience who received it.)
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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
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Brand awareness. (Brand awareness refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.)
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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. (The elements of an IMC strategy can be viewed on two axes: passive and interactive (from the consumer's perspective) and offline and online.)
