Marketing Final Ch. 18 – Flashcards
Unlock all answers in this set
Unlock answersquestion
There are three elements in any integrated marketing communication strategy: the _______, the channels through which the message is communicated, and evaluation of the results of the communication.
answer
Consumer Being Targeted
question
Home Depot hired an advertising agency to develop television ads for its grand opening in southern Maine. The advertising agency represents which of the following components of the communication process?
answer
Transmitter
question
When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the _____ component of the communication process.
answer
Encoding
question
Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?
answer
Communication Channel
question
In the communication process, _____ refers to the process by which the receiver interprets the sender's message.
answer
Decoding
question
Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?
answer
Feedback Loop
question
The AIDA model is also known as the _____ model.
answer
think, feel, do
question
The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and
answer
Desire
question
Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.
answer
Top-of-mind awareness
question
The highest level of awareness is
answer
Top-of-Mind Awareness
question
After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to
answer
"I Want It"
question
The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as
answer
A Lagged Effect
question
From the consumer's perspective, the elements of an IMC strategy can be viewed as being either
answer
Passive or Interactive
question
The U.S. government promoted public participation in the 2010 census during the televised Super Bowl game in its efforts is to raise awareness of when and how the census works. This is an example of which of the following promotional elements?
answer
Advertising
question
Traditionally, advertising has been _____ and _____.
answer
Passive; Offline
question
To support the other promotional efforts, firms use _____ to generate "free" media attention.
answer
Public Relations
question
According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build
answer
Short-Term sales
question
Personalized e-mail marketing is an online, passive form of persuasive communication and would be classified as an example of
answer
Direct Marketing
question
Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of
answer
Direct marketing
question
Customers can use the Internet to share their opinions about products and services via YouTube, Facebook and Twitter. In doing so, they can help facilitate the consumer decision process through use of
answer
Social Media
question
The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.
answer
Objective-&-Task
question
What factors are used in the rule-of-thumb methods to determine the communication budget?
answer
Prior Sales & Communication Activities
question
Since her firm's share of the market has increased from 2.5 to 3 percent, Allyson had determined she would set her share of communication expenses at 3 percent of sales, which is an example of the use of the _____ method.
answer
Competitive Parity
question
Limitations of the _____ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
answer
Competitive Parity
question
Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the six weeks of the campaign, representing its
answer
Frequency
question
Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its
answer
Reach
question
Which of the following formulas is accurate for calculating gross rating points (GRP)?
answer
Reach multiplied by frequency
question
Google's AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.
answer
Relevance
question
_____ is (are) the number of times an ad appears in front of the user.
answer
Impressions
question
If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be
answer
10%
question
Advertising:
answer
A paid form of communication from an identifiable source, delivered through a communication channel, & designed to persuade the receiver to take some action, now or in the future.
question
AIDA Model:
answer
A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action.
question
Aided Recall:
answer
Occurs when consumers recognize a name that has been presented to them.
question
Blog:
answer
A web page that contains periodic posts; corporate blogs are a new form of marketing communications.
question
Brand Awareness:
answer
Measures how many consumers in a market are familiar with the brand & what it stands for; created through repeated exposures of the various brand elements (brand name, logo symbol, character, packaging or slogan in the firm's communications to consumers.
question
Click-Through Rate (CTR):
answer
The number of times a user clicks on an online ad divided by the number of impressions.
question
Communication Channel:
answer
The medium; print, broadcast, the Internet -- that carries the message.
question
Decoding:
answer
The process by which the receiver interprets the sender's message.
question
Direct Marketing:
answer
Sales & promotional techniques that deliver promotional materials individually.
question
Encoding:
answer
The process of converting the sender's ideas into a message, which could be verbal, visual or both.
question
Feedback Loop:
answer
Allows the receiver to communicate with the sender & thereby informs the sender whether the message was received & decoded properly.
question
Frequency:
answer
Measure of how often the audience is exposed to a communication with a specified period of time.
question
Gross Rating Points (GRP):
answer
Measure used for various media advertising -- print, radio, or television; GRP = Reach x Frequency.
question
Impressions:
answer
The number of times an advertisement appears in front of the user.
question
Integrated Marketing Communications (IMC):
answer
Represents the promotion dimension of the four P's; encompasses a variety of communication disciplines -- general advertising, personal selling, sales promotion, public relations, direct marketing, & electronic media -- in combination to provide clarity, consistency, & maximum communicative impact.
question
Lagged Effect:
answer
A delayed response to a marketing communication campaign.
question
Mobile Marketing:
answer
Marketing through wireless handheld devices.
question
Noise:
answer
Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels.
question
Objective-&-Task Method:
answer
An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives choosing media, & determining costs.
question
Personal Selling:
answer
the two-way flow of communication between a buyer & a seller that is designed to influence the buyer's purchase decision.
question
Public Relations (PR):
answer
The organizational function that manages the firm's communications to achieve a variety of objectives, including building & maintaining a positive image, handling or heading off unfavorable stories or events & maintaining positive relationships with the media.
question
Reach:
answer
Measure of consumers' exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement at least once.
question
Receiver:
answer
The person who reads, hears or sees & processes the information contained in the message or advertisement.
question
Relevance:
answer
In the context of search engine marketing (SEM) is a metric used to determine how useful an advertisement is to the consumer.
question
Return on Investment:
answer
The amount of profit divided by the value of the investment. In the case of an advertisement, the ROI is (Sales revenue generated by ad - Ad's cost)/Ad's cost.
question
Rule-of-Thumb Methods:
answer
Budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed % of forecasted sales, or what is left after other operating costs & forecasted sales have been budgeted.
question
Sales Promotions:
answer
Special incentives or excitement-building programs that encourage the purchase of product or service, such as coupons, rebates, contests, free samples, & point-of-purchase displays.
question
Search Engine Marketing (SEM):
answer
A type of web advertising whereby companies pay for keywords that are used to catch consumer's attention while browsing a search engine.
question
Sender:
answer
The firm from which an IMC message originates; the sender must be clearly identified to the intended audience.
question
Social Media:
answer
Media content used for social interactions such as YouTube, Facebook, & twitter.
question
Social Shopping:
answer
Using the Internet to communicate about product preferences with other shoppers.
question
Top-of-Mind Awareness:
answer
A prominent place in people's memories that triggers a response without them having to put any thought into it.
question
Transmitter:
answer
An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency.
question
Web Tracking Software:
answer
Used to assess how much time viewers spend on particular web pages & the number of pages they view.
