MKTG Ch 18 LS – Flashcards
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What type of marketing uses a variety of forms to communicate directly with target customers to generate a response or transaction?
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By directly communicating with its targeted customers, Frito-Lay was using direct marketing.
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Frito-Lay increased its emphasis on _____ customers online to build its brand image.
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interacting with
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"Crash the Super Bowl" was designed to attract customers with similar interests, also known as _______.
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community building ****
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Some innovative firms entertain consumers with ______; these consumers then interact with the brand.
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online games????? instant messaging ??? (email, blog posts, catalogs, instant messaging = reading)
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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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__________ is any interference in the IMC process.
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Noise ****
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In the IMC communication process, the __________ encodes the marketing communication message.
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transmitter ****
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Suppose Scion is trying to reach the under 25 age group to make them long-term customers. For Scion, this group would be its' __________.
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target market
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Suppose many young consumers that Scion was targeting with the company's nontraditional ads had never heard of the Scion. The main goal of Scion's initial communications would have been to build _________.
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awareness AIDA model
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Integrated marketing communications programs aim to have all communications work together to deliver a concise message to the consumer. What is a potential problem Toyota might face with using nontraditional media?
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Its current customers might get confused or the media might send the wrong message.
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Scion's communication methods included skywriting and projecting images onto the sides of buildings. These are examples of which integrated marketing communications element? Mobile marketing
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Advertising
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Which component of IMC was NOT used in the Jay-Z and Microsoft campaign described in the case?
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Personal Selling
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A dedicated website was created where fans could post photos of the pages from Decoded that they found. In the communication process, this represented _______.
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decoding
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Which component of IMC was used when the New York Times and New York Observer ran articles on the campaign?
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Public relations
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Once the campaign generated interest, it next had to create _______ before the target audience would actually be moved to purchase Jay-Z's book or use the Bing search engine.
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desire
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Online marketing was used extensively in this campaign. To measure the effectiveness of the online component of the campaign, Droga5 would use all of the following metrics EXCEPT:
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GRP
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One metric that could be used to measure the effectiveness of the campaign is ________, which is computed by subtracting the advertising costs from sales revenue, then dividing by the advertising costs.
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ROI Return on investment (ROI) = (sales revenue - advertising cost) / advertising cost. It is a metric used to evaluate advertising effectiveness.
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Decoded did become a national bestseller, but it was released sometime after the campaign had concluded. This represents ______, which makes it difficult if not impossible to assess the specific impact of the campaign on book sales.
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communication noise
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In recent years, the component of IMC that has received the greatest increase in aggregate spending is
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direct marketing
