BUS 346 – Ch 17

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 a. online marketing. b. social media. c. personal selling. d. mobile marketing. e. advertising.

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. a. decoding b. transmitting c. encoding d. tracking e. precoding

Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this? a. mobile marketing b. sales promotion c. public relations d. advertising e. direct marketing

Sales promotions include all of the following EXCEPT a. rebates. b. free samples. c. online ads. d. point-of-purchase displays. e. coupons.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from a. stealth marketing to viral marketing. b. personal selling to advertising. c. integrated marketing communications to diverse marketing communications. d. publicity to public relations. e. advertising to direct marketing and website development.

Which statement best describes personal selling? a. It is primarily indirect communication. b. It involves encoding whereas advertising involves only decoding. c. It is primarily informational communication, not persuasive communication. d. It involves a larger audience than advertising. e. It is the two-way flow of communication between a buyer and a seller.

When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? a. once for each individual product and service b. only when a product is removed from the line c. when the prior year's budget is exceeded d. never, after the first product/service e. once by each management team member

If marketing communications are effective, they will a. minimize the number of communication channels used by the firm. b. include all steps of the AIDA model with equal weighting to each step. c. offset any negative publicity the firm may have received. d. result in purchases by some consumers receiving the communications. e. generate interest in the product in over half the consumers reached.

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. a. parity and affordability b. rule-of-thumb c. attitude change d. sales and promotion e. frequency and reach

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 a. easy. b. expensive. c. overrated. d. simple. e. ineffective.

The goals of IMC need to a. be separate from budget. b. expand as the advertising budget expands. c. include both the noise effect and the transmitter effect. d. be explicit and measurable. e. be encoded before they can be decoded.

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 a. reduce deceptive advertising. b. offer objective-and-task marketing communications. c. stimulate interest, persuading consumers to investigate further. d. signal encoding symbols to simplify the feedback loop. e. promote public interest social responsibility communications.

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. a. complaints b. compliments c. coupon redemption rates d. sales data e. the channel

The right communication channel to use in IMC is a. the one that maximizes decoding difficulty. b. the one with the best encoding capabilities. c. the traditional channel used in that particular retail sector. d. the one that will connect to the desired recipients. e. network advertising, local newspapers, and regional radio stations.

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service. a. Cognitive association b. Marketing recall c. Brand awareness d. Product familiarity e. Brand association

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. a. frequency b. gross rating points c. reach d. ROI e. click-through rate

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 a. media advertising. b. publicity. c. direct marketing. d. sales promotions. e. public relations.

In the IMC communication process, the __________ encodes the marketing communication message. a. sender b. receiver c. communication channel d. transmitter e. instructor

When comparing the various communication channels available to marketing professionals, it becomes apparent that a. public relations is the least expensive but the most successful. b. no single channel is better than another channel. c. consumers prefer advertising over other channels. d. online marketing is taking the place of advertising and public relations. e. personal selling is the most expensive but the least successful.

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 a. how much time consumers spend viewing the ad or page. b. the total number of clicks recorded by the industry. c. the cost per click. d. the number of impressions. e. the number of destinations.

Especially for marketers with new products or services, IMC is needed because a. it is impossible for products to sell themselves through word of mouth communication. b. new products and services need to be integrated into the supply chain value proposition. c. consumers need to know all about the features of new products before making a purchase decision. d. pricing decisions cannot be made without IMC. e. consumers are unlikely to buy products they are not aware of.

__________ is any interference in the IMC process. Select one: a. Noise b. Excessive reach c. Translation d. Looping e. Feedback

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in a. shifting customers to rule-of-thumb budgeting. b. increasing inquiries, awareness, and trial of his firm's services. c. expanding customer loyalty by closing the feedback loop. d. increasing market share, sales, and customer loyalty. e. increasing the lagged effect.

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as a. unaided recall. b. top-of-mind awareness. c. aided recall. d. brand indifference. e. brand preference.

Integrated marketing communications include all of the following EXCEPT a. sales promotion. b. direct marketing. c. public relations. d. advertising. e. supply chain management.

A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on aNo ________ strategy. a. mobile marketing b. public relations c. direct marketing d. advertising e. personal selling

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or a. competing messages. b. indirect encoding. c. inhibited decoding. d. an extended feedback loop. e. excessive reach.

One difficulty associated with using advertising as part of a marketer's IMC efforts is a. that it only works when communicating to the most uninformed consumers. b. that it is considered old-fashioned by many younger consumers. c. breaking through the clutter of other messages targeted for the same audience. d. that government regulations have significantly decreased allowable advertising frequencies. e. that it is more expensive than personal selling.

A measure termed _______ describes how useful an ad message is to the consumer doing the search. a. impression b. reliability c. return on investment d. relevance e. awareness

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? a. personal selling b. advertising c. social marketing d. sales promotions e. mobile marketing

In the AIDA model, the do stage is the __________ stage. a. awareness b. desire c. intentions d. interest e. action

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 a. promote sufficiently to gain global attention. b. determine the level of desire needed to sustain action. c. take steps to encourage immediate purchase. d. offer discounts to increase purchase intentions. e. create interest among consumers, persuading them to investigate further.

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 a. subliminal advertising. b. rejection of advertising. c. IMC strategy. d. product underwhelm. e. the lagged effect.

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 a. impressions. b. reach. c. frequency. d. gross rating points. e. the click-through rate.