Ch.17 Pt.1

It is difficult, but not impossible, to integrate marketing communications across all platforms, including social media.

Marketers anticipate that advertising on digital and social media will remain relatively stable in the next few years, as will integrated marketing communications.

Integrated marketing communications (IMC) represents the product of the four Ps.

As the number of communication media has increased, the task of understanding how best to reach target customers has become easier.

Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both.

Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent

In the communication process of marketing communications, the marketing department often functions in the role of transmitter.

If there is a difference between the message that is sent and the message that is received, it is probably due to noise

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer's purchase.

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

Betty is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect.

Public relations is the component of IMC that has received the greatest increase in aggregate spending

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

The cost of communicating directly with a potential customer is low compared with other forms of promotion.

There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits.

Twitter is a form of blogging and is increasingly used to reach current or potential customers.

Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable.

When using the rule-of-thumb method for IMC budgeting, prior sales and communication activities are used for guidance.

It may take several exposures to marketing communications before consumers are moved to buy.

Personal selling can only be successful through the use of print, newspapers, and radio.

Gross rating points (GRP) measure how often the audience is exposed to a communication within a specified period of time.

Frequency describes the percentage of the target population exposed to a specific marketing communication, such as advertisement, within a specified period of time

The basic goal of integrated marketing communications is to

Especially for marketers with new products or services, IMC is needed because

Integrated marketing communications represents the __________ P in the four Ps of a firm's marketing mix.

Integrated marketing communications include all of the following EXCEPT

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

The three elements of any IMC strategy are the consumer, the channels, and

As the number of communication media has increased, the task of understanding how best to reach target customers has

The IMC communication process includes all of the following EXCEPT

The IMC communication process begins with __________, who must be clearly identified.

In the IMC communication process, the __________ encodes the marketing communication message.

___________ means converting the sender's ideas into a message, which could be verbal, visual, or both.

In integrated marketing communications, encoding involves

Though a picture may be worth a thousand words, the most important facet of encoding is

In the IMC communication process, the __________ is the medium that carries the message.

Which of the following is NOT a communication channel used in the IMC process?

The right communication channel to use in IMC is

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated.

The sender of an IMC message hopes the receivers are

__________ refers to the process by which the receiver interprets the sender's message.

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.

__________ is any interference in the IMC process.

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or

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

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

The _____________ loop allows the receiver to communicate with the sender in the IMC process.

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.

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

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.

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

The sender of an integrated marketing communication

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and

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

Which of the following is NOT one of the steps in the AIDA model?

In simple terms, the AIDA model is also known as the __________ model.