Chapter 17

Integrated marketing communications include all of the following EXCEPT A. personal selling. B. advertising. C. public relations. D. supply chain management. E. direct marketing.

The three elements of any IMC strategy are the consumer, the channels, and A. the receiver. B. the product. C. evaluation of the results. D. the company. E. event sponsorship.

The IMC communication process includes all of the following EXCEPT A. evaluation. B. the sender. C. the transmitter. D. the communication channel. E. the receiver.

The IMC communication process begins with __________, who must be clearly identified. A. the integrator B. the sender C. the transmitter D. the communication channel E. the receiver

In the IMC communication process, the __________ encodes the marketing communication message. A. instructor B. sender C. transmitter D. communication channel E. receiver

In integrated marketing communications, encoding involves A. converting consumers' ideas into value propositions. B. differentiating noncommercial speech from commercial speech. C. converting the decoder into the receiver. D. interpreting click-through rates. E. converting the sender's ideas into a message, which could be verbal, visual, or both.

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. an extended feedback loop. C. indirect encoding. D. inhibited decoding. E. excessive reach.

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 A. competing messages. B. lack of clarity in the message. C. a poor choice of medium. D. an extended feedback loop. E. a flaw in the medium.

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 A. competing messages. B. lack of clarity in the message. C. a poor choice of medium. D. a flaw in the medium. E. an extended feedback loop.

The _____________ loop allows the receiver to communicate with the sender in the IMC process. A. decoding B. pre-testing C. precoding D. encoding E. feedback

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. sales data B. complaints C. compliments D. coupon redemption rates E. the channel

The sender of an integrated marketing communication A. must work with the advertising specialists to ensure all recipients interpret the message accurately. B. can assess the manner in which receivers interpret the message through gross rating points. C. has little control over what meaning any individual receiver will take from the message. D. controls the meaning all receivers take from the message. E. should attempt to control how the message is received.

In simple terms, the AIDA model is also known as the __________ model. A. intention, action, interest B. stop, look, listen C. want, need, desire D. inform, persuade, act E. think, feel, do

In the AIDA model, the think stage is the __________ stage. A. awareness B. action C. interest D. desire E. intention

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 A. selective recall. B. free association. C. aided recall. D. recall mapping. E. top-of- mind awareness.

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

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

From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT A. personal selling. B. consumer contests. C. mobile marketing. D. public relations. E. telemarketing.

Personal selling is an especially important part of IMC in A. business-to- business markets. B. cause-related marketing. C. event sponsorships. D. stealth marketing. E. web tracking.

Sales promotions include all of the following EXCEPT A. coupons. B. rebates. C. online ads. D. point-of- purchase displays. E. free samples.

In recent years, the component of IMC that has received the greatest increase in spending is A. media advertising. B. direct marketing. C. public relations. D. sales promotions. E. publicity.

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? A. sales promotions B. media advertising C. direct marketing D. personal selling E. public relations

A major factor contributing to the growth in the use of direct marketing IMC efforts is A. reduced government regulation of deceptive advertising practices. B. expanded use of personal selling. C. a shift from objective-and- task to rule-of- thumb budgeting. D. increased use of credit and debit cards and online shopping by consumers. E. the reduction in IMC noise, allowing for a decreased lagged effect.

Public relations is the component of IMC that A. supports other promotional efforts by generating free media attention. B. has received the greatest increase in spending. C. converts mass media advertising into direct marketing. D. most effectively uses IMC encoding. E. generates the most gross rating points.

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services? A. corporate blog B. faxed newsletter C. Super Bowl ad D. corporate website E. Twitter

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. A. corporate blog B. faxed newsletter C. Super Bowl ad D. full-page ad in selected newspapers E. public relations campaign

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 A. expanding customer loyalty by closing the feedback loop. B. increasing market share, sales, and customer loyalty. C. increasing inquiries, awareness, and trial of her firm's services. D. shifting customers to rule-of- thumb budgeting. E. increasing the lagged effect.

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting? A. reach and frequency B. track and decode C. objective-and- task D. rule-of- thumb E. sender-receiver

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

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 A. 160. B. 1600. C. 400. D. 40.

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. the number of destinations. B. the number of impressions. C. the cost per click. D. how much time consumers spend viewing the ad or page. E. the total number of clicks recorded by the industry.

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. the click-through rate. B. impressions. C. frequency. D. gross rating points. E. reach.

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? A. Twitter B. corporate blog C. Google AdWords D. Google Chrome E. Google Analytics

Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this? A. sales promotion B. direct marketing C. public relations D. mobile marketing E. advertising

Which of the following is the LEAST interactive IMC strategy? A. personal selling B. mobile marketing C. online marketing via social media D. direct marketing via catalog E. direct marketing via telemarketing

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 A. brand recall. B. aided recall. C. brand preference. D. brand image. E. brand awareness.

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________. A. passive and interactive; tangible and intangible B. mobile marketing and direct marketing; tangible and intangible C. offline and online; low cost and high cost D. passive and interactive; offline and online E. static and changing; offline and online