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.
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There are three elements in any integrated marketing communication strategy: the consumer being targeted, the channels through which the message is communicated, and evaluation of the results of the communication.
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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?
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Transmitter
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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.
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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 encoding component of the communication process.
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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?
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Communication channel
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In the communication process, _____ refers to the process by which the receiver interprets the sender's message.
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In the communication process, decoding refers to the process by which the receiver interprets the sender's message.
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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?
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Feedback loop
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The AIDA model is also known as the _____ model.
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The AIDA model is also known as the think, feel, do model.
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The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and
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desire.
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Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.
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Harley Davidson has top-of-mind awareness if a consumer responds "Harley" when asked about American-made motorcycles.
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The highest level of awareness is
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top-of-mind awareness
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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
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"I want it."
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The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as
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the lagged effect.
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From the consumer's perspective, the elements of an IMC strategy can be viewed as being either
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passive or interactive.
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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?
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Advertising
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Traditionally, advertising has been _____ and _____.
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Traditionally, advertising has been passive and offline.
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To support the other promotional efforts, firms use _____ to generate "free" media attention.
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public relations
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According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build
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short-term sales.
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Personalized e-mail marketing is an online, passive form of persuasive communication and would be classified as an example of
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direct marketing.
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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
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direct marketing.
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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
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social media.
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The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.
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objective-and-task
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What factors are used in the rule-of-thumb methods to determine the communication budget?
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Prior sales and communication activities
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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.
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competitive parity
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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.
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competitive parity
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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
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frequency.
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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
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reach.
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Which of the following formulas is accurate for calculating gross rating points?
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Reach multiplied by frequency
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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.
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relevance
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_____ is (are) the number of times an ad appears in front of the user.
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Impressions
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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 would be
