Question 1

Reaching the right audience with marketing communications is becoming more difficult because

Accepted Answer

The media environment has become more complicated, with the proliferation of new channels and platforms, making it harder to reach the right audience. Consumers are also more savvy and selective in the content they engage with, making it important for marketers to deliver targeted and relevant messaging.

Question 2

In the AIDA model, awareness leads to

Accepted Answer

According to the AIDA model, awareness leads to interest, which then leads to desire and hopefully leads to action. Choice A includes intention, which is not the second step in the AIDA model. Choice B includes integration, which is not a step in the AIDA model. Choice D includes attention, which is not the result of intention in the AIDA model. Choice E includes determination, which is not a step in the AIDA model.

Question 3

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

Accepted Answer

Subsequent IMC messages should aim to move the consumer from "I like it" to "I want it." This can be achieved through persuasive messaging that highlights the benefits of the product or service and creates a sense of urgency to purchase. At this stage, the consumer has already shown interest in the product, and the goal is to push them towards making a purchase decision.

Question 4

Compared to other IMC alternatives, advertising is extremely effective for

Accepted Answer

Advertising is a powerful tool for creating brand awareness and generating interest in a product. It informs and educates potential customers about the product, its features, and benefits, and can help communicate the unique selling proposition of the brand. Advertising can be used to build brand equity and loyalty over time.

Question 5

One of the difficulties in measuring the effectiveness of IMC efforts is the ________, where consumers do not act immediately after receiving a marketing communication.

Accepted Answer

Lagged effect refers to the delayed response of consumers to a marketing communication. It can be difficult to track the impact of IMC efforts when there is a time lag between exposure to the message and the consumer's action, such as making a purchase. This delay can make it challenging to measure the effectiveness of IMC campaigns.

Question 6

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

Accepted Answer

Top-of-mind awareness is the highest level of awareness when a customer mentions a specific brand name when asked about a product or service. This indicates that the brand has become the first choice and is easily and quickly recalled by the customer.

Question 7

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

Accepted Answer

The situation described in the question is an example of aided recall. Cheryl was presented with a list of options and was able to identify a brand she recognized, with the help of the list. Aided recall occurs when people are given some kind of prompt or aid to help them remember a specific brand or piece of information.

Question 8

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 most likely hoping to

Accepted Answer

Pharmaceutical companies are most likely hoping to stimulate interest and persuade consumers to investigate further when they advertise their products through traditional media. These ads are designed to grab consumers' attention and encourage them to ask their doctors about specific medications, ultimately leading to increased sales for the companies.

Question 9

If marketing communications are effective, they will

Accepted Answer

The effectiveness of marketing communications can be measured by the number of consumers who make purchases as a result of receiving the communications. If consumers are making purchases, then the communications are having a positive impact on sales and are considered effective. Offset negative publicity, minimize communication channels, and equal weighting to all steps of AIDA model are not necessarily indicators of effective marketing communications. Generating interest in over half of the consumers reached may be a desirable outcome, but it is not always realistic or necessary for communication to be considered effective.

Question 10

After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to

Accepted Answer

The next goal after creating awareness in integrated marketing communications is to increase the level of interest among consumers. This involves engaging them further and making them want to learn more about the products or services offered.

Question 11

In the AIDA model, the think stage is the________ stage.

Accepted Answer

The answer of In the AIDA model, the think stage...

Question 12

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

Accepted Answer

The AIDA model stands for Attention, Interest, Desire, and Action. After creating awareness (Attention), marketers need to generate Interest among consumers by persuading them to investigate further. It's not necessary to determine the level of Desire needed to sustain action or offer discounts to increase purchase intentions at this point. Taking steps to encourage immediate purchase may not be appropriate or feasible for all products or services. Promoting sufficiently to gain global attention may also not be necessary for all businesses.

Question 13

________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Accepted Answer

Brand awareness refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service. It is the extent to which the brand is recognized by potential customers and reflects their ability to identify the brand under different conditions. Product familiarity and cognitive association both relate to the customer's knowledge and memory of the brand but do not specifically address their ability to recognize the brand as a certain type of retailer, product, or service. Brand association refers to the mental connections that customers make between a brand and its attributes, benefits, symbols, or personality, but again does not specifically address the ability to identify the brand as a certain type of retailer, product, or service. Marketing recall is not a commonly used term in the marketing literature.

Question 14

Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to

Accepted Answer

The ultimate goal of marketing communications is to drive the receiver to action, such as making a purchase or signing up for a service. Maximizing rating points or minimizing marketing communication expenditures may be important tactics, but they are not the ultimate goal. Shifting encoding into decoding and using personal selling to augment public relations are specific strategies within marketing communications, but they do not encompass the overall goal.

Question 15

In the AIDA model, the do stage is the ________ stage.

Accepted Answer

The AIDA model stands for Attention or Awareness, Interest, Desire, and Action. The Do stage refers to taking action or making a purchase, so the best choice is B, action.

Question 16

When comparing the various communication channels available to marketing professionals, it becomes apparent that

Accepted Answer

Each communication channel has its own advantages and disadvantages and can be effective in different situations. Choosing the best channel for a specific marketing campaign depends on factors such as target audience, budget, message, and goals. Therefore, no single channel is better than another channel. Marketing professionals should use a mix of channels to reach their audience effectively.

Question 17

All of the following are interactive elements of an IMC strategy except

Accepted Answer

Public relations is not an interactive element of an IMC strategy as it involves managing relationships and communications with the media and other stakeholders, but does not necessarily involve direct interaction with consumers or target audiences. Personal selling, consumer contests, mobile marketing, and online marketing all involve direct interaction and engagement with consumers.

Question 18

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

Accepted Answer

The proliferation of new media alternatives has led many firms to shift their promotional budgets from advertising to direct marketing and website development. This is because these channels offer more targeted and personalized communication with the audience, leading to better engagement and response. Additionally, the availability of data and analytics allows for more effective measurement and optimization of campaigns.

Question 19

The goal of any marketing communication is to

Accepted Answer

The goal of any marketing communication is to effectively deliver the intended message to the targeted audience. This requires identifying the right message, audience, and media channels to use. Maximizing personal selling and overwhelming negative publicity are not necessarily the primary goals of marketing communication. Increasing public relations click-through rates and replacing cause-related marketing with non-cause-related marketing are not the overarching goals of marketing communication, but rather specific tactics or strategies that may be used within marketing communication.

Question 20

Even the best marketing communication can be wasted if the sender does not first

Accepted Answer

If the sender does not gain the attention of the consumer, the message will not be received and the marketing communication will fail. Without first capturing the attention of the consumer, none of the other elements listed can be effectively employed.

Quiz 17: Integrated Marketing Communications