Deck 17: Integrated Marketing Communications

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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."

Question 5

Joel had been seeing ads for the Ford Fusion car for months. When he was ready to buy a car, he went to his Ford dealership and ultimately purchased the Fusion. This is an example of the lagged effect.

Question 6

The message originates from the transmitter, who must be clearly identified to the intended audience.

Question 7

Blogs can help a firm develop long-term relationships with its customers.

Question 8

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

Question 9

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

Question 10

Each element of an integrated marketing communication (IMC)strategy must have a well-defined purpose and support, and extend the message delivered by all the other elements.

Question 11

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

Question 12

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

Question 13

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

Question 14

In advertising, pictures can convey a lot of information, demonstrating how the most important facet of encoding is not what is received but what is sent.

Question 15

Allan and Maise were having an argument in a busy restaurant. Allan said he should leave, but Maise thought he said she should leave, so she stormed out. This difference between the message that is sent and the message that is received, it is probably due to noise.

Question 16

As she drove to work, Marj thought about how she would explain to her boss why she was late for the meeting. Marj was encoding her message.

Question 17

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

Question 18

Mobile marketing involves marketing to customers through wireless handheld devices such as cellular telephones.

Question 19

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

Question 20

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

Question 21

The sender of an IMC message hopes the receivers are

A)the people for whom the message was originally intended.
B)the people with the most buying power.
C)consumers who are capable of discerning value.
D)consumers who have purchased the firm's products in the past.
E)the most diverse market segment.

Question 22

The manufacturer of Beats headphones by Dr. Dre decides to advertise in the "lifestyles" sections of big-city newspapers. However, this generates a limited response in sales. Which of these represents a likely breakdown in the communication process here?

A)The message was decoded incorrectly.
B)The message was not transmitted.
C)The message was not received by its intended audience.
D)The message was encoded incorrectly.
E)The sender was not clearly identified.

Question 23

As the number of communication media has increased, which consumer-focused task has become more complex as a result?

A)creating the value proposition
B)segmenting markets
C)establishing communication goals
D)increasing competitive noise
E)reaching target consumers

Question 24

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

A)feedback loop
B)sender
C)transmitter
D)communication channel
E)receiver

Question 25

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

Question 26

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring frequency of exposure.

Question 27

Chuck owns a chain of shoe stores. He is evaluating how he allocates his firm's IMC budget. He invests in a variety of advertising media, spends money on his firm's public relations efforts, and is now considering social media opportunities. To ensure he reaches his target audience with the desired message, Chuck must recognize that each IMC alternative

A)stands on its own.
B)represents a part of a whole.
C)communicates a unique purpose.
D)limits the value to the customer.
E)depends on the supply chain.

Question 28

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.

Question 29

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

Question 30

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

A)sender
B)transmitter
C)encoder
D)channel
E)receiver

Question 31

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

A)the receiver.
B)the product.
C)evaluation of the communication.
D)the company.
E)event sponsorship.

Question 32

Integrated marketing communications represents the ________ element in the four Ps of a firm's marketing mix.

A)pricing
B)product
C)promotion
D)place
E)personal selling

Question 33

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

Question 34

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

Question 35

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

A)instructor
B)noise
C)transmitter
D)communication channel
E)receiver

Question 36

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

A)medium
B)sender
C)transmitter
D)communication channel
E)receiver

Question 37

The IMC communication process originates from the __________.

A)integrator
B)sender
C)transmitter
D)communication channel
E)receiver

Question 38

For marketers with new products or services, IMC is particularly needed because

A)consumers need to know all about the features of new products before making a purchase decision.
B)consumers are unlikely to buy products they are not aware of.
C)it is impossible for products to sell themselves through word-of-mouth communication.
D)pricing decisions cannot be made without IMC.
E)new products and services need to be integrated into the supply chain value proposition.

Question 39

Sarah was frowning as she listened to the speaker. She was _______ her response to the speaker.

A)decoding
B)targeting
C)precoding
D)encoding
E)tracking

Question 40

The communication channel used in IMC must

A)match the traditional channel used in that particular retail sector.
B)include network advertising, local newspapers, and regional radio stations.
C)connect the sender with the desired recipients.
D)deliver the best encoding capabilities.
E)maximize decoding difficulty.

Question 41

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble _____________ the IMC message.

A)decoding
B)transmitting
C)precoding
D)encoding
E)tracking

Question 42

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

Question 43

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 way 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.

Question 44

__________ is interference in the IMC process.

A)Translation
B)Looping
C)Excessive reach
D)Noise
E)Feedback

Question 45

In the AIDA model, awareness leads to

A)intention.
B)integration.
C)interest.
D)intention.
E)interest.

Question 46

The ________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

A)decoding
B)pretesting
C)precoding
D)encoding
E)feedback

Question 47

Sasha could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

A)aided recall.
B)unaided recall.
C)top-of-mind awareness.
D)brand preference.
E)brand indifference.

Question 48

Connie asked her sister Natasha to help her pick an aftershave for their brother. Natasha started reciting a list of different brand names, when Connie 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.

Question 49

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

A)awareness
B)action
C)interest
D)desire
E)intentions

Question 50

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 to stop at South of the Border. This is an example of

A)rejection of advertising.
B)subliminal advertising.
C)product underwhelm.
D)IMC strategy.
E)the lagged effect.

Question 51

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

A)Product familiarity
B)Brand association
C)Brand awareness
D)Marketing recall
E)Cognitive association

Question 52

On her way to the car dealership, Brenda saw a billboard for a Toyota Camry. She purchased a Camry at the dealership. Unfortunately, marketers cannot assume the billboard made a difference because there is not always a direct link between a particular form of marketing communications and

A)supply chain effectiveness.
B)enhanced decoding processes.
C)a consumer's purchase.
D)the level of noise in the IMC channel.
E)the reach\frequency ratio.

Question 53

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

A)awareness
B)action
C)interest
D)desire
E)intention

Question 54

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

A)decoding
B)pretesting
C)feedback
D)simulations
E)encoding

Question 55

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

A)competing messages.
B)an extended feedback loop.
C)indirect encoding.
D)biased decoding.
E)excessive reach.

Question 56

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

A)generate consumer action.
B)offer testimonials from past consumers.
C)determine the level of desire needed to sustain action.
D)gain the attention of the consumer.
E)stimulate interest among all marketing consumers.

Question 57

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.

Question 58

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

A)effective branding requires marketers to encode messages identically for each market.
B)each receiver decodes IMC messages in his or her own way.
C)action is taken before desire and interest are determined.
D)marketers can almost always use the same message for all audiences.
E)messages are decoded in the manner intended by the encoder.

Question 59

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.

A)noise
B)pretesting
C)precoding
D)encoding
E)feedback

Question 60

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

A)Decoding
B)Feedback
C)Precoding
D)Encoding
E)Tracking

Question 61

Reaching the right audience with marketing communications has become more difficult because

A)consumers have become harder to persuade.
B)government regulations are constraining free speech.
C)firms have become more competitive about noise.
D)the number and variety of communication media have multiplied.
E)the AIDA model no longer represents how marketing communication works.

Question 62

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]." After generating awareness about their drugs, the companies are next hoping to

A)reduce deceptive advertising.
B)signal encoding symbols to simplify the feedback loop.
C)offer objective-and-task marketing communications.
D)stimulate interest, inviting consumers to investigate further.
E)promote public interest social responsibility communications.

Question 63

The AIDA model would suggest that before marketers can work to generate interest among consumers in their firm or their firm's products, they first need to

A)determine the level of desire needed to sustain action.
B)promote sufficiently to gain global attention.
C)gain attention through brand awareness.
D)offer discounts to increase purchase intentions.
E)take steps to encourage immediate purchase.

Question 64

Ragu 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)ineffective.
D)overrated.
E)simple.

Question 65

Compared to other IMC alternatives, advertising is extremely effective for

A)closing a sale.
B)decoding messages efficiently.
C)reducing the potential for noise.
D)creating awareness and generating interest in a product.
E)repositioning consumers in the AIDA model.

Question 66

The goal of any marketing communication is to

A)maximize personal selling.
B)increase public relations click-through rates.
C)overwhelm negative publicity with commercial speech.
D)replace cause-related marketing with non-cause-related marketing.
E)get the right message to the right audience through the right media.

Question 67

If integrated 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.

Question 68

Loren wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, as 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.

Question 69

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

A)the primacy effect.
B)aided recall.
C)top-of-mind awareness.
D)category dominance.
E)elevated awareness.

Question 70

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

A)decoding decomposition effect
B)lagged effect
C)noncommittal effect
D)viral effect
E)click-through delay

Question 71

Personal selling is an especially important part of IMC in

A)business-to-business settings.
B)online marketing.
C)business-to-consumer settings.
D)direct marketing.
E)passive advertising.

Question 72

According to the AIDA model, after creating awareness of a firm's products or services among consumers, the next goal of integrated marketing communications is to

A)generate consumer action.
B)increase the level of interest among consumers.
C)determine the level of desire needed to sustain action.
D)gain the attention of the consumer.
E)create intentions to purchase the product.

Question 73

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 and the least successful.
E)online marketing is taking the place of advertising and public relations.

Question 74

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

A)maximize rating points.
B)minimize marketing communication expenditures.
C)shift encoding into decoding.
D)use personal selling to augment public relations.
E)drive the receiver to action.

Question 75

Which IMC channel uses coupons or rebates to encourage the purchase of a product or service?

A)advertising
B)sales promotions
C)direct marketing
D)public relations
E)online marketing

Question 76

Which statement best describes personal selling?

A)It involves a larger audience than advertising.
B)It is primarily indirect communication.
C)It is primarily informational communication, not persuasive communication.
D)It is the two-way flow of communication between a buyer and a seller.
E)It involves encoding while advertising involves only decoding.

Question 77

One difficulty associated with using advertising as part of a marketer's IMC efforts is

A)it is hard to break through the clutter of other messages targeted for the same audience.
B)it is more expensive than personal selling.
C)it works only when communicating to the most uninformed consumers.
D)government regulations have significantly decreased allowable advertising frequencies.
E)it is considered old-fashioned by many younger consumers.

Question 78

An advantage of Internet-based technologies is they

A)can be directed to a specific consumer.
B)have replaced direct marketing.
C)involve face-to-face contact.
D)use the rule-of-thumb budgeting method.
E)are used almost exclusively for B2B marketing.

Question 79

When asked which brand of jeans Michael preferred, he immediately answered Levi's. This level of preference and recall of a brand is called

A)the primacy effect.
B)aided recall.
C)top-of-mind awareness.
D)category dominance.
E)elevated awareness.

Question 80

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

A)"I want it" to "I like it."
B)action to desire.
C)"I like it" to "I want it."
D)interest to awareness.
E)feeling to thinking.