Deck 17: Integrated Marketing Communications

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

The basic goal of integrated marketing communications is to:

A)communicate the value proposition to the target market.
B)create desire.
C)manipulate consumers.
D)outspend competitors.
E)tell the world about your company.

Answer 3

A

Question 4

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

Question 5

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

Question 6

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

Question 7

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as advertisement,at least once.

Question 8

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

Question 9

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

Question 10

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

Question 11

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

A)consumers need to know all about the features of new products before they make 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 12

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 13

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

Question 14

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.

Question 15

When a company's communications budget is based on a percentage of forecasted sales,this is known as competitive parity.

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

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

Question 21

The right communication channel to use in IMC is:

A)the traditional channel used in that particular retail sector.
B)network advertising,local newspapers,and regional radio stations.
C)the one that will connect to the desired recipients.
D)the one with the best encoding capabilities.
E)the one that maximizes decoding difficulty.

Question 22

In integrated marketing communications,encoding means:

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.

Question 23

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

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

Question 24

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

Question 25

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 recognizes each IMC alternative:

A)can be evaluated using Web-tracking software.
B)is part of the whole.
C)is part of noncommercial free speech.
D)is less important than stealth marketing.
E)is dictated by the nature of the supply chain.

Question 26

The IMC communication process includes all of the following EXCEPT:

A)the instructor.
B)the sender.
C)the transmitter.
D)the communication channel.
E)the receiver.

Question 27

With the emergence of Websites,text messaging,and blogging as new IMC alternatives,the question of how to best reach target audiences has:

A)become more complex.
B)increased the use of rule-of-thumb targeting.
C)focused on reducing the lagged effect of marketing communications.
D)become easier.
E)shifted from creating a value proposition to revising a value proposition.

Question 28

Gerald knows which IMC communication channels are available and knows how he will measure the results of his IMC efforts.To implement his IMC efforts,Gerald also needs to:

A)integrate his pricing strategy with his event sponsorships.
B)effectively decode his communications.
C)maximize stealth marketing efforts.
D)focus his efforts on his target market(s).
E)all of these.

Question 29

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

A)shifted from creating a value proposition to revising a value proposition.
B)increased the use of rule-of-thumb targeting.
C)become easier.
D)focused on reducing the lagged effect of marketing communications.
E)become more complex.

Question 30

The sender of an IMC message hopes the receiver is:

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 market segment with the most gross rating points.

Question 31

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

A)Radio
B)Television
C)Newspaper
D)Internet
E)Supply chain

Question 32

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

A)direct marketing feedback.
B)the Web track-software.
C)the results.
D)online noise.
E)event sponsorship.

Question 33

Garrett works for a small chain of convenience stores.He is trying to coordinate his firm's IMC efforts.Garrett's IMC goal is to:

A)overwhelm the competition.
B)overwhelm the consumer.
C)integrate supply chain efficiency into the marketing mix communication lagged effect model.
D)maximize noise and avoid using rule-of-thumb encoding.
E)provide clarity,consistency,and maximum communicative impact.

Question 34

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

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

Question 35

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

A)Decoding
B)Stealth marketing
C)Precoding
D)Encoding
E)Tracking

Question 36

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

A)Pricing
B)Product
C)Promotion
D)Place
E)Partnering

Question 37

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

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

Question 38

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

A)who draws the picture.
B)the self-visualization process.
C)not what is received rather what is sent.
D)the sponsor rather than the receiver.
E)not what is sent rather what is received.

Question 39

Integrated marketing communications include all of the following EXCEPT:

A)personal selling.
B)advertising.
C)public relations.
D)supply chain management.
E)direct marketing.

Question 40

Often a(n)_____________________ accomplishes the task of encoding IMC messages.

A)advertising agency
B)consumer interest group
C)media channel
D)noise reduction specialist
E)viral public relations expert

Question 41

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

A)decoding
B)pre-testing
C)precoding
D)encoding
E)tracking

Question 42

Marketers spend hundreds of millions of dollars annually creating and promoting symbols,colors,and images that make it easier for consumers to recognize the company,its brands or its products.These efforts facilitate ________________ in the IMC process.

A)precoding
B)pre-testing
C)decoding
D)encoding
E)tracking

Question 43

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)pre-testing
C)feedback
D)simulations
E)encoding

Question 44

In the AIDA model:

A)advertising leads to interest,which hopefully leads to desire and then,action.
B)awareness leads to integration,which hopefully leads to desire and then,action.
C)awareness leads to interest,which hopefully leads to desire and then,action.
D)awareness leads to interest,which hopefully leads to desire and then,attention.
E)awareness leads to interest,which hopefully leads to determination and then,action.

Question 45

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

A)Awareness
B)Intention
C)Action
D)Desire
E)Interest

Question 46

International marketing consultants often recommend that IMC messages which have been translated into another language be re-translated by someone else,and the results compared.By doing so,they hope 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.

Question 47

Loretta would like to know which,if any,of her firm's IMC efforts are working.She could use _______________ to provide feedback from her efforts.

A)sales data
B)complaints
C)compliments
D)redemption rates for coupons or rebates
E)all of these.

Question 48

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

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

Question 49

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

A)decoding loop
B)pre-testing loop
C)precoding loop
D)encoding loop
E)feedback loop

Question 50

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication 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 51

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 differently for each market segment.
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)transmitters need to use the objective-and-task decoding system.

Question 52

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

A)Decoding
B)Stealth marketing
C)Precoding
D)Encoding
E)Tracking

Question 53

Personal care product manufacturers know that samples are one of the few effective promotional efforts that can be used to get consumers to switch brands.These marketers will likely use ____________________ to monitor the effectiveness of giving away samples.

A)changes in sales data
B)complaints
C)compliments
D)supply chain noise
E)click-through rates

Question 54

National manufacturers and retailers often pay a service provider to monitor television ads around the country,in order to ensure that their ads are seen 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 55

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 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.

Question 56

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)generally uses a rule-of-thumb interpretation index.

Question 57

Most manufacturers and retailers worry constantly about whether or not their IMC efforts are paying off.They assess various forms of _________________ to determine what is working and what is not.

A)decoding
B)pre-testing
C)precoding
D)encoding
E)feedback

Question 58

__________________ is any interference in the IMC process.

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

Question 59

Marketers adjust their messages and media based on the type of audience (suppliers,shareholders,customers or the general public)because:

A)different media communicate in different ways.
B)there are things you wouldn't want one group or another to know but you do want to let others know.
C)these groups have very different attention spans.
D)some read and some don't.
E)that's the way it has always been done in marketing.

Question 60

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:

A)reject the idea immediately.
B)increase the speed she is driving so she can get there sooner.
C)call and cancel reservations she made at another hotel.
D)keep track of the miles so she'll know how soon she will be there.
E)go through several steps before deciding whether to stop at South of the Border.

Question 61

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 affect
D)viral effect
E)click-through delay

Question 62

Reaching the right audience with marketing communication is becoming more difficult because:

A)consumers are bored.
B)government regulations are constraining free speech.
C)personal selling is becoming less expensive,making it more competitive with advertising.
D)the media environment has become more complicated.
E)the AIDA model is no longer an accurate representation of how marketing communication works.

Question 63

_______________ 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 64

In the AIDA model,the "think" stage is the ________________ stage.

A)Awareness
B)Action
C)Interest
D)Desire
E)Intention

Question 65

In the AIDA model,marketing communications move consumers stepwise:

A)through an integrated lagged effect simulation process.
B)from attention to awareness.
C)decoding to encoding.
D)through a series of mental stages.
E)all of these.

Question 66

To stimulate interest and persuade consumers to further investigate a firm's product or service,marketing communications include:

A)facts designed to shift consumers from feeling to thinking.
B)awareness-building messages.
C)as much in-depth information as possible.
D)subliminal encoding devices.
E)information about attributes that are of particular interest to the target audience.

Question 67

Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal 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 68

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 stealth marketing consumers.

Question 69

If 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)awareness to action.
E)feeling to thinking.

Question 70

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 who receive the communications.
E)include all steps of the AIDA model with equal weighting to each step.

Question 71

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create ___________,while the Websites are used to create ___________.

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

Question 72

In the AIDA model,the "do" stage is the ________________ stage.

A)Awareness
B)Action
C)Interest
D)Desire
E)Intentions

Question 73

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

A)publicity to public relations.
B)personal selling to advertising.
C)integrated marketing communications to disintegrated marketing communications.
D)stealth marketing to viral marketing.
E)advertising to direct marketing and Website development.

Question 74

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

Question 75

In the movie Field of Dreams,one of the memorable phrases is "Build it,and they will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers,they need to:

A)determine the level of desire needed to sustain action.
B)promote sufficiently to gain global attention.
C)create interest among consumers,persuading them to investigate further.
D)offer discounts to increase purchase intentions.
E)take steps to encourage immediate purchase.

Question 76

Several years ago,changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media.Today,it is hard not to see ads on television ending with "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs,the companies are 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,persuading consumers to investigate further.
E)promote public interest social responsibility communications.

Question 77

After creating awareness that the firm's products or services exist,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 78

An advertising agency in Los Angeles once held a contest among its employees to see who could create the most visibility for the company.The winning team included two staff members who put on a wet t-shirt display on an interstate overpass with television helicopter crews capturing and showing footage on the local news.In the AIDA model,the advertising agency was attempting to create:

A)Awareness.
B)Action.
C)Interest.
D)Desire.
E)Intention.

Question 79

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 80

The goal of any marketing communication is to:

A)maximize sales.
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.