Ch. 17

Question 1

integrated marketing communications

Answer 1

represents the promotion dimension of the four p’s; encompasses a variety of communication disciplines- general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media-in combination to provide clarity, consistency, and maximum communicative impact

Question 2

sender

Answer 2

the firm from which an IMC message originates; the sender must be clearly identified to the intended audience

Question 3

transmitter

Answer 3

an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm’s creative department or an advertising agency

Question 4

encoding

Answer 4

the process of converting the senders ideas into a message, which could be verbal, visual, or both

Question 5

communication channel

Answer 5

the medium-print, broadcast, the internet- that carries the message

Question 6

receiver

Answer 6

the person who reads, hears, or sees and processes the info contained in the message or advertisement

Question 7

decoding

Answer 7

the process by which the receiver interprets the senders message

Question 8

noise

Answer 8

any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels

Question 9

feedback loop

Answer 9

allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly

Question 10

AIDA Model

Answer 10

a common model of the series of mental stages through which consumers move as a result of marketing communications: awareness leads to interest, which leads to desire, which leads to action

Question 11

brand awareness

Answer 11

measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements in the firms comm to consumers

Question 12

aided recall

Answer 12

occurs when consumers recognize a name that has been presented to them

Question 13

top-of-mind-awareness

Answer 13

a prominent place in peoples memories that triggers a response without them having to put any thought into it

Question 14

lagged effect

Answer 14

a delayed response to a marketing communication campaign

Question 15

advertising

Answer 15

a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future

Question 16

public relations

Answer 16

the organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaing positive relationships with the media

Question 17

sales promotions

Answer 17

special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays

Question 18

personal selling

Answer 18

the two-way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision

Question 19

direct marketing

Answer 19

sales and promotional techniques that deliver promotional materials individually

Question 20

mobile marketing

Answer 20

marketing through phones

Question 21

objective-and-task method

Answer 21

an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs

Question 22

rule-of-thumb method

Answer 22

budgeting methods that base the IMC budget on either the firms share of the market in relation to competition, a fixed % of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted

Question 23

frequency

Answer 23

measure of how often the audience is exposed to a communication within a specified period of time

Question 24

reach

Answer 24

measure of consumers exposure to marketing communications; the % of the target population exposed to a specific marketing communication, such as an advertisement, at least once

Question 25

gross rating points

Answer 25

measure used for various media advertising GRP=reach*frequency

Question 26

search engine marketing

Answer 26

a type of web advertising whereby companies pay for keywords that are used to catch consumers attention while browsing a search engine

Question 27

impressions

Answer 27

the number of times an advertisement appears in front of the user

Question 28

click-through rate

Answer 28

the number of times a user clicks on an online ad divided by the number of impressions

Question 29

relevance

Answer 29

in the context of search engine marketing (SEM), it is a metric used to determine how useful an advertisement is to the consumer

Question 30

return on investment (ROI)

Answer 30

the amount of profit divided by the value of the investment. in the case of an advertisement, the ROI is (the sales revenue generated by the ad - the ad’s cost) / the ad’s cost