118) As firms become more sophisticated in their communication efforts, the trend is toward
company blogs becoming more
A) interactive.
B) expensive.
C) company-controlled.
D) consumer-controlled.
E) entertainment-oriented.
119) When Apple’s famous 1984 “Big Brother” ad aired during the Super Bowl, it reached an
estimated 500 million viewers. It aired only once on commercial television, but was seen in later
years in at least 10 television programs recalling great commercials. For its target audience, the
frequency of this ad is measured as
A) 1.
B) 10.
C) 500 million.
D) one-tenth.
E) 5 billion (10 times 500 million).
120) A measure termed ________ describes how useful an ad message is to the consumer doing
the search.
A) reliability
B) relevance
C) impression
D) awareness
E) return on investment
121) A firm’s marketing communication strategy is formulated specifically to
A) increase its frequency ratio.
B) control its public image.
C) increase its social media presence.
D) communicate the value of its product(s).
E) increase its return on investment.
122) 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
123) The manufacturer of Beats by Dr. Dre headphones decides to advertise in the “lifestyles”
sections of big-city newspapers. However, this generates a limited response in sales. Which of
the following 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.
124) Lars 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.
125) The individual elements of an IMC strategy can be viewed on two axes: ________ (from
the consumer’s perspective) and
A) passive and interactive; tangible and intangible.
B) mobile marketing and direct marketing; tangible and intangible.
C) offline and online; low cost and high cost.
D) passive and interactive; offline and online.
E) static and changing; offline and online.
126) What is noise in the communication process? What are the three typical sources of noise?
Provide an example of noise you have experienced or observed.
127) There is an old advertising adage “I know I’m wasting half of my advertising budget. I just
don’t know which half.” What is the lagged effect? How does it contribute to the dilemma of
attempting to determine which advertising has an impact and which doesn’t?
128) Provide an example of a firm delivering the right message to the right audience through the
right media.
129) Kim and David’s Kayak Tours offers a variety of coastal kayaking trips. When they started
their business, they experimented with advertising but were disappointed with the results. A
friend has suggested using sales promotions instead. What are their sales promotion options?
Which would have the best potential for success, and why?
130) How have changes in the way consumers purchase goods and services contributed to the
growth in the use of direct marketing IMC efforts?
131) How can direct marketing create a win-win situation for customers and the firm?
132) One of the newest IMC efforts is the use of corporate blogs. Why do businesses use them?
133) Why should a marketer try to measure the success of a communications effort?
134) What are the individual elements of integrated marketing communications, and how does
each contribute to an IMC campaign?
135) What are the four mental stages in the AIDA model?
136) What is another name for the AIDA model? Correlate this term to the AIDA steps.
137) Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,
and he has decided he has to have it. At what stage in the AIDA model is Darrell?
138) How is advertising different from public relations?
139) What types of sales promotions would a marketer consider if the goal is to build short-term
sales?
140) What is the major advantage of direct marketing over advertising?
141) A media rep from the local radio station comes into your retail store and suggests running a
series of advertisements. She says, “Let’s do it and see what happens.” What problems can you
anticipate with this as the suggested goal?
142) Julie is developing a budget for her firm’s IMC program. First, she decides what she wants
to accomplish. Then she chooses media, and finally she determines the cost for each product to
be promoted. What type of IMC budgeting process is Julie using?
143) Tom asks you how to measure gross rating points and how to compare results from various
media. How would you respond?
144) List the steps in the AIDA model and explain why each step is important to marketers.
145) Explain how Google Analytics helped Puma develop its marketing strategy.
146) If you were advertising your company’s watches in Vogue and you had five ads in the
magazine, how would you calculate your gross rating points (GRP)?
147) Explain how a company can use search engine marketing.
148) Provide an example of how the lagged effect might or might not impact sales of a firm’s
current campaign?
149) Compare and contrast mobile marketing with online marketing.
150) How are social media used to help facilitate the consumer decision process? What are the
three most popular sites?