80. Compared to other IMC alternatives, advertising is extremely effective for
81. One difficulty associated with using advertising as part of a marketer’s IMC efforts is
82. Integrated marketing communications include all of the following except
83. Which statement best describes personal selling?
84. Personal selling is an especially important part of IMC in
85. Ryan 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
86. Sales promotions include all of the following except
87. An advantage of Internet-based technologies is they
88. In recent years, the component of IMC that has received the greatest increase in aggregate spending is
89. Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda
90. Cora will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Cora was surprised to see
special offers for matching accessories. This is an example of which marketing strategy?
91. The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has
contributed to the rapid growth in
92. A major factor contributing to the growth in the use of direct marketing IMC efforts is
93. When purchasing books on Amazon.com, customers are shown other books and a message saying “Customers who purchased [your book] also
94. Public relations is the component of IMC that
95. Which of the following is most effective in building brand image, listing details about retail locations, and educating customers about products and
services?
96. A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between
customers and the company.
97. Firms can use __________ to bring customers together to share experiences around the products.
98. The goals of IMC need to
99. Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account
allocated to her. As she establishes the short-term goals for her firm’s IMC efforts, her goals are likely to include
100. Lamar is assessing the long-term effectiveness of his firm’s IMC efforts. He will probably analyze the firm’s success in
101. Julie is developing a budget for her firm’s IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for
each product to be promoted. Julie is using the __________ method of establishing an IMC budget.
102. Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?
103. When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated?
104. Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target
audience was exposed to the message. Yolanda is asking for __________ data.
105. When Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target
audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for
her firm’s campaign were
106. To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks
and
108. An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________
for this telecast.
109. Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as
110. If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as
111. George wants to increase the number of visits to his insurance firm’s website, which specializes in rental insurance for college students. George
decides to target Internet users who search for the terms “apartment,” “insurance,” and “student.” Which of the following will be most helpful to
George?
112. Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this
season’s new clothing?
113. The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends’
cell phones asking them to donate. Which type of marketing communication does this represent?
Topic: Electronic Marketing Channels
114. Red Bull sends out student brand managers to distribute free samples to their peers. Which form of marketing communication is this?
115. Charming Charlie’s, a fashion accessories retailer, encourages visitors to its stores to “check in” using a smartphone app. In return, customers
116. Which of the following is the least interactive IMC strategy?
117. A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.
118. As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more
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
120. A measure termed _______ describes how useful an ad message is to the consumer doing the search.
121. A firm’s marketing communication strategy is formulated specifically to
122. In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
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?
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
125. The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer’s perspective) and
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
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 publicity?
18–31
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 impact the sales of a newly manufactured vehicle that is advertised in January, but not available
until July of the same year.
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?
18–33
Category # of Questions
AACSB: Analytical Thinking 75
AACSB: Communication 39
AACSB: Knowledge Application 24
AACSB: Technology 12
Accessibility: Keyboard Navigation 125
Blooms: Analyze 9
Blooms: Apply 32
Blooms: Remember 67
Blooms: Understand 42
Difficulty: 1 Easy 66
Difficulty: 2 Medium 43
Difficulty: 3 Hard 41
Learning Objective: 18-01 Identify the components of the communication process. 44
Learning Objective: 18-02 Explain the four steps in the AIDA model. 32
Learning Objective: 18-03 Describe the various integrative communication channels. 50
Learning Objective: 18-04 Explain the methods used to allocate the integrated marketing communications (IMC) budget. 8
Learning Objective: 18-05 Identify marketing metrics used to measure IMC success. 16
Topic: Consumer Behavior 2
Topic: Consumer Purchase Decision Process 19
Topic: Define Personal Selling 4
Topic: Direct Marketing 10
Topic: Electronic Marketing Channels 9
Topic: IMC 33
Topic: Marketing Metrics 15
Topic: Public Relations 3
Topic: Sales Promotions 4
Topic: Social Media as part of the Marketing Plan 3
Topic: The Communication Process 44
Topic: The Role of Advertising 4