Marketing ch 17: IMC

IMC
represents the promotion dimension of the four Ps: encompasses a variety of com disciplines- general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media- in combos to provide clarity, consistency, and maximum communicative impact
Sender
firm from which an IMC message originates, sender must be clearly identified to the intended audience
transmitter
agent or intermediary with which the sender works to develop the marketing coms; for example, a firm’s creative department or ad agency
com channel
the medium – print, broadcast, the internet – that carries the message
receiver
person who reads, hears, or sees and processes the info contained in the message or ad
decoding
process by which receiver interprets the sender’s message
noise
any interference that stems from competing messages, lack of clarity in the message, or a flaw in the medium, problem for all com channels
feedback loop
allows the receiver to com with the sender and thereby informs the sender whether the message was received and decoded properly
How do consumers perceive communication?
receivers decode messages differently
health ad? Fat- sad, skinny- happy, fired from company- mad
Senders adjust messages acc. to the medium and receivers’ traits.
How does marketing coms work? consumers move through AIDA model
awareness, interest, desire, action
brand awareness
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 (name, logo, symbol, character, packaging, slogan) in the firm’s coms to consumer
aided recall
occurs when consumers recognize a name that has been presented to them
top-of-mind awareness
*first brand that comes to mind
motorcycles= harley
prominent place in people’s memories that triggers a response without them having to put any thought into it
lagged effect
delayed response to a marketing com campaign
consumers act later, process things slowly
advertising
a paid form of communication from an identifiable source, delivered through a com channel, and designed to persuade the receiver to take some action, now or in the future
PR
org function that manages the firms communications to achieve objectives; inc. building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media *free
sales promotions
special incentives or excitement building programs to encourage purchase, coupons, rebates, contests, free samples, point of purchase displays
personal selling
2 way flow of communication between a buyer and seller that is designed to influence buyer’s purchase decisions
direct marketing
marketing that communicated directly with target customers to generate a response or transaction (mail, catalogs, email, mobile)
objective-and-task method
IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entail setting objectives, choosing media, and determining cost
rule of thumb methods
Budgeting methods that base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted
frequency
measure of how often the audience is exposed to a communication within a specified period of time
reach
measure of consumers exposure to marketing communications the percentage of the target pop exposed to a specific marketing communication, such as advertisement, at least once
Gross rating points
reach x frequency
search engine marketing
type of web advertising where companies pay for keywords that are used to catch consumer’s attention while browsing a search engine
impressions
number of times an ad appears in front of user
relevance
in the context of search engine marketing (SEM), it is a metric used to determine how useful an ad is to the consumer
Return on investment
the amount of profit divided by the value of the investment. the ROI is sales revenue generated by the ad – ads cost / ads cost
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
The click-through rate is computed by dividing the number of clicks by the number of impressions.
The correct answer is: the number of impressions.
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
Although personal selling has many benefits, particularly for complex or expensive products, it can be an expensive form of integrated marketing communication.
The correct answer is: expensive.
Loretta would like to know which, if any, of her firm’s IMC efforts are working. She could use all of the following EXCEPT __________ to provide feedback from her efforts.
a. sales data
b. coupon redemption rates
c. compliments
d. the channel
e. complaints
Channel
Feedback can take many forms: a customer’s purchase of the item, a complaint or compliment, the redemption of a coupon or rebate, a tweet about the product on Twitter, etc.
In the IMC communication process, the __________ is the medium that carries the message.
The IMC message is carried on a communication channel.
The correct answer is: communication channel
Integrated marketing communications include all of the following EXCEPT
a. direct marketing.
b. supply chain management.
c. advertising.
d. public relations.
e. sales promotion.
All of these except the supply chain are channels used in the IMC process.
The correct answer is: supply chain management.
The IMC communication process begins with __________, who must be clearly identified.
The IMC communication process includes the sender, the transmitter, encoding, the communication channel, the receiver, noise, and the feedback loop. The sender is the first step of the process.
The correct answer is: the sender
__________ is any interference in the IMC process.
Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium.
The correct answer is: Noise
Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that
Each receiver decodes IMC messages differently, depending on personal experiences and preferences.
The correct answer is: each receiver decodes IMC messages in his or her own way.
__________ refers to the process by which the receiver interprets the sender’s message.
The receiver decodes the encoded message, interpreting it.
The correct answer is: Decoding
The three elements of any IMC strategy are the consumer, the channels, and
An IMC strategy must consider the consumer, the channels, and evaluation of the results.
The correct answer is: evaluation of the results.
In integrated marketing communications, encoding involves
Encoding means converting the sender’s ideas into a message, which could be verbal, visual, or both. The transmitter performs this action.
The correct answer is: converting the sender’s ideas into a message, which could be verbal, visual, or both.
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
Aided recall refers to consumers recognizing a brand name when they see or hear it.
The correct answer is: aided recall.
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.
The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.
The correct answer is: objective-and-task
The proliferation of new media alternatives has led many firms to shift their promotional budgets from
Marketing dollars have recently been shifted toward direct marketing, website development, and product placement.
The correct answer is: advertising to direct marketing and website development.
Betty is assessing the effectiveness of her firm’s marketing communications. She knows the ultimate goal is to
Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action.
The correct answer is: drive the receiver to action.`
If marketing communications are effective, they will
Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action (make a purchase).
The correct answer is: result in purchases by some consumers receiving the communications.
In the AIDA model, awareness leads to
interest, which hopefully leads to desire and then action. Correct
Public relations is the component of IMC that
Public relations manages a firm’s communications to achieve a variety of objectives, including building and maintaining a positive image and maintaining positive relationships with the media. As such, it strives to generate free attention from the media to support the rest of the IMC strategy.
The correct answer is: supports other promotional efforts by generating free media attention.
In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
The message originates from the sender, who must be clearly identified to the intended audience.
The correct answer is: sender
The sender of an IMC message hopes the receivers are
The sender cannot guarantee that the intended target customers will receive the message but will choose the message format and channel with the customer in mind.
The correct answer is: the people for whom the message was originally intended.
A major factor contributing to the growth in the use of direct marketing IMC efforts is
Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases. The growth of these databases has been stimulated by increased use of credit cards and increased online shopping.
The correct answer is: increased use of credit and debit cards and online shopping by consumers.
In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or
Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium.
The correct answer is: competing messages.
Personal selling is an especially important part of IMC in
Business-to-business markets make especially heavy use of personal selling.
The correct answer is: business-to-business markets.
Which of the following is the LEAST interactive IMC strategy?
The elements of an IMC strategy can be viewed on two axes: passive and interactive (from the consumer’s perspective) and offline and online. Direct marketing via catalog is considered a passive form.
The correct answer is: direct marketing via catalog