Exam 18: Integrated Marketing Communications

List the steps in the AIDA model and explain why each step is important to marketers.

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?

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

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

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.

In the AIDA model,the think stage is the __________ stage.

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

How are social media used to help facilitate the consumer decision process? What are the three most popular sites?

Each element of an integrated marketing communication (IMC)strategy must have a well-defined purpose and support,and extend the message delivered by all the other elements.

Which of the following is the least interactive IMC strategy?

The _____________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective)and

Most manufacturing and retailing marketers 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.

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages.To achieve this goal,Brenda will likely increase her use of

A firm's marketing communication strategy is formulated specifically to

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?

Personal selling is an especially important part of IMC in

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 most likely trying to avoid noise problems associated with

In the AIDA model,awareness leads to

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