1. A firm\'s in-house creative department develops marketing communications to h
ID: 338066 • Letter: 1
Question
1. A firm's in-house creative department develops marketing communications to highlight the firm's product. In this role, the creative department is considered the _______ of the marketing communication.
transmitter
channel
sender
decoder
2. _______ means converting the sender's ideas into a message, which could be verbal, visual, or both.
Decoding
Encoding
Channeling
Messaging
3. When Lowe's advertises on ESPN and in Sports Illustrated, the television channel and magazine act as _______.
transmitters
decoders
communication channels
encoders
4. _______ refers to the process by which the receiver interprets the sender's message.
Transmitting
Decoding
Encoding
Feedback
5. The ______ is the person who reads, hears, or sees and processes the information contained in the message and/or advertisement.
sender
receiver
encoder
transmitter
1. Harley Davidson has ________ if a consumer responds "Harley" when asked about American-made motorcycles.
primary awareness
top-of-mind awareness
limited recall
aided recall
2. ________ is when consumers indicate they know the brand when the name is presented to them.
Top-of-mind awareness
Limited recall
Lagged effect
Aided recall
3. After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to "_______."
I am aware of it
I need more information
I want it
I know what it is
4. The third stage in the AIDA model is ________.
desire
discussion
deliberation
decision-making
5. The ultimate goal of any marketing communication is to drive the receiver to ______.
awareness
action
interest
deliberation
1. _______ is 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 maintaining positive relationships with the media.
Advertising
Public relations
Personal selling
Direct marketing
2. Coupons, rebates, contests, free samples, and point-of-purchase displays are all examples of _______.
direct marketing
personal selling
sales promotions
advertising
3. The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is referred to as ________.
advertising
public relations
personal selling
direct marketing
4. Omaha Steaks sending e-mail coupons for items customers have purchased previously, and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of _______.
sales promotion
direct marketing
personal selling
advertising
5. All of the following are examples of social media EXCEPT _______.
YouTube
company websites
1.Limitations of the _______ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
percentage-of-sales
objective-and-task
available budget
competitive parity
2.The _______ method determines the budget required to undertake specific tasks to accomplish communication objectives.
percentage-of-sales
objective-and-task
competitive parity
available budget
3.Marketers at Dare to Dream designs use the ______ method since the communication budget is a fixed percentage of forecasted sales.
available budget
percentage-of-sales
objective-and-task
competitive parity
4. When marketers at Walmart first establish a set of communication objectives, then determine which media best reaches the target market and how much it will cost to run the number and types of communications necessary to achieve the objectives, they are using which budgeting method?
Rule-of-thumb
Competitive parity
Percentage-of-sales
Objective-and-task
5.A limitation of the _______ budgeting method is the assumption that communication expenses do not stimulate sales and profit.
percentage-of-sales
available budget
objective-and-task
competitive parity
1. Marketing communications managers usually state their media objectives in terms of ________, which represents reach multiplied by frequency.
impressions
return on investment
gross ratings points
click-through rate
2. Marketers measure the _______ of exposure, which is how often the audience is exposed to a communication within a specified period of time.
frequency
relevance
reach
impressions
3. _______ is a type of Web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine.
Web-based media
Google Analytics
Search engine marketing
Click-through rate
4. If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click- through-rate (CTR) would be _______.
100%
10%
1%
0%
5. Google provides a measure of ________ through its AdWords system using a Quality Score.
impressions
relevance
reach
frequency
Explanation / Answer
1. A firm's in-house creative department develops marketing communications to highlight the firm's product. In this role, the creative department is considered the _______ of the marketing communication.
transmitter
channel
sender
decoder
2. _______ means converting the sender's ideas into a message, which could be verbal, visual, or both.
Decoding
Encoding
Channeling
Messaging
3. When Lowe's advertises on ESPN and in Sports Illustrated, the television channel and magazine act as _______.
transmitters
decoders
communication channels
encoders
4. _______ refers to the process by which the receiver interprets the sender's message.
Transmitting
Decoding
Encoding
Feedback
5. The ______ is the person who reads, hears, or sees and processes the information contained in the message and/or advertisement.
sender
receiver
encoder
transmitter
1. Harley Davidson has ________ if a consumer responds "Harley" when asked about American-made motorcycles.
primary awareness
top-of-mind awareness
limited recall
aided recall
2. ________ is when consumers indicate they know the brand when the name is presented to them.
Top-of-mind awareness
Limited recall
Lagged effect
Aided recall
3. After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to "_______."
I am aware of it
I need more information
I want it
I know what it is
4. The third stage in the AIDA model is ________.
desire
discussion
deliberation
decision-making
5. The ultimate goal of any marketing communication is to drive the receiver to ______.
awareness
action
interest
deliberation
1. _______ is 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 maintaining positive relationships with the media.
Advertising
Public relations
Personal selling
Direct marketing
2. Coupons, rebates, contests, free samples, and point-of-purchase displays are all examples of _______.
direct marketing
personal selling
sales promotions
advertising
3. The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is referred to as ________.
advertising
public relations
personal selling
direct marketing
4. Omaha Steaks sending e-mail coupons for items customers have purchased previously, and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of _______.
sales promotion
direct marketing
personal selling
advertising
5. All of the following are examples of social media EXCEPT _______.
YouTube
company websites
1.Limitations of the _______ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
percentage-of-sales
objective-and-task
available budget
competitive parity
2.The _______ method determines the budget required to undertake specific tasks to accomplish communication objectives.
percentage-of-sales
objective-and-task
competitive parity
available budget
3.Marketers at Dare to Dream designs use the ______ method since the communication budget is a fixed percentage of forecasted sales.
available budget
percentage-of-sales
objective-and-task
competitive parity
4. When marketers at Walmart first establish a set of communication objectives, then determine which media best reaches the target market and how much it will cost to run the number and types of communications necessary to achieve the objectives, they are using which budgeting method?
Rule-of-thumb
Competitive parity
Percentage-of-sales
Objective-and-task
5.A limitation of the _______ budgeting method is the assumption that communication expenses do not stimulate sales and profit.
percentage-of-sales
available budget
objective-and-task
competitive parity
1. Marketing communications managers usually state their media objectives in terms of ________, which represents reach multiplied by frequency.
impressions
return on investment
gross ratings points
click-through rate
2. Marketers measure the _______ of exposure, which is how often the audience is exposed to a communication within a specified period of time.
frequency
relevance
reach
impressions
3. _______ is a type of Web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine.
Web-based media
Google Analytics
Search engine marketing
Click-through rate
4. If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click- through-rate (CTR) would be _______.
100%
10%
1%
0%
5. Google provides a measure of ________ through its AdWords system using a Quality Score.
impressions
relevance
reach
frequency
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.