IMC Mizzou Exam 1 Chapters 1-8

Marketing Communications

Which of the following refers to the collection of all elements in an organization's marketing mix that facilitate exchange by establishing shared meaning with its customers?

Public Relations (PR), personal selling, sales promotion, and advertising

The concept of media is relevant to which marcom tool?

start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand

A key feature of integrated marketing communications is that the process should _____.

business-to-business companies, nonprofit organizations, and business-to-consumer companies

Marketing communications is used by which type of organization?

positioning statement

Yan is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind. Yan is writing a _____.

enhance brand equity

The objective of marketing communications is to _____ as a means of moving customers to favorable action toward the brand.

increasing demand for accountability

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

True

Unlike advertising, publicity is not paid for by the company.

increase brand awareness by 15 percent

Which of the following is an example of a communication outcome?

huge acquisition costs

A key characteristic of integrated marketing communications is the building of relationships with customers. Which of the following is NOT a benefit of building relationships?

brand equity

The goodwill that an established brand has built up over its existence is _____.

things, other brands, people, and places

Which of the following is a source by which brand meaning can be leveraged?

co-branding

Kellogg's, a cereal manufacturer, and Disney and Pixar have partnered in brands of cereal targeted to children. The cereals are named after their movies, such as Finding Nemo and The Incredibles. What is this alliance known as?

sincerity

Which personality dimension has General Motors attempted to create for its repair services through its hypothetical "Mr. Goodwrench," who represents the name and "face" of the trained technicians who work in thousands of GM dealerships?

sustained marketing communications

What is necessary to create favorable, strong, and unique associations about a brand?

speak-for-itself approach

Alex wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them. Which approach to enhancing brand equity is this known as?

brand

A _____ is a name, term, sign, symbol, design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.

socialization

Associations about locations and structures such as Ellis Island and the Lincoln Memorial are passed on through _____.

recognition

Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of. Which level of awareness is this assessing?

perceived risk

Trialability is tied closely to the concept of _____.

sound symbolism

Individual sounds, called phonemes, provide meaning about a brand through a process of _____.

design

Patents that protect the appearance or shape, rather than the utilitarian function of an invention, are in the _____ category.

be recognized easily

A good logo should _____.

copyright

A song scored on sheet music can receive protection with a _____.

inexpensive consumer packaged goods

The notions of trial and repeat purchase are particularly apt for _____.

genericness

Kellogg lost the exclusive rights to their cereal name, Shredded Wheat, because the name was used to refer to all cereal made of shredded wheat. This is called _____.

Federal Trademark Dilution Act

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

observability

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.

trialability

Suppose that the Wave Runner marina, a retailer of recreational water gear, allows customers the opportunity to use the innovative O'Brien ski prior to actually purchasing one. This innovative product might now be adopted more quickly because of an increase in _____.

green marketing

Some companies have responded to environmental concerns by introducing environmentally oriented products and undertaking marcom programs to promote them. These actions are referred to as ____.

omission

Campbell's Soup used glass marbles to displace the chicken, vegetables, and star-shaped noodles in advertisements for it Chicken and Stars soup because, without them, all the solid matter sank to the bottom and consumers couldn't see the "stars." The ad was ruled deceptive because Campbell's did not tell consumers that the soup really did not contain as much meat, vegetables, and noodles as it appeared due to the prop used to photograph the ads. This ad was most likely be considered misleading due to _____.

piracy

The practice of marketers in one country using brand names for their products that are virtually the same as the names of established brands from another country is known as _____.

the EPA's Safer Choice Label

Which of the following programs certifies safer chemical impact of products on the environment?

nutritious breakfast cereal for children

Which of the following ads targets a vulnerable population?

It causes an injury that is not reasonably avoidable by consumers.

Which of the following is an element of the definition of unfair advertising?

direct-to-consumer advertising

Advertising of prescription drugs that is directed toward consumers is known as _____.

Make Specific Claims.

In the FTC's Green Guides, claims such as "environmentally friendly" or "safe for the environment" would fall into which of the four general recommendations?

Privacy

_____ is the most important ethical issue that is unique to the online medium.

Federal Trade Commission (FTC)

The _____ is the U.S. government agency that has primary responsibility for regulating advertising at the federal level.

Achiever

Martin is a politically conservative person who respects authority and the status quo. He drives a high-end automobile and shops at expensive specialty shops. In terms of the VALS™ framework, Martin is a(n) _____.

Potential Rating Index by ZIP Markets

In Nielsen Claritas' PRIZM NE system of geodemographic profiling, PRIZM stands for ____.

Measurable

If a firm is unable to determine a segment's size or purchasing power, this may indicate that which criteria for segment effectiveness cannot be met?

Innovators, Believers, experiencers, and thinkers

Which of the following is a VALS™ segment?

Thinker

Katherine is a well-educated professionals. Although her income allows her many choices, she is a conservative, practical consumer. In terms of the VALS™ framework, Katherine would be classified as a(n) ____.

positioning statement

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

Experiencer

Alan is 26 years old. He exhibits high energy levels, which he devotes to entertainment and social activities. In terms of the VALS™ framework, Alan is a(n) _____.

Maker

Antonio is a practical, self-sufficient consumer who focuses on family, work, and physical recreation. He is only interested in material possessions that have a practical or functional purpose. He also likes to fix things, such as his car or things around his house. In terms of the VALS™ framework, Ken is a(n) _____.

demographic

Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior?

Strivers

Someone who views his or her work as just a job, rather than a career, is likely in which VALS™ group?

1. This cool whip is light as a feather. It is a similes because it is comparing two things using the word "as."

2. Life is a race. Ferrari. This is a metaphor because it compares life and a race but without using like or as.

3. An allegory in marketing would be an owl on the box of allergy medicine "Xyzal." This represents the medicine making someone sleepy.

Give three examples of similes, metaphors, and allegories that are used by marketers. Evaluate them.

allegory

Mr. Goodwrench is an example of a(n) _____.

consumers come in contact with the marketer's message

Exposure occurs when _____.

sign

A(n) _____ is something physical and perceivable by our senses that represents, or signifies, something to somebody in some context.

spontaneous attention

The Yellow Submarine is a submarine sandwich shop that specializes in take-out orders. The sub shop advertises on radio stations close to meal times. Radio listeners may not willfully attend to the Yellow Submarine's advertising; however, if listeners are hungry and notice that food advertisement is on, they may then consciously listen to see if the restaurant is within driving distance. This is best described as an example of _____.

working

Short-term memory is also known as _____ memory.

systematic

According to the CPM, consumer behavior is seen as _____.

message channel

When there are television commercials for the Ford Focus, television is the _____.

attention

Layla focused on the ad to find the prices for different breakfast cereals. This is known as _____.

feature analysis

Which of the following is a stage in perceptual encoding?

social proof

You are asked to donate money to a charity drive conducted by a university sorority. Not knowing how much to donate, you ask, "How much are other students giving?" The fund raiser repliers, "Anywhere between $3 to $5." Which influence tool best characterizes this situation?

appealing to hedonic needs

Marketers can enhance consumers' motivation to attend to a message by _____.

scarcity

The influence tactic that is based on the principle that things become more desirable when they are in great demand but short supply is known as _____.

informational needs

When consumers are attracted to stimuli that supply relevant facts and figures, they are interested in meeting their _____.

conative

The employee's intention to donate or not donate to a charity is best described as the _____ attitude component.

liking

Suppose a stereo salesperson was hired by the store owner because he is about the same age as most shoppers in the store and is considered handsome. What influence tool did the owner have in mind when hiring this salesperson?

creating gestalt processing

Marketers can enhance the consumers' opportunity to reduce processing time by _____.

voluntary attention

When a person willfully notices a stimulus, _____ has occurred.

using concretizations and analogies

Marketers can enhance the consumers' ability to create knowledge structures by _____.

central- and peripheral-route

Attitudes toward a brand result from a combination of _____ attitude-formation processes.

unawareness, beliefs, expectations, trial

Which of the following is a step in the hierarchy-of-effects model?

1. Incremental marketing takes last years figures and creates a percentage to obtain this years budget.

2. Activity- based budgeting is the amount of inputs required to support outputs.

3. Value proportion is making sure everything is accounted for.

4. Zero-based is the assumption that all budgets are zero and must be built up from scratch.

Name and describe the four practical budgeting methods.

communication objectives

Presales objectives are commonly referred to as _____.

Objectives must be stated in terms of profits.

Which of the following is NOT a requirement for setting marcom objectives?

specific in terms of the amount of change

The owners of Sun Buns, a new beach-side baker in California, set the following advertising objective: "Increase awareness of the Sun Buns brand from 45 to 55 percent." Which of the following best characterizes this objective?

accountability

Although there is no simple resolution to whether the traditional or heretical view is more correct, one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs.

satisfaction

Which of the following is NOT a step in the hierarchy-of-effects model?

sales-to-advertising response

The _____ function refers to the relationship between money invested in advertising and the response, or output, of that investment in terms of revenue generated.

share of market (SOM)

The ratio of a specific brand's revenues to the total revenues in the product category is known as that brand's _____.

Increase customer loyalty, facilitate the successful introduction of new brands, and create brand awareness

Which of the following is an example of a marcom goal from which marcom objectives can be derived?

Communication

A process through which you send messages to and receive messages from others.

promotion, product, place, and price

What are the four p's?

Behavior Segmentation

Which Measurable Consumer Characteristic assumes that the best predictor of future behavior is past behavior?

As brand equity increases, a higher market share is achieved, brand loyalty increases, premium prices can be charged, and the brand earns a revenue premium.

What happens as brand equity increases?

1. Start with the customer or product

2. Use any form of relevant contact or touchpoint

3. Speak with a single voice

4. Build relationships

5. Affect behavior

What are the five key features of IMC?

differentiation, relevance, esteem, knowledge

What are the 4 measures of brand equity in the DREK sequence?

A source who has a

Communication objective that is transformed into a

Message that is delivered via a

Message channel to a

Target audience that experiences a

Communication outcome. That outcome represents

Feedback to the message source although the entire process is subject to interference interruptions or in general

Noise

What are the elements of the communication process?

False, this is the definition of a Patent.

Copyrights are for ideas and inventions, they last for 20 years are not renewable and can renew improvements

The six promotional elements are Advertising, Public Relations, Sales Promotion, Digital Marketing/Social Media, Personal Selling, and Direct Marketing.

Reply

Integrated Marketing Communications is the coordination of six promotional mix elements that enable a brand to speak with one voice. What are the six promotional mix elements that are involved in this process?

A.Inform

B.Persuade

C.Induce Action

What are the General Objectives of Promotion?

source, communication objective, message, message channel, target audience, communication outcome, feedback, noise

What are the elements in the communication process?

Being exposed to information.

What is the first stage of the Consumer Processing Model (CPM)?

thinkers

In chapter 5 we learned about VALS Psychographic Segments. According to that, _________ are people who are mature, satisfied, comfortable and reflective; value order, knowledge, and responsibility, and are motivated by ideals.

Undifferentiated, Concentrated

In Target Market Selection, which of the strategies is one mix directed towards all markets and which is one mix, but is designated to separate category segment?

Trade Dress

What marketing term refers to a company's appearance and image, often including colors, shape, lettering, and style?

Target Market

Which one of the following is NOT a measurable consumer characteristic?

Ads, social media posts

What is an example of a message? - A symbolic expression of what the communicator intends to accomplish

Green Marketing

What is responding to environmental and sustainability concerns by introducing environmentally-oriented products and undertaking marcom programs to promote them?

Deceptive Advertising, Unfair Practices, and Information Regulation

What are the Federal Trade Commision's Regulatory Authority?

Advertising agency clearance

Approval from the advertiser's legal team and perhaps also from an independent law firm

Media approval

The 3 steps of the Advertising Clearance process are the following...

The study of signs and meaning-producing events

What is Semiotics?