MKT 365 - Exam 2

Integrated Marketing Communications (chapters 5,6,7, and 10)

Success Advertising is known for their use of pictures, sounds, and color in their integrated marketing campaigns. They take great care in researching both the environment and the consumer’s interpretation of the message. Success Advertising is demonstrating an awareness of _______.

communication

Another name for buzz marketing is _______.

word of mouth

In the communication process, when the consumer (receiver) and the marketer (sender) share common ground, there is a better chance that successful ________ will occur.

decoding

Productivity Advertising is working with Inroad Enterprises to train a new team of salespeople on the steps to guide a customer through the buying process. They are teaching the stages of attention, interest, desire, and action. This is known as the _______.

AIDA model

Success Advertising realizes that consumer move from being unaware of a brand to learning about a number of brands, then methodically reducing the number through familiarity and evaluation before choosing to purchase. What foundational model is basis for the classic purchase funnel metaphor?

hierarchy of effects model

Annalise has been reading skin care articles on social media, coming to realize that many are detailed advertisements that look like articles. She is paying close attention to the arguments presented in these messages, scrutinizing the content. Annalise is demonstrating _______.

central route to persuasion

Samantha has found an ad article for a skin care product brand offered by her local spa. The ad, along with the sales presentation by her spa aesthetician (who also sells the product on commission) present strong arguments for the brand’s benefits. Samantha is finding it hard to refute these arguments as she carefully considers and evaluates the message toward a major investment in the brand’s line of products. Which model describes Samantha’s response to the persuasive messages?

elaboration likelihood model

________ is defined as the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and a receiver.

Communication

According to the basic model of communication, which of the following is an example of a channel?

billboard beside an interstate highway

Which of the following can serve as a personal channel of communication?

sales team

Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take steps to remove the threat are known as ________ appeals.

fear

Source attractiveness leads to persuasion through a process of

identification.

When a celebrity endorses many products, consumer skepticism of those endorsements increases. This phenomenon is caused by

overexposure.

Marketers that want to differentiate their brand in a competitive marketplace will often use

comparative advertising

Which term refers to the amount of advertising in a medium?

clutter

In the persuasion matrix, the independent variable that takes into account the passage of information from one person to another is the:

destination

A(n) ________ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

indirect source

A marketer of super computers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

expertise

________ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.

similarity

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

a model endorsing a brand of cosmetics

Sum Company is learning from Innovation Marketers the difference between marketing and communication objectives. They are in the process of creating their integrated marketing plan using the guideline that good marketing objectives are realistic, attainable, and __________.

quantifiable

Wilson, a marketing VP for Productivity Advertising, has been introducing concepts to help guide the marketing effort. A timeless model for setting advertising objectives and measuring the results of an ad campaign is Defining Advertising Goals for Measured Advertising Results (DAGMAR). The DAGMAR model states an advertising goal involves ________ that is specific and measurable.

a communication task

Blueberry Designs is applying objectives and strategies to monitor, respond, amplify, and lead. Their marketing team knows it takes time to lead consumers to ________ behavioral changes.

long-term

Innovation Marketers have been in business for over 80 years. They have seen changes in the economy and developed measures to address advertising in periods of recession. In anticipation of an economic downturn, Sum Company should use ________ for budgeting ad expenditures by identifying the difference between total revenue generated by the Sum Company brand and its total variable costs.

contribution margin

One important purpose of setting specific advertising goals and objectives is to:

provide a benchmark against which performance can be measured.

To be effective, marketing objectives need to be:

realistic and attainable.

Direct-response advertisers generally set objectives and measure success in terms of:

sales response generated by an ad

Which of the following is at the top of the communication effects pyramid?

repurchase

With respect to the stages in Russell Colley's hierarchical model of the communication process, the ________ stage deals with developing an understanding of what the product is and what it will do for the consumer.

comprehension

According to the criteria outlined in DAGMAR, which of the following makes the best quantitative communications objective?

"Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year."

The term ________ refers to the available delivery systems, which include broadcast and print media, outdoor advertising, and other support media, for marketing messages.

medium

What is calculated as reach x frequency?

gross ratings points

What is the first step in the promotional planning process?

market analysis

Which of the following is an advantage of television advertising?

cost per exposure

________ are plans of action designed to achieve specific media objectives.

media strategies

________ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

reach

An index number of 100 means that the:

market segment being analyzed is average.

Which of the following is considered an internal factor that may influence the determination of media strategy?

the size of the media budget

The rate of product usage in a geographical area can be calculated through the use of:

the brand development index.

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: high BDI and high CDI. Which of the following is likely to be true of the product class and the product?

high market share and good market potential

Source

a communication is the person or organization that as information to share with another person or group of people (a salesperson, spokesperson, celebrity)

Encoding

involves putting thoughts, ideas, or information into a symbolic form that will be delivered to the receiver(s)

Message

information or meaning the source hopes to convey

Channel

method by which the communication travels from the source or sender to the receiver (WOM, Buzz marketing)

Decoding

process of transforming the sender’s message back into thought

Receiver

person(s) with whom the sender shares thoughts or information

Low-involvement hierarchy

a conscious perception of the advertising message does nor take place until the consumer is at the moment of purchase.

High-involvement hierarchy

it assumes that the consumer will do significant pre-purchase research, during the information gathering stage of the buying process.

High involvement, highly differentiated

learn - cognitive

feel - affective

do - behavior

High involvement, low differentiation

do - behavior

feel - affective

learn - cognitive

low involvement, low differentiation

learn - cognitive

do - behavior

feel - affective

Cognitive stage

includes what the consumer knows about the brand. This stage includes the awareness that the brand exists and knowledge, information, or comprehension about its attributes, characteristics, or benefits. (awareness, knowledge)

Affective stage

the consumer’s feelings or affect level (like or dislike) for the particular brand. This stage also includes stronger levels of affect such as preference or conviction. (liking, preference, conviction)

Behavioral stage

the consumer’s action toward the brand such as trial, purchase, and ultimately a decision to repurchase or reject it. (purchase)

Central route

ability and motivation to process a message is high and close attention is paid to message content (expensive, complex, distinguishable from competitors, requires deep consideration)

Peripheral route

ability and motivation to process a message in low; receiver focuses more on peripheral cues than on message content (inexpensive, straightforward, difficult to distinguish from competing brands, requires little consideration)

Nonpersonal channels of communication

those that carry a message without direct, interpersonal contact between the sender and receiver

Personal channels

involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as email or they deliver a selling message or presentation to a buyer or potential customer.

Direct source

delivers a message and/or endorses a product or service

Indirect source

draws attention to and enhance the appearance of an ad

Source attribute: credibility

Process:_____________

internalization

Source attribute: attractiveness

Process:______________

identification

Source attribute: power

Process:___________

compliance

Celebrity overexposure

when a celebrity endorses too many products or companies and becomes overexposed

one-sided message

mentions only positive attributes or benefits. Most effective when the target audience already holds a favorable opinion about the topic

two-sided message

presents good as well as bad points. Acknowledgeing a limitation or shortcoming can be a way to enhance credibility and make the message more effective. More effective when the target audience holds an opposing opinion or is highly educated.

refutational appeals

the communicator presents both sides of an issue then refuses the opposing viewpoint.

self-paced media

readers process the ad or information at their own rate and can study it as long as they desire

externally-paced media

the transmission rate is controlled by the medium

Marketing objectives

• identify what is to be accomplished by the overall marketing program

• defined in terms of specific and measurable outcomes

• must be quantified, realistic, and attainable

IMC objectives

• statements of what various aspects of the IMC program will accomplish

• based on the particular communications tasks required to deliver the appropriate messages to the target audience

Communication or Marketing:

Increase favorable attitudes towards Pandora music streaming service

Communication

Communication or Marketing:

Increase consumer awareness of new Tide Pod fabric softener feature

Communication

Communication or Marketing:

Reduce customer defections by 15%

Marketing

Communication or Marketing:

Increase desire for the new iPhone 15

Communication

Communication or Marketing:

Establish a flagship brand to help launch future products

Marketing

Communication or Marketing:

Win back lost customers

Marketing

Communication or Marketing:

Increase market share by 11%

Marketing

Communication or Marketing:

Reduce existing negative consumer attitudes towards United Airlines

Communication

Sales objective

rely on statistical data to set target sales level over time. Don’t necessarily need to refer to the number of goods a business sells

Communication objectives

the goals and ideals that influence the ways a business or individual communicates with customers, employees or other stakeholders

DAGMAR (Defining Advertising Goals for Measured Advertising Results)

Communication effects are the logical basis for advertising goals and objectives to measure success or failure

Awareness

making the consumer aware of the existence of the brand or company

Comprehension

developing an understanding of what the product is and what it will do for the consumer

Conviction

developing a mental disposition in the consumer to buy the product

Action

getting the consumer to purchase the product

Communication Effects Pyramid

(top)

Repurchase/regular use

Trial

Preference

Liking

Knowledge/comprehension

Awareness

(bottom)

Afforable method

firm determines the amount to be spent in various areas

Arbitrary allocation

Budget is determined by management solely on the basis of what is felt to be necessary

Percentage-of-sales method

Advertising and promotions budget is based on sales of the product

Competitive parity method

budget amounts are established by matching the competition’s percentage-of-sales expenditures

Clipping service

clips competitors’ ads from local print media

ROI budgeting method

Advertising and promotions are considered investments, and are expected to earn a certain return

Factors that impact budget allocation

• allocating the IMC elements

• clients/agency policies

• market size

• market potential

• market share goals

Media Plan

guides media selection; aims to find a combination of media to communicate a message:

• in the most effective manner

• to the largest number of potential customers

• at the lowest cost

Media planning

series of decisions involved in delivering the promotional message to the prospective users of the product or brand

Media objectives

Objectives formulated to organize a media plan

Media strategies

Plans of action designed to attain the media objectives

Medium

General category of available delivery systems

Media Vehicle

Specific carrier within a medium category