Chapter 18 Integrated Marketing Communications

Question 1

3 Elements of IMC strategy

Answer 1

1. How Consumer receives message/ How delivery affects form and contents
2. The channels of communication
3. Evaluation of results of communication

Question 2

7 Components of communication process

S, T, E, C, R, N, F

Answer 2

1. Sender - party forming the ideas, clearly identified to target market
2. Transmitter - external agency received info from sender and transforms it for use
3. Encoding - conversion of sender’s ideas into message
4. Communication channel - medium for message
5. Receiver - Decoding of message occurs (interpretation of senders message)
6. Noise - Difference between senders intended message and what the receiver hears
7. Feedback Loop - Allows receiver to communicate with sender

Question 3

4 Components of AIDA model

Answer 3

1. Awareness - think, Aided Recall & Top-of-mind awareness
2. Interest - Feel, (Include attributes that of of interest to target audience
3. Desire - Feel
4. Action - Do

Question 4

Aided Recall is _____ AWARENESS (THINK)

Answer 4

when consumers indicate they know the brand when the name is presented to them

Question 5

Top of Mind awareness occurs ___ AWARENESS (THINK)

Answer 5

consumers mention specific brand names first when they are asked about a product or a service

Question 6

The lagged Effect is

Answer 6

A delayed response to marketing communications campaign

Question 7

Public Relations

Answer 7

supports other promotional efforts by the firm by generating free media attention

Question 8

Sales Promotions

Answer 8

Coupons, rebates, free samples, POP displays

Question 9

Personal Selling

Answer 9

flow of communication between buyer and seller designed to influence the buyer’s purchase decision

Question 10

3 components of “Objective and Task Method” for determining imc budget

E, D, F

Answer 10

1. Establish set of communication objectives
2. Determine which media will best reach target market
3. Figure out cost to run the number and types of communications needed to accomplish objectives

Question 11

Rule of Thumb method for determining imc budget

Answer 11

uses prior sales and comm activities to determine present comm budget

Question 12

Measuring Effectiveness of IMC campeign through Traditional Media

Answer 12

1. Frequency of exposure within a set time period
2. Reach - percentage of target population exposed at least once
3. Gross Rating Points (GRP) = Reach+Frequency

Question 13

Measuring Effectiveness of IMC campeign through Wen based media

Answer 13

Web Tracking software keeping tabs on

1. How much time spent on particular web pages
2. Number of Pages viewed
3. How many times banner ads are clicked
4. Which website they came from

Question 14

Social Shopping is

Answer 14

The use of Internet to communicate about product preferences with other shippers

Question 15

Search Engine Marketing (SEM) is

Answer 15

Allows ads to show up in sponsored links based on keywords potential customers use

Question 16

Click through rate (CTR)

Answer 16

of times user clicks an ad DIVIDED by # of impressions

Question 17

Impressions

Answer 17

The number of times an ad appears in front of the user

Question 18

Relevance

Answer 18

Describes how useful an ad message is to the consumer doing the search

Question 19

Formula for determining Return on Marketing Investment (ROMI)

Answer 19

(Gross Margin - Marketing Expenditure / Marketing Expenditure) X 100