When using the objective and task method of IMC budgeting which process must be repeated for each product or service?

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1. Social Science
2. Business
3. Advertising

Terms in this set (48)

The ________ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications

Transmitter

Gross Rating points (GRP)=

reach x frequency

_________- refers to conversion of the sender's idea into a message, can be verbal, visual, or both

encoding

AIDA model components

Attention(think), Interest(feel), Desire(feel), Action(do)

The Communication ____________ is the medium (print, radio, tv, etc.) that carries the message from the firm to the consumer

channel

IMC programs are advantageous in that they regard each individual marketing communication element as

part of an integrated unit

in the _________ method of IMC budgeting the budget budget is set so the Firm's share of communication expenses=share of market

competitive parity

_____________ is a metric used to determine how useful an advertisement is to the consumer.

Relevance

(gross margin-marketing expenditure)/Marketing expenditure

Return on Marketing Investment (ROMI):

A type of web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine.

Search Engine Marketing (SEM):

measures how much time viewers spend on particular web pages, the number of pages they view, how many times users click banner ads, which website they came from, and so on.

Web-tracking software

There are three elements in any integrated marketing communication strategy: the ________, the channels through which the message is communicated, and evaluation of the results of the communication.

Customer being Targeted

Home Depot hired an advertising agency to develop television ads for its grand opening in southern Maine. The advertising agency represents which of the following components of the communication process?

The transmitter

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the ________ component of the communication process.

Encoding

Harley-Davidson has ________ if a consumer responds "Harley" when asked about American-made motorcycles.

top of the mind awareness, the highest level of awareness, occurs when consumers mention a specific brand name first when they are asked about a product or service.

When customers indicate they know the brand when the name is presented to them.

aided recall

refers to the potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service

Is strength of the link between the brand name and the type of merchandise or service in the mind's of customers

brand-awareness

Disney starts off its stars with Disney Channel shows, records them on the Disney-owned Hollywood Record label, plays the songs in heavy rotation on Radio Disney and Disney movie soundtracks, organizes concert tours with Disney-owned Buena Vista Concerts, and sells tie-in merchandise throughout Disney stores. The goal of each of these elements is

top of the mind awareness

If Lucy Hale (star of Pretty Little Liars) appears on Good Morning America and talks about her upcoming album and how great it is going to be, the viewing audience is all the more likely to demand access to it. This illustrates the "desire" element of

I want it.

Other element is I like it

From the consumer's perspective, the elements of an IMC strategy can be viewed as being either

passive or interactive

The U.S. government promoted public participation in the 2010 census during the televised Super Bowl game in its efforts to raise awareness of when and how the census works. This is an example of which of the following promotional elements?

advertising

Traditionally, advertising has been ________ and ________.

passive and offline

To support the other promotional efforts, firms use ________ to generate free media attention.

public relations

According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build

short term sales

Personalized email marketing is an online, passive form of persuasive communication and would be classified as an example of

direct marketing

____________________ includes mail and catalogs sent through the mail; direct marketing also includes email and mobile marketing.

Traditional direct marketing

The ________ method determines the budget required to undertake specific tasks to accomplish communication objectives

objective-task

___________________ methods use prior sales and communication activities to determine the present communication budget. These methods are easy to implement, but do have various limitations

Rule-of-thumb

In the _________________ method, the communication budget is set so that the firm's share of communication expenses equals its share of the market.

competitive parity

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.

competitive parity

One of the metrics marketers measure is the ________________________________, which is how often the audience is exposed to a communication within a specified period of time.

frequency of exposure

The communication budget is a fixed percentage of forecasted sales

Limitations:
Assumes the same percentage used in the past, or by competitors, is still appropriate for the firm. Does not take into account new plans (e.g., to introduce a new line of products in the current year)

Percentage-of-sales:

Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its

reach

formula for calculating gross rating points (GRP)?

reach x frequency

Google's AdWords system provides a quality score as a measure of ________, which indicates the usefulness of an ad message to consumers doing a Google search.

Relevance

________ is (are) the number of times an ad appears in front of the user.

impressions

Click-through rate (CTR) is calculated

taking the number of times a user clicks on an ad divided by the number of impressions. In this example

The three elements of any IMC strategy are the consumer, the channels, and

evaluation of results

what trend has led to the rapid growth of direct marketing?

increased use of customer databases.

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more

interactive

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He invests in a variety of advertising media, spends money on his firm's public relations efforts, and is now considering social media opportunities. To ensure he reaches his target audience with the desired message, Carlos must recognize that each IMC alternative

represents parts of a whole

If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as

the click through rate

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is

expensive

Especially for marketers with new products or services, IMC is needed because

consumers are unlikely to buy products they are not aware of.

The goals of IMC need to

explicit and measurable

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

rule of thumb

When using the objective-and-task method of IMC budgeting, which process must be repeated for each product or service?

set objectives, choose media, determine costs

Even the best marketing communication can be wasted if the sender does not first

gain the attention of the consumer.

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