Chapter 18 Quiz

Personal selling is an especially important part of IMC in

• cause-related marketing.

• web tracking.

• event sponsorships.

• stealth marketing.

• business-to-business settings.

A firm’s marketing communication strategy is formulated specifically to

• increase its frequency ratio.

• control its public image.

• increase its return on investment.

• communicate the value of its product(s).

• increase its social media presence.

As the number of communication media has increased, the task of understanding how best to reach target customers has

• focused on reducing communication noise.

• increased the use of rule-of-thumb targeting.

• become more complex.

• become easier.

• shifted from creating a value proposition to revising a value proposition.

The right communication channel to use in IMC is

• network advertising, local newspapers, and regional radio stations.

• the one that will connect to the desired recipients.

• the one that maximizes decoding difficulty.

• the traditional channel used in that particular retail sector.

• the one with the best encoding capabilities.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

• publicity to public relations.

• integrated marketing communications to disintegrated marketing communications.

• personal selling to advertising.

• indirect marketing to viral marketing.

• advertising to direct marketing and website development.

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

• messages are decoded in the manner intended by the encoder.

• action is taken before desire and interest are determined.

• each receiver decodes IMC messages in his or her own way.

• effective branding requires marketers to encode messages identically for each market.

• marketers can almost always use the same message for all audiences.

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season’s new clothing?

• advertising

• mobile marketing

• sales promotions

• social marketing

• personal selling

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble ________ the IMC message.

• encoding

• transmitting

• tracking

• precoding

• decoding

Though a picture can be worth a thousand words, the most important facet of encoding is

• the sponsor rather than the receiver.

• not what is received, but rather what is sent.

• who draws the picture.

• the self-visualization process.

• not what is sent, but rather what is received.

An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the ________ for this telecast.

• click-through rate

• ROI

• gross rating points

• reach

• frequency