BA 370 Olson Chapter 18 Test
Questions and Correct Answers 2025-
2026 Graded A+.
Integrated Marketing Communications (IMC) - Answer Represents the promotion dimension
of the four Ps; encompasses a variety of communication disciplines—general advertising,
personal selling, sales promotion, public relations, direct marketing, and electronic media—in
combination to provide clarity, consistency, and maximum communicative impact.
The Sender - Answer The firm from which an IMC message originates; must be clearly
identified to the intended audience
Ex. pepsi seeks to communicate with its customers through packaging and promotional
programs
The Transmitter - Answer An agent or intermediary with which the sender works to develop
the marketing communications; for example, a firm's creative department or an advertising
agency
The agency receives the information and transforms it for the use in its role as the transmitter
Encoding - Answer The process of converting the sender's ideas into a message, which could
be verbal, visual, or both
Communication channel - Answer The medium—print, broadcast, the Internet—that carries
the message
Ex.) Pepsi could transmit through radios, television, advertisements, and social media
Ex.) Pepi has a broad audience, therefore they embed the product in popular movies; also how
Eggos are in Stranger Things
The Receiver - Answer The person who reads, hears, or sees and processes the information
contained in the message or advertisement.
Noise - Answer Any interference that stems from competing messages, a lack of clarity in the
message, or a flaw in the medium; a problem for all communication channels
Encoding is what the sender intends to say, and decoding is what the receiver hears; if there is a
difference in the messages, it's likely due to noise
, Aida Model - Answer A common model of the series of mental stages through which
consumers move as a result of marketing communications: Awareness leads to Interests, which
lead to Desire, which leads to Action.
Brand awareness - Answer Measures how many consumers in a market are familiar with the
brand and what it stands for; created through repeated exposures of the various brand
elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's
communications to consumers.
-Brand awareness is the strength of the link between the brand name and the type of
merchandise or service in the minds of the customers
Aided recall - Answer An awareness metric that occurs when consumers recognize a name
(e.g., of a brand) that has been presented to them "I've heard of that"
Top of mind awareness - Answer A prominent place in people's memories that triggers a
response without them having to put any thought into it
Ex.) Harley Davison has top of mind awareness if a consumer responds "Harley!" when being
asked about motorcycles
interest - Answer once a consumer is aware of a product, communication must work to
increase the customers interest levels
desire - Answer The goal of IMC messages is to get customers from "I like it" to "I want it"
action - Answer Ultimate goal of any marketing communication is to drive the receiver to
action
the lagged effect - Answer A delayed response to a marketing communication campaign
Advertising - Answer A paid form of communication delivered through media from an
identifiable source about an organization, product, service, or idea designed to persuade the
receiver to take some action now or in the future
Public relations - Answer The organizational function that manages the firm's
communications to achieve a variety of objectives, including building and maintaining a positive
image, handling or heading off unfavorable stories or events, and maintaining positive
Questions and Correct Answers 2025-
2026 Graded A+.
Integrated Marketing Communications (IMC) - Answer Represents the promotion dimension
of the four Ps; encompasses a variety of communication disciplines—general advertising,
personal selling, sales promotion, public relations, direct marketing, and electronic media—in
combination to provide clarity, consistency, and maximum communicative impact.
The Sender - Answer The firm from which an IMC message originates; must be clearly
identified to the intended audience
Ex. pepsi seeks to communicate with its customers through packaging and promotional
programs
The Transmitter - Answer An agent or intermediary with which the sender works to develop
the marketing communications; for example, a firm's creative department or an advertising
agency
The agency receives the information and transforms it for the use in its role as the transmitter
Encoding - Answer The process of converting the sender's ideas into a message, which could
be verbal, visual, or both
Communication channel - Answer The medium—print, broadcast, the Internet—that carries
the message
Ex.) Pepsi could transmit through radios, television, advertisements, and social media
Ex.) Pepi has a broad audience, therefore they embed the product in popular movies; also how
Eggos are in Stranger Things
The Receiver - Answer The person who reads, hears, or sees and processes the information
contained in the message or advertisement.
Noise - Answer Any interference that stems from competing messages, a lack of clarity in the
message, or a flaw in the medium; a problem for all communication channels
Encoding is what the sender intends to say, and decoding is what the receiver hears; if there is a
difference in the messages, it's likely due to noise
, Aida Model - Answer A common model of the series of mental stages through which
consumers move as a result of marketing communications: Awareness leads to Interests, which
lead to Desire, which leads to Action.
Brand awareness - Answer Measures how many consumers in a market are familiar with the
brand and what it stands for; created through repeated exposures of the various brand
elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's
communications to consumers.
-Brand awareness is the strength of the link between the brand name and the type of
merchandise or service in the minds of the customers
Aided recall - Answer An awareness metric that occurs when consumers recognize a name
(e.g., of a brand) that has been presented to them "I've heard of that"
Top of mind awareness - Answer A prominent place in people's memories that triggers a
response without them having to put any thought into it
Ex.) Harley Davison has top of mind awareness if a consumer responds "Harley!" when being
asked about motorcycles
interest - Answer once a consumer is aware of a product, communication must work to
increase the customers interest levels
desire - Answer The goal of IMC messages is to get customers from "I like it" to "I want it"
action - Answer Ultimate goal of any marketing communication is to drive the receiver to
action
the lagged effect - Answer A delayed response to a marketing communication campaign
Advertising - Answer A paid form of communication delivered through media from an
identifiable source about an organization, product, service, or idea designed to persuade the
receiver to take some action now or in the future
Public relations - Answer The organizational function that manages the firm's
communications to achieve a variety of objectives, including building and maintaining a positive
image, handling or heading off unfavorable stories or events, and maintaining positive
