Question 1

Which of the following is NOT a form of one-to-one marketing?

Accepted Answer

A

Question 2

Which of the following is NOT one of the four main roles performed by marketing communication?

Accepted Answer

The four main roles performed by marketing communication are to inform, persuade, remind, and build relationships. Entertaining is a secondary goal but not one of the main roles.

Question 3

Which of the following is NOT true about the message in the communication model?

Accepted Answer

The message in the communication model may not be understood in the same way by all receivers, as everyone has their own perceptions, beliefs, and cultural backgrounds that can influence how they interpret a message.

Question 4

According to the communication model, the ________ is an organization or individual that sends a message.

Accepted Answer

The source is the organization or individual that initiates the communication process by formulating and sending a message. The medium is the method or channel used to transmit the message. The messenger is the person or entity physically delivering the message. The feedback is the response or reaction to the message, and the decoder is the recipient who interprets the message.

Question 5

Marketers often hire celebrities as spokespersons for their products, thus associating the ________ of the message with an attractive, exciting, or admirable person.

Accepted Answer

The use of celebrities as spokespersons is a marketing tactic that involves utilizing a source (the celebrity) to promote or endorse a product, service, or idea.

Question 6

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

Accepted Answer

Integrated marketing communications (IMC) is a strategic business process that involves the coordination and integration of various marketing channels and communication tools to deliver a consistent and persuasive brand message to the target audience over time. The goal of IMC is to create a seamless message that resonates with the target audience and drives them to take the desired action. IMC involves the use of multiple channels, such as advertising, sales promotion, direct marketing, personal selling, public relations, and digital marketing, to create a comprehensive and integrated marketing campaign. The effectiveness of an IMC campaign can be measured by various metrics such as brand awareness, customer engagement, and sales conversion rates.

Question 7

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Accepted Answer

Feedback is a reaction to a message that helps the source gauge the effectiveness of the message. It can be positive or negative and can help the source make adjustments to their communication in the future.

Question 8

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

Accepted Answer

Noise refers to any barriers or distractions that can interfere with effective communication, such as external noise, language barriers, or physical distractions. Media refers to the medium or channel through which a message is transmitted, such as television, radio, or email. Feedback refers to the response or reaction to a message, and encoding and decoding refer to the process of encoding a message into symbols and decoding symbols back into a message, respectively.

Question 9

For marketers, which of the following is associated with the feedback stage of the communication model?

Accepted Answer

The feedback stage of the communication model involves receiving and interpreting feedback from the target audience. This includes seeking out customer complaints and feedback in order to improve future communication efforts. Continuous quantitative measurement may be important in the evaluation stage, but it is not specific to the feedback stage. The variety of media available and the use of frame-of-reference encoding are both associated with the message creation stage. Checking the reality of customers' unsolicited feedback may be important, but it is not specific to the feedback stage.

Question 10

Which of the following is NOT a traditional form of marketing communication?

Accepted Answer

Public relations, out-of-home advertising, advertising, and sales promotion are all traditional forms of marketing communication. Strategic positioning is not typically considered a standalone form of marketing communication, but rather a concept used to guide overall marketing strategy and messaging.

Question 11

Which of the following specifies that a source, message, medium, and receiver are the elements necessary for communication to occur?

Accepted Answer

The communication model specifies that a source (sender), message, medium (channel), and receiver are the elements necessary for communication to occur. The other options mentioned (IMC process, hierarchy of effects, AIDA model, experiential model) all describe different models or processes related to advertising and promotion, but do not directly address the essential elements of communication.

Question 12

In the communication model, the ________ can be any organization or individual that intercepts and interprets a message.

Accepted Answer

The receiver in the communication model is the person or organization that receives the message and interprets it. They may also intercept the message before it reaches its intended destination. The medium refers to the channel or method of communication, the source is the person or organization sending the message, the encoder is the person or technology encoding the message, and noise sources are any external factors that can interfere with the message transmission.

Question 13

Advertising, sales promotion, public relations, and buzz building activities are all ________.

Accepted Answer

Integrated marketing communications emphasizes the integration of all promotional tools, including advertising, sales promotion, public relations, and buzz building activities, to create a unified and consistent message to reach the target audience.

Question 14

Every point of contact a company or brand has with a consumer is called a(n) ________.

Accepted Answer

A touchpoint refers to every instance in which a consumer comes into contact with a company or brand, whether it be through advertising, social media, customer service, etc.

Question 15

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

Accepted Answer

The combination of advertising, sales promotion, public relations, personal selling, and direct marketing is referred to as the promotion mix. Option A (direct marketing) refers specifically to one of the tools within the promotion mix, while Option B (integrated marketing) refers to the overall coordination of all marketing activities, not just the promotion mix. Option C (competitive marketing) and Option E (target marketing) are not related to the concept described in the question.

Question 16

The concept of ________ marketing communication suggests that the company must blend the marketing communication forms carefully to make sure the message is consistent, clear, and compelling.

Accepted Answer

Integrated marketing communication (IMC) is the concept of blending various marketing communication forms such as advertising, sales promotion, public relations, direct marketing, and personal selling to ensure that the message is consistent, clear, and compelling. This approach is more effective than using a single channel or only mass or segmented communication forms.

Question 17

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

Accepted Answer

Promotion encompasses a variety of marketing communication efforts, such as advertising, personal selling, sales promotion, and public relations, aimed at promoting a product or service and influencing consumer attitudes and behavior.

Question 18

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Accepted Answer

According to the communication model, encoding is the process of translating an idea into a form of communication that will convey the desired meaning. This process involves selecting words, images, or other symbols that will be used to convey the message.

Question 19

As a part of IMC, marketers do which of the following?

Accepted Answer

IMC (Integrated Marketing Communication) is all about identifying the needs of customers and communicating with them effectively through various touchpoints. Marketers use all elements of the promotion mix (advertising, personal selling, sales promotion, public relations, and direct marketing) in a coordinated way to achieve their marketing objectives. They focus on delivering the right message to the right audience at the right time and through the right channel. Therefore, B is the best choice as it explains the core of IMC. The other options are incorrect as they either limit the scope of IMC or focus on the wrong objectives.

Question 20

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

Accepted Answer

Decoding is the process in which a receiver assigns meaning to a message. It involves interpreting the symbols, language, or signals used in the message to understand the sender's intended meaning.

Quiz 10: One to Many to Many to Many: Traditional and New Media