Question 1

In the macromodel of communication,noise does not affect the communication process between sender and receiver.

Accepted Answer

In the macromodel of communication, noise is any interference or distortion that affects the message being transmitted between the sender and receiver. It can be internal (such as physiological distractions) or external (such as environmental noise). Therefore, noise can significantly affect the communication process between sender and receiver.

Question 2

Communication objectives can be set at any level of the hierarchy-of-effect model.

Accepted Answer

Communication objectives can be set at any level of the hierarchy-of-effect model which includes awareness, knowledge, liking, preference, conviction, and purchase or action.

Question 3

The rapid diffusion of powerful broadband Internet connections,digital video recorders,multipurpose cell phones,and portable music and video players has bolstered the effectiveness of the mass media.

Accepted Answer

The answer of The rapid diffusion of powerful broadband Internet...

Question 4

Messages delivered by attractive or popular sources can achieve higher attention and recall.

Accepted Answer

Research has shown that messages delivered by attractive or popular sources are more likely to grab attention and be remembered by the audience. This is known as the "halo effect" and can be a useful tool in advertising or communication campaigns.

Question 5

All consumers that develop a preference for a given product also display a conviction about buying it.

Accepted Answer

This statement is not necessarily true. While some consumers may have a strong conviction to buy a preferred product, others may have a preference but not feel strongly about actually making the purchase.

Question 6

Though we can profile the target audience in terms of any number of market segments,it's often useful to do so in terms of usage and loyalty.

Accepted Answer

Profiling the target audience in terms of usage and loyalty can be helpful in understanding their behavior and preferences towards a particular product or brand.

Question 7

Because brand awareness and brand recall operate along the same brand recognition continuum,anything that causes the consumer to notice and pay attention to the brand will enhance brand recall.

Accepted Answer

The answer of Because brand awareness and brand recall operate...

Question 8

Every brand contact delivers an impression that can strengthen or weaken a customer's view of the company.

Accepted Answer

This statement is true. Every touchpoint or interaction that a customer has with a brand can impact their perception of the company, whether positively or negatively. This includes everything from advertising to customer service interactions to packaging and product performance. Consistently positive brand experiences can help to build customer loyalty and advocacy, while negative experiences can lead to lost customers and damage to a brand's reputation.

Question 9

Micromodels of marketing communications concentrate on consumers' specific responses to communications.

Accepted Answer

Micromodels of marketing communications focus on analyzing how individual consumers respond to specific communications, as opposed to macro models that look at overall trends and patterns in communication effectiveness.

Question 10

Brand recall is easier to achieve than brand recognition.

Accepted Answer

The answer of Brand recall is easier to achieve than...

Question 11

Borrowed-interest approaches to attract attention and create more liking and belief in the sponsor may also detract from comprehension,wear out their welcome fast,and overshadow the product.

Accepted Answer

Borrowed-interest approaches, such as celebrity endorsements or viral videos, may initially attract attention and increase liking and belief in the sponsor, but they can also distract from product comprehension, become tiresome quickly, and potentially overshadow the actual product being advertised.

Question 12

Two-sided messages are more effective when negative associations must be overcome.

Accepted Answer

Two-sided messages are effective in changing attitudes when there are negative associations to overcome. It acknowledges the opposing view and presenting arguments to refute it which can result in a stronger and longer-lasting persuasion.

Question 13

The starting point in planning marketing communications is an audit of all the brands that customers in the target market have with the company.

Accepted Answer

The starting point in planning marketing communications is an audit of all the potential touchpoints customers in the target market may have with the company, not just the brands.

Question 14

The "learn-do-feel" model of consumer response models is relevant when the audience has low involvement and perceives little differentiation within the product category.

Accepted Answer

The "learn-do-feel" model is a low involvement model that applies when the consumer perceives little difference within the product category.

Question 15

The factors that underlie source credibility include expertise,trustworthiness,and appropriateness.

Accepted Answer

The answer of The factors that underlie source credibility include...

Question 16

An informational appeal elaborates on product or service attributes or benefits.

Accepted Answer

An informational appeal provides details and elaborates on the benefits or attributes of a product or service to persuade customers to purchase it.

Question 17

If a person has a positive attitude toward a source and a message,or a negative attitude toward both,a state of congruity is said to exist.

Accepted Answer

According to the theory of cognitive dissonance, when a person has a positive attitude toward a source and a message or a negative attitude toward both, there is a state of congruity or consistency. This is because the person's attitudes toward the source and message align with each other.

Question 18

Marketing communications perform many functions for consumers such as telling or showing how and why a product is used,by what kind of person,and where and when.

Accepted Answer

Marketing communications are a way for companies to inform and persuade consumers about their products, including how to use them, who the target audience is, and when and where to use them.

Question 19

Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product,particularly if the consumer does not have an expressed category need.

Accepted Answer

The answer of Promotional offers in the form of coupons...

Question 20

Attention-getting tactics are often too effective and distract from brand or product claims.

Accepted Answer

Attention-getting tactics can sometimes overshadow the brand or product claims, making it difficult for the audience to remember the actual purpose of the advertisement. This can be counterproductive for the brand or product being advertised.

Quiz 17: Designing and Managing Integrated Marketing Communications