Question 1

Marketing communicators must know what ________ and what ________.

Accepted Answer

Marketing communicators must know the audience they wish to reach and the responses they want to receive in order to effectively tailor their message and achieve their communication goals. Choices A, B, and C encompass only part of the overall communication strategy, while choice E focuses only on the feedback aspect of the process.

Question 2

Which of the following statements is true about personal communication channels?

Accepted Answer

Word-of-mouth influence is a form of personal communication where information is conveyed from one person to another through oral communication. Option A and E are incorrect because they are examples of non-personal communication channels. Option B is incorrect because not all personal communication channels are directly controlled by a company. Option C is incorrect because personal communication channels do allow for feedback.

Question 3

Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.

Accepted Answer

An introductory campaign aims to create awareness about the product among potential customers. Therefore, the campaign will target the awareness stage of buyer-readiness.

Question 4

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

Accepted Answer

When the sender's field of experience overlaps with that of the receiver, there is a higher chance that the message will be effective because the receiver will be able to relate to and understand the sender's perspective.

Question 5

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.

Accepted Answer

Identifying potential distractions is not typically listed as a step in developing an effective integrated communication strategy. The focus is more on defining the target audience, determining the desired response, collecting feedback, choosing the media, and designing the message. Identifying distractions might be part of broader strategic considerations but is not a direct step in the process of developing integrated communications.

Question 6

Among the buyer-readiness stages, the first stage is ________.

Accepted Answer

The first stage of buyer-readiness is awareness, where the potential customer becomes aware of the product or service.

Question 7

In which step of the communication process does the marketing communicator need to know the buyer-readiness stage of the target audience?

Accepted Answer

Determining communication objectives involves understanding where the target audience currently stands in terms of readiness to buy, so the communicator can set appropriate goals for moving them through the stages of awareness, knowledge, liking, preference, conviction, and purchase.

Question 8

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

Accepted Answer

An emotional appeal attempts to elicit an emotional response from the consumer, either positive or negative, to motivate them to make a purchase. This can be done through the use of vivid language, visuals, or music that trigger an emotional response.

Question 9

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

Accepted Answer

A message that highlights a product's quality, economy, value, or performance appeals to the consumer's rational thinking or logic. This is known as a rational appeal, which is focused on highlighting the functional benefits of a product.

Question 10

Which buyer-readiness stage are consumers in when they are feeling favorable about the product?

Accepted Answer

In the buyer-readiness stages, the "liking" stage is when consumers have a favorable attitude towards the product. This means they have moved beyond awareness and knowledge and are starting to develop a positive feeling about the product, but they may not yet be convinced to make a purchase.

Question 11

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

Accepted Answer

The medium of this ad is Ladies' Home Journal magazine as it is the channel through which the message (information about Maybelline age-minimizing makeup and the $2-off coupon offer) is being delivered to the target audience (readers of the magazine).

Question 12

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Accepted Answer

Buzz marketing involves creating a buzz or excitement about a product or service through various tactics, such as word-of-mouth marketing, influencer marketing, and viral marketing. This strategy focuses on generating interest and hype around a product or service, with the aim of encouraging people to spread the word to their friends, family, and social networks. By cultivating opinion leaders and getting them to endorse the product or service, buzz marketing can help increase brand awareness, drive sales, and build a loyal customer base.

Question 13

Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.

Accepted Answer

Encoding refers to the process of creating a message, while decoding refers to the process of interpreting a message. Marketing communicators must be skilled at encoding messages that will be effectively decoded by their target audience. Therefore, the best choice is encoding and decoding, which is only represented by option C.

Question 14

To communicate effectively, a marketing communicator should most likely ________.

Accepted Answer

Understanding the consumer's field of experience allows the marketing communicator to tailor their message to resonate with the target audience, ultimately leading to more effective communication. The other options (A, B, D, E) do not directly address the importance of understanding the target audience for effective communication.

Question 15

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

Accepted Answer

The correct term for the stages consumers pass through on their way to making a purchase is the "buyer-readiness" stages. This term accurately describes the progression of a consumer from being aware of a product to finally making a purchase, taking into account various factors such as motivation, knowledge, attitudes, and behavior. The other options listed, such as "personal-readiness" and "supplier-readiness," do not accurately describe this process.

Question 16

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

Accepted Answer

The best way for the source to measure feedback would be to measure the number of people who redeem the coupon. This would give a direct indication of how effective the ad was in incentivizing readers to try the new makeup. The other options do not provide direct feedback related to the ad's effectiveness in promoting the product.

Question 17

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

Accepted Answer

The AIDA model stands for Attention, Interest, Desire, and Action. Therefore, the missing word in the sentence should be related to creating a desire for the product or service being advertised. Choice D, arouse desire, is the only option that fits this criterion.

Question 18

The AIDA model identifies the characteristics of an effective ________.

Accepted Answer

AIDA stands for Attention, Interest, Desire, and Action. It refers to the stages a consumer passes through in the process of purchasing a product or service. The model is commonly used in advertising and marketing to identify the characteristics of an effective marketing message that can capture the consumer's attention, stimulate their interest, create a desire for the product, and prompt them to take action. Therefore, the best choice is C, marketing message.

Question 19

Which of the following is the first step in developing an effective integrated communications and promotion program?

Accepted Answer

Identifying the target audience is the first step in developing an effective integrated communications and promotion program. Until the target audience has been identified, it is difficult to determine an appropriate message, objectives, media selection, or feedback collection methods.

Question 20

Based on the target audience, the communicator makes decisions regarding what will be said, who will say it, when it will be said, where it will be said, and ________.

Accepted Answer

The target audience helps the communicator make decisions on how the message will be said, such as the tone, language, and delivery method to ensure it resonates with the intended audience. The other options are not directly related to the target audience's impact on communication decisions.

Quiz 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Marketing communicators must know what and what .