Question 1

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

Accepted Answer

The first stage of buyer-readiness is awareness, where the consumer becomes aware of the existence of a product or service in the market through various sources like advertisements, peers, or personal experiences.

Question 2

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 most effective way to measure the success of an ad is to measure the number of people who actually make a purchase or take an action, such as redeeming a coupon. Therefore, the number of people who redeem the coupon offered in the ad would be the best way for the source to measure feedback. A and D are irrelevant to measuring feedback for this specific ad, B and E are not specific enough to be effective measures of feedback.

Question 3

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

Accepted Answer

A message focusing on a product's quality, economy, value, or performance is rational, meaning it appeals to the customer's logical or practical sense.

Question 4

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

Accepted Answer

Understanding the consumer's field of experience is crucial for effective communication. This means understanding the consumer's background, knowledge, values, and beliefs, so that the message can be tailored to resonate with them. Encoding and decoding processes being different (A) is not necessary for effective communication, and personally encoding and decoding every message (B) is not practical. While it's useful to foresee unplanned static or distortion (D), it's not the most important factor for effective communication. Using familiar words and symbols (E) is helpful, but understanding the consumer's field of experience (C) is more important.

Question 5

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

Accepted Answer

Word-of-mouth influence is a personal communication channel where information is exchanged within individuals or groups who have a personal relationship. Options A, B and E are incorrect as they refer to mass communication channels that are not personal. Option C is incorrect as personal communication channels do allow the sending and receiving of feedback.

Question 6

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

Accepted Answer

The answer of In which step of the communication process...

Question 7

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

Accepted Answer

The answer of While developing an effective integrated communication, once...

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 stir up either negative or positive sentiments that can motivate purchase. Rational appeals use logic and reasoning to persuade, structural appeals emphasize the product's features and benefits, moral appeals appeal to the consumer's values, and standard appeals rely on typical advertising techniques without attempting to elicit strong emotions.

Question 9

The AIDA model identifies the characteristics of an effective ________.

Accepted Answer

The AIDA model stands for Attention, Interest, Desire, and Action, which are the stages that a customer goes through when presented with a marketing message. Therefore, the model primarily focuses on the characteristics of an effective marketing message.

Question 10

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 question is asking about decisions that need to be made based on the target audience. Among the options given, the only one that directly relates to audience analysis is how the message will be said. The communicator needs to consider factors such as language level, tone, style, and medium that will resonate with the audience in the most effective way. While the other options may be relevant to message design and delivery, they are not specific to audience needs and preferences.

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, as it is the publication in which the ad was placed. The other options listed are not mediums in the communication model.

Question 12

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, and it suggests that an effective marketing message should grab the audience's attention, hold their interest, build desire, and prompt them to take action. Therefore, choice D, "arouse desire," is the best option.

Question 13

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

Accepted Answer

The six stages that consumers normally pass through on their way to making a purchase are known as buyer-readiness stages.

Question 14

Marketing communicators must know what ________ and what ________.

Accepted Answer

Marketing communicators must have a clear understanding of their target audience or the audience they wish to reach, as well as the desired response they want from their audience. This understanding helps ensure that the message they send is effective and resonates with their audience, ultimately leading to the desired response or action. Knowing what products to sell, distribution channels to use, advertising media, or feedback they expect are all important, but they are secondary to understanding their audience and desired response.

Question 15

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, it is more likely that they will use shared language and references, which can make the message more effective. When the fields of experience vary too much, there may be a breakdown in communication due to differing perspectives and references.

Question 16

________ 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 cultivating opinion leaders or influential individuals to spread information about a product or service through word of mouth to others in their communities. It is also known as viral marketing, and it relies on building excitement and anticipation among consumers to generate buzz and create a demand for the product or service.

Question 17

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 in a way that takes into account how the target audience will decode, or interpret, them. Therefore, the best choice is C) encoding; decoding.

Question 18

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

Accepted Answer

The answer of Which buyer-readiness stage are consumers in when...

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. The target audience will determine the message, media, and communication objectives.

Question 20

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

The introductory campaign aims to create awareness among consumers about the new car, which is the first stage of buyer-readiness. The other stages include developing liking, preference, conviction, and ultimately, insistence on purchasing the product.

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