Question 1

The first important idea about how advertising works was based on how the personal selling process works. This model was developed by Strong in 1925 and has become extremely well known and used by many practitioners. The method is called:________

Accepted Answer

The AIDA model, developed by E. St. Elmo Lewis and later popularized by Strong, stands for Attention, Interest, Desire, and Action, and is a classic model of the personal selling process.

Question 2

This is a hierarchy of effects or sequential model used to explain how advertising works:__________

Accepted Answer

The AIDA model stands for Attention, Interest, Desire, and Action, and it describes the stages a consumer goes through in the process of purchasing a product, often used in advertising to guide the creation of marketing messages.

Question 3

One of the common uses of marketing communications is to remind people of a need they might have or of the benefits of past transactions, with a view to convincing them that they should enter into a similar exchange. Which task of marketing communication is this referred to?

Accepted Answer

This task is referred to as "to reinforce," as it aims to remind customers of their past satisfactions with a product or service, thereby reinforcing their positive perceptions and encouraging repeat business.

Question 4

_____________is concerned with those influences that distort information and, in turn, make it difficult for the receiver to correctly decode and interpret the message as intended by the source.

Accepted Answer

Noise is the term used to describe any external or internal factors that interfere with the transmission and interpretation of a message, making it difficult for the receiver to decode the message as intended.

Question 5

Which of the following terms best fits the activity of marketing communications?

Accepted Answer

Marketing communications focus on developing messages that are clear, understandable, and actionable for target audiences, aiming to inform or influence their perceptions and behaviors regarding a product or service.

Question 6

The role of marketing communications is to engage audiences and there are four main tasks that it can be used to complete. Which of the following is not part of the four main tasks?

Accepted Answer

The four main tasks of marketing communications are to inform, persuade, remind, and reinforce. Differentiating a product or service is a broader marketing strategy that can be supported by these communications tasks, but "participate" is not recognized as one of the four main tasks of marketing communications.

Question 7

This approach has been used to convey particular information and help educate large target audiences through television and radio programmes. This approach is referred to as:__________

Accepted Answer

The answer of This approach has been used to convey...

Question 8

Communications objectives are derived from the __________ and refer to levels of awareness, perception, comprehension/knowledge, attitudes, and overall degree of preference for a brand. The choice of communications goal depends on the tasks that need to be accomplished.

Accepted Answer

The answer of Communications objectives are derived from the __________...

Question 9

Which of the following is the communication model that depicts information flowing via various media channels, to particular types of people to whom other members of the audience refer for information and guidance?

Accepted Answer

The two-step flow model of communication suggests that information from the media moves in two distinct stages. First, it is transferred from the media to "opinion leaders" and then from these leaders to other individuals in the society. This model emphasizes the role of influential individuals or opinion leaders who process and interpret information for their less informed peers, thereby acting as intermediaries between the media and the public's understanding.

Question 10

This is a form of interpersonal communication about products or services where a receiver regards the communicator as somebody who is impartial and who is not attempting to sell products or services.

Accepted Answer

Word-of-mouth communication is when information about products or services is passed from one person to another through verbal or written recommendations, without the intent of making a sale. The communicator is typically seen as impartial and trustworthy, making this form of communication highly effective.

Question 11

The development of digital technologies has been instrumental in enabling organizations to provide increased interaction opportunities with their customers and other audiences.

Accepted Answer

Digital technologies, such as social media, mobile applications, and online platforms, have significantly expanded the ways in which organizations can interact with their customers and audiences, facilitating more direct, immediate, and diverse forms of communication and engagement.

Question 12

The weak theory proposes that advertising is capable of increasing sales for a brand and for the product category.

Accepted Answer

The weak theory, also known as the "weak effects theory," suggests that advertising has limited influence on consumers, primarily reinforcing existing attitudes rather than changing attitudes or significantly increasing sales.

Question 13

The interaction model of communication is similar to the two-step model, with one important difference: in this model, the parties are seen to interact among themselves and communication flows among all the members in what is regarded as a communication network.

Accepted Answer

The interaction model of communication expands on simpler models by incorporating feedback, making communication a two-way process where parties interact, unlike the one-way transmission in the two-step model. This allows for a more dynamic exchange where communication flows among all members, creating a network of interactions.

Question 14

Opinion leaders are more gregarious and self-confident than non-leaders and are more confident of their role as influencers.

Accepted Answer

Opinion leaders are typically more gregarious and self-confident, which contributes to their ability to influence others. Their confidence in their role as influencers helps them effectively communicate and persuade, making them key figures in the diffusion of ideas, products, and behaviors within their social networks.

Question 15

Encoding is part of the communication process where receivers unpack the various components of the message, and begin to make sense and give the message meaning.

Accepted Answer

Encoding is the process where the sender of the message converts their thoughts or ideas into a form of communication that can be understood by the receiver, such as words, gestures, or symbols. Decoding is the process where the receiver interprets or 'unpacks' the message.

Question 16

Effective communication is more likely when there is some common ground, a realm of understanding between feedback and receiver.

Accepted Answer

The answer of Effective communication is more likely when there...

Question 17

Organizations that practice marketing communications in international environments have to be fully aware of the economical dimensions associated with each of their markets.

Accepted Answer

The answer of Organizations that practice marketing communications in international...

Question 18

Interrelated is one of the cultural characteristics that refer to as deep connections between different elements within a culture. Thus family, religion, business/work, and social status are interlinked.

Accepted Answer

Interrelatedness in cultural characteristics means that various elements within a culture, such as family, religion, business/work, and social status, are deeply connected and influence each other.

Question 19

Opinion leaders are people who are more predisposed to receiving information and then reprocessing it to influence others.

Accepted Answer

Opinion leaders actively seek out information, process it, and then share their insights or opinions with their social circle, thereby influencing others' attitudes or behaviors.

Question 20

Word of mouth is a form of interpersonal communication about products or services where a receiver regards the communicator as somebody who is impartial and who is not attempting to sell products or services.

Accepted Answer

Word of mouth is considered a form of interpersonal communication where the information about products or services is shared between individuals, often perceived as impartial, rather than coming from someone directly trying to sell something. This perception of impartiality is what distinguishes word of mouth from other forms of marketing communications.

Quiz 14: Promotion I: Principles of Marketing Communications