Question 1

Nonpersonal communication channels include major media, ________, and events.

Accepted Answer

Atmospheres are considered nonpersonal communication channels as they involve the physical environment or ambiance that can influence consumer perceptions and behavior without direct personal interaction.

Question 2

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.

Accepted Answer

This scenario describes buzz marketing, which is a marketing technique that relies on individuals to spread information about a product or service through word-of-mouth. In this case, the manufacturer is using early adopters of technology to generate excitement and brand awareness about its products.

Question 3

Communication through a telephone call is considered a part of a(n) ________ communication channel.

Accepted Answer

A telephone call involves direct communication between two individuals and can allow for immediate feedback, making it a personal communication channel.

Question 4

The four major communication functions are encoding, decoding, response, and noise.

Accepted Answer

The four major communication functions are encoding, decoding, response, and feedback. Noise is a factor that can interfere with communication but is not a function.

Question 5

Display media includes ________.

Accepted Answer

The answer of Display media includes ________.
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Question 6

One of the message structure issues that a marketer must handle is whether to ________.

Accepted Answer

Presenting the strongest arguments first or last can make a big difference in how the message is received by the audience. Some prefer to start with the strongest arguments to grab the attention of the audience, while others prefer to save the best for last to leave a lasting impression. The decision depends on the target audience, the message, and the overall marketing strategy.

Question 7

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

Accepted Answer

Collecting feedback is the process of asking target audience members about their thoughts and memories of a message. It involves questions such as whether they remember the message, how many times they saw it, and what points they remember. This information is crucial in evaluating the effectiveness of the message and determining if any changes should be made.

Question 8

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.

Accepted Answer

The radio spot provides a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money, which appeals to reason and logic, making it a rational appeal.

Question 9

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

Accepted Answer

A two-sided argument presents both sides of an issue and acknowledges opposing claims. This can be effective with a highly educated audience who is likely to be aware of opposing views and may require a more nuanced argument. A one-sided argument may not be as effective in these situations as it can come across as one-dimensional or lacking in credibility. Moral or emotional arguments may also be effective, but they may not always be appropriate or relevant to the specific topic being discussed. A structured argument is a vague term and does not provide enough information to determine its effectiveness.

Question 10

A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.

Accepted Answer

This is a moral appeal that calls on the reader's sense of empathy and compassion towards those who are less fortunate. It highlights the contrast between those who have everything and those who have nothing, and encourages the reader to think about how they can help the latter group.

Question 11

Moral appeals ________.

Accepted Answer

Moral appeals are directed towards an audience's sense of what is right and proper. They are often used to persuade consumers to make purchases based on ethical, cultural, or societal values. These values can range from environmental concerns to social justice issues. Moral appeals often try to create emotional connections with the audience in order to motivate them to take action based on their beliefs. Therefore, the best option is D.

Question 12

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

Accepted Answer

The format of a print ad includes decisions about the headline, copy, illustration, and colors, which are all elements of the ad's presentation and layout.

Question 13

Many firms hire celebrities to appear in their advertisements. Which step of the communication process is represented?

Accepted Answer

Selecting the message source involves choosing the person or group that will be delivering the message to the intended audience. In this case, the firm is choosing a celebrity to be the message source in their advertisements.

Question 14

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. Which of the following is NOT a part of an IMC strategy?

Accepted Answer

Strategic planning is not a part of an IMC strategy, as it is the process of developing an overall plan for achieving business or marketing goals, which may include the use of IMC tactics. The other options listed (public relations, personal selling, direct marketing, and sales promotion) are all potential components of an IMC strategy.

Question 15

Which of the following advertising slogans most likely represents a two-sided argument?

Accepted Answer

The answer of Which of the following advertising slogans most...

Question 16

The communications process should start with mass media advertising in order to reach a large number of consumers.

Accepted Answer

The communications process should start with identifying the target audience and selecting the appropriate communication channels to reach them effectively. Mass media advertising may not always be the best or most efficient way to reach a specific target audience.

Question 17

Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?

Accepted Answer

Personal communication channels refer to the direct communication channels between individuals, regardless of the medium used for communication. Examples include face-to-face conversations, mail, email, texting, and internet chat.

Question 18

Which of the following appeals is based on the idea that consumers often feel before they think?

Accepted Answer

Emotional appeals are based on the idea that consumers often feel before they think. They aim to evoke emotions, such as joy, sadness, fear or anger, to influence the consumer's decision-making process. This approach is effective when the purchase decision is driven by emotions and personal values, rather than rational and objective factors.

Question 19

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.

Accepted Answer

Word-of-mouth influence refers to the informal communication between consumers about the characteristics of a product or service, which can significantly impact purchasing decisions.

Question 20

Encoding is the process by which the receiver assigns meaning to symbols.

Accepted Answer

Encoding is the process by which the sender assigns meaning to symbols, not the receiver. The receiver's process is called decoding, where they interpret the symbols to understand the message.

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