Good marketing managers know that:
A) a major advantage of personal selling is that noise can be eliminated.
B) noise in the communication process improves promotion effectiveness.
C) the trustworthiness of the source does not affect how receivers evaluate a message.
D) different audiences may interpret a message differently.
E) All of these alternatives are true.

Question

Quizplus · Accepted Answer

Different audiences come from different backgrounds and have different preferences, attitudes, beliefs, values, needs, and expectations. Thus, they may decode the same message in distinctive ways, which can affect their perception, comprehension, retention, and response to it. Therefore, marketing managers should segment their markets and tailor their messages and media to each segment to optimize communication effectiveness. Personal selling can reduce noise by allowing the seller to adapt the message to the buyer's feedback and questions, but it may not be efficient for large-scale, time-consuming, and costly communications. Noise, such as distractions, competing messages, or misinformation, can hinder promotion effectiveness by reducing the clarity, credibility, relevance, or recall of the message. Trustworthiness is crucial for establishing the source's credibility and expertise, which can enhance the message's persuasiveness and likelihood of acceptance.

Good Marketing Managers Know That