Question 1

____________ is the process used when a customer lets a producer know something about its products or advertising.

Accepted Answer

The answer of ____________ is the process used when a...

Question 2

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message.In the communication process,HP is ________.

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The answer of HP's advertising agency assembles words and illustrations...

Question 3

In the communication process,an actual HP printer/fax machine advertisement is called ________.

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The answer of In the communication process,an actual HP printer/fax...

Question 4

Although a popular appeal,when used poorly ________ can detract from comprehension,quickly wear out its welcome,overshadow the product,or even irritate consumers.

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The answer of Although a popular appeal,when used poorly ________...

Question 5

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

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The answer of The decision to use a cleaning genie...

Question 6

__________ is the process used when the receiver assigns meaning to the symbols encoded by a company in its advertisements.

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The answer of __________ is the process used when the...

Question 7

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________

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The answer of Mercy University's initial ads for the school's...

Question 8

The ______ is the reaction of the receiver after being exposed to a message.

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The answer of The ______ is the reaction of the...

Question 9

An example of a(n)________ appeal is the Salvation Army appeal,"While you were trying to figure out what to get the man who has everything,don't forget the man who has nothing."

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The answer of An example of a(n)________ appeal is the...

Question 10

________ is the unplanned static or distortion during the communication process.An example might be if a consumer is reading a magazine with an advertisement,but is distracted from reading the advertisement or its key points.

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The answer of ________ is the unplanned static or distortion...

Question 11

The six ________ stages that consumers normally pass through on their way to making a purchase include awareness,knowledge,liking,preference,conviction,and purchase.

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The answer of The six ________ stages that consumers normally...

Question 12

If the audience is highly educated or likely to hear opposing claims,or when the communicator has a negative association to overcome,then a(n)________ argument is more likely to be effective.

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The answer of If the audience is highly educated or...

Question 13

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

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The answer of Marketing communicators must be good at ________...

Question 14

As effective communicators we know that the more the sender's field of experience ________ that of the receiver,the more ________ the message is likely to be.

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The answer of As effective communicators we know that the...

Question 15

Marketers using humour in their messages claim that they attract more attention and create more loyalty and belief in the brand.This type of message is called a(n)________ appeal.

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The answer of Marketers using humour in their messages claim...

Question 16

The communicator must decide whether or not to __________when handling message structure issues.

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The answer of The communicator must decide whether or not...

Question 17

To communicate effectively,a marketing communicator must ________ the consumer's field of experience.

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The answer of To communicate effectively,a marketing communicator must ________...

Question 18

Moral appeals are directed to the audience's sense of what is "right" and ________.

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The answer of Moral appeals are directed to the audience's...

Question 19

In the model of buyer-readiness stages,the first stage is ________.

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The answer of In the model of buyer-readiness stages,the first...

Question 20

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

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The answer of A message showing a product's quality,economy,value,or performance...

Quiz 14: Communicating Customer Value: Integrated Marketing Communications Strategy