Chapter 10 Multiple-Choice Questions

Chapter 10 Multiple-Choice Questions

Principles of Marketing Communications
. Marketing communications is a more contemporary term for what was previously referred to as ________

. The marketing communications strategy of the marketing mix deals exclusively with:

. Considering what the audiences' communications needs and engaging with them using one-way, two-way, or dialogic communications are referred to as:

. AIDA is a hierarchy of effects or sequential model used to explain how advertising works. AIDA stands for:____________

. AIDA stands for awareness, ________, desire and _________.

. Marketing communications are used to achieve one of two principal goals. The first concerns the development of brand values. What is the other goal?

. This is the sharing of meaning created through the transmission of information:

. _________ model emphasizes that each phase occurs in a particular sequence, which, according to Theodorson and Theodorson (1969), enables the 'transmission of information, ideas, attitudes, or emotion from one person or group to another (or others), primarily through symbols'.

. Which of the following is not an element of marketing communications?

. _____________is an important element in the communication process. It recognizes that successful communications are more likely to be achieved if the source and the receiver understand each other.

. This 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:

. This is a part of the communication process where the sender selects a combination of appropriate words, pictures, symbols and music to represent a message to be transmitted:

. This is part of the communication process and refers to the responses offered by receivers:

. _______________ is concerned with the development of knowledge that is specific to the parties involved and is referred to as 'learning together'.

. People who exert personal influence because of their profession, authority, education, or status associated with the object of the communication process are _____________

. They are not part of the same peer group as the people they influence. Their defining characteristic is that they exert personal influence because of their profession, authority, education, or status associated with the object of the communication process. This is referred to as:

. The success of marketing communication depends upon the extent to which messages engage their audiences. These audiences can be seen to fall into three main groups:

. Each organization is part of a network of other organizations such
as suppliers, retailers, wholesalers, value-added resellers, distributors, and other retailers, who join together, often freely, to make the product or service available to end users. This is referred to as:

. _____________ emphasizes that each phase occurs in a particular sequence, a linear progression, which enables the 'transmission of information, ideas, attitudes, or emotion from one person or group to another (or others), primarily through symbols'.

. Which of the following is the interpersonal communication about products or services where a receiver regards the communicator as impartial and is not attempting to sell products or services?

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