Advertising And Promotion Global Edition Edition by Belch -Test Bank

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TRUE

The receiver’s perception of the source and the medium used to transmit the message may also affect the ability to communicate, as do many other factors. Words, pictures, sounds, and colors may have different meanings to different audiences, and people’s perceptions and interpretations of them vary.

FALSE

The sender’s goal is to encode a message in such a way that it will be understood by the receiver. This means using words, signs, or symbols that are familiar to the target audience.

TRUE

For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.

FALSE

Nonpersonal channels of communication are those that carry a message without direct, interpersonal contact between the sender and receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.

TRUE

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer. A major advantage of personal channels of communication is that the message or presentation can be tailored to the individual or audience and the sender receives direct feedback from them.

FALSE

Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers. Moreover, traits such as extroversion, innovativeness, and altruism are related to tendencies to share messages.

TRUE

Companies that utilize viral marketing must develop a seeding strategy which involves determining how many initial consumers or “seeds” are needed and selecting the right consumers to start the viral process.

FALSE

Face-to-face interaction accounts for the vast majority of word-of-mouth communications about a brand while phone conversations rank second. Only a small percent of word of mouth takes place through online channels such as e-mail/instant messages, blogs, and chat rooms.

FALSE

Experts note that buzz marketing techniques are very resistant to manipulation and marketers must be careful about how they use them. Several companies have had buzz marketing campaigns backfire when consumers recognized that the companies were artificially trying to promote buzz for their brands.

FALSE

Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail.

FALSE

The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process. This model depicts the buyer as passing successively through attention, interest, desire, and action.

TRUE

The innovation adoption model evolved from work on the diffusion of innovations. This model represents the stages a consumer passes through in adopting a new product or service. Like the other models, it says potential adopters must be moved through a series of steps before taking some action.

FALSE

The information processing model of advertising effects, developed by William McGuire, assumes that the receiver in a persuasive communication situation like advertising is an information processor or problem solver.

TRUE

The hierarchy models of communication response are useful to promotional planners from several perspectives. They delineate the series of steps potential purchasers must be taken through to move them from unawareness of a product or service to readiness to purchase it.

FALSE

The standard learning hierarchy is likely when the consumer is highly involved in the purchase process and there is much differentiation among competing brands. High-involvement purchase decisions such as those for industrial products and services and consumer durables like personal computers, printers, cameras, appliances, and cars are areas where a standard learning hierarchy response process is likely.

FALSE

The consumer decision journey framework views the consumer decision-making process as a winding journey with multiple feedback loops rather than a linear, single uniform path to purchase based on active shopping and influenced by marketer dominated and controlled touch points such as media advertising.

TRUE

The decision journey has four basic stages: consider, evaluate, buy, and enjoy-advocate-bond. Once a consumer experiences a brand, that is, interact with the brand after the purchase, she is likely to advocate the brand.

FALSE

Source derogation refers to a response of negative thoughts about the spokesperson or organization making the claims. Such thoughts generally lead to a reduction in message acceptance. If consumers find a particular spokesperson annoying or untrustworthy, they are less likely to accept what this source has to say.

TRUE

When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. A high level of cognitive response activity or processing occurs, and the ad’s ability to persuade the receiver depends primarily on the receiver’s evaluation of the quality of the arguments presented.

FALSE

If the involvement level of the target audience is low, peripheral cues may be more important than detailed message arguments. If the involvement level of consumers in the target audience is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counterargue.

Organizations send communications and messages in a variety of ways, such as through advertisements, brand names, logos and graphic systems, websites, press releases, package designs, promotions, and visual images.

Communication has been variously defined as the passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between a sender and a receiver.

The communication process is often very complex. Words, pictures, sounds, and colors may have different meanings to different audiences, and people’s perceptions and interpretations of them vary. Marketers must understand the meanings that words and symbols take on and how they influence consumers’ interpretation of products and messages.

The sender, or source, of a communication is the person or organization that has information to share with another person or group of people.

The communication process begins when a source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form.

In the above scenario, the Minnesota State Tourism Department is the source. The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).

In above scenario, Vinnie’s is considered the sender or the source of the ad. The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).

In above scenario, Lily is considered the sender or the source of the ad. The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).

The communication process begins when a source selects words, symbols, pictures, and the like, to represent a message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. The encoding process leads to development of a message that contains the information or meaning the source hopes to convey.

The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a nonpersonal entity (such as the corporation or organization itself).

The communication process begins when a source selects words, symbols, pictures, and the like, to represent a message that will be delivered to the receiver(s). This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. A sender’s goal is to encode a message in such a way that it will be understood by a receiver.

The encoding process leads to development of a message that contains the information or meaning a source hopes to convey.

Content refers to information and/or meaning contained in a message, while structure and design refer to the way the message is put together in order to deliver the information or intended meaning.

Structure and design refer to the way a message is put together in order to deliver an information or intended meaning.

In the above scenario, Doctor’s Info is the channel used for communication. A channel is the method by which a communication travels from a source or sender to a receiver.

A channel is the method by which a communication travels from a source or sender to a receiver.

Nonpersonal channels of communication consist of two major types, print and broadcast. Print media include newspapers, magazines, direct mail, and billboards; broadcast media include radio and television.

Nonpersonal channels of communication consist of two major types, print and broadcast. Print media include newspapers, magazines, direct mail, and billboards; broadcast media include radio and television.

Personal channels involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media.

Personal channels of communication involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media. Salespeople serve as personal channels of communication when they deliver their sales message to a buyer or potential customer.

Members of one’s social networks such as friends, neighbors, associates, co-workers, or family members are also personal channels of communication. They often represent word-of-mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful source of information. Buzz marketing is just one of the new names for what used to be known simply as word-of-mouth communication while terms such as consumer-generated marketing and viral marketing are also used to describe the process.

The above scenario is an illustration of nonpersonal communication. Nonpersonal channels of communication are those that carry a message without interpersonal contact between a sender and a receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.

The above scenario is an example of nonpersonal communication. Nonpersonal channels of communication are those that carry a message without interpersonal contact between a sender and a receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.

What makes buzz marketing different from traditional word-of-mouth communication is that it includes systematic and organized efforts to encourage people to speak favorably about a company, brand, organization, or issue and often to recommend it to others in their social network.

Decoding is the process of transforming a sender’s message back into thought.

Decoding is the process of transforming the sender’s message back into thought. This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.

Decoding is the process of transforming a sender’s message back into thought. This process is heavily influenced by a receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.

Decoding is the process of transforming a sender’s message back into thought. This process is heavily influenced by a receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.

Decoding is the process of transforming a sender’s message back into thought. This process is heavily influenced by a receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.

In the above scenario, Janice has decoded the message improperly. Decoding is the process of transforming a sender’s message back into thought. For effective communication to occur, the message decoding process of the receiver must match the encoding of the sender. Simply put, this means the receiver understands and correctly interprets what the source is trying to communicate.

Effective communication is more likely when there is some common ground between the two parties. While this notion of common ground between sender and receiver may sound basic, it often causes great difficulty in the advertising communications process. Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.

In the above scenario, one of the possible explanations for such a highly differential perception of the ads is due to the absence of a common ground. Effective communication is more likely when there is some common ground between the two parties. Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.

Age is a factor that can lead to problems in establishing common ground between senders and receivers. As the population of the United States and many other countries grows older, concern has been expressed over the potential problems that might arise because of age differences between advertising agency personnel and older consumers.

Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.

In the above scenario, Bradley is encountering disturbances known as noise. Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.

In the above scenario, Justin encounters noise. Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.

A receiver’s set of reactions after seeing, hearing, or reading the message is known as a response.

Marketers are very interested in feedback, that part of a receiver’s response that is communicated back to the sender.

Feedback, which may take a variety of forms, closes the loop in a communications flow and lets a sender monitor how an intended message is being decoded and received.

This scenario is an illustration of feedback. Marketers are very interested in feedback, that part of a receiver’s response that is communicated back to a sender. Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received.

Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received.

Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received. A salesperson has the advantage of receiving instant feedback through the customer’s reactions.

Marketers are very interested in feedback, that part of a receiver’s response that is communicated back to the sender. Feedback, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received. Customer inquiries, store visits, coupon redemptions, and reply cards are all methods of obtaining feedback.

The marketing communication process really begins with identifying the audience that will be the focus of a firm’s advertising and promotional efforts. The target audience may consist of individuals, groups, niche markets, market segments, or a general public or mass audience. Marketers approach each of these audiences differently.

Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail.

Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail.

Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail. The next level of audience aggregation is market segments, broader classes of buyers who have similar needs and can be reached with similar messages. As market segments get larger, marketers usually turn to broader-based media such as newspapers, magazines, and TV to reach them.