14 Questions
What is the term for the tendency to interpret information in a way that fits our preconceptions?
Selective distortion
Which step comes first in developing effective communications?
Identify target audience
What is the marketer advised to check to ensure that consumers remember the message in the right way?
Whether message is received
What is the last step in managing integrated marketing communications?
Measure results
What are the three elements of the perceptual processes during decoding?
Selective attention, selective distortion, selective retention
What are the steps in developing effective communications?
- Identify target audience 2. Determine objectives 3. Design communications 4. Decide on communications mix 5. Establish budget 6. Select channels 7. Measure results 8. Manage integrated marketing comm.
What is the marketer advised to check to ensure that consumers remember the message in the right way?
Check whether consumers remember the message + in the right way
What is the term for the tendency to interpret information in a way that fits our preconceptions?
Selective distortion
What is the primary purpose of Descriptive Analytics?
To summarize raw data for human interpretation
When should Predictive Analytics be used?
To predict future events or fill in missing information
What is the main focus of Prescriptive Analytics?
To identify the best alternatives to minimize or maximize some objective
Which type of analytics would be suitable for providing historical insights regarding a company's production and sales?
Descriptive Analytics
What is the key question addressed by the example provided in the text about department stores clearing seasonal inventory?
When to reduce the price and by how much to maximize revenue
In which type of analytics would optimization and simulation algorithms be used to advise on possible outcomes?
Prescriptive Analytics
Test your understanding of the macromodel of the communications process, selective attention, distortion, retention, and perceptual processes during decoding with this exam preparation quiz. Explore the concept of communication selling process and assignments related to it.
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