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Questions and Answers
In the persuasion matrix, which set of variables represents the controllable elements of the promotional program and the response hierarchy or steps a receiver goes through in being persuaded?
In the persuasion matrix, which set of variables represents the controllable elements of the promotional program and the response hierarchy or steps a receiver goes through in being persuaded?
- Source, message, and channel factors
- Independent and dependent variables (correct)
- Receiver comprehension and decision factors
- Two sets of decision variables
What is the primary function of the persuasion matrix?
What is the primary function of the persuasion matrix?
- To help marketers see how each controllable element interacts with consumer’s response process (correct)
- To identify decision factors involved in selecting a source for a promotional message
- To understand the variables in the communication system
- To evaluate receiver comprehension
Which chapter of the book discusses the variables in the communication system and how they influence consumers’ processing of promotional messages?
Which chapter of the book discusses the variables in the communication system and how they influence consumers’ processing of promotional messages?
- Chapter 3: The Persuasion Matrix
- Chapter 4: Promotional Planning
- Chapter 2: Promotional Planning through the Persuasion Matrix
- Chapter 6: Source, Message, and Channel Factors (correct)
What does the persuasion matrix help marketers to understand?
What does the persuasion matrix help marketers to understand?
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What is evaluated with the persuasion matrix?
What is evaluated with the persuasion matrix?
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