Communication System Variables Quiz
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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?

  • 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?

  • 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?

  • 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?

    <p>How each controllable element interacts with consumer’s response process</p> Signup and view all the answers

    What is evaluated with the persuasion matrix?

    <p>Receiver comprehension and decision factors</p> Signup and view all the answers

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