35 Questions
What is the purpose of establishing objectives for a promotional program?
All of the above
What are the characteristics of SMART objectives?
Specific, Measurable, Achievable, Relevant, Timed
What is the purpose of the Communications Effects Pyramid?
All of the above
Based on the example in the text, what is the main objective of Objective 1 in the ABC Shampoo IMC campaign?
To create awareness of ABC Shampoo among the target audience
Which stage of the Communications Effects Pyramid is easier to accomplish?
Awareness and knowledge
What are the pros of using celebrity endorsers in advertisements?
All of the above
What are the cons of using celebrity endorsers in advertisements?
All of the above
Which of the following are two major source attributes in the communication process?
Credibility and Attractiveness
What are the two components of source credibility?
Expertise and Attractiveness
Which factor should be considered when choosing a celebrity endorser?
Likability
What is the value of objectives in communication?
To measure success
What does SMART stand for in SMART objectives?
Specific, Measurable, Achievable, Relevant, Timely
What is the difference between marketing objectives and communications objectives?
Marketing objectives focus on sales, while communications objectives focus on brand awareness
What is the Communications Effects Pyramid?
A model that illustrates the hierarchy of communication effects
What should be considered when writing communications objectives?
Objectives should be measurable and specific
What are the two major forms of encoding in the communication process?
Expertise and Trustworthiness
Which dimension(s) of source credibility are important in influencing beliefs, opinions, attitudes, and behavior?
Both expertise and trustworthiness
What is the process through which a receiver adopts the opinion of a credible communicator and integrates it into their belief system?
Internalization
What is the major type of source attractiveness that creates a situation where the audience feels empathy for the person shown in the advertisement?
Similarity
Which type of source attractiveness is based on affection for the source resulting from physical appearance, behavior, or other personal characteristics?
Likability
What is the process through which the receiver is motivated to seek some type of relationship with the source and adopts similar beliefs, attitudes, preferences, or behavior?
Identification
What is one of the reasons for using celebrities as endorsers in advertising?
To create credibility
What are some risks associated with using celebrities as endorsers?
Overshadowing the product, underexposure of the celebrity
Which of the following is NOT a form of encoding in the communication process?
Feedback
What is the main role of the source in the communication process?
To develop an encoded message
In the context of advertising, what does source attractiveness refer to?
The affection for the source
Which chapter of the textbook covers source factors in advertising and promotion?
Chapter Six
What is the purpose of establishing communication objectives in a promotional program?
To set clear goals and targets
What are the two major components of source credibility?
Expertise and trustworthiness
What is the process of putting together thoughts, ideas, and information into a symbolic form to communicate a message called?
Encoding
Which of the following best describes encoding in the communication process?
The process of putting together thoughts and ideas into a symbolic form
What are some forms of encoding in the communication process?
All of the above
In successful communication, what is the role of the source?
Select an appropriate source
What are source factors in the communication process?
The person involved in communicating a marketing message
Which chapter of the textbook discusses source factors in advertising and promotion?
Chapter Six
Explore the advantages and disadvantages of using a celebrity as an endorser for a company or brand. Analyze the impact of celebrity endorsements and suggest alternative celebrity endorsers.
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