Lecture3_Notes
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Questions and Answers

What is the purpose of establishing objectives for a promotional program?

  • To avoid problems in decision making
  • To measure and evaluate results
  • To guide the development of an integrated marketing communication plan
  • All of the above (correct)

    • What are the characteristics of SMART objectives?

  • Strategic, Measurable, Achievable, Realistic, Targeted
  • Strategic, Measurable, Attainable, Realistic, Targeted
  • Specific, Measurable, Achievable, Relevant, Timed (correct)
  • Specific, Measurable, Attainable, Relevant, Timed

    • What is the purpose of the Communications Effects Pyramid?

  • To increase brand awareness and knowledge
  • To change the target market's image of a brand
  • To measure the success of a campaign
  • All of the above (correct)

    • Based on the example in the text, what is the main objective of Objective 1 in the ABC Shampoo IMC campaign?

    <p>To create awareness of ABC Shampoo among the target audience</p> Signup and view all the answers

    Which stage of the Communications Effects Pyramid is easier to accomplish?

    <p>Awareness and knowledge</p> Signup and view all the answers

    What are the pros of using celebrity endorsers in advertisements?

    <p>All of the above</p> Signup and view all the answers

    What are the cons of using celebrity endorsers in advertisements?

    <p>All of the above</p> Signup and view all the answers

    Which of the following are two major source attributes in the communication process?

    <p>Credibility and Attractiveness</p> Signup and view all the answers

    What are the two components of source credibility?

    <p>Expertise and Attractiveness</p> Signup and view all the answers

    Which factor should be considered when choosing a celebrity endorser?

    <p>Likability</p> Signup and view all the answers

    What is the value of objectives in communication?

    <p>To measure success</p> Signup and view all the answers

    What does SMART stand for in SMART objectives?

    <p>Specific, Measurable, Achievable, Relevant, Timely</p> Signup and view all the answers

    What is the difference between marketing objectives and communications objectives?

    <p>Marketing objectives focus on sales, while communications objectives focus on brand awareness</p> Signup and view all the answers

    What is the Communications Effects Pyramid?

    <p>A model that illustrates the hierarchy of communication effects</p> Signup and view all the answers

    What should be considered when writing communications objectives?

    <p>Objectives should be measurable and specific</p> Signup and view all the answers

    What are the two major forms of encoding in the communication process?

    <p>Expertise and Trustworthiness</p> Signup and view all the answers

    Which dimension(s) of source credibility are important in influencing beliefs, opinions, attitudes, and behavior?

    <p>Both expertise and trustworthiness</p> Signup and view all the answers

    What is the process through which a receiver adopts the opinion of a credible communicator and integrates it into their belief system?

    <p>Internalization</p> Signup and view all the answers

    What is the major type of source attractiveness that creates a situation where the audience feels empathy for the person shown in the advertisement?

    <p>Similarity</p> Signup and view all the answers

    Which type of source attractiveness is based on affection for the source resulting from physical appearance, behavior, or other personal characteristics?

    <p>Likability</p> Signup and view all the answers

    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?

    <p>Identification</p> Signup and view all the answers

    What is one of the reasons for using celebrities as endorsers in advertising?

    <p>To create credibility</p> Signup and view all the answers

    What are some risks associated with using celebrities as endorsers?

    <p>Overshadowing the product, underexposure of the celebrity</p> Signup and view all the answers

    Which of the following is NOT a form of encoding in the communication process?

    <p>Feedback</p> Signup and view all the answers

    What is the main role of the source in the communication process?

    <p>To develop an encoded message</p> Signup and view all the answers

    In the context of advertising, what does source attractiveness refer to?

    <p>The affection for the source</p> Signup and view all the answers

    Which chapter of the textbook covers source factors in advertising and promotion?

    <p>Chapter Six</p> Signup and view all the answers

    What is the purpose of establishing communication objectives in a promotional program?

    <p>To set clear goals and targets</p> Signup and view all the answers

    What are the two major components of source credibility?

    <p>Expertise and trustworthiness</p> Signup and view all the answers

    What is the process of putting together thoughts, ideas, and information into a symbolic form to communicate a message called?

    <p>Encoding</p> Signup and view all the answers

    Which of the following best describes encoding in the communication process?

    <p>The process of putting together thoughts and ideas into a symbolic form</p> Signup and view all the answers

    What are some forms of encoding in the communication process?

    <p>All of the above</p> Signup and view all the answers

    In successful communication, what is the role of the source?

    <p>Select an appropriate source</p> Signup and view all the answers

    What are source factors in the communication process?

    <p>The person involved in communicating a marketing message</p> Signup and view all the answers

    Which chapter of the textbook discusses source factors in advertising and promotion?

    <p>Chapter Six</p> Signup and view all the answers

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