Podcast
Questions and Answers
What is the purpose of establishing objectives for a promotional program?
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?
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?
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?
Based on the example in the text, what is the main objective of Objective 1 in the ABC Shampoo IMC campaign?
Which stage of the Communications Effects Pyramid is easier to accomplish?
Which stage of the Communications Effects Pyramid is easier to accomplish?
What are the pros of using celebrity endorsers in advertisements?
What are the pros of using celebrity endorsers in advertisements?
What are the cons of using celebrity endorsers in advertisements?
What are the cons of using celebrity endorsers in advertisements?
Which of the following are two major source attributes in the communication process?
Which of the following are two major source attributes in the communication process?
What are the two components of source credibility?
What are the two components of source credibility?
Which factor should be considered when choosing a celebrity endorser?
Which factor should be considered when choosing a celebrity endorser?
What is the value of objectives in communication?
What is the value of objectives in communication?
What does SMART stand for in SMART objectives?
What does SMART stand for in SMART objectives?
What is the difference between marketing objectives and communications objectives?
What is the difference between marketing objectives and communications objectives?
What is the Communications Effects Pyramid?
What is the Communications Effects Pyramid?
What should be considered when writing communications objectives?
What should be considered when writing communications objectives?
What are the two major forms of encoding in the communication process?
What are the two major forms of encoding in the communication process?
Which dimension(s) of source credibility are important in influencing beliefs, opinions, attitudes, and behavior?
Which dimension(s) of source credibility are important in influencing beliefs, opinions, attitudes, and behavior?
What is the process through which a receiver adopts the opinion of a credible communicator and integrates it into their belief system?
What is the process through which a receiver adopts the opinion of a credible communicator and integrates it into their belief system?
What is the major type of source attractiveness that creates a situation where the audience feels empathy for the person shown in the advertisement?
What is the major type of source attractiveness that creates a situation where the audience feels empathy for the person shown in the advertisement?
Which type of source attractiveness is based on affection for the source resulting from physical appearance, behavior, or other personal characteristics?
Which type of source attractiveness is based on affection for the source resulting from physical appearance, behavior, or other personal characteristics?
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?
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?
What is one of the reasons for using celebrities as endorsers in advertising?
What is one of the reasons for using celebrities as endorsers in advertising?
What are some risks associated with using celebrities as endorsers?
What are some risks associated with using celebrities as endorsers?
Which of the following is NOT a form of encoding in the communication process?
Which of the following is NOT a form of encoding in the communication process?
What is the main role of the source in the communication process?
What is the main role of the source in the communication process?
In the context of advertising, what does source attractiveness refer to?
In the context of advertising, what does source attractiveness refer to?
Which chapter of the textbook covers source factors in advertising and promotion?
Which chapter of the textbook covers source factors in advertising and promotion?
What is the purpose of establishing communication objectives in a promotional program?
What is the purpose of establishing communication objectives in a promotional program?
What are the two major components of source credibility?
What are the two major components of source credibility?
What is the process of putting together thoughts, ideas, and information into a symbolic form to communicate a message called?
What is the process of putting together thoughts, ideas, and information into a symbolic form to communicate a message called?
Which of the following best describes encoding in the communication process?
Which of the following best describes encoding in the communication process?
What are some forms of encoding in the communication process?
What are some forms of encoding in the communication process?
In successful communication, what is the role of the source?
In successful communication, what is the role of the source?
What are source factors in the communication process?
What are source factors in the communication process?
Which chapter of the textbook discusses source factors in advertising and promotion?
Which chapter of the textbook discusses source factors in advertising and promotion?
