Midterm Exam on Marketing Communications

<p>Control is weakened (D)</p> Signup and view all the answers

<p>Engaging 3rd parties in the marketing process (B)</p> Signup and view all the answers

<p>The one who sends the message (D)</p> Signup and view all the answers

<p>Lack of expertise (D)</p> Signup and view all the answers

<p>Face-to-face communication (C)</p> Signup and view all the answers

<p>Size of the source organization (B)</p> Signup and view all the answers

<p>Noise (A)</p> Signup and view all the answers

<p>The response sent back to the source (D)</p> Signup and view all the answers

<p>Sending a text/email (D)</p> Signup and view all the answers

<p>Television advertisements (B)</p> Signup and view all the answers

<p>Direct mail and print (C)</p> Signup and view all the answers

<p>B2B emphasizes value over price sensitivity. (A)</p> Signup and view all the answers

<p>Enhanced effectiveness from technology advancements. (D)</p> Signup and view all the answers

<p>Visuals are better for increasing awareness. (A)</p> Signup and view all the answers

<p>The transmission of information through symbols. (C)</p> Signup and view all the answers

<p>Aligning location and timing with the target audience. (C)</p> Signup and view all the answers

<p>Buyers are more sensitive to brand image. (C)</p> Signup and view all the answers

<p>In individual consultations at sales visits. (B)</p> Signup and view all the answers

<p>Cognitive factors (B)</p> Signup and view all the answers

<p>Multi-step model (D)</p> Signup and view all the answers

<p>Understanding the target market (B)</p> Signup and view all the answers

<p>Individuals of higher social status within a peer group (A)</p> Signup and view all the answers

<p>Conversations and relationships (B)</p> Signup and view all the answers

<p>They independently process information (A)</p> Signup and view all the answers

<p>Noise (A)</p> Signup and view all the answers

<p>Common ground in attitudes and values (A)</p> Signup and view all the answers

<p>WoM can occur spontaneously and is often perceived as more trustworthy. (A)</p> Signup and view all the answers

<p>The need to elevate their social status or prestige. (D)</p> Signup and view all the answers

<p>It occurs without any coercion or external influence. (A)</p> Signup and view all the answers

<p>Organizations incentivize opinion leaders for recommendations. (C)</p> Signup and view all the answers

<p>It involves transferring the meaning assigned to the celebrity to the product. (C)</p> Signup and view all the answers

<p>They risk losing their independence and credibility. (D)</p> Signup and view all the answers

<p>The credibility of the opinion leader involved. (B)</p> Signup and view all the answers

<p>There is a risk of negative publicity affecting their brand. (A)</p> Signup and view all the answers

The ability of the marketer to influence how the message is delivered, ensuring it reaches the intended audience without distortion.

The financial resources available to the marketer directly impact the reach and effectiveness of the marketing communications mix. More money allows for greater diversity and intensity in media.

The characteristics of the target audience, including their size, geographic distribution, and media preferences, inform the selection of marketing channels and message tailoring.

The marketing communications mix must be designed to achieve specific objectives, whether it's increasing brand awareness, generating leads, or driving sales.

The marketer must consider the level of control required over each element of the marketing communications mix, balancing desired influence with potential limitations.

Marketing strategies that focus on reaching a large, dispersed audience.

Using targeted communication to reach specific groups or individuals.

Utilizing a mix of communication channels, including traditional media and digital platforms, to connect with the target audience.

The sender of the message (e.g., a company or individual).

The message being conveyed (e.g., an advertisement, a presentation).

The medium used to transmit the message (e.g., print media, television, internet).

The intended recipient of the message (e.g., consumers, businesses).

The feedback received from the receiver after the message is delivered (e.g., purchasing a product, responding to a survey).

The person or organization sending a message.

Translating the message into a form that can be sent, using words, images, symbols, or music.

How the message is sent, such as through speaking, writing, or visuals.

Interpreting the encoded message to understand its meaning.

The person or organization receiving the message.

The receiver's response to the message, sent back to the source.

Anything that interferes with the clear transmission and understanding of a message.

Transforming and interpreting a message into thought. Factors include the receiver's knowledge, experience, perceptions, and attitudes.

When the message received doesn't match the message sent, leading to unexpected actions.

Factors that disrupt the communication process, causing information to be lost or distorted.

The receiver's understanding of the message based on their personal experiences, values, and attitudes.

Individuals who influence opinion within a social group.

Experts who shape opinion based on their knowledge and experience.

The majority of consumers who receive information from both mass media and influencers, ultimately making independent decisions.

A communication model that emphasizes the flow of information between opinion formers and leaders, followed by the target audience.

A model that highlights the complexity of interactive communication, emphasizing conversations and dialogues between businesses and consumers.

Informal, unplanned conversations about products, services, and marketing messages spread by individuals.

When individuals voluntarily share their positive or negative experiences with a product or service without any external influence.

Organizations incentivize opinion leaders or influencers to talk about their products or services.

Organizations pay opinion leaders or influencers to recommend their products or services to their audience.

The credibility of the influencer or opinion leader is crucial for the effectiveness of both types of influence.

The practice of using celebrities to promote products or services, leveraging their fame and influence.

The risk associated with using influencers or celebrities for marketing, including potential scandals or damage to the brand's reputation.

The transfer of meaning from the celebrity to the product and ultimately to the consumer.