Untitled Quiz

Students should be able to understand basic models of communication
Students should be able to analyze receivers in the communication process
Students should be able to understand the response process
Students should be able to analyze traditional response hierarchy models
Students should be able to define alternative response hierarchies
Students should be able to define the cognitive response approach
Students should be able to analyze controllable variables in the communication process
Students should be able to analyze source, message, and channel factors
Students should be able to establish communication goals and objectives
Students should be able to allocate a budget

The integrated marketing communications program's function is to communicate with current and prospective customers and other relevant publics
Organizations use various methods to send messages, including advertisements, brand names and logos, websites, press releases, package designs, and promotions
Effective marketing communication factors include customer knowledge of the company and its image, the way customers perceive the company, and how customers interpret messages

Communication can be defined as the passing of information, or the exchange of ideas, or the process of establishing commonness of thought between the sender and receiver
Common thinking between sender and receiver is not always easy, and many communication attempts fail
The communication process is complex and depends on the nature of the message, the audience's interpretation, and the environmental factors influencing its reception

Communication involves a sender and a receiver
Communication tools include message and channel
Communication functions and processes include encoding, decoding, response, and feedback
Communication includes extraneous factors and noise which can interfere with the process

The sender, or source, is the person or organization sharing information
The source can be an individual or a non-personal entity
Marketers must select a source that the receiver views as knowledgeable and trustworthy
Encoding is converting thoughts and ideas into a symbolic form understood by the receiver

Messages are symbolic expressions of the sender's thoughts and intended for the receiver
Message examples include advertisements that contain the intended message and a symbolic expression of the sender's thoughts

The channel is the method through which communication travels from sender to receiver
Personal channels involve face-to-face contact with individuals or groups, such as salespeople, social channels (friends)
Non-personal channels are mass media, including print and broadcast media such as radio and television.

The receiver is the person who receives the message
Decoding involves processing the message
The recipient's framework of reference is heavily influenced by personal experiences, perceptions, attitudes, and values

Noise is interference that can disrupt communication in any stage of the process
Noise Examples include competitive promotional messages and misinterpretations of messages

Response is the receiver's reaction to a message, ranging from nonverbal actions to immediate actions
Feedback is a response from the receiver sent back to the original sender
Successful communication occurs when the source effectively creates a message, selects appropriate channels, and considers receiver responses.

Understanding the target audience, including their knowledge, opinions, and feelings about the company and its products
Identifying and understanding the target audience is essential for effective marketing communications
Determining potential responses to various forms of communication and different messages

The response process describes the steps consumers go through to process and respond to information or from a state of unawareness to purchase
Includes AIDA Model, Hierarchy of Effects Model, Innovation Adoption Model, and Information Processing Model

Methods for setting promotional budgets, including the affordable method, arbitrary allocation, percentage-of-sales method, competitive-parity method, and objective-and-task method
The concept of return on investment (ROI)
Top-down versus build-up approaches

Defining measurable objectives for advertising campaigns
Focuses on creating awareness, understanding, or conviction related to the advertisement and product
Model emphasizes the mental steps individuals take before accepting the product presented in an advertisement

DAGMAR model outlines the mental steps from unawareness to purchasing an advertisement
Includes stages like awareness, comprehension, attitude formation, and purchase intention