Question 1

The shift toward digital communication allows companies to keep control of message exposure.

Accepted Answer

A) True 
 B)False

Question 2

Encoding is the process by which the receiver assigns meaning to symbols.

Accepted Answer

A) True 
 B)False

Question 3

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

Accepted Answer

A)   Gigi Hadid
B)   Ladies' Home Journal
C)   readers who redeem the $2-off coupon
D)   Maybelline
E)   the target market to which Gigi Hadid appealsF) None of the above
G) A) and E)

Question 4

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.

Accepted Answer

A)   don't distinguish between message sources
B)   never pay attention to sales promotions
C)   don't care about buzz marketing
D)   are not able to block out messages
E)   block out all media messagesF) D) and E)
G) A) and C)

Question 5

Using a(n)  ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

Accepted Answer

A)   pull
B)   blitz
C)   push
D)   buzz
E)   pulseF) A) and D)
G) C) and D)

Question 6

Which of the following is one of the four major communication functions?

Accepted Answer

A)   coordination
B)   distribution
C)   noise
D)   response
E)   preferenceF) None of the above
G) D) and E)

Exam 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

Correct Answer
verified

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

Correct Answer
verified

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.

Correct Answer
verified

The shift toward digital communication allows companies to keep control of message exposure.

Correct Answer
verified

Which of the following is one of the four major communication functions?

Correct Answer
verified

Encoding is the process by which the receiver assigns meaning to symbols.

Correct Answer
verified

Exam 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

Correct AnswerverifiedShow Answer

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

Correct AnswerverifiedShow Answer

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.

Correct AnswerverifiedShow Answer

The shift toward digital communication allows companies to keep control of message exposure.

Correct AnswerverifiedShow Answer

Which of the following is one of the four major communication functions?

Correct AnswerverifiedShow Answer

Encoding is the process by which the receiver assigns meaning to symbols.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified