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Exam 15: Marketing Communications

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Question 41

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Which of the following is true about the feedback process of communication?

A) Feedback takes place before the process of decoding.
B) With the increase in online advertising and social media,marketers are able to get more feedback via the Internet.
C) Feedback cannot be nonverbal.
D) Indirect feedback does not help mass communicators to decide whether to continue,modify,or drop a message.

E) C) and D)
F) B) and D)

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Question 42

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Discuss the concept of AIDA and its relevance for marketers.

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Answers will vary.The ultimate goal of a...

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Question 43

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In the context of communication process,which of the following serves to transmit the message?

Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos,blog posts,contests,photos,and other pieces of content.

Which of the following is NOT a component of AIDA model?

Discuss interpersonal communication and mass communication and how they are different from each other.

Which of the following is true about the use of social media in promotion?

In the _____ of the product life cycle,the promotional strategy is to emphasize the product's differential advantage over the competition.

Public relations is an impersonal form of one-way mass communication about a product or organization that is paid for by the marketer.

Informative promotion typically becomes the main promotion goal when the product enters the growth stage of its life cycle.

Which of the following statements is true of marketers as senders in the communication process?

Discuss the elements of the promotional mix and how they influence the target audience.

Promotional strategies have changed a great deal over the years as many targeted customer segments have become more difficult to reach.

The researchers at Beans Inc.,a coffee manufacturing company,developed a new variety of high-quality ground coffee.The new variety was priced at a comparatively lower price than the other varieties of coffee available in the market.Therefore,the advertisements for the product stated,"The highest quality coffee does not have to be expensive." This is an example of communicating a product's _____.

According to the AIDA model,which of the following is the first step in the purchase-decision process?

As organizations do not directly pay for publicity,it can be viewed as free.

Which term refers to the combination of promotional tools-including advertising,public relations,personal selling,sales promotion,and social media-that are used to reach the target market and fulfill the organization's overall goals?

Which of the following refers to a careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer?

A new category of promotional tactic based on brands becoming publishers of their own content to maximize the brands' value to customers is called ____________.

Pride Apparel is a firm that designs and manufactures women's clothing and accessories.It sells its merchandise to retailers without further involvement.Given this information,which of the following statements is true of Pride?