Sarah Bowe
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Integrated Marketing Communications Quiz am Lecture 4: The Communications Process, erstellt von Sarah Bowe am 12/10/2017.

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Sarah Bowe
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Lecture 4: The Communications Process

Frage 1 von 15

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What is the communications process?

Wähle eine der folgenden:

  • Source> Encoding> Channel/Message > Decoding > Receiver > Noise > Feedback

  • Source> Encoding> Channel/Message > Decoding > Feedback> Receiver > Noise

  • Source> Decoding> Channel/Message > Encoding > Feedback> Receiver > Noise

  • Source> Encoding> Channel/Message > Decoding > Noise > Feedback > Receiver

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Frage 2 von 15

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How do we encode?

Wähle eine der folgenden:

  • Verbal, Graphic, Musical and Animation Symbols

  • Spoken/Written Word, Pictures/Drawings, Arrangement/Instrumentation, Action/Motion

  • Internalisation, Identification, Compliance

  • Vocabulary, Grammar, Inflection, Gestures, Body Language

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Frage 3 von 15

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How is the VisCAP model of presenter characteristics aligned with Communication objectives?

Wähle eine der folgenden:

  • Relates to Source Attributes and Receiver Processing Modes

  • Relates to Source Attributes and Feedback Modes

  • Relates to Receiver Processing Modes and Feedback Modes

  • Relates to Source Attributes and Message/Channel

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Frage 4 von 15

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Factors to Consider when using Celebrities

Wähle eine oder mehr der folgenden:

  • Overshadowing the product

  • Overexposure

  • Audience receptivity

  • Risk to the advertiser

  • Risk to the target market

  • Overattention

  • Interalisation

  • Identification

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Frage 5 von 15

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When to use a Presenter:

Wähle eine oder mehr der folgenden:

  • When one or more communication effects need to be amplified

  • When the target audience is known to suffer “information overload” when making a brand choice

  • When a brand needs to leverage a channel such as display ads, paid search, or sponsorships

  • When consumers become the media talking

  • When scanned acts provide additional content or take scanner to website/take out print

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Frage 6 von 15

1

Fülle die Lücken, um den Text zu vervollständigen.

VisCAP means:
Vis , C , A , P

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Frage 7 von 15

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Motivations for social sharing of videos:
: I want to see what my friends think
: It lets me connect with my fiends about a shared interest
: I want to start an online conversation
: This could be useful to my friends
: It says something about me
: This will help me socialise with my friends offline
: it is for a good cause and I want to help
: it is about a current trend or event
: I want to demonstrate my knowledge
: I want to be the first to tell my friends

Klicke und ziehe, um den Text zu vervollständigen.

    Opinion Seeking
    Shared passion
    Conversation Starting
    Social Utility
    Self-Expression
    Social in Real Life
    Social Good
    Zeitgeist
    Kudos: Authority
    Kudos: Coll Hunting

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Frage 8 von 15

1

What are the Traditional Hierarchy Models of Response Processes?

Wähle eine oder mehr der folgenden:

  • AIDA (Attention, Interest , Desire, Action)

  • Hierarchy of effects model (Awareness, Knowledge, Liking, Preference, Conviction, Purchase)

  • Innovation adoption model (Awareness, Interest, Evaluation, Trial, Adoption)

  • Information Processing Model (Presentation, Attention, Comprehension, Yielding, Retention, Behaviour)

  • BCAC (Interest, Desire, Intention, Yielding, Behaviour)

  • Attention Retention Model (Comprehension, Retention, Intention, Action)

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Frage 9 von 15

1

What is true?

Wähle eine der folgenden:

  • Each of the traditional hierarchy models represent what the receiver knows or perceives about the particular product or brand

  • Each of the traditional hierarchy models represent the receiver's feelings or affect level for the particular brand or product

  • Each of the traditional hierarchy models represent what the consumer's action is towards the brand

  • All of the above

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Frage 10 von 15

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The Foote, Cone and Belding Grid is an alternative response model that separates involvement into thinking and feeling and high and low to show the way consumers approach the purchase process

Wähle eins der folgenden:

  • WAHR
  • FALSCH

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Frage 11 von 15

1

Methods of obtaining feed back for consumer exposure include:

Wähle eine der folgenden:

  • Circulation Reach, Viewer/listener audience size, Web page views

  • Listener, reader, viewer recognition

  • Brand attitudes, , purchase intent

  • Recall, checklists

  • Inventory, point of purchase consumer panel, scanner data

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Frage 12 von 15

1

What ad options are based on the FCB grid?

Wähle eine oder mehr der folgenden:

  • Rational versus emotional appeals

  • Evaluation of a think-type product
    on the basis of feelings

  • Increasing involvement levels

  • Increasing exposure levels

  • Increasing attention

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Frage 13 von 15

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The elaboration likelihood model focuses on the differences in the ways consumers process and respond to persuasive messages and include central route and peripheral route ways to form attitudes.

Wähle eins der folgenden:

  • WAHR
  • FALSCH

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Frage 14 von 15

1

1.
2.
3.
4.

Klicke und ziehe, um den Text zu vervollständigen.

    Advertising Input
    Filters
    Consumer
    Consumer Behaviour

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Frage 15 von 15

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The persuasion matrix helps marketers see how each controllable element interacts with the consumer’s response process

Wähle eins der folgenden:

  • WAHR
  • FALSCH

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