Sarah Bowe
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Integrated Marketing Communications Quiz on Lecture 4: The Communications Process, created by Sarah Bowe on 12/10/2017.

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Sarah Bowe
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Lecture 4: The Communications Process

Question 1 of 15

1

What is the communications process?

Select one of the following:

  • 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

Explanation

Question 2 of 15

1

How do we encode?

Select one of the following:

  • Verbal, Graphic, Musical and Animation Symbols

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

  • Internalisation, Identification, Compliance

  • Vocabulary, Grammar, Inflection, Gestures, Body Language

Explanation

Question 3 of 15

1

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

Select one of the following:

  • 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

Explanation

Question 4 of 15

1

Factors to Consider when using Celebrities

Select one or more of the following:

  • Overshadowing the product

  • Overexposure

  • Audience receptivity

  • Risk to the advertiser

  • Risk to the target market

  • Overattention

  • Interalisation

  • Identification

Explanation

Question 5 of 15

1

When to use a Presenter:

Select one or more of the following:

  • 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

Explanation

Question 6 of 15

1

Fill the blank spaces to complete the text.

VisCAP means:
Vis , C , A , P

Explanation

Question 7 of 15

1

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

Drag and drop to complete the text.

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

Explanation

Question 8 of 15

1

What are the Traditional Hierarchy Models of Response Processes?

Select one or more of the following:

  • 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)

Explanation

Question 9 of 15

1

What is true?

Select one of the following:

  • 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

Explanation

Question 10 of 15

1

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

Select one of the following:

  • True
  • False

Explanation

Question 11 of 15

1

Methods of obtaining feed back for consumer exposure include:

Select one of the following:

  • 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

Explanation

Question 12 of 15

1

What ad options are based on the FCB grid?

Select one or more of the following:

  • Rational versus emotional appeals

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

  • Increasing involvement levels

  • Increasing exposure levels

  • Increasing attention

Explanation

Question 13 of 15

1

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.

Select one of the following:

  • True
  • False

Explanation

Question 14 of 15

1

1.
2.
3.
4.

Drag and drop to complete the text.

    Advertising Input
    Filters
    Consumer
    Consumer Behaviour

Explanation

Question 15 of 15

1

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

Select one of the following:

  • True
  • False

Explanation