Sarah Bowe
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Integrated Marketing Communications Quiz sobre Lecture 4: The Communications Process, criado por Sarah Bowe em 12-10-2017.

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Sarah Bowe
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Lecture 4: The Communications Process

Lecture 4: The Communications Process

Questão 1 de 15

1

What is the communications process?

Selecione uma das seguintes:

  • 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

Explicação

Questão 2 de 15

1

How do we encode?

Selecione uma das seguintes:

  • Verbal, Graphic, Musical and Animation Symbols

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

  • Internalisation, Identification, Compliance

  • Vocabulary, Grammar, Inflection, Gestures, Body Language

Explicação

Questão 3 de 15

1

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

Selecione uma das seguintes:

  • 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

Explicação

Questão 4 de 15

1

Factors to Consider when using Celebrities

Selecione uma ou mais das seguintes:

  • Overshadowing the product

  • Overexposure

  • Audience receptivity

  • Risk to the advertiser

  • Risk to the target market

  • Overattention

  • Interalisation

  • Identification

Explicação

Questão 5 de 15

1

When to use a Presenter:

Selecione uma ou mais das seguintes:

  • 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

Explicação

Questão 6 de 15

1

Preencha os espaços em branco para completar o texto.

VisCAP means:
Vis , C , A , P

Explicação

Questão 7 de 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

Arraste e solte para completar o texto.

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

Explicação

Questão 8 de 15

1

What are the Traditional Hierarchy Models of Response Processes?

Selecione uma ou mais das seguintes:

  • 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)

Explicação

Questão 9 de 15

1

What is true?

Selecione uma das seguintes:

  • 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

Explicação

Questão 10 de 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

Selecione uma das opções:

  • VERDADEIRO
  • FALSO

Explicação

Questão 11 de 15

1

Methods of obtaining feed back for consumer exposure include:

Selecione uma das seguintes:

  • 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

Explicação

Questão 12 de 15

1

What ad options are based on the FCB grid?

Selecione uma ou mais das seguintes:

  • Rational versus emotional appeals

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

  • Increasing involvement levels

  • Increasing exposure levels

  • Increasing attention

Explicação

Questão 13 de 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.

Selecione uma das opções:

  • VERDADEIRO
  • FALSO

Explicação

Questão 14 de 15

1

1.
2.
3.
4.

Arraste e solte para completar o texto.

    Advertising Input
    Filters
    Consumer
    Consumer Behaviour

Explicação

Questão 15 de 15

1

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

Selecione uma das opções:

  • VERDADEIRO
  • FALSO

Explicação

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