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Lecture 4: The Communications Process

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Integrated Marketing Communications Quiz on Lecture 4: The Communications Process, created by Sarah Bowe on 12/10/2017.
Sarah Bowe
Quiz by Sarah Bowe, updated more than 1 year ago
Sarah Bowe
Created by Sarah Bowe about 7 years ago
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Resource summary

Question 1

Question
What is the communications process?
Answer
  • 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

Question 2

Question
How do we encode?
Answer
  • Verbal, Graphic, Musical and Animation Symbols
  • Spoken/Written Word, Pictures/Drawings, Arrangement/Instrumentation, Action/Motion
  • Internalisation, Identification, Compliance
  • Vocabulary, Grammar, Inflection, Gestures, Body Language

Question 3

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

Question 4

Question
Factors to Consider when using Celebrities
Answer
  • Overshadowing the product
  • Overexposure
  • Audience receptivity
  • Risk to the advertiser
  • Risk to the target market
  • Overattention
  • Interalisation
  • Identification

Question 5

Question
When to use a Presenter:
Answer
  • 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

Question 6

Question
VisCAP means: Vis[blank_start]ibility[blank_end] , C[blank_start]redibility[blank_end] , A[blank_start]ttraction[blank_end] , P[blank_start]ower[blank_end]
Answer
  • redibility
  • ttraction
  • ower
  • ibility

Question 7

Question
Motivations for social sharing of videos: [blank_start]Opinion Seeking[blank_end] : I want to see what my friends think [blank_start]Shared passion[blank_end] : It lets me connect with my fiends about a shared interest [blank_start]Conversation Starting[blank_end] : I want to start an online conversation [blank_start]Social Utility[blank_end] : This could be useful to my friends [blank_start]Self-Expression[blank_end] : It says something about me [blank_start]Social in Real Life[blank_end] : This will help me socialise with my friends offline [blank_start]Social Good[blank_end] : it is for a good cause and I want to help [blank_start]Zeitgeist[blank_end] : it is about a current trend or event [blank_start]Kudos: Authority[blank_end] : I want to demonstrate my knowledge [blank_start]Kudos: Coll Hunting[blank_end] : I want to be the first to tell my friends
Answer
  • Opinion Seeking
  • Shared passion
  • Conversation Starting
  • Social Utility
  • Self-Expression
  • Social in Real Life
  • Social Good
  • Zeitgeist
  • Kudos: Authority
  • Kudos: Coll Hunting

Question 8

Question
What are the Traditional Hierarchy Models of Response Processes?
Answer
  • 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)

Question 9

Question
What is true?
Answer
  • 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

Question 10

Question
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
Answer
  • True
  • False

Question 11

Question
Methods of obtaining feed back for consumer exposure include:
Answer
  • 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

Question 12

Question
What ad options are based on the FCB grid?
Answer
  • Rational versus emotional appeals
  • Evaluation of a think-type product on the basis of feelings
  • Increasing involvement levels
  • Increasing exposure levels
  • Increasing attention

Question 13

Question
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.
Answer
  • True
  • False

Question 14

Question
1. [blank_start]Advertising Input[blank_end] 2. [blank_start]Filters[blank_end] 3. [blank_start]Consumer[blank_end] 4. [blank_start]Consumer Behaviour[blank_end]
Answer
  • Advertising Input
  • Filters
  • Consumer
  • Consumer Behaviour

Question 15

Question
The persuasion matrix helps marketers see how each controllable element interacts with the consumer’s response process
Answer
  • True
  • False
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