Marketing communication 2

________ refers to the process of putting thought into symbolic form.

• Sending

• Encoding

• Decoding

• Receiving

• Feedback

Which of the following is the first step in developing an effective integrated communications and promotion program?

• designing a message

• identifying the target audience

• determining the communication objectives

• collecting feedback

• choosing the media through which to send a message

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

• create differences

• enhance doubts

• double interest levels

• arouse desire

• minimize dismay

Which of the following appeals is based on the idea that consumers often feel before they think?

• emotional appeal

• rational appeal

• structural appeal

• standardized appeal

• integrated appeal

Many firms hire celebrities to appear in their advertisements. Which step of the communication process is represented?

• collecting feedback

• designing a message

• selecting the message source

• determining the communication objectives

• choosing the media

The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.

• sales promotion

• direct marketing

• a push strategy

• a pull strategy

• a vertical diversification strategy