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

Value delivery network is composed of the company, suppliers, distributors, and, ultimately,

________.

• products

• customers

• sales promotion

• a pricing strategy

• a vertical diversification strategy