Chapter 18

Question 1

Integrated marketing communications

Answer 1

customers, evaluation of results, communication channels

Question 2

Communication Process Step #1: Sender

Answer 2

firm (ex: Coca Cola)

Question 3

Communication Process Step #2: Transmitter

Answer 3

encodes message

Question 4

Communication Process Step #3: Encoding

Answer 4

messages

Question 5

Communication Process Step #4: Communication channel

Answer 5

media (choose channel)

Question 6

Communication Process Step #5: Receiver

Answer 6

consumers decode messages

Question 7

Communication Process Step #6: Noise

Answer 7

from the environment

Question 8

Communication Process Step #7: Feedback loop

Answer 8

feedback

Question 9

Increase in communication channels

Answer 9

marketers have a lot more ways to communicate, have to respond in more ways

Question 10

AIDA Model: Awareness

Answer 10

senders must first gain attention

Question 11

AIDA Model: Interest

Answer 11

after awareness comes persuasion, customer may want to investigate more

Question 12

AIDA Model: Desire

Answer 12

I like it, I want it

Question 13

AIDA Model: Action

Answer 13

purchase is just one type of action (like, comment, tell others)

Question 14

Lagged effect

Answer 14

advertising is not an immediate impact, multiple exposures is necessary, hard to determine when exposure led to purchase