communication

Question 2

What is the most important aspect of communication according to Peter Drucker?

Answer 2

To hear what isn’t being said.

Question 3

What role does understanding consumers play in marketing?

Answer 3

Enables markets to develop persuasive messages.

Question 4

What are the objectives of marketing communication? List them.

Answer 4

• Raise awareness of the product
• Provide information about the product
• Induce positive attitude towards the product
• Persuade consumers to buy the product
• Convince consumers that the product will solve problems

Question 5

What is impersonal communication?

Answer 5

One-way information transmission process.

Question 6

What are the limitations of impersonal communication?

Answer 6

• Limited feedback from receivers
• Difficult to know if receivers understand the message
• Mostly unable to control timing of message being read/received

Question 7

What is interpersonal communication?

Answer 7

Two-way information transmission process.

Question 8

What are the advantages of interpersonal communication?

Answer 8

• Able to obtain immediate feedback
• Builds stronger, more personal relationships

Question 9

What is interactive communication?

Answer 9

Customizable one-way information transmission process.

Question 10

What are the limitations of interactive communication?

Answer 10

Requires audience to participate for effectiveness.

Question 11

What are the components of the communication model?

Answer 11

• The sender
• The message
• The receiver
• The medium

Question 12

What distinguishes informal sources in communication?

Answer 12

Receiver usually knows the sender personally.

Question 13

What distinguishes formal sources in communication?

Answer 13

Receiver does not know sender personally.

Question 14

What is a normative reference group?

Answer 14

Groups that influence broadly defined values and behaviour.

Question 15

What is a comparative reference group?

Answer 15

Groups serving as benchmarks for specific attitudes or behaviour.

Question 16

What are the two types of message framing?

Answer 16

• Positive framing
• Negative framing

Question 17

What is advertising resonance?

Answer 17

A play on words or graphics containing witty double meaning.

Question 18

What are some persuasive advertising appeals?

Answer 18

• Celebrity
• Comparative
• Fear
• Humour
• Sexual
• Timeliness
• Audience Participation

Question 19

What is the purpose of fear appeals in advertising?

Answer 19

Scares the audience by describing a serious threat to them.

Question 20

How does humour appeal work in advertising?

Answer 20

Amusing and enhances liking, attracts attention, and evokes positive emotions.

Question 21

Fill in the blank: The key advantage of interpersonal communication is the ability to obtain _______.

Answer 21

immediate feedback.

Question 22

True or False: Interactive communication allows for direct feedback from the audience.

Answer 22

True.

Question 23

What is the main goal of persuasive advertising appeals?

Answer 23

To enhance attention, liking, and/or persuasiveness.

Question 24

What is the primary function of advertising?

Answer 24

Attracts attention and evokes positive emotions

Question 25

True or False: Advertising enhances source credibility.

Answer 25

False

Question 26

Which type of products is advertising usually more appropriate for?

Answer 26

Low-involvement products

Question 27

What is sexual appeal in advertising?

Answer 27

Advertisements that are sensuous and provocative

Question 28

What does timeliness appeal in advertising refer to?

Answer 28

Advertisements that make references to current issues, situations, or crises

Question 29

What is audience participation appeal in advertising?

Answer 29

Advertisements that can be customized to the receiver and/or allow receivers to participate in the creation of the advertisement

Question 30

What are the two broad categories of traditional media?

Answer 30

* Print (newspapers, magazines, billboards) * Broadcast (radio, television)

Question 31

What are the two broad categories of non-traditional media?

Answer 31

* Online and mobile media * Interactive TV

Question 32

Who are the receivers of formal marketing communications?

Answer 32

Usually a targeted prospect or customer

Question 33

What is the Elaboration Likelihood Model (ELM)?

Answer 33

It explains how a persuasive message works in changing the attitude of the reader or viewer

Question 34

What are the two routes of persuasion in the ELM?

Answer 34

* Central route * Peripheral route

Question 35

What characterizes the central route of persuasion?

Answer 35

Focus is on the content of the message

Question 36

What characterizes the peripheral route of persuasion?

Answer 36

Focus is on the presentation of the message

Question 37

What type of information is used in the central route?

Answer 37

Straightforward, factual information

Question 38

What type of information is used in the peripheral route?

Answer 38

Surface features and secondary inducements like message visual/audio attractiveness

Question 39

How does the level of elaboration differ between the central and peripheral routes?

Answer 39

* Central route: High elaboration * Peripheral route: Low elaboration

Question 40

What type of attitude is formed through the central route?

Answer 40

More enduring and less subject to counterarguments

Question 41

What type of attitude is formed through the peripheral route?

Answer 41

Less enduring and subject to change through future persuasive messages

Question 42

What are the steps to help establish a target segment?

Answer 42

* Identify a target segment * Establish the identity of the sender and type of communication * Design the message * Select the right channel

Question 43

What is an example of a potential customer group?

Answer 43

* Elderly * Busy working professionals * Parents of latchkey kids

Question 44

What are the characteristics of busy working professionals as a target segment?

Answer 44

* Work long hours * Have sufficient spending power * Highly exposed to media channels * Strong preference for healthy food

Question 45

What type of communication should a sender use?

Answer 45

* Impersonal * Interpersonal

Question 46

What is an example of formal source, impersonal communication?

Answer 46

Advertising on flyers, billboards, and websites with suitable celebrities

Question 47

What is an example of informal source, interpersonal communication?

Answer 47

Word-of-mouth from existing satisfied customers

Question 48

What are the measures of advertising effectiveness?

Answer 48

* Exposure * Persuasion * Sales

Question 49

What does the exposure measure indicate?

Answer 49

How many people were exposed to the message

Question 50

How is persuasion measured?

Answer 50

Using physiological measures, attitudinal measures, recall, and recognition measures

Question 51

What does the sales measure assess?

Answer 51

Did the ad increase the sales?

Question 52

What is the conclusion regarding communication in advertising?

Answer 52

Communication is the transmission of a message from a sender to a receiver through a medium of transmission

Question 53

What are the components of the concept diagram in advertising?

Answer 53

* Sender * Message * Channel * Receiver

Question 54

What is advertising effectiveness?

Answer 54

The measure of how well advertising achieves its intended goals ## Footnote Advertising effectiveness can be assessed through various metrics, including sales increases, brand awareness, and consumer engagement.

Question 55

What are the three types of communication?

Answer 55

* Impersonal * Interpersonal * Interactive ## Footnote These types categorize how messages are conveyed between individuals and groups in marketing contexts.

Question 56

What does 'encodes' refer to in communication?

Answer 56

The process of transforming thoughts into communicable messages ## Footnote Encoding involves selecting words, symbols, or images to effectively convey information.

Question 57

What does 'decodes' refer to in communication?

Answer 57

The process of interpreting and understanding the message received ## Footnote Decoding is influenced by the receiver's experiences, knowledge, and context.

Question 58

True or False: Advertising only has a single type of effectiveness measure.

Answer 58

False ## Footnote Advertising effectiveness can be measured in various ways, including quantitative metrics and qualitative assessments.

Question 59

Fill in the blank: The importance of advertising is highlighted in its ability to _______.

Answer 59

[drive consumer behavior] ## Footnote Effective advertising can significantly influence consumer decisions and market trends.

Question 60

What are some key references for understanding consumer behavior and advertising?

Answer 60

* Schiffman, L. & Kanuk, L. (Global Edition) * Kotler, P. & Armstrong, G. (2012) * Websites on advertising scope and importance ## Footnote These sources provide foundational knowledge on consumer behavior and marketing principles.

Question 61

What does 'non-sensitive references' imply in the context of advertising?

Answer 61

References that do not invoke emotional or personal responses in communication ## Footnote Non-sensitive references are often used to maintain a neutral tone in advertising.