how marketing communication works
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How Marketing Communication Works. In the mass communication model, a message is presented through _____. bandwagon appeals channels of communication two-way communication the hierarchy of communication. In the mass communication model, a message is presented through _____. - PowerPoint PPT PresentationTRANSCRIPT
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 1
How Marketing Communication Works
How Marketing Communication Works
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 2
In the mass communication model, a message is presented through
_____.
1. bandwagon appeals
2. channels of communication
3. two-way communication
4. the hierarchy of communication
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 3
In the mass communication model, a message is presented through
_____.
1. bandwagon appeals
2. channels of communication
3. two-way communication
4. the hierarchy of communication
According to the mass communication model, a message is presented through channels of communication, such as TV, radio, and newspapers.
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Mass communication is traditionally
seen as a _____.
1. one-way communication process
2. two-way communication process
3. bottom-up communication process
4. horizontal communication process
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 4
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Mass communication is traditionally
seen as a _____.
1. one-way communication process
2. two-way communication process
3. bottom-up communication process
4. horizontal communication process
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 5
Traditional mass communication is a one-way process, with a message moving from a source to the receiver—e.g., from an advertiser to a target audience.
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1. Top-down messaging
2. Permission based marketing
3. Selective consumer involvement
4. Relational media implementation
_____ is enabling the use of more interactive marketing
communication.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 6
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_____ is enabling the use of more interactive marketing
communication.
1. Top-down messaging
2. Permission based marketing
3. Selective consumer involvement
4. Relational media implementation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 7
The growth of permission based marketing mirrors the shift from one-way to two-way communication.
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The most commonly used explanation of how advertising
works is the _____.
1. PDQ model
2. IMHO model
3. AIDA model
4. ASAP model
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 8
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The most commonly used explanation of how advertising
works is the _____.
1. PDQ model
2. IMHO model
3. AIDA model
4. ASAP model
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 9
The most commonly used explanation of how advertising works is referred to at the AIDA model, which stands for attention, interest, desire, and action.
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_____ proposes that effective advertising creates six consumer
responses.
1. The AIDA Model
2. The Input-Output Schema
3. The Think-Feel-Do Model
4. The Facets Model of Effects
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 10
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_____ proposes that effective advertising creates six consumer
responses.
1. The AIDA Model
2. The Input-Output Schema
3. The Think-Feel-Do Model
4. The Facets Model of Effects
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 11
The Facets Model of Effects states that consumers respond to advertising in six ways: see/hear, feel, think/understand, connect, believe, and act/do.
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The Facets Model asserts that a consumer’s response to
advertising begins with _____.
1. cognition
2. perception
3. behavior
4. association
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 12
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The Facets Model asserts that a consumer’s response to
advertising begins with _____.
1. cognition
2. perception
3. behavior
4. association
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 13
According to The Facets Model of Effects, perception is where a consumer’s response to an advertisement begins.
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_____ involves receiving information via our five senses and assigning meaning to it.
1. Cognition
2. Recognition
3. Awareness
4. Perception
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 14
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_____ involves receiving information via our five senses and assigning meaning to it.
1. Cognition
2. Recognition
3. Awareness
4. Perception
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 15
During the process of perception, we receive information through our five senses and assign meaning to it.
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All of the following except _____ are
key factors which drive perception.
1. exposure
2. narration
3. relevance
4. recognition
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 16
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All of the following except _____ are
key factors which drive perception.
1. exposure
2. narration
3. relevance
4. recognition
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 17
The key factors driving perception are exposure, selection and attention, interest, relevance, curiosity, awareness, and recognition.
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The Facets Model asserts that _____ does not drive an
emotional/affective response.
1. motivation
2. excitement
3. resonance
4. wants and desires
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 18
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The Facets Model asserts that _____ does not drive an
emotional/affective response.
1. motivation
2. excitement
3. resonance
4. wants and desires
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 19
The key factors that drive an emotional/affective response from consumers are wants and desires, excitement, feelings, liking, and resonance.
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The term “cognition” refers to how consumers _____.
1. search for information
2. respond to information
3. learn and understand something
4. all of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 20
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The term “cognition” refers to how consumers _____.
1. search for information
2. respond to information
3. learn and understand something
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 21
Cognition refers to how consumers search for and respond to information, as well as how they learn and understand something.
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_____ is the primary tool used in brand communication.
1. Acclimation
2. Association
3. Allocation
4. Affirmation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 22
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_____ is the primary tool used in brand communication.
1. Acclimation
2. Association
3. Allocation
4. Affirmation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 23
Association is the technique of communicating through symbolism. As such, it is the primary tool used in brand communication.
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_____ is not one of the factors that
drive the Association Response.
1. Engagement
2. Symbolism
3. Transformation
4. Conditioned learning
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 24
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1. Engagement
2. Symbolism
3. Transformation
4. Conditioned learning
_____ is not one of the factors that
drive the Association Response.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 25
The factors that drive the Association Response include symbolism, conditioned learning, and transformation.
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_____ is an important goal of most marketing communication.
1. Selective communication
2. Inspirational communication
3. Persuasive communication
4. Transformational communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 26
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_____ is an important goal of most marketing communication.
1. Selective communication
2. Inspirational communication
3. Persuasive communication
4. Transformational communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 27
Persuasive communication (creating or changing attitudes and creating conviction) is an important goal of most marketing communication.
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The Persuasion Response is driven by all
of the following factors except _____.
1. metaphors
2. motivation
3. involvement
4. conviction
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 28
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1. metaphors
2. motivation
3. involvement
4. conviction
The Persuasion Response is driven by all
of the following factors except _____.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 29
Persuasion affects consumers through motivation, influence, involvement, engagement, conviction, loyalty, preference and intention, and believability and credibility.
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The factors that drive the Behavioral Response of consumers
include _____.
1. contacting
2. mental rehearsal
3. advocating and referrals
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 30
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The factors that drive the Behavioral Response of consumers
include _____.
1. contacting
2. mental rehearsal
3. advocating and referrals
4. All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 31
Factors that drive a behavioral response to marketing communication include mental rehearsal, trial, contacting, buying, advocating and referrals, and prevention.