W6-Brand Communications

What principle suggests that consumer memory is enhanced when information comes from various sources?

• Encoding specificity
• Encoding variability
• Media richness theory
• Cognitive resonance

Which type of advertising is most impactful for creating humorous messages according to the lecture?

• Print
• Television
• Radio
• Direct mail

According to the documents, what is a significant psychological effect of packaging on consumer behavior?

• Influences perceived taste
• Increases product life span
• Reduces production costs
• Enhances durability

What is the most visible and perhaps costly aspect of branding, as discussed?

• Product design
• Pricing strategy
• Distribution logistics
• Brand communication

Which type of promotion is designed to encourage trial or usage of a product for a short term?

• Brand endorsement
• Celebrity sponsorship
• Consumer promotions
• Public relations

What is the best descriptor of 'Direct Marketing' as explained in the lecture?

• Uses intermediaries to communicate with consumers
• Focuses on broad messages for general audiences
• Communicates directly to the consumer without intermediaries
• Relies solely on digital communication channels

How does outdoor advertising need to present its messages according to the lecture?

• Simple and direct for quick processing
• With detailed descriptions
• In a lengthy and comprehensive format
• Using multiple layers of complex graphics

What impact does a 'tall, slender' bottle typically have on consumer perceptions, as noted?

• Viewed as less eco-friendly
• Perceived to provide greater value
• Considered lower quality
• Seen as less practical

What does the Encoding Specificity principle suggest about advertisement content?

• It should be varied to cover different demographics
• It should be consistent across all media
• It should primarily focus on competitive advantages
• It should match the context in which the consumer decision is made

What role does 'inbound marketing' primarily play in digital marketing?

• Pushes content outward to consumers
• Encourages consumer participation in product development
• Aims to improve a brand's visibility to consumers actively searching
• Distributes physical marketing materials like brochures and flyers