TUTORIAL CHAPTER 2 - COMMUNICATION PROCESS

The __________ or source of a communication is the person or organization that has information to share with another person or group.

__________ channels involve  direct interpersonal  contact  with  target  individuals  or groups.

Two (2) categories of nonpersonal channels are __________.

• print media

• word of mouth

• broadcast media

• personal selling

Encoding is the process of transforming and interpreting the sender’s message back into thought and is heavily influenced by the receiver’s frame of reference or field of experience.

• TRUE

• FALSE

__________ refers to the reaction the receiver has after seeing, hearing, and/or reading the message.

To communicate effectively, marketers must have an understanding of who their __________ is and how they need to be communicated with to influence their decision-making process.

• supplier

• spokesperson

• manufacturer

• target audience

The __________ model consists of attention, interest, desire and action.

The __________ Model shows the stages a consumer passes through in the process of adopting a new product.

Which of the following is NOT the “three-order” model of information processing in Alternative Response Hierarchy Models?

• dissonance hierarchy

• response hierarchy

• standard learning hierarchy

• low-involvement hierarchy

__________ approach is a method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications