IMC Quiz

Which of the following best describes IMC?

• The use of multiple communication channels to convey a consistent message

• The creation of a single advertisement to reach all audiences

• The process of integrating marketing and finance departments

• The development of a product based on consumer feedback

In the Shannon-Weaver Model of communication, which component represents the medium through which the message is transmitted?

• Encoder

• Decoder

• Channel

• Feedback

Which of the following is NOT a component of the Shannon-Weaver Model?

• Context

• Source

• Message

• Noise

In the context of the Elaboration Likelihood Model (ELM), which route involves careful and thoughtful consideration of the true merits of the information presented?

• Central route

• Peripheral route

• Direct route

• Indirect route

According to the Elaboration Likelihood Model (ELM), which of the following cues might influence the peripheral route of persuasion?

• Source attractiveness

• Logical consistency

• Strength of the arguments

• Quality of the evidence

The alternative three-order response model proposes that the sequence of cognitive, affective, and conative stages may vary based on which of the following factors?

• Consumer's level of involvement and perceived product differentiation

• Advertising frequency and media selection

• Market segmentation and targeting strategy

• Product pricing and distribution channels

In the Hierarchy of Effects model, which stage directly precedes the action stage?

• Conviction

• Desire

• Interest

• Awareness

In the Elaboration Likelihood Model (ELM), what are the two main factors that determine the likelihood of elaboration?

• Motivation and ability

• Source credibility and message length

• Personal relevance and need for cognition

• Emotional appeal and frequency of exposure

Source credibility consists of which two primary components?

• Expertise and trustworthiness

• Attractiveness and familiarity

• Power and compliance

• Authority and likability

Which of the following best describes source power in communication?

• The authority of the source to influence through rewards or punishments

• The credibility of the source

• The attractiveness of the source

• The ability of the source to be likable