CHAPTER 3 IMC

Creative Advertising is known for its use of pictures, sounds, and co in its integrated marketing campaigns. The company takes great care in researching both the environment and the consumer’s interpretation of the message. Creative Advertising is demonstrating an awareness of......

• transmission

• channel

• encoding

• communication

When Grove Olive Oil decided to patent its cold-press olive oil, the company created a recognizable symbol of their brand. This communication process of creating a message to be received and understood by the consumer is called ___________.

• sourcing

• encoding

• decoding

• messaging

Innovative Marketers is working with Style Stationery to create a back-to-basics campaign promoting handwritten letters and thank-you notes. The company believes the right consumer audience to start the trend will be this year’s graduating students, who will start the viral process. Selecting this audience is known as _________.

• buzz marketing

• social media influencer

• viral marketing

• hierarchy of effects model

An ad by the Alabama State Tourism Department that promotes Alabama as a vacation destination is published in Southern Charm magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message is _______.

• the Alabama State Tourism Department

• Southern Charm magazine

• the couple in the scenic magazine

• the reader of the magazine

A supermarket placed an insert in Tuesday’s Pacific Coast Digest, a regional newspaper that has more than 100,000 subscribers. The newspaper is an example of a(n)________ channel of communication.

• direct-response

• nonpersonal

• interpersonal

• verbal

____________, which may take a variety of forms, closes the loop in the communications flow and lets a sender monitor how an intended message is being decoded and received.

Fattah is watching an interesting TV program with a group of friends. During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show. In this scenario, Fattah is encountering __________.

• poor encoding

• negative feedback

• disturbances known as noise

• selective sourcing

Connect Inc. launched a new smartphone with new features in the market. Moreover, the company plans to launch tablets and other groundbreaking digital devices as well. In this scenario, the________ model would be most relevant for communicating information about the new product to consumers.

• hierarchy of effects

• innovation adoption

• information processing

• AIDA

According to the McKinsey group, what is a unique component of the consumer decision journey because it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through to post-purchase, when their potential advocacy influences others?

• social media

• word of mouth

• radio

• television

During a marketing meeting, Sarah is trying to explain her new advertising strategy, but her colleagues keep interrupting her with unrelated questions. This situation illustrates the concept of __________.

• noise

• feedback

• encoding

• decoding