WorksheetsTUTORIAL CHAPTER 2 - COMMUNICATION PROCESS
Total questions: 20
Worksheet time: 15mins
The (a) or source of a communication is the person or organization that has information to share with another person or group.
(a) 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
(a) 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 (a) model consists of attention, interest, desire and action.
The (a) 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
(a) approach is a method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications
Product message thoughts are directed at the product or service and/or claims being made in the communication.
TRUE
FALSE
__________ : negative thoughts about the spokesperson or organization making the claims.
source derogations
counter arguments
source bolsters
support arguments
(a) – customer's ability and motivation to process a message is high and close attention is paid to message content.
(a) is the thoughts that affirm or support the claims in the message.
Ad execution thoughts can be neither positive nor negative and are important because they are related to attitude toward the ad which represents the receivers’ feelings of favorability or unfavourability toward the ad.
TRUE
FALSE
Word of mouth and personal selling are the examples of (a) .
The two major categories of nonpersonal channels are print and (a) media.
Feedback provides the sender with a way of (a) how the message is being decoded and received by the target audience.
Awareness-interest-evaluation-trial-adoption are the steps in the (a) model.
(a) means negative thoughts about the spokesperson or organization making the claims.
