CH. 12 - Integrated Marketing Communications and Media

Question 1

The process of conveying a message to others and the requires six selements: source, encoding, message, channel of communication, decoding, and receiver.

Answer 1

Communication

Question 2

The company or person who conveys the information.

Answer 2

Source

Question 3

The process of putting words, thoughts, messages into symbolic form in such a way that they will be understood by the receiver.

Answer 3

Encoding

Question 4

The content of the communication process. (verbal, nonverbal, or both)

Answer 4

Message

Question 5

The way in which the communication travels from the source to the receiver.

Answer 5

Channel of communication

Question 6

The process of transforming the message back into thought

Answer 6

Decoding

Question 7

Anything that interferes with or disorts the message.

Answer 7

Noise

Question 8

The group of individuals at which a message is directed.

Answer 8

Receiver

Question 9

Source - Encode - noise ( Channel of Comm with Message) noise - Decode - Receiver
Feedback Loop: Response from Receiver - Feedback to Source

Answer 9

Communication Process

Question 10

Paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor through mass media (e.g. print ad, billboard, commercial)

Answer 10

Advertising

Question 11

Involves two-way communication between buyer and seller.

Answer 11

Personal Selling

Question 12

Short-term inducement of value offered to arouse interst in buying a good or service.

Answer 12

Sales Promotion

Question 13

Form of communication management that seeks to influence feelings, opinions, or beliefs.

Answer 13

Public Relations

Question 14

Promotion alternative that uses* direct communication* with consumers. (e.g. physical mail, e-mail, phone, texting)

Answer 14

Direct Marketing

Question 15

Measures the percentage of consumers in the target audience that are exposed to a particular advertisement in a stated period.

ex: 2023 super bowl reached 115,000,000 viewers over a four-hour period

Answer 15

Reach

Question 16

1. measures the number of times the targeted consumers are exposed to the advertisement
2. the number of times an advertisement is repeated through a specific medium over a specific time period.

Answer 16

Frequency

Question 17

The number of paid subscribers of a magazine or newspaper.

Answer 17

Circulation

Question 18

Consists of the activities that focus on getting the right amount of the right products to the right place at the right time at the lower possible cost.

Answer 18

Logistics

Question 19

Consists of a sequence of firms that perform activities requiredi to create and deliver products to ultimate consumers or industrial users.

Answer 19

Supply Chain