CHAPTER 3

Question 1

communication refers to?

Answer 1

1- sharing ideas
2-passing information

Question 2

organizations send message through?

Answer 2

1- ads
2- brand names
3- web sites
4- promotions

Question 3

basic communication model?

Answer 3

1- sender
2- encoding of the message
3- channel
4- decoding
5- reciever response

Question 4

communication process consists of?

Answer 4

1- particepents( sender and receiver)
2- communication tools( channel ,message)
3- functions( decoding, encoding)
4- noise

Question 5

effective communication?

Answer 5

the situation where the receiver authentically decodes the message as intended by the communicator and communication objectives are achieved.

Question 6

communication channels classification?

Answer 6

1- personal ( WOM, personal selling)
2- non personal (print media, mass media)

Question 7

WOM?

Answer 7

informal communication by consumers about the product

Question 8

buzz marketing?

Answer 8

formal and organized efforts to encourage people about the product

Question 9

why does a video go viral?

Answer 9

1-Message characteristics (Content and creative design)
2-Individual sender or receiver characteristics (gender, age, personality, extroversion)
3-Social network characteristics; Network structure, consumer’s position in terms of number and strength of relationships with others and their relevance. Influencers and bloggers