Lecture 1: Introduction to Marketing Communication

Question 1

Marketing communication is an audience-centered activity, designed to engage audiences and promote conversations.

Answer 1

True

Question 2

Marketing communication is a management process through which organizations and audiences attempt to engage with one another.

Answer 2

True

Question 3

There are five major marketing communication tools.

Answer 3

True

Question 4

Advertising is described as a non-personal form of mass communication.

Answer 4

True

Question 5

Advertising is described as a personal form of mass communication.

Answer 5

False

Question 6

Sales promotion is described as tactically used techniques to provide added value to an offering with the aim of accelerating sales.

Answer 6

True

Question 7

Public relations are described as tools to manage relationships between organisations and their stakeholders.

Answer 7

True

Question 8

Direct marketing is described as interpersonal communication tool that involves face-to-face activities.

Answer 8

True

Question 9

Personal selling is designed to target individuals by delivering personalised messages, builds one-to-one relationships.

Answer 9

True

Question 10

The emergence and growth of new media forms using electronic technology is one of the many changes in marketing communication over time.

Answer 10

True

Question 11

Integrated Marketing Communications is a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.

Answer 11

True

Question 12

Marketing communication avoids confusion and disaffection in the mind of consumers.

Answer 12

True

Question 13

Marketing communication can add to confusion and disaffection in the mind of consumers.

Answer 13

False

Question 14

Marketing communication provides synergetic effects.

Answer 14

True

Question 15

Marketing communication provides a more holistic and strategic view of companies and agencies, focusing on strategic developments rather than separate agendas.

Answer 15

True

Question 16

Integrated marketing communication is the voice of a brand with the purpose of developing strong brands.

Answer 16

True

Question 17

Integrated marketing communication is a crucial contributor to brand equity.

Answer 17

True

Question 18

Strong brands have an improved perception of product performance.

Answer 18

True

Question 19

Strong brands are less vulnerable to competitive marketing actions and marketing crises.

Answer 19

True

Question 20

Brand identity is when a company achieves deep, broad brand awareness by, for example, creative advertising.

Answer 20

True

Question 21

Brand meaning is the process of achieving difference, for example, by linking intangible associations to the brand and its product performance.

Answer 21

True

Question 22

Brand response is defined as achieving positive, accessible reactions for example, by linking feelings to the brand.

Answer 22

True

Question 23

Brand relationships are formed when companies achieve intense, active loyalty for example, by active engagement opportunities.

Answer 23

True

Question 24

The sender in a communication process is a vehicle by which an idea is transmitted via a channel.

Answer 24

False

Question 25

A sender in a communication process is the originator of the message.

Answer 25

True

Question 26

A message in the communication process is a vehicle by which an idea is transmitted via a channel.

Answer 26

True

Question 27

Encoding is the process of putting the idea in a format using a combination of appropriate words, pictures, symbols so that it can be transmitted via a medium/channel.

Answer 27

True

Question 28

A channel in the communication process is a means of carrying the message.

Answer 28

True

Question 29

Decoding is the process of translating the message into understandable ideas/concepts.

Answer 29

True

Question 30

In the communication process, Feedback is information regarding the receiver’s reaction to a message.

Answer 30

True

Question 31

In the communication process, noise is anything that interferes with the proper delivery of a message, e.g., competing messages.

Answer 31

True

Question 32

Cognitive, affective and conative processes are mental processes that occur due to a consumer’s exposure to marketing communication.

Answer 32

True

Question 33

Brand choice, trial, repurchase and purchase intensity are all effects marketing communication can have on individuals.

Answer 33

True

Question 34

Cognitive responses to marketing communication are measured by thought listing, subsequent coding as positive, negative, neutral or brand-related, ad-related, source-related, etc.

Answer 34

True

Question 35

Recall is when some clues are given to assist memory retrieval.

Answer 35

False

Question 36

Recall scores are higher than recognition scores; they tend to be more reliable as they do not decay over time.

Answer 36

False

Question 37

Recognition is when no clues are given to assist memory retrieval.

Answer 37

False

Question 38

Recall is when no clues are given to assist memory retrieval.

Answer 38

True

Question 39

Recognition is when some clues are given to assist memory retrieval.

Answer 39

True

Question 40

Recognition scores are higher than recall scores; they tend to be more reliable as they do not decay over time.

Answer 40

True

Question 41

General affect is negative or positive.

Answer 41

True

Question 42

General affect are basic affective reactions.

Answer 42

False

Question 43

Emotions are basic affective reactions.

Answer 43

True

Question 44

Feelings are more specific than emotions and general affects.

Answer 44

True

Question 45

An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.

Answer 45

True

Question 46

Attitudes are either used narrowly as an affective variable or broadly to encompass all three dimensions of response.

Answer 46

True

Question 47

The three dimensions of response are cognitive, affective and conative.

Answer 47

True

Question 48

Purchase intention is the likelihood to purchase a product or brand measures by single item scales.

Answer 48

True

Question 49

Persuasion is a conviction, mostly measures in terms of strongly held attitudes or intentions.

Answer 49

True

Question 50

Marketing communication can have instantaneous effects as well as carryover effects.

Answer 50

True

Question 51

Successive marketing communications have overlapping effects and overlapping decays.

Answer 51

True

Question 52

Responses to marketing communication varies by segment and the individuals in the market.

Answer 52

True

Question 53

Distinction between focus on either process or outcomes is a major philosophical difference in marketing communication research.

Answer 53

True

Question 54

In paradigms of research in MC, there are two major traditions; behavioural paradigm vs. modeling paradigm.

Answer 54

True

Question 55

In the behavioural paradigm, mental processes are dependent variables.

Answer 55

True

Question 56

In the behavioural paradigm, how consumers attend to and process communication messages and appeals explains how and why MC works.

Answer 56

True

Question 57

In the behavioural paradigm, ad appeals or formats are the independent variables.

Answer 57

True

Question 58

In the behavioural paradigm, laboratory experiments lead to high internal validity.

Answer 58

True

Question 59

In the modeling paradigm, when and how much MC works is determined by the relationship between input and output variables.

Answer 59

True

Question 60

In the modeling paradigm, advertising budget or exposure are the independent variables.

Answer 60

True

Question 61

In the modeling paradigm, sales, market share and brand choice are the dependent variables.

Answer 61

True

Question 62

In the modeling paradigm, the use of data in real market situations leads to high external validity.

Answer 62

True