Lecture 1: Introduction to Marketing Communication Flashcards
Marketing communication is an audience-centered activity, designed to engage audiences and promote conversations.
True
Marketing communication is a management process through which organizations and audiences attempt to engage with one another.
True
There are five major marketing communication tools.
True
Advertising is described as a non-personal form of mass communication.
True
Advertising is described as a personal form of mass communication.
False
Sales promotion is described as tactically used techniques to provide added value to an offering with the aim of accelerating sales.
True
Public relations are described as tools to manage relationships between organisations and their stakeholders.
True
Direct marketing is described as interpersonal communication tool that involves face-to-face activities.
True
Personal selling is designed to target individuals by delivering personalised messages, builds one-to-one relationships.
True
The emergence and growth of new media forms using electronic technology is one of the many changes in marketing communication over time.
True
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.
True
Marketing communication avoids confusion and disaffection in the mind of consumers.
True
Marketing communication can add to confusion and disaffection in the mind of consumers.
False
Marketing communication provides synergetic effects.
True
Marketing communication provides a more holistic and strategic view of companies and agencies, focusing on strategic developments rather than separate agendas.
True
Integrated marketing communication is the voice of a brand with the purpose of developing strong brands.
True
Integrated marketing communication is a crucial contributor to brand equity.
True
Strong brands have an improved perception of product performance.
True
Strong brands are less vulnerable to competitive marketing actions and marketing crises.
True
Brand identity is when a company achieves deep, broad brand awareness by, for example, creative advertising.
True
Brand meaning is the process of achieving difference, for example, by linking intangible associations to the brand and its product performance.
True
Brand response is defined as achieving positive, accessible reactions for example, by linking feelings to the brand.
True
Brand relationships are formed when companies achieve intense, active loyalty for example, by active engagement opportunities.
True
The sender in a communication process is a vehicle by which an idea is transmitted via a channel.
False
A sender in a communication process is the originator of the message.
True
A message in the communication process is a vehicle by which an idea is transmitted via a channel.
True
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.
True
A channel in the communication process is a means of carrying the message.
True
Decoding is the process of translating the message into understandable ideas/concepts.
True
In the communication process, Feedback is information regarding the receiver’s reaction to a message.
True
In the communication process, noise is anything that interferes with the proper delivery of a message, e.g., competing messages.
True
Cognitive, affective and conative processes are mental processes that occur due to a consumer’s exposure to marketing communication.
True
Brand choice, trial, repurchase and purchase intensity are all effects marketing communication can have on individuals.
True
Cognitive responses to marketing communication are measured by thought listing, subsequent coding as positive, negative, neutral or brand-related, ad-related, source-related, etc.
True
Recall is when some clues are given to assist memory retrieval.
False
Recall scores are higher than recognition scores; they tend to be more reliable as they do not decay over time.
False
Recognition is when no clues are given to assist memory retrieval.
False
Recall is when no clues are given to assist memory retrieval.
True
Recognition is when some clues are given to assist memory retrieval.
True
Recognition scores are higher than recall scores; they tend to be more reliable as they do not decay over time.
True
General affect is negative or positive.
True
General affect are basic affective reactions.
False
Emotions are basic affective reactions.
True
Feelings are more specific than emotions and general affects.
True
An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.
True
Attitudes are either used narrowly as an affective variable or broadly to encompass all three dimensions of response.
True
The three dimensions of response are cognitive, affective and conative.
True
Purchase intention is the likelihood to purchase a product or brand measures by single item scales.
True
Persuasion is a conviction, mostly measures in terms of strongly held attitudes or intentions.
True
Marketing communication can have instantaneous effects as well as carryover effects.
True
Successive marketing communications have overlapping effects and overlapping decays.
True
Responses to marketing communication varies by segment and the individuals in the market.
True
Distinction between focus on either process or outcomes is a major philosophical difference in marketing communication research.
True
In paradigms of research in MC, there are two major traditions; behavioural paradigm vs. modeling paradigm.
True
In the behavioural paradigm, mental processes are dependent variables.
True
In the behavioural paradigm, how consumers attend to and process communication messages and appeals explains how and why MC works.
True
In the behavioural paradigm, ad appeals or formats are the independent variables.
True
In the behavioural paradigm, laboratory experiments lead to high internal validity.
True
In the modeling paradigm, when and how much MC works is determined by the relationship between input and output variables.
True
In the modeling paradigm, advertising budget or exposure are the independent variables.
True
In the modeling paradigm, sales, market share and brand choice are the dependent variables.
True
In the modeling paradigm, the use of data in real market situations leads to high external validity.
True
