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| 1 | |
In the decoding stage of brand communication, the message: |
| | A) | Is created to convey an intended meaning and elicit a certain response |
| | B) | Should be source confirmed |
| | C) | Should only consist of graphic symbols or logos of a company |
| | D) | Is processed and interpreted |
| | E) | None of the above |
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| 2 | |
The four stages of brand communication in order are: |
| | A) | Encoding, message, communication channel and decoding |
| | B) | Decoding, message, communication channel and encoding |
| | C) | Message, communication channel, encoding, and decoding |
| | D) | Communication channel, decoding, encoding, and message |
| | E) | None of the above |
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| 3 | |
A company's ____________ says something about its brands and company. |
| | A) | Physical facilities |
| | B) | Hiring practices |
| | C) | Stock price |
| | D) | Marketplace reputation |
| | E) | All of the above |
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| 4 | |
Noise in the communication process: |
| | A) | Only happens in crowded areas |
| | B) | Can impact negatively on the receiver's ability to decode a message |
| | C) | Is always created by the sender |
| | D) | Is only created by the channel of communication |
| | E) | All of the above |
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| 5 | |
In marketing communication the intended group that a brand message is created for is called the: |
| | A) | Customer clutter |
| | B) | Customer cluster |
| | C) | Target audience |
| | D) | Strategic partner |
| | E) | Third-party coalition |
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| 6 | |
Repeating brand messages in slightly different forms is called: |
| | A) | Creating fields of experience |
| | B) | Strategic redundancy |
| | C) | Message encoding |
| | D) | Purposeful dialogue |
| | E) | Interactivity |
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| 7 | |
Fields of experience directly affect how receivers: |
| | A) | Encode messages |
| | B) | Decode messages |
| | C) | Initiate customer touch points |
| | D) | Retain purposeful dialogue |
| | E) | Respond to target audiences |
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| 8 | |
You are looking for a new car and your friend comes by and shows you her new car which she is ecstatic about. Your friend influences you more than the sales rep at that dealer because she has: |
| | A) | Unexpected touch point power |
| | B) | Third-party credibility |
| | C) | Channel decoding expertise |
| | D) | Field of experience leadership |
| | E) | Intrinsic touch point connectivity |
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| 9 | |
When marketing communication managers think about purposeful dialogue they are considering communication that is: |
| | A) | Easily encoded |
| | B) | Easily decoded |
| | C) | Effective |
| | D) | Beneficial to both consumers and the company |
| | E) | Targeted to get the quickest response with as little clutter as possible |
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