MKTG 3310 EXAM 4 QUESTIONS AND VERIFIED
ANSWERS
Parts of the communication process - Answers - sender
Encoding
Message
Media
Decoding
Receiver
Response
Feedback
Noise
How do the parts of the communication process translate into marketing promotions? -
Answers - For the message to be effective, the senders encoding process must mesh
with the receiver's decoding process.
The more the sender's field of experience overlaps with that of the receiver, the more
effective the message is likely to be.
What must marketers understand to communicate with customers? - Answers - identify
a target audience
Determine the communication objectives
Design a message
Choose the media outlet to send the message
Select the message source
Collect feedback
Explain why the KFC ad on Walking Dead could have been potentially troubling. -
Answers - If the ad is followed by the wrong thing or if it is seen at an inconvenient time,
it can change the way people feel about the product or brand.
5 main categories of the promotion mix - Answers - advertising
Sales promotion
Personal selling
Public relations
Direct and digital marketing
Advertising - Answers - non-personal presentation
Advertising strengths - Answers - can reach masses all over at low cost
, Enables seller to repeat message many times
Large-scale says positive things about seller's size, popularity, and success
Advertising weaknesses - Answers - impersonal
Lacks direct persuasiveness of salespeople
One-way communication with no prompt for response
Expensive
Sales Promotion - Answers - limited time offer on product
Ex: BOGO
Sales Promotion strengths - Answers - attract customer attention
Engage customers
Strong incentives to purchase
Invite a reward and a quick response
Sales Promotion weaknesses - Answers - effects can be short-lived
Not as effective in building long-run brand preference and customer relationships
Personal Selling - Answers - personal presentation of the firm's sales force for the
purpose of engaging customers, marketing sales, and building customer relationships
Personal Selling strengths - Answers - most effective in certain stages of buying
process
Builds buyer preferences
One-on-one so they can assess each person's needs and characteristics
Allows customer relationships
Buyer feels greater need to listen and respond
Personal Selling weaknesses - Answers - size of sales force is harder to change
Expensive
ANSWERS
Parts of the communication process - Answers - sender
Encoding
Message
Media
Decoding
Receiver
Response
Feedback
Noise
How do the parts of the communication process translate into marketing promotions? -
Answers - For the message to be effective, the senders encoding process must mesh
with the receiver's decoding process.
The more the sender's field of experience overlaps with that of the receiver, the more
effective the message is likely to be.
What must marketers understand to communicate with customers? - Answers - identify
a target audience
Determine the communication objectives
Design a message
Choose the media outlet to send the message
Select the message source
Collect feedback
Explain why the KFC ad on Walking Dead could have been potentially troubling. -
Answers - If the ad is followed by the wrong thing or if it is seen at an inconvenient time,
it can change the way people feel about the product or brand.
5 main categories of the promotion mix - Answers - advertising
Sales promotion
Personal selling
Public relations
Direct and digital marketing
Advertising - Answers - non-personal presentation
Advertising strengths - Answers - can reach masses all over at low cost
, Enables seller to repeat message many times
Large-scale says positive things about seller's size, popularity, and success
Advertising weaknesses - Answers - impersonal
Lacks direct persuasiveness of salespeople
One-way communication with no prompt for response
Expensive
Sales Promotion - Answers - limited time offer on product
Ex: BOGO
Sales Promotion strengths - Answers - attract customer attention
Engage customers
Strong incentives to purchase
Invite a reward and a quick response
Sales Promotion weaknesses - Answers - effects can be short-lived
Not as effective in building long-run brand preference and customer relationships
Personal Selling - Answers - personal presentation of the firm's sales force for the
purpose of engaging customers, marketing sales, and building customer relationships
Personal Selling strengths - Answers - most effective in certain stages of buying
process
Builds buyer preferences
One-on-one so they can assess each person's needs and characteristics
Allows customer relationships
Buyer feels greater need to listen and respond
Personal Selling weaknesses - Answers - size of sales force is harder to change
Expensive
