CNSL 503 EXAM MODULE 7 CORRELATIONAL
ANALYSIS AND LINEAR REGRESSION
COMPLETE REVIEW NOTES
◉ Marketing Communications Process (Def.).
Answer: The way in which a sender encodes a marketing idea and
conveys it through a message and a medium so that receivers can
decode and understand it, and then respond with feedback
◉ Marketing Communications Process (map).
Answer: Source --> Encoding --> Message --> Decoding --> Receiver
*Receiver to Source is feedback
*Message is Communications Channel
*EVERYTHING is Noise
◉ AIDA Concept.
Answer: A model describing how promotional messages reach
consumers through Attention/Awareness, Interest, Desire, and
Action.
,◉ Advertising vs. Sales Promotion in AIDA.
Answer: - Advertising impacts ATTITUDES early
- Sales promotions impact BEHAVIOR at the end
◉ Goals and Tasks of Promotion.
Answer: Informing, reminding, and persuading the target audience
◉ Informing (Promotion Goal).
Answer: Explanation of what the product brings to the table
◉ Reminding (Promotion Goal).
Answer: Remind customers that the product exists or may be
needed
◉ Persuading (Promotion Goal).
Answer: Convince customers of the product attributes
◉ Promotional Mix Elements.
Answer: - Advertising
,- Personal Selling
- Sales Promotion
- Public Relations
- Direct Marketing
- Events / Experiences
◉ Advertising.
Answer: Conveying information in a non-personal way (MASS
delivery)
◉ 3 Advertising Strengths.
Answer: - Cost-efficient per person
- Can enhance brand image
- Repeatable
◉ 4 Advertising Weaknesses.
, Answer: - Total cost can be high
- Slow feedback
- One-way message
- Not flexible
◉ Personal Selling.
Answer: Smaller interaction and a customizable message/solution
just for you
◉ 3 Personal Selling Strengths.
Answer: - more influential
- immediate feedback
- flexible
◉ 2 Personal Selling Weaknesses.
Answer: - high cost per person
ANALYSIS AND LINEAR REGRESSION
COMPLETE REVIEW NOTES
◉ Marketing Communications Process (Def.).
Answer: The way in which a sender encodes a marketing idea and
conveys it through a message and a medium so that receivers can
decode and understand it, and then respond with feedback
◉ Marketing Communications Process (map).
Answer: Source --> Encoding --> Message --> Decoding --> Receiver
*Receiver to Source is feedback
*Message is Communications Channel
*EVERYTHING is Noise
◉ AIDA Concept.
Answer: A model describing how promotional messages reach
consumers through Attention/Awareness, Interest, Desire, and
Action.
,◉ Advertising vs. Sales Promotion in AIDA.
Answer: - Advertising impacts ATTITUDES early
- Sales promotions impact BEHAVIOR at the end
◉ Goals and Tasks of Promotion.
Answer: Informing, reminding, and persuading the target audience
◉ Informing (Promotion Goal).
Answer: Explanation of what the product brings to the table
◉ Reminding (Promotion Goal).
Answer: Remind customers that the product exists or may be
needed
◉ Persuading (Promotion Goal).
Answer: Convince customers of the product attributes
◉ Promotional Mix Elements.
Answer: - Advertising
,- Personal Selling
- Sales Promotion
- Public Relations
- Direct Marketing
- Events / Experiences
◉ Advertising.
Answer: Conveying information in a non-personal way (MASS
delivery)
◉ 3 Advertising Strengths.
Answer: - Cost-efficient per person
- Can enhance brand image
- Repeatable
◉ 4 Advertising Weaknesses.
, Answer: - Total cost can be high
- Slow feedback
- One-way message
- Not flexible
◉ Personal Selling.
Answer: Smaller interaction and a customizable message/solution
just for you
◉ 3 Personal Selling Strengths.
Answer: - more influential
- immediate feedback
- flexible
◉ 2 Personal Selling Weaknesses.
Answer: - high cost per person
