HFT 2500 Ch. 13 questions with
verified answers
Marketing Communication - ANS ✔✔- An interactive dialogue between the company and its
customers that takes place during the pre-selling, selling, consuming, and post consuming
stages
Major Goal of Marketing Communication - ANS ✔✔1. Utilize more focused media that better
match targeting strategies
2. Less broadcasting and more narrowcasting
3. Focus on more targeted, cost-effective, interactive, and engaging media
Inform - ANS ✔✔need recognition and search information
Persuade - ANS ✔✔pre purchase evaluation of alternatives and purchase
Remind - ANS ✔✔consumption and post consumption evaluation
1. Identifying the target audience - ANS ✔✔- Target audience: current customers or potential
buyers
- Affects communicators decision
2. Determine the communication objectives - ANS ✔✔Awareness-knowledge-liking-preference-
conviction-purchase
3. Designing the message - ANS ✔✔- Message content
, - Message Format
Message content - ANS ✔✔rational, emotional and moral appeal
Rational appeal - ANS ✔✔features, competitive advantage/comparison, product/service
popularity
Emotional appeal - ANS ✔✔provoke emotions to motivate purchases (i.e. fear, guilt, and shame
appeal "think of the spouse and kids at home" "give your kids the same happiness you had at
Disney)
Moral appeal - ANS ✔✔right and wrong
Message format - ANS ✔✔Print considerations
TV or personal encounter considerations
Radio
Print considerations - ANS ✔✔using novelty and contrast, eye-catching pictures, effective
headlines, distinctive formats, message size and positon, color, shape, and movement
TV or personal encounter consideration - ANS ✔✔include above as well as facial expressions,
body language, gestures, hair and posture
Radio - ANS ✔✔sound and voice
4. Select communication channel - ANS ✔✔- personal (face to face, sell to well known, word of
mouth)
- non personal (media and atmosphere)
verified answers
Marketing Communication - ANS ✔✔- An interactive dialogue between the company and its
customers that takes place during the pre-selling, selling, consuming, and post consuming
stages
Major Goal of Marketing Communication - ANS ✔✔1. Utilize more focused media that better
match targeting strategies
2. Less broadcasting and more narrowcasting
3. Focus on more targeted, cost-effective, interactive, and engaging media
Inform - ANS ✔✔need recognition and search information
Persuade - ANS ✔✔pre purchase evaluation of alternatives and purchase
Remind - ANS ✔✔consumption and post consumption evaluation
1. Identifying the target audience - ANS ✔✔- Target audience: current customers or potential
buyers
- Affects communicators decision
2. Determine the communication objectives - ANS ✔✔Awareness-knowledge-liking-preference-
conviction-purchase
3. Designing the message - ANS ✔✔- Message content
, - Message Format
Message content - ANS ✔✔rational, emotional and moral appeal
Rational appeal - ANS ✔✔features, competitive advantage/comparison, product/service
popularity
Emotional appeal - ANS ✔✔provoke emotions to motivate purchases (i.e. fear, guilt, and shame
appeal "think of the spouse and kids at home" "give your kids the same happiness you had at
Disney)
Moral appeal - ANS ✔✔right and wrong
Message format - ANS ✔✔Print considerations
TV or personal encounter considerations
Radio
Print considerations - ANS ✔✔using novelty and contrast, eye-catching pictures, effective
headlines, distinctive formats, message size and positon, color, shape, and movement
TV or personal encounter consideration - ANS ✔✔include above as well as facial expressions,
body language, gestures, hair and posture
Radio - ANS ✔✔sound and voice
4. Select communication channel - ANS ✔✔- personal (face to face, sell to well known, word of
mouth)
- non personal (media and atmosphere)
