Marketing communication and a supply chain

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marketing communication and: A. supply chain effectiveness. B. enhanced decoding processes. C. a consumer's purchase. D. the level of noise in the IMC channel. E. the reach/frequency ratio. The lack of a direct link makes it difficult to measure the impact of marketing communications. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 58. (p. 341) Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely:
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Seeing a single billboard is unlikely to spur Julia to action. A single exposure is often not enough to move someone to take action. This is probably on reason why South of the Border places billboards once every few miles along I-95. AACSB: Analytic Blooms: Apply Difficulty: 1 Easy Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 59. (p. 339) Which of the following is NOT one of the steps in the AIDA model? The steps in the AIDA model are Awareness, Interest, Desire, and Action. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 60. (p. 339) In the AIDA model: The steps in the AIDA model are Awareness, Interest, Desire, and Action. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers
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61. (p. 339) In the AIDA model, marketing communications move consumers stepwise: A. through an integrated lagged effect simulation process. B. from attention to awareness. C. decoding to encoding. D. through a series of mental stages. E. all of these. The steps in the AIDA model are Awareness, Interest, Desire, and Action. The consumer must pass through each of these if action is to be the result. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 62.
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