Ultimate goal is to a maximize rating points b

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ultimate goal is to: A. maximize rating points. B. minimize marketing communication expenditures. C. shift encoding into decoding. D. use personal selling to augment public relations. E. drive the receiver to action. Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 76. (p. 340-341) If marketing communications are effective, they will:
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Although many measures of marketing communications look at things like number of exposures, the eventual goal is to move a consumer to take action. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 77. (p. 341) One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication. If consumers responded instantly to marketing communications, measuring effectiveness would be much easier. In addition to the lagged effect, it often takes multiple exposures before a consumer fully processes a message. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 78. (p. 341) Reaching the right audience with marketing communication is becoming more difficult because:
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The proliferation of communication media--driven largely by technology--has made it much more difficult to choose the best way to reach a target market. AACSB: Analytic Blooms: Understand Difficulty: 1 Easy Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 79. (p. 341)
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