False the proliferation of communication media driven

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FALSE 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: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 2. (p. 337) Encoding means converting the sender's ideas into a message, which could be verbal, visual or both. TRUE This is the definition of encoding. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 3. (p. 337- 338) Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent. FALSE The most important facet of encoding is not what is sent, but what is received. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 4. (p. 338) If there is a difference between the message that is sent and the message that is received, it is probably due to noise. TRUE
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Noise refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 5. (p. 338) The sender of an integrated marketing communication controls the meaning individual receivers take from the message. FALSE The receiver decodes the message, interpreting it and assigning meaning to it. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 6. (p. 339) Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer's purchase. TRUE The lack of a direct link makes it difficult to measure the impact of marketing communications. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 7. (p. 339) Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer. TRUE The first step in moving a consumer towards taking action is to raise awareness and gain attention. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-02 Explain the four steps in the AIDA model. Topic: Communicating with Consumers 8. (p. 340) If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it." FALSE
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It's the other way around--the goal is to move the consumer from "I like it" to "I want it." AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-02 Explain the four steps in the AIDA model.
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