B complaints c compliments d redemption rates for

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B. complaints. C. compliments. D. redemption rates for coupons or rebates. E. all of these. All of these could be used to obtain feedback on the success of an IMC program. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 54. (p. 338) Marketers often use focus groups to learn how
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consumers interpret their IMC messages. Experience has shown that: A. effective br encode me segment. B. each receiver decodes IMC messages in his or her own C. action is taken before desire and interest are determine D. marketers can almost always use the same message fo E. transmitters need to use the objective-and-task decodin Each receiver decodes IMC messages differently, depending on personal experiences and preferences. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 55. (p. 338) Marketers adjust their messages and media based on the type of audience (suppliers, shareholders, customers or the general public) because: Different audiences consume different types of media; it is important to know which media your target market is most likely to consume. In addition, messages must be adjusted based on the channel. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 56. (p. 338) The sender of an integrated marketing communication:
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The sender cannot control the way a message is decoded. This process is entirely in the hands of the receiver. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 57. (p. 339) Though advertising experts wish it were true, there is not always a direct link between a particular
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