The sender of an integrated marketing communication a

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56. The sender of an integrated marketing communication: A. must wor ensure al accuratel B. can assess the manner in which receivers interpret the C. has little control over what meaning any individual recei D. controls the meaning all receivers take from the messag E. generally uses a rule-of-thumb interpretation index. 57. Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and:
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58. 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: 59. Which of the following is NOT one of the steps in the AIDA model? 60. In the AIDA model: A. advertising leads t hopefully leads to action. B. awareness leads to integration, which hopefully leads to C. awareness leads to interest, which hopefully leads to de D. awareness leads to interest, which hopefully leads to de E. awareness leads to interest, which hopefully leads to de 61. In the AIDA model, marketing communications move consumers stepwise:
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62. In the AIDA model, the "think" stage is the __________ stage. 63. __________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product or service. 64. Even the best marketing communication can be wasted if the sender does not first: A. generate consumer action. B. offer testimonials from past consumers. C. determine the level of desire needed to sustain action. D. gain the attention of the consumer. E. stimulate interest among stealth marketing consumers.
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