Chapter 1
1.) The communication process includes the sender, encoding, transmission device, __________ and the receiver.
a. noise
b. clutter
c. decoding
d. consumer
2.) The IMC includes all __________, chanel, customer, external and internal communication.
a. business to business
b. promotion
c. situation analysis
d. touch points
Chapter 2
3.) Corporate logos should elicit consensual meaning among customers which is referred to as:
a. salience
b. implied
c. familiar
d. stimulus codeability
4.) Proprietary brands sold within outlets are called :
a. family brands
b. private brands
c. brand extension
d. cooperative branding
Chapter 3
5.) Attitude is a mental position taken towards something and consists of what 3 components?
a. education, involvement, drive
b. cognitive, affective,conative
c. positive, negative, neutral
d. innovative, recognition, evaluation
6.) When you sell the same goods to both consumers and businesses it is called:
a. dual chanel marketing
b. rebuy
c. screening
d. buying center
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