PPT Slide
____ 480. _____ is the interpretation of the language and symbols sent by the source through a channel.
____ 486. AIDA stands for:
a. Attitude-Interest-Demand-Activity
b. Attention-Interest-Desire-Action
c. Awareness-Intent-Demand-Action
d. Avoidance-Interest-Desire-Acceptance
e. Attitudes-In-Developing-Acquisitions
____ 483. Why is the concept of integrated marketing communications (IMC) growing in popularity?
a. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.
b. The mass market has fragmented.
c. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.
d. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and that are more easily measured.
e. All of the above statements help to explain why IMC is growing in popularity.
____ 505. Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the benefits of a specific good or service.
____ 518. _____ measures the number of different target consumers who are exposed to a commercial at least once.