Question

Part A. Match the letter of the definition/statement in Column 1 to the term in Column 2 to which the definition corresponds/that completes the statement. (15 points)

Definitions/Statements	Corresponding Term
A. _____ is the transmission of a message from a sender to a receiver via a medium (or channel) of transmission.	1. Non-traditional media _____
B. ____ include family members, friends, classmates, fellow consumers.	2. Order presentation _____
C. One of the barriers to communication is clutter from competing communication known as ______.	3. Informal sources B
D. This barrier to communication means that consumers can record programs and watch them later, and skip the ads.	4. Interpersonal relations ____
E. The Internet, social media, mobile, people’s bodies, stadiums and arenas, sports jerseys, and subway cars are examples of these.	5. Testimonial _____
F. ____ refers to whether advertisers present messages as one-sided messages or as two-sided messages.	6. Psychological noise _____
G. Primacy effects and recency effects relate to this issue in message delivery.	7. Paid social media H
H. When it comes to the use of celebrities in advertising, ____ is based on personal usage, where a celebrity attests to the quality of the product or service.	8. Exposure effects _____
I. This method of assessing communication effectiveness measures how many consumers received the message.	9. Time shift _____
J. Among the primary reasons for consumer engagement in social media are sharing information with others, passing time, bonding and social capital, and _____.	10. Persuasion _____
K. Promotional goals in social and mobile media include awareness; trust; education; loyalty; and _____.	11. Owned social media _____
L. When it comes to social media and communication channels, these are messages sent by marketers and delivered to consumers via channels that the marketers control.	12. Communication A
M. When it comes to social media and communication channels, these are messages sent via channels that are not owned by the marketers, who pay for using the channels.	13. Earned social media _____
N. When it comes to social media and communication channels, these are channels where consumers pass along messages about brands to one another.	14. Branded video _____
O. According to a recent global survey, nearly half (46%) of consumers have made a purchase as a result of watching this.	15. Message framing _____

Answer 1

A. 12

Communication is the transmission of a message from a sender to a receiver via a medium (or channel) of transmission.

Explanation:

Communication is a process by which information is exchanged between individuals through a common system of symbols, signs, or behavior by speaking, writing, or using some other medium.

This meaning clears why the correct choice is communication for A.

B. 3

Informal Sources include family members, friends, classmates, fellow consumers.

Expanation:

Information from informal sources includes conversations with colleagues at lunch or from friends or other associates external to your company.

C. 6

One of the barriers to communication is clutter from competing communication known as Psychological Noise.

Explanation:

Psychological noise results from preconceived notions we bring to conversations, such as stereotypes, reputations, biases, and assumptions. When we come into a conversation with ideas about what the other person is going to say and why, we can easily become blinded to their original message.

In simple words,

Psychological noise is mental interference in the speaker or listener.

Three examples of psychological noise are wandering thoughts, preconceived ideas, and sarcasm.

D. 9

This barrier to communication means that consumers can record programs and watch them later, and skip the ads.

Time Shift

Explanation:

Time shifting is the process of recording and storing data for later viewing, listening, or reading.

E. 1

The Internet, social media, mobile, people’s bodies, stadiums and arenas, sports jerseys, and subway cars are examples of these.

Non-traditional media

Explanation:

Non-traditional media is defined as media that attempts to bypass the clutter of traditional advertising and marketing in an effort to reach target audiences, primarily through new channels such as internet, social media, etc.

F. 15

Message framing refers to whether advertisers present messages as one-sided messages or as two-sided messages.

Explanation:

Message framing refers both to the process of selecting and the manner in which information is presented.

G. 2

Primacy effects and recency effects relate to this issue in message delivery.

Order presentation

Explanation:

When asked to recall a list of items in any order (free recall), people tend to begin recall with the end of the list, recalling those items best (the recency effect). Among earlier list items, the first few items are recalled more frequently than the middle items (the primacy effect).

H. 5

When it comes to the use of celebrities in advertising, Testimonial is based on personal usage, where a celebrity attests to the quality of the product or service.

Explanation:

Testimonial marketing is a written recommendation from a celebrity or satisfied customer affirming the performance, quality, and/or value of a product or service. Testimonials are one of the most potent tools of marketing.