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Exam 13: Promotion I: Advertising: One to Many Marketing Communications

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Question 81

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The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

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Question 82

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Which of the following should be the first step of developing an advertising campaign?

A) set the budget objectives
B) establish the advertising message
C) understand the target audience
D) draft the creative brief
E) select the execution format

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Question 83

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Which type of advertising promotes a company as a whole rather than individual products?

A television commercial for Post Select cereal is an example of which of the following?

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.

Which of the following is NOT one of the four main roles performed by marketing communication?

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Which of the following is NOT a step in the hierarchy of effects?

Which of the following is true of advocacy advertising?

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.