MKTG 320 EXAM 3 QUESTIONS AND ANSWERS LATEST UPDATE 2025-2026
Communication - Answers is the transmission of a message from a sender to a receiver via a
medium/channel, where the sender receives communication feedback, which alerts the sender
as to whether the intended message was received
Marketer or Organization - Answers Formal Communication Source:
A parent, friend, or other consumer - Answers Informal Communication Source:
1. Two-way communication
2. Social networks
3. Brand communities
4. Message boards and Blogs - Answers Word of Mouth and eWOM
1. Buzz Agents
2. Viral Marketing
3. Tackling negative rumors - Answers The Source: Word of Mouth - Strategic Applications used
by Marketers
1. Effectiveness is related to the message and its ease of comprehension
2. Synergy between the endorser and the product types is important.
3. Endorser's demographic characteristics should be similar to the target
4. Endorser credibility is not a substitute for corporate credibility
5. Endorser's words must be realistic for them - Answers Credibility of Formal Sources:
Spokesperson and Endorser Effectiveness
1. Vendor Credibility
2. Medium Credibility
3. Effects of time - Answers Credibility of Formal Sources: Other Credibility Sources
,Vendor Credibility - Answers The reputation of the retailers
Medium Credibility - Answers The credibility of the magazine, website, or radio station
Effects of time - Answers The sleeper effect phenomenon when the consumer does not
remember the source
sleeper effect - Answers the credibility from a celebrity, source, or vendor is often forgotten over
time
1. Repeating exposure to advertising messages
2. Contrast to break through clutter
3. Customized promotion messages
4. Effective positioning
5. Offering unique value propositions - Answers Barriers to Communication: Tactics Marketers
use to Overcoming Psychological Noise experienced by consumers
traditional media - Answers is synonymous with broadcast media (or mass media) and consists
of channels where all receivers receive the same one-way messages from marketers (i.e., they
cannot send direct responses to the message sources).
1. Addressable* and directed to specific persons rather than groups of consumers.
2. Customized*, and based on data gathered from tracing consumers' surfing and clicks online,
in combination with other information, to either small groups or individual consumers. The
additional data includes the receiver's location (which can be determined from an IP address or
a GPS integrated into a mobile device) and information from "cookies" installed on the hard
drive of a digital device.
3. Interactive* because, in most narrowcasts, an action by the consumer—in the form of a click
on a link or banner—triggers the transmission of a message.
4. More response-measurable* than traditional broadcasted ads because communication
feedback is more accurate and received sooner. - Answers New Media are channels of Narrow-
casting, defined as means that permit marketers to send messages that are:
1. Broadcast
, 2. One-way
3. Directed at groups
4. Not customized or interactive
5. Less accurate feedback, delayed feedback - Answers Traditional media
1. Narrowcast
2. Two-way
3. Addressable
4. Customized
5. Interactive
6. Response-measurable - Answers New media
addressable advertising - Answers consists of customized messages sent to particular
consumers
addressable advertising - Answers These messages are based mostly on the consumers' prior
shopping behavior, which marketers have observed and analyzed
data aggregators - Answers use data from users' browsers, Google, Yahoo!, and Facebook to
build models that marketers in turn use to design the different ads customers see, which are
also a function of the viewers' demographics and past advertising exposure.
1. Images and text
2. Message framing
3. One-sided vs. two-sided messages
4. Order of presentation - Answers The decisions that marketers must make in designing a
message include:
1. Resonance
2. Message framing
3. One-Sided versus Two-Sided Messages
4. Order Effects - Answers Message Structure and Presentation:
Resonance - Answers -Wordplay
Communication - Answers is the transmission of a message from a sender to a receiver via a
medium/channel, where the sender receives communication feedback, which alerts the sender
as to whether the intended message was received
Marketer or Organization - Answers Formal Communication Source:
A parent, friend, or other consumer - Answers Informal Communication Source:
1. Two-way communication
2. Social networks
3. Brand communities
4. Message boards and Blogs - Answers Word of Mouth and eWOM
1. Buzz Agents
2. Viral Marketing
3. Tackling negative rumors - Answers The Source: Word of Mouth - Strategic Applications used
by Marketers
1. Effectiveness is related to the message and its ease of comprehension
2. Synergy between the endorser and the product types is important.
3. Endorser's demographic characteristics should be similar to the target
4. Endorser credibility is not a substitute for corporate credibility
5. Endorser's words must be realistic for them - Answers Credibility of Formal Sources:
Spokesperson and Endorser Effectiveness
1. Vendor Credibility
2. Medium Credibility
3. Effects of time - Answers Credibility of Formal Sources: Other Credibility Sources
,Vendor Credibility - Answers The reputation of the retailers
Medium Credibility - Answers The credibility of the magazine, website, or radio station
Effects of time - Answers The sleeper effect phenomenon when the consumer does not
remember the source
sleeper effect - Answers the credibility from a celebrity, source, or vendor is often forgotten over
time
1. Repeating exposure to advertising messages
2. Contrast to break through clutter
3. Customized promotion messages
4. Effective positioning
5. Offering unique value propositions - Answers Barriers to Communication: Tactics Marketers
use to Overcoming Psychological Noise experienced by consumers
traditional media - Answers is synonymous with broadcast media (or mass media) and consists
of channels where all receivers receive the same one-way messages from marketers (i.e., they
cannot send direct responses to the message sources).
1. Addressable* and directed to specific persons rather than groups of consumers.
2. Customized*, and based on data gathered from tracing consumers' surfing and clicks online,
in combination with other information, to either small groups or individual consumers. The
additional data includes the receiver's location (which can be determined from an IP address or
a GPS integrated into a mobile device) and information from "cookies" installed on the hard
drive of a digital device.
3. Interactive* because, in most narrowcasts, an action by the consumer—in the form of a click
on a link or banner—triggers the transmission of a message.
4. More response-measurable* than traditional broadcasted ads because communication
feedback is more accurate and received sooner. - Answers New Media are channels of Narrow-
casting, defined as means that permit marketers to send messages that are:
1. Broadcast
, 2. One-way
3. Directed at groups
4. Not customized or interactive
5. Less accurate feedback, delayed feedback - Answers Traditional media
1. Narrowcast
2. Two-way
3. Addressable
4. Customized
5. Interactive
6. Response-measurable - Answers New media
addressable advertising - Answers consists of customized messages sent to particular
consumers
addressable advertising - Answers These messages are based mostly on the consumers' prior
shopping behavior, which marketers have observed and analyzed
data aggregators - Answers use data from users' browsers, Google, Yahoo!, and Facebook to
build models that marketers in turn use to design the different ads customers see, which are
also a function of the viewers' demographics and past advertising exposure.
1. Images and text
2. Message framing
3. One-sided vs. two-sided messages
4. Order of presentation - Answers The decisions that marketers must make in designing a
message include:
1. Resonance
2. Message framing
3. One-Sided versus Two-Sided Messages
4. Order Effects - Answers Message Structure and Presentation:
Resonance - Answers -Wordplay
