Integrated Marketing Communication

Solution
Week 3 Assignment 3

Q1) Identify the main components of the communication process:

a) Sender
b) Message
c) Receiver
d) Language
e) Encoding
Select the correct answer using the codes given below:
Codes-

A) A, B, C and D
B) B, C, D and E
C) A, C, D and E
D) A, B, C and E

Q2) Which of the following brands launched "Pyaar ki bhasha" (Language of love) campaign-
A) Ariel
B) Dawat Basmati Rice
C) Maggie
D) Nescafe

Q3) ……………. refers to the study of how customers, both individual and organizations, satisfy their
need and wants by choosing, purchasing, using and disposing of goods, ideas and services.
A) Consumer behaviour
B) Market analysis
C) Customer satisfaction theory
D) Market psychology

Q4) Which of the following statements accurately describes heuristics in decision-making?

A) Heuristics are complex algorithms used for critical thinking.

B) Heuristics are mental shortcuts or rules of thumb employed to simplify decision-making.
C) Heuristics involve detailed analysis and extensive research in decision processes.
D) Heuristics only apply to specific industries such as technology and finance.

Q5) ………… state arises when one’s desired state of affairs differs from one’s actual state of affairs.
A) Purchase
B) Need recognition
C) Information search
D) Alternative evaluation
Q6) Which of the following measures eye movements and other proxies for that activity-
 A) Physiological tracking
B) Brain scanning
C) Cognitive response monitoring
D) All of these
Q7) The customer searches "women’s winter coats” on Google to see what options are out there. This
is an example of –
A) Need Recognition
B) Purchase
C) Alternative evaluation
D) Information search

Q8) Extended problem-solving mode of decision making involves-

A) Low experience and high involvement
B) Low experience and low involvement
C) High experience and high involvement
D) High experience and low involvement
Q9) In the consumer decision-making process, what stage involves the consumer evaluating different
brands and products before making a final choice?
A) Post-purchase behavior
B) Need recognition
C) Alternative evaluation
D) Information search

Q10) Which of the following is the repeated formalized behavior involving symbols and a core
element of culture-
A) Values
B) Beliefs
C) Culture
D) Rituals

Answers:
1) D
2) B
3) A
4) B
5) B
6) A
7) D
8) A
9) C
10) D