Marketers Often Use Focus Groups to Learn How Consumers Interpret

question 124

Multiple Choice

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that:

• A) effective branding requires marketers to encode messages differently for each market segment.
• B) each receiver decodes IMC messages in his or her own way.
• C) action is taken before desire and interest are determined.
• D) marketers can almost always use the same message for all audiences.
• E) transmitters need to use the objective-and-task decoding system.

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