Marketers Often Use Focus Groups to Learn How Consumers Interpret

question 129

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 identically for each market.
• 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)messages are decoded in the manner intended by the encoder.