1. To accomplish a successful repositioning of the brand, Taco Bell needed to inform its consumers that Taco Bell food should be thought of as an experience rather than as just fuel. In the communication process, Taco Bell would be the ______ and the consumer would be the ________.
A) encoder, decoder B) message, receiver C) source, decoder D) encoder, receiver E) source, receiver
2. During the creative process, Taco Bell considered a number of different slogans, finally setting on Live Mas! The Live Mas! campaign reinforces Taco Bell’s position as a dynamic brand whose customers enjoy experiencing the world and trying things first. Live Mas! is Taco Bell’s _______ in the communication process.
A) noise B) message C) channel of communication D) response E) feedback
3. When communicating with its target audience, Taco Bell considered each of its _________ including social media channels, packaging, point of purchase displays, and advertising. These places of contact between a firm and its customers are critical elements for building an integrated marketing communication plan.
A) products B) touch points C) noises D) traffic generators E) sources
4. As part of its integrated marketing communication strategy, Taco Bell utilized commercials aired during the Super Bowl. This form of _________ has an extremely large reach and hefty price tag.
A) public relations B) advertising C) personal selling D) direct marketing E) sales promotion