Positioning Approaches: Dual Coding Theory


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question 1 of 3

Dual Coding Theory says that we have two different memory stores - one for words and one for _____.

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1. Integrated Marketing Communications (IMC) is about coordinating your message across different _____.

2. In many ads, the words convey the _____ and the visuals portray a/an _____ about the product or brand.

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About This Quiz & Worksheet

Answer questions on Dual Coding Theory. Find out what you know about certain key points like different memory stores and the purpose of Integrated Marketing Communications.

Quiz & Worksheet Goals

You'll be quizzed on these topics:

  • Words and visuals in an advertisement
  • Advertising technique in an ad for a car company
  • The reason advertising on TV is still useful

Skills Practiced

  • Reading comprehension - ensure that you draw the most important information from the related lesson on Dual Coding Theory
  • Information recall - access the knowledge you've gained regarding the usefulness of words and visuals in any advertisement
  • Knowledge application - use your knowledge to answer questions about Integrated Marketing Communications, memory stores and advertising techniques

Additional Learning

The lesson entitled Positioning Approaches: Dual Coding Theory will cover these areas of study:

  • Example of an advertising scenario for a certain company
  • Who named the Dual Coding Theory (DCT)
  • Research done under the premise of Integrating Marketing Communications (IMC)