Question 1

_____ is the process of transforming a sender's message back into thought.

Accepted Answer

A) Decoding 
B) Encoding 
C) Channeling 
D) Sourcing 
E) Transmitting 
A) Decoding 
B) Encoding 
C) Channeling 
D) Sourcing 
E) Transmitting

Question 2

Marketers of products such as mustard, paper towels, and batteries

Accepted Answer

A) must avoid using mass-media advertising strategies. 
B) must use slogans, symbols, and visual image personalities to promote their products. 
C) must use personal-selling strategies in order to create a sustainable marketing program. 
D) must opt for high-involvement advertising strategies. 
E) must avoid sales promotions and publicity. 
A) must avoid using mass-media advertising strategies. 
B) must use slogans, symbols, and visual image personalities to promote their products. 
C) must use personal-selling strategies in order to create a sustainable marketing program. 
D) must opt for high-involvement advertising strategies. 
E) must avoid sales promotions and publicity.

Question 3

Typically, when consumers are in a "passive" shopping mode

Accepted Answer

A) they are purposefully seeking assistance in order to make informed purchase decisions. 
B) the information and advice they need to make a purchase comes to them unsolicited. 
C) they tend to visit the website of a company or brand for product information. 
D) they are perpetually in an information processing role. 
E) they seek help from search engines in selecting brands of their choice. 
A) they are purposefully seeking assistance in order to make informed purchase decisions. 
B) the information and advice they need to make a purchase comes to them unsolicited. 
C) they tend to visit the website of a company or brand for product information. 
D) they are perpetually in an information processing role. 
E) they seek help from search engines in selecting brands of their choice.

Question 4

Justin failed to understand the message in an ad for Smithline Catering in a daily newspaper as the newspaper print was unclear.With reference to the communication process, the unclear print would constitute

Accepted Answer

A) an encoding hazard. 
B) a sourcing block. 
C) negative feedback. 
D) a perceptive block. 
E) noise. 
A) an encoding hazard. 
B) a sourcing block. 
C) negative feedback. 
D) a perceptive block. 
E) noise.

Question 5

In a communication process, _____ is the part of a receiver's response that is communicated back to the sender.

Accepted Answer

A) feedback 
B) noise 
C) sourcing 
D) encoding 
E) decoding 
A) feedback 
B) noise 
C) sourcing 
D) encoding 
E) decoding

Question 6

With reference to ad execution thoughts, advertisers are interested in consumers' reactions to an ad because

Accepted Answer

A) the image of a company is directly proportional to the number of advertisements it produces annually. 
B) they want to segregate the target audience according to their cognitive reactions toward an advertisement. 
C) affective reactions are an important determinant of advertising effectiveness. 
D) it enables organizations to create suitable counterarguments. 
E) it helps organizations determine the direction of the integrated marketing communications process. 
A) the image of a company is directly proportional to the number of advertisements it produces annually. 
B) they want to segregate the target audience according to their cognitive reactions toward an advertisement. 
C) affective reactions are an important determinant of advertising effectiveness. 
D) it enables organizations to create suitable counterarguments. 
E) it helps organizations determine the direction of the integrated marketing communications process.

Question 7

Which of the following is true of source derogation?

Accepted Answer

A) They are positive thoughts about the spokesperson in an ad. 
B) They generally lead to a reduction in message acceptance. 
C) They enhance brand recognition. 
D) They are considered to be a useful tool for measuring consumer loyalty. 
E) They are one of the least important types of emotional responses to an ad. 
A) They are positive thoughts about the spokesperson in an ad. 
B) They generally lead to a reduction in message acceptance. 
C) They enhance brand recognition. 
D) They are considered to be a useful tool for measuring consumer loyalty. 
E) They are one of the least important types of emotional responses to an ad.

Question 8

Which of the following is true of buzz marketing?

Accepted Answer

A) It is an important part of company-generated marketing. 
B) It uses print media as a primary communication channel, especially for high-end luxury goods. 
C) It is considered synonymous with bait-and-switch marketing. 
D) It is a systemized process that encourages people to speak favorably about a product. 
E) It includes radio and television marketing. 
A) It is an important part of company-generated marketing. 
B) It uses print media as a primary communication channel, especially for high-end luxury goods. 
C) It is considered synonymous with bait-and-switch marketing. 
D) It is a systemized process that encourages people to speak favorably about a product. 
E) It includes radio and television marketing.

Question 9

The source or sender of an advertising communication

Accepted Answer

A) is typically the owner and shareholder of a company. 
B) cannot be a nonpersonal entity. 
C) is typically identified as the owner of the medium in which the communication appeared. 
D) can be an individual who promotes the product in an ad, such as a celebrity. 
E) is never involved in the encoding process. 
A) is typically the owner and shareholder of a company. 
B) cannot be a nonpersonal entity. 
C) is typically identified as the owner of the medium in which the communication appeared. 
D) can be an individual who promotes the product in an ad, such as a celebrity. 
E) is never involved in the encoding process.

Question 10

_____ is defined as the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and a receiver.

Accepted Answer

A) Negotiation 
B) Source integration 
C) Assimilation 
D) Perception 
E) Communication 
A) Negotiation 
B) Source integration 
C) Assimilation 
D) Perception 
E) Communication

Question 11

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route.In the case of the peripheral route to persuasion

Accepted Answer

A) the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable. 
B) the message should contain a lot of detailed information. 
C) the receiver is actively involved in the communication process. 
D) the quality of the message claims are more important than a spokesperson, headline, pictures, or music. 
E) the message deals with high-involvement buying situations. 
A) the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable. 
B) the message should contain a lot of detailed information. 
C) the receiver is actively involved in the communication process. 
D) the quality of the message claims are more important than a spokesperson, headline, pictures, or music. 
E) the message deals with high-involvement buying situations.

Question 12

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Accepted Answer

A) cognitive 
B) affective 
C) behavioral 
D) conative 
E) comprehension 
A) cognitive 
B) affective 
C) behavioral 
D) conative 
E) comprehension

Question 13

Kevin saw a television ad for the season finale of Expedition of Triumph, a reality series.As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired.In this scenario, Kevin's response is an example of a(n)

Accepted Answer

A) noncognitive response. 
B) source derogation. 
C) support argument. 
D) counterargument. 
E) emotional argument. 
A) noncognitive response. 
B) source derogation. 
C) support argument. 
D) counterargument. 
E) emotional argument.

Question 14

The _____ stage of the response process refers to a receiver's feelings for a particular brand and includes stronger levels of desire, preference, or conviction.

Accepted Answer

A) cognitive 
B) affective 
C) behavioral 
D) conative 
E) learning 
A) cognitive 
B) affective 
C) behavioral 
D) conative 
E) learning

Question 15

Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which people are seen feeling energized after consuming Syn-ergy's drinks."Revitalization of body and mind" is the message the ad is intended to deliver.However, those who view the ad interpret it as being frivolous and lacking context.One of the possible explanations for such a highly differential perception of the ads is due to the absence of

Accepted Answer

A) an interpretative link. 
B) a feedback mechanism. 
C) response hierarchies. 
D) common ground. 
E) binding influences. 
A) an interpretative link. 
B) a feedback mechanism. 
C) response hierarchies. 
D) common ground. 
E) binding influences.

Question 16

The field of experience is the process of transforming the sender's message back into thought.

Accepted Answer

A) True 
 B)False

Question 17

The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications lead to persuasion by influencing

Accepted Answer

A) dissonance formation. 
B) attributions. 
C) source bolsters. 
D) attitudes. 
E) group norms. 
A) dissonance formation. 
B) attributions. 
C) source bolsters. 
D) attitudes. 
E) group norms.

Question 18

Negative thoughts about a spokesperson or organization making a claim are known as

Accepted Answer

A) source derogations. 
B) counterarguments. 
C) source bolsters. 
D) source blockages. 
E) message filters. 
A) source derogations. 
B) counterarguments. 
C) source bolsters. 
D) source blockages. 
E) message filters.

Question 19

According to the McKinsey group, mass media is a unique component of the consumer decision journey because it's the only form of marketing that can touch consumers at each and every stage, from when they're pondering brands and products right through to post-purchase, when their potential advocacy influences others.

Accepted Answer

A) True 
 B)False

Question 20

The _____ model is a response model that was developed as a paradigm for setting and measuring advertising objectives.

Accepted Answer

A) AIDA 
B) hierarchy of effects 
C) innovation adoption 
D) adoption response 
E) diffusion rate 
A) AIDA 
B) hierarchy of effects 
C) innovation adoption 
D) adoption response 
E) diffusion rate

_____ is the process of transforming a sender's message back into thought.

Marketers of products such as mustard, paper towels, and batteries

Typically, when consumers are in a "passive" shopping mode

Justin failed to understand the message in an ad for Smithline Catering in a daily newspaper as the newspaper print was unclear.With reference to the communication process, the unclear print would constitute

In a communication process, _____ is the part of a receiver's response that is communicated back to the sender.

With reference to ad execution thoughts, advertisers are interested in consumers' reactions to an ad because

Which of the following is true of source derogation?

Which of the following is true of buzz marketing?

The source or sender of an advertising communication

_____ is defined as the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and a receiver.

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route.In the case of the peripheral route to persuasion

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Kevin saw a television ad for the season finale of Expedition of Triumph, a reality series.As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired.In this scenario, Kevin's response is an example of a(n)

The _____ stage of the response process refers to a receiver's feelings for a particular brand and includes stronger levels of desire, preference, or conviction.

The field of experience is the process of transforming the sender's message back into thought.

The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications lead to persuasion by influencing

Negative thoughts about a spokesperson or organization making a claim are known as

The _____ model is a response model that was developed as a paradigm for setting and measuring advertising objectives.

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

Perspectives on Consumer Behavior

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters

Exam 5: The Communication Process

_____ is the process of transforming a sender's message back into thought.

Marketers of products such as mustard, paper towels, and batteries

Typically, when consumers are in a "passive" shopping mode

Justin failed to understand the message in an ad for Smithline Catering in a daily newspaper as the newspaper print was unclear.With reference to the communication process, the unclear print would constitute

In a communication process, _____ is the part of a receiver's response that is communicated back to the sender.

With reference to ad execution thoughts, advertisers are interested in consumers' reactions to an ad because

Which of the following is true of source derogation?

Which of the following is true of buzz marketing?

The source or sender of an advertising communication

_____ is defined as the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and a receiver.

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route.In the case of the peripheral route to persuasion

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Kevin saw a television ad for the season finale of Expedition of Triumph, a reality series.As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired.In this scenario, Kevin's response is an example of a(n)

The _____ stage of the response process refers to a receiver's feelings for a particular brand and includes stronger levels of desire, preference, or conviction.

The field of experience is the process of transforming the sender's message back into thought.

The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications lead to persuasion by influencing

Negative thoughts about a spokesperson or organization making a claim are known as

The _____ model is a response model that was developed as a paradigm for setting and measuring advertising objectives.

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

Perspectives on Consumer Behavior

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters