Question 1

The marketing communication process really begins when the audience acts on the marketer's message.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is most suitable for reaching a large consumer market segment with a broad class of buyers?

Accepted Answer

A) e-mail marketing 
B) personal selling 
C) magazine advertising 
D) targeted direct-mail advertising 
E) buzz marketing 
A) e-mail marketing 
B) personal selling 
C) magazine advertising 
D) targeted direct-mail advertising 
E) buzz marketing

Question 3

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.

Accepted Answer

A) hierarchy of effects 
B) AIDA 
C) innovation adoption 
D) cognitive response 
E) information processing 
A) hierarchy of effects 
B) AIDA 
C) innovation adoption 
D) cognitive response 
E) information processing

Question 4

According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels.

Accepted Answer

A) dissonance 
B) motivation 
C) ability 
D) attitude 
E) competency 
A) dissonance 
B) motivation 
C) ability 
D) attitude 
E) competency

Question 5

From a promotional planning perspective, it is important that marketers

Accepted Answer

A) create a divisional marketing communications program. 
B) avoid using broadcast and print media strategies. 
C) determine which type of response process is most likely to occur. 
D) avoid using an integrated marketing communications program. 
E) eliminate the need for the trial stage in the response process. 
A) create a divisional marketing communications program. 
B) avoid using broadcast and print media strategies. 
C) determine which type of response process is most likely to occur. 
D) avoid using an integrated marketing communications program. 
E) eliminate the need for the trial stage in the response process.

Question 6

Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers.Which of the following types of communication is witnessed in this scenario?

Accepted Answer

A) individualized 
B) direct response 
C) nonpersonal 
D) semiotic 
E) personal 
A) individualized 
B) direct response 
C) nonpersonal 
D) semiotic 
E) personal

Question 7

Source bolsters occur when the target audience reacts favorably to the source and the source generates favorable thoughts.

Accepted Answer

A) True 
 B)False

Question 8

DigiData Inc.launched a new smartphone in the market with new features.Moreover, the company plans to launch tablets and other groundbreaking digital devices as well.In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.

Accepted Answer

A) hierarchy of effects 
B) AIDA 
C) innovation adoption 
D) cognitive response 
E) information processing 
A) hierarchy of effects 
B) AIDA 
C) innovation adoption 
D) cognitive response 
E) information processing

Question 9

Management schools that offer MBA courses are typically rated annually by business publications.When an MBA program rates high on a list, the information is publicized.The purpose of the communication is to help prospective students choose between two equally viable but complex MBA courses.In this scenario, the _____ model is applicable.

Accepted Answer

A) standard learning 
B) dissonance/attribution 
C) low-involvement 
D) cognitive response 
E) five-Ws 
A) standard learning 
B) dissonance/attribution 
C) low-involvement 
D) cognitive response 
E) five-Ws

Question 10

For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.

Accepted Answer

A) True 
 B)False

Question 11

Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market.After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing

Accepted Answer

A) a counterargument. 
B) a support argument. 
C) source bolstering. 
D) negative dissonance. 
E) positive dissonance. 
A) a counterargument. 
B) a support argument. 
C) source bolstering. 
D) negative dissonance. 
E) positive dissonance.

Question 12

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Accepted Answer

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

Question 13

Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes, and values of a message recipient?

Accepted Answer

A) channel transmission 
B) decoding 
C) noise 
D) feedback 
E) transmission 
A) channel transmission 
B) decoding 
C) noise 
D) feedback 
E) transmission

Question 14

The AIDA model was developed to represent the stages during the _____ process.

Accepted Answer

A) personal-selling 
B) magazine advertising 
C) mass marketing 
D) sales promotions 
E) radio advertising 
A) personal-selling 
B) magazine advertising 
C) mass marketing 
D) sales promotions 
E) radio advertising

Question 15

Jim, a doctor, takes out a print ad to advertise his new clinic.He opts for a full-page ad in a weekly publication known as Doctor's Info.According to the basic model of communication, Doctor's Info is the

Accepted Answer

A) channel. 
B) receiver. 
C) encoder. 
D) source. 
E) decoder. 
A) channel. 
B) receiver. 
C) encoder. 
D) source. 
E) decoder.

Question 16

In a communication process, _____ refers to the information and/or meaning contained in a message.

Accepted Answer

A) source 
B) encoding 
C) decoding 
D) content 
E) noise 
A) source 
B) encoding 
C) decoding 
D) content 
E) noise

Question 17

Zing Candy launches an ad that shows people being revitalized after eating its candy bar.The ad attempts to deliver the message of "Instant energy." Janice Cooper, a viewer of the ad, thinks that the ad reflects people in it as rude and irritating.In terms of the communication process, Janice has _____ the message improperly.

Accepted Answer

A) encoded 
B) conveyed 
C) decoded 
D) transmitted 
E) channeled 
A) encoded 
B) conveyed 
C) decoded 
D) transmitted 
E) channeled

Question 18

According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?

Accepted Answer

A) learn  $\rarr$feel  $\rarr$ do 
B) learn  $\rarr$ do  $\rarr$ feel 
C) feel  $\rarr$ learn  $\rarr$ do 
D) do  $\rarr$ feel  $\rarr$ learn 
E) do  $\rarr$ learn  $\rarr$ feel 
A) learn  $\rarr$feel  $\rarr$ do 
B) learn  $\rarr$ do  $\rarr$ feel 
C) feel  $\rarr$ learn  $\rarr$ do 
D) do  $\rarr$ feel  $\rarr$ learn 
E) do  $\rarr$ learn  $\rarr$ feel

Question 19

The _____ of a communication is the person or organization that has information to share with another person or group of people.

Accepted Answer

A) essence 
B) source 
C) message 
D) receiver 
E) channel 
A) essence 
B) source 
C) message 
D) receiver 
E) channel

Question 20

Which of the following is true of word-of-mouth (WOM) marketing?

Accepted Answer

A) It involves very formal communication among consumers. 
B) It is known as company-generated marketing. 
C) It is considered a weak marketing strategy. 
D) It can also be described as buzz marketing. 
E) It is considered to be a part of nonpersonal communication. 
A) It involves very formal communication among consumers. 
B) It is known as company-generated marketing. 
C) It is considered a weak marketing strategy. 
D) It can also be described as buzz marketing. 
E) It is considered to be a part of nonpersonal communication.

The marketing communication process really begins when the audience acts on the marketer's message.

Which of the following is most suitable for reaching a large consumer market segment with a broad class of buyers?

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.

According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels.

From a promotional planning perspective, it is important that marketers

Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers.Which of the following types of communication is witnessed in this scenario?

Source bolsters occur when the target audience reacts favorably to the source and the source generates favorable thoughts.

DigiData Inc.launched a new smartphone in the market with new features.Moreover, the company plans to launch tablets and other groundbreaking digital devices as well.In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.

For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.

Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market.After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes, and values of a message recipient?

The AIDA model was developed to represent the stages during the _____ process.

Jim, a doctor, takes out a print ad to advertise his new clinic.He opts for a full-page ad in a weekly publication known as Doctor's Info.According to the basic model of communication, Doctor's Info is the

In a communication process, _____ refers to the information and/or meaning contained in a message.

According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?

The _____ of a communication is the person or organization that has information to share with another person or group of people.

Which of the following is true of word-of-mouth (WOM) marketing?

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

The marketing communication process really begins when the audience acts on the marketer's message.

Which of the following is most suitable for reaching a large consumer market segment with a broad class of buyers?

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.

According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels.

From a promotional planning perspective, it is important that marketers

Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers.Which of the following types of communication is witnessed in this scenario?

Source bolsters occur when the target audience reacts favorably to the source and the source generates favorable thoughts.

DigiData Inc.launched a new smartphone in the market with new features.Moreover, the company plans to launch tablets and other groundbreaking digital devices as well.In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.

For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.

Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market.After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes, and values of a message recipient?

The AIDA model was developed to represent the stages during the _____ process.

Jim, a doctor, takes out a print ad to advertise his new clinic.He opts for a full-page ad in a weekly publication known as Doctor's Info.According to the basic model of communication, Doctor's Info is the

In a communication process, _____ refers to the information and/or meaning contained in a message.

According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?

The _____ of a communication is the person or organization that has information to share with another person or group of people.

Which of the following is true of word-of-mouth (WOM) marketing?

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