Question 1

Television is the only advertising tool that influences word of mouth about a brand.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is true of the way organizations send communication messages?

Accepted Answer

A) They communicate using press releases, websites, and package designs. 
B) They are legally not allowed to use graphic systems and visual images. 
C) They use promotions for B2B communications solely. 
D) They typically use brand names to create recognition but not for communication. 
E) They do not use logos as a means of communication. 
A) They communicate using press releases, websites, and package designs. 
B) They are legally not allowed to use graphic systems and visual images. 
C) They use promotions for B2B communications solely. 
D) They typically use brand names to create recognition but not for communication. 
E) They do not use logos as a means of communication.

Question 3

Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering

Accepted Answer

A) encoding systems. 
B) feedback. 
C) noise. 
D) message channels. 
E) decoding mechanisms. 
A) encoding systems. 
B) feedback. 
C) noise. 
D) message channels. 
E) decoding mechanisms.

Question 4

The communication process begins with the process of

Accepted Answer

A) encoding. 
B) encrypting. 
C) channeling. 
D) decoding 
E) bolstering. 
A) encoding. 
B) encrypting. 
C) channeling. 
D) decoding 
E) bolstering.

Question 5

Which of the following is true of the low-involvement hierarchy?

Accepted Answer

A) It usually occurs during the purchase of expensive products. 
B) It occurs when differences among brands are minimal. 
C) It is also known as the dissonance/attribute model. 
D) It does not advocate the use of broadcast media. 
E) It follows a feel  $\rarr$ learn  $\rarr$ do sequence. 
A) It usually occurs during the purchase of expensive products. 
B) It occurs when differences among brands are minimal. 
C) It is also known as the dissonance/attribute model. 
D) It does not advocate the use of broadcast media. 
E) It follows a feel  $\rarr$ learn  $\rarr$ do sequence.

Question 6

Companies that utilize viral marketing must develop a seeding strategy to start the viral process.

Accepted Answer

A) True 
 B)False

Question 7

AB Corp.hires Natasha Cooper, a popular movie actress, to be the brand ambassador for the company.The company hopes that endorsements of its products by the actress will increase the popularity of the brand and also attract a large number of customers.Receivers who respond favorably to Natasha's endorsements will express

Accepted Answer

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

Question 8

Iconix supermarkets placed an insert in Tuesday's , a regional newspaper that has more than 100,000 subscribers.The newspaper is an example of a(n) _____ channel of communication.

Accepted Answer

A) buzz 
B) direct-response 
C) nonpersonal 
D) interpersonal 
E) verbal 
A) buzz 
B) direct-response 
C) nonpersonal 
D) interpersonal 
E) verbal

Question 9

Which of the following is an example of a personal communication channel?

Accepted Answer

A) radio 
B) billboards 
C) newspapers 
D) e-mail 
E) magazines 
A) radio 
B) billboards 
C) newspapers 
D) e-mail 
E) magazines

Question 10

Which of the following statements is true about ageism in advertising?

Accepted Answer

A) Mature people are more likely to be shown in television than print ads. 
B) Advertisers typically avoid using adults over the age of 60 and children below the age of 8. 
C) Because the mean age of the population is increasing, one can expect to see more youth-oriented advertising. 
D) Age differences generally create disturbances in terms of encoding and channel messaging. 
E) The difference between the senders' and receivers' age can create problems in establishing common ground. 
A) Mature people are more likely to be shown in television than print ads. 
B) Advertisers typically avoid using adults over the age of 60 and children below the age of 8. 
C) Because the mean age of the population is increasing, one can expect to see more youth-oriented advertising. 
D) Age differences generally create disturbances in terms of encoding and channel messaging. 
E) The difference between the senders' and receivers' age can create problems in establishing common ground.

Question 11

Which of the following components of a communication process is heavily influenced by a receiver's field of experience?

Accepted Answer

A) encoding 
B) decoding 
C) message 
D) channel 
E) noise 
A) encoding 
B) decoding 
C) message 
D) channel 
E) noise

Question 12

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.

Accepted Answer

A) True 
 B)False

Question 13

The process of putting thoughts, ideas, or information together in symbolic form is called

Accepted Answer

A) encoding. 
B) deciphering. 
C) sourcing. 
D) seeding. 
E) decoding. 
A) encoding. 
B) deciphering. 
C) sourcing. 
D) seeding. 
E) decoding.

Question 14

According to the basic model of communication, which of the following is an example of a channel?

Accepted Answer

A) The number of customers that redeemed a cents-off coupon 
B) A billboard beside an interstate highway 
C) The creative team that designed an ad for a leading retail chain 
D) A company's spokesperson 
E) A celebrity appearing in an ad for a cosmetics brand 
A) The number of customers that redeemed a cents-off coupon 
B) A billboard beside an interstate highway 
C) The creative team that designed an ad for a leading retail chain 
D) A company's spokesperson 
E) A celebrity appearing in an ad for a cosmetics brand

Question 15

Bradley is watching an interesting TV program with a group of friends.During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show.In this scenario, Bradley is encountering

Accepted Answer

A) poor encoding. 
B) selective sourcing. 
C) inappropriate advertiser binding. 
D) limited response hierarchies. 
E) disturbances known as noise. 
A) poor encoding. 
B) selective sourcing. 
C) inappropriate advertiser binding. 
D) limited response hierarchies. 
E) disturbances known as noise.

Television is the only advertising tool that influences word of mouth about a brand.

Which of the following is true of the way organizations send communication messages?

Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering

The communication process begins with the process of

Which of the following is true of the low-involvement hierarchy?

Companies that utilize viral marketing must develop a seeding strategy to start the viral process.

Iconix supermarkets placed an insert in Tuesday's , a regional newspaper that has more than 100,000 subscribers.The newspaper is an example of a(n) _____ channel of communication.

Which of the following is an example of a personal communication channel?

Which of the following statements is true about ageism in advertising?

Which of the following components of a communication process is heavily influenced by a receiver's field of experience?

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.

The process of putting thoughts, ideas, or information together in symbolic form is called

According to the basic model of communication, which of the following is an example of a channel?

Bradley is watching an interesting TV program with a group of friends.During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show.In this scenario, Bradley is encountering

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

Television is the only advertising tool that influences word of mouth about a brand.

Which of the following is true of the way organizations send communication messages?

Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering

The communication process begins with the process of

Which of the following is true of the low-involvement hierarchy?

Companies that utilize viral marketing must develop a seeding strategy to start the viral process.

Iconix supermarkets placed an insert in Tuesday's , a regional newspaper that has more than 100,000 subscribers.The newspaper is an example of a(n) _____ channel of communication.

Which of the following is an example of a personal communication channel?

Which of the following statements is true about ageism in advertising?

Which of the following components of a communication process is heavily influenced by a receiver's field of experience?

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.

The process of putting thoughts, ideas, or information together in symbolic form is called

According to the basic model of communication, which of the following is an example of a channel?

Bradley is watching an interesting TV program with a group of friends.During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show.In this scenario, Bradley is encountering

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