Question 1

Which of the following can serve as a personal channel of communication?

Accepted Answer

A) Sales team 
B) Newspaper 
C) Radio 
D) Magazines 
E) Television 
A) Sales team 
B) Newspaper 
C) Radio 
D) Magazines 
E) Television

Question 2

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

Question 3

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 4

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 5

Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on air. He is affronted by the poor quality of the commercial and immediately tunes out the message without processing any of the information. According to the elaboration likelihood model (ELM), Trevor is engaging in which of the following routes to persuasion?

Accepted Answer

A) Support arguing 
B) Central processing 
C) Peripheral processing 
D) Source bolstering 
E) Source blocking 
A) Support arguing 
B) Central processing 
C) Peripheral processing 
D) Source bolstering 
E) Source blocking

Question 6

_____ 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 7

_____ include consumers' reactions to ad factors such as the creativity of an ad, the quality of the visual effects, colors, and voice tones.

Accepted Answer

A) Source bolsters 
B) Source derogations 
C) Ad execution-related thoughts 
D) Counterarguments 
E) Ad dissonance thoughts 
A) Source bolsters 
B) Source derogations 
C) Ad execution-related thoughts 
D) Counterarguments 
E) Ad dissonance thoughts

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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 above the age of 60 and children below the age of eight. 
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 a common ground. 
A) Mature people are more likely to be shown in television than print ads. 
B) Advertisers typically avoid using adults above the age of 60 and children below the age of eight. 
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 a common ground.

Question 10

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 11

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 12

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 13

Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.

Accepted Answer

A) True 
 B)False

Question 14

The best way to reach a narrowly defined group of customers or a market niche is through:

Accepted Answer

A) television advertising and billboards. 
B) personal-selling and targeted direct mail. 
C) advertising and radio advertising. 
D) any form of broadcast media. 
E) transit advertising, billboards, and publicity. 
A) television advertising and billboards. 
B) personal-selling and targeted direct mail. 
C) advertising and radio advertising. 
D) any form of broadcast media. 
E) transit advertising, billboards, and publicity.

Question 15

The responsibility to encode a message in a way that can be well-understood lies with the receiver.

Accepted Answer

A) True 
 B)False

Question 16

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 17

According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.

Accepted Answer

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

Question 18

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 19

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.In the above scenario, Bradley is encountering disturbances known as noise.Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception.This unplanned distortion or interference is known as noise. 
A) poor encoding. 
B) selective sourcing. 
C) inappropriate advertiser binding. 
D) limited response hierarchies. 
E) disturbances known as noisE.In the above scenario, Bradley is encountering disturbances known as noise.Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception.This unplanned distortion or interference is known as noise.

Question 20

An ad for The Tributary Hotel in Chicago has a number that people can call on if they are interested in reserving rooms at the hotel or for further information about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to the ad. This response count is an example of:

Accepted Answer

A) feedback. 
B) encoding. 
C) noise filtering. 
D) noise blocking. 
E) decoding. 
A) feedback. 
B) encoding. 
C) noise filtering. 
D) noise blocking. 
E) decoding.

Which of the following can serve as a personal channel of communication?

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 _____.

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

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

_____ include consumers' reactions to ad factors such as the creativity of an ad, the quality of the visual effects, colors, and voice tones.

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

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

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

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.

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

Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.

The best way to reach a narrowly defined group of customers or a market niche is through:

The responsibility to encode a message in a way that can be well-understood lies with the receiver.

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

According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.

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.

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 Communication Organizations

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

Which of the following can serve as a personal channel of communication?

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 _____.

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

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

_____ include consumers' reactions to ad factors such as the creativity of an ad, the quality of the visual effects, colors, and voice tones.

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

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

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

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.

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

Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.

The best way to reach a narrowly defined group of customers or a market niche is through:

The responsibility to encode a message in a way that can be well-understood lies with the receiver.

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

According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.

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.

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 Communication Organizations

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