Deck 5: The Communication Process

Question 1

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.
Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.A major advantage of personal channels of communication is that the message or presentation can be tailored to the individual or audience and the sender receives direct feedback from them.

Answer 1

True

Question 2

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.
Nonpersonal channels of communication are those that carry a message without direct, interpersonal contact between the sender and receiver.Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.

Answer 2

False

Question 3

The information processing model of advertising effects assumes that the receiver does not have the capacity to solve problems.
The information processing model of advertising effects, developed by William McGuire, assumes that the receiver in a persuasive communication situation like advertising is an information processor or problem solver.

Answer 3

False

Question 4

The AIDA model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.
The hierarchy of effects model is the basis for the classic purchase funnel metaphor.

Question 5

Distractions from technology, including laptops, tablets, and mobile phones/smartphones, can introduce noise into the communication model.
Noise is an extraneous factor that can distort or interfere with message reception. Multitasking that leverages technology can result in unplanned distortion or interference.

Question 6

When Coach uses its brand name and picture to communicate an intended message of aspirational heritage mixed with an urban attitude, it is relying on the impression or image the ad creates, not the actual words or the message.
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.

Question 7

The marketing communication process really begins when the audience acts on the marketer's message.
Action usually occurs at the end, as a result of communications.The marketing communication process really begins with identifying
the audience that will be the focus of the firm's advertising and promotional efforts.

Question 8

Companies that utilize viral marketing must develop a seeding strategy to start the viral process.
Companies that utilize viral marketing must develop a seeding strategy which involves determining how many initial consumers or "seeds" are needed and selecting the right consumers to start the viral process.

Question 9

Television is the only advertising tool that influences word of mouth about a brand.
Advertising plays a role in word of mouth (WOM), and about a quarter of all consumer conversations about brands involve discussions about advertising, but other forms of advertising can be used to drive word of mouth as well.

Question 10

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 hierarchy models of communication response are useful to promotional planners from several perspectives.They delineate the series of steps potential purchasers must be taken through to move them from unawareness of a product or service to readiness to purchase it.

Question 11

Buzz marketing, consumer-generated marketing, and viral marketing are new names for what used to be known simply as word-of-mouth communication.
The use of word-of-mouth marketing is nothing new, but buzz marketing is a systematic and organized effort to encourage favorable word-of-mouth.

Question 12

Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers.
Traits such as extroversion, innovativeness, and altruism are related to tendencies to share messages, as well as demographics like age and gender.

Question 13

The responsibility to encode a message in a way that can be well understood lies with the receiver.
The sender's goal is to encode a message in such a way that it will be understood by the receiver.This means using words, signs, or symbols that are familiar to the target audience.

Question 14

The field of experience is the process of transforming the sender's message back into thought.
Decoding is the process of transforming the sender's message back into thought. The field of experience is the experiences, perceptions, attitudes, and values receivers bring to the communication situation.

Question 15

Low-involvement purchase decisions are areas where a standard hierarchy response process is likely.
The standard learning hierarchy is likely when the consumer is highly involved in the purchase process and there is much differentiation among competing brands.High-involvement purchase decisions such as those for industrial products and services and consumer durables like personal computers, printers, cameras, appliances, and cars are areas where a standard learning hierarchy response process is likely.

Question 16

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.
The consumer decision journey framework views the consumer decision-making process as a winding journey with multiple feedback loops rather than a linear, single uniform path to purchase based on active shopping and influenced by marketer dominated and controlled touch points such as media advertising.

Question 17

Phone conversations account for the vast majority of word-of-mouth communications about a brand.
Face-to-face interaction accounts for the vast majority of word-of-mouth communications about a brand while phone conversations rank second.Only a small percent of word of mouth takes place through online channels such as e-mail/instant messages, blogs, and chat rooms.

Question 18

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.
Messages must be put in a transmittable form that is appropriate for the channel of communication being used, and must contain the information or meaning the source hopes to convey.

Question 19

The receiver's perception of the source of the message may affect the source's ability to communicate.
The receiver's perception of the source and the medium used to transmit the message may also affect the ability to communicate, as do many other factors.Words, pictures, sounds, and colors may have different meanings to different audiences, and people's perceptions and interpretations of them vary.

Question 20

Very small, well-defined groups of customers are often referred to as individuals.
Very small, well-defined groups are referred to as market niches, which occur at a group (not individual) level aggregation.

Question 21

The source or sender of an advertising communication

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 22

Which of the following is true of encoding?

A)It is also known as channel managing.
B)It involves identifying and interpreting a message.
C)It involves putting ideas into a symbolic form.
D)It involves the creation of "noise."
E)It involves the development of the message.

Question 23

An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination, was published in Life Mode magazine.The ad includes a picture of a couple against a scenic backdrop.In this print ad, the source of the advertising message

A)is the Minnesota State Tourism Department.
B)is Life Mode magazine.
C)is the couple in the scenic picture.
D)is the slogan.
E)is the reader of the magazine.

Question 24

The encoding process leads to the development of

A)a message.
B)noise.
C)a channel.
D)feedback.
E)a response.

Question 25

The advanced analytics available from digital media allow data-driven consumer packaged goods marketers to identify target audiences based on their purchase or other behavior.
One of the reasons consumer packaged goods (CPG) marketers have shifted more of their budgets to digital media is the efficiency of digital ads appeals to them, especially as they try to control spending. Another reason is many of the CPG marketers are highly data-driven, so the advance analytics help them be more efficient.

Question 26

The communication process begins with the process of

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

Question 27

Commercials for Vinnie's Marshmallows describe its marshmallows as a delicious snack for all ages.The commercials show toddlers eating marshmallows as part of their usual diet as well as adults roasting marshmallows over a fire.In these commercials, Vinnie's is the

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

Question 28

Lily hosts a well-known television show, .She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics.In this scenario, the source of the ad is

A)the television network that airs the ad.
B)Rochelle Cosmetics.
C)Lily.
D)the audience.
E)the television show, Real Life.

Question 29

When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.
When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.A high level of cognitive response activity or processing occurs, and the ad's ability to persuade the receiver depends primarily on the receiver's evaluation of the quality of the arguments presented.

Question 30

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.

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

Question 31

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

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

Question 32

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

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 33

According to the elaboration likelihood model (ELM), if the involvement level of the target audience is high, peripheral cues may be more important than detailed message arguments.
If the involvement level of the target audience is low, peripheral cues may be more important than detailed message arguments.If the involvement level of consumers in the target audience is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counterargue.

Question 34

_____ 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.

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

Question 35

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

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

Question 36

Which of the following statements is true about effective communication?

A)Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages.
B)For effective communication, marketers must understand the meanings that consumers attach to words and symbols.
C)Effective integrated marketing communications is usually nonpersonal in nature.
D)Effective communication is unaffected by the reception environment.
E)The visual nature or color characteristic of an ad has no impact on effectiveness of communication.

Question 37

Source bolsters occur when the target audience reacts favorably to the source and the source generates favorable thoughts.
Advertisers try to hire spokespeople their target audience likes.

Question 38

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.
According to the McKinsey group, social 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.

Question 39

Three critical intermediate effects occur between advertising and purchase: cognition, affect, and experience.
Cognition is the thinking dimension of the person's response; affect is the feeling dimension of the person's response; and experience is the feedback dimension based on the outcomes of product purchasing and usage.

Question 40

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

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

Question 41

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?

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

Question 42

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish

A)an encoding process.
B)conditioned perceptions.
C)response hierarchies.
D)a common ground.
E)fields of experience.

Question 43

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

A)sales team
B)newspaper
C)radio
D)magazines
E)television

Question 44

_____ is any unplanned distortion or interference in the communication process.

A)Semiotics
B)Selectivity
C)Noise
D)Dissonance
E)Blocking

Question 45

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

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

Question 46

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

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.

Question 47

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

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 48

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

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

Question 49

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

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

Question 50

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.

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

Question 51

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

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

Question 52

Which of the following is true of nonpersonal channels of communication?

A)They include direct mail and billboards.
B)They include methods such as e-mail and social media.
C)The Internet cannot be considered a nonpersonal channel.
D)They do not include include print media.
E)They do not include broadcast media.

Question 53

Which of the following is true of buzz 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 54

Which of the following is true of decoding?

A)It is heavily influenced by the receiver's frame of reference.
B)It is an interpretation process that requires expert knowledge.
C)In most cases, decoding occurs smoothly when a common ground does not exist.
D)In order for the process to be effective, the decoder must contradict the encoder.
E)It is not influenced by the receiver's field of experience.

Question 55

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

A)magazines
B)e-mail
C)social media
D)telemarketing
E)stress interviews

Question 56

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

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

Question 57

The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her

A)semiotic involvement.
B)field of experience.
C)common ground.
D)source characteristics.
E)selective bindings.

Question 58

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.

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

Question 59

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

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 60

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

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

Question 61

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

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

Question 62

Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption?

A)the AIDA model
B)the hierarchy of effects model
C)the innovation adoption model
D)the information processing model
E)the adoption differentiation model

Question 63

In the context of the marketing communications process, which of the following products is most likely to be promoted by targeting individuals?

A)chocolate bars
B)fizzy drinks
C)real estate
D)soap
E)pizza

Question 64

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

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

Question 65

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

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

Question 66

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

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

Question 67

Which of the following response hierarchy models depicts consumers going through the stages of attention, presentation, comprehension, yielding, retention, and behavior?

A)the AIDA model
B)the hierarchy of effects model
C)the innovation adoption model
D)the information processing model
E)the integrated information response model

Question 68

The element of the communication process that closes the loop in the communications flow and allows a sender to monitor how a message is being received and interpreted is known as

A)encoding.
B)decoding.
C)feedback.
D)noise.
E)filters.

Question 69

Which of the following is true of market niches?

A)They are usually large mass market segments.
B)They are well-defined market segments.
C)They are typically reached using mass communication such as advertising and publicity.
D)They are not suitable for specialized goods.
E)They include broader classes of buyers who have similar needs.

Question 70

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

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

Question 71

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

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

Question 72

In a communication process, a receiver's set of reactions after seeing, hearing, or reading a message is known as a

A)noise.
B)perception.
C)source.
D)channeling.
E)response.

Question 73

According to the AIDA model, a prospective consumer first passes through the _____ stage.

A)attention
B)comprehension
C)interest
D)desire
E)action

Question 74

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

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 75

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

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

Question 76

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in

A)personal-selling situations.
B)radio advertising.
C)television advertising.
D)direct-mail advertising.
E)mass-communication channels.

Question 77

An ad for the Tributary Hotel in Chicago has a number that people can call 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 the hotel receives in response to the ad.This response count is an example of

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

Question 78

The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.

A)diffusion rate
B)objective-task
C)innovation adoption
D)hierarchy of effects
E)adoption objective

Question 79

According to the AIDA model, a customer expressing interest and desire is in the

A)affective stage.
B)cognitive stage.
C)behavioral stage.
D)action stage.
E)adoption stage.

Question 80

Which of the following provides the sender of an advertising message with an appropriate way of monitoring the effectiveness of an intended message?

A)encoding mechanisms
B)decoding mechanisms
C)feedback
D)noise filters
E)channel