Deck 5: The Communication Process

Question 1

Successful communication depends on

A)the nature of the message
B)the interpretation of the message by the audience
C)the environment in which a message is received
D)the receiver's perception of the source of the message
E)all of the above

Answer 1

E

Question 2

An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for their vacation destination was published in Southern Living magazine.The ad shows various scenic pictures of Tennessee and includes the slogan,"Tennessee sounds good to me." In this print ad,the source of the advertising message is:

A)the Tennessee Department of Tourist Development
B)Southern Living magazine
C)the people in the scenic pictures
D)the slogan
E)readers of the magazine

Answer 2

A

Question 3

The communication process begins with the process of _____,which leads to the development of a _____ that contains the information or meaning a source hopes to convey.

A)encoding;message
B)encrypting;transmission
C)encoding;response
D)decoding;message
E)decoding;transmission

Answer 3

A

Question 4

Putting thoughts,ideas or information together in symbolic form is called:

A)encoding
B)deciphering
C)shaping
D)flighting
E)decoding

Question 5

When marketers develop an advertising message,one of their primary goals is to encode the message:

A)in a way that makes their message unique to each individual who is exposed to the ad
B)so that it can only be understood by members of the target audience
C)so that it will be understood and interpreted in a similar way by most consumers
D)using nonverbal communication so as to eliminate problems with connotations and jargon
E)so that it requires effort to decode it

Question 6

Commercials for Planter's nuts describe the nuts as a delicious snack food for everyone.The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts.In these commercials,the source of the advertising message is:

A)Mr.Peanut,the company's visual image personality
B)the television networks on which the ads run
C)the specific television shows in which the ads are seen
D)Planter's peanuts company
E)people who talk about how humorous the commercials are

Question 7

Which of the following statements about effective communication is true?

A)Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communications.
B)For effective communication,marketers must understand the meanings that consumers attach to words and symbols and how these words and symbols are interpreted.
C)Effective integrated marketing communications always is nonpersonal in nature.
D)Effective communication is unaffected by the reception environment.
E)Whether an ad is in black and white or in full color has no impact on how effectively the message is communicated.

Question 8

Which of the following is NOT a basic element of the communications process?

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

Question 9

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

A)Advertising
B)Sales promotion
C)Encoding
D)Decoding
E)Communication

Question 10

Early adopters are critical to the success of new products because:

A)many customers pay attention to what they say and do
B)consumers prefer early adopters over late adopters
C)they engage in alternative-dynamic analysis
D)integrated marketing communications are not designed to attract this market segment
E)cognitive dissonance may alter pre-purchase evaluation by this market segment See opening vignette.

Question 11

Which of the following would be an example of an advertising message?

A)a radio commercial telling you to why you should fly to Florida on Delta Airlines
B)a print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera
C)a print ad for DeBeers diamonds with a picture of a woman wearing a diamond necklace and the DeBeers name
D)a television ad that tells you to watch the next episode of Grey's Anatomy
E)all of the above

Question 12

The encoding process leads to the development of:

A)a message
B)noise
C)a channel
D)feedback
E)a receiver

Question 13

Which of the following statements about an advertising message is true?

A)Advertising messages can be verbal or nonverbal.
B)Advertising messages can be primarily visual.
C)Advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used.
D)The effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains.
E)All of the above statements about an advertising message are true.

Question 14

Marketers use a variety of alternative communications methods to reach early adopters because:

A)government regulations alert early adopters to the communication process
B)alternative media deny access to new product marketers
C)a majority of this market segment are annoyed by the amount of advertising today
D)these consumers are less likely to think about product choices before adopting them
E)publicity is not usually available for targeting this market segment See opening vignette.

Question 15

The basic function of all of the elements of the integrated communications program is to:

A)communicate with a firm's target audience
B)convince customers to make a purchase immediately
C)convince customers to pay a higher price for a good or service
D)educate customers about the features of a good or service
E)persuade customers to try a product category

Question 16

_____ is the study of the nature of meaning and how words,gestures and symbols acquire meaning.

A)Communication derivation
B)Language arts
C)Symbolics
D)Semiotics
E)Linguistics

Question 17

Which of the following is NOT a controllable variable in the communications process?

A)senders
B)source
C)message
D)channel
E)receivers

Question 18

Communication problems in international marketing include misinterpretation of:

A)brand names
B)ad slogans
C)signs and symbols
D)language
E)all of the above See Global Perspective 5-1.

Question 19

The source or sender of an advertising communication:

A)is typically a salesperson
B)is never a nonpersonal entity
C)is typically identified as the owner of the medium in which the communication appeared
D)can be an individual or a nonpersonal entity such as a corporation
E)is never involved in the encoding process

Question 20

When actresses from the television show Desperate Housewives appear in a commercial endorsing Garnier Lumia hair products,the message source is:

A)the television network showing the commercial
B)the television program that the advertising provides financial support for
C)the actresses
D)consumers who view the commercial
E)Desperate Housewives

Question 21

To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers,Lever Brothers could use:

A)life style research
B)cognitive response research
C)involvement research
D)semiotic analysis
E)common ground research

Question 22

Nonpersonal channels of communication include:

A)newspapers,magazines,billboards,and salespeople
B)salespeople,friends,relatives,and spokespeople
C)reference groups,sales clerks,and telemarketers
D)television,radio,newspapers,and magazines
E)television,salespeople,and radio

Question 23

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

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

Question 24

When Bart heard an ad state that Kraft It's Pasta Anytime microwave meals could be prepared in three minutes,he thought he understood that he would find the meals in his supermarket's frozen food aisle with other microwave meals.When he could not find the Kraft meals,he purchased another brand.He did not understand the Kraft meals were not frozen and that was why they cooked so quickly.He should have looked on the supermarket aisle that contains pasta.Bart experienced a problem with:

A)decoding
B)encoding
C)channeling
D)responding
E)transmitting

Question 25

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

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

Question 26

Which of the following would be an example of a channel in the communication process?

A)the number of customers that redeemed a cents-off coupon
B)a billboard beside an interstate highway
C)the creative people who designed the new Wendy's ad
D)an ad's spokesperson
E)all of the above

Question 27

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

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

Question 28

Advertisers can determine how people react to words like juvenile,immature and childish that have the same basic denotation but differing connotations through the use of:

A)psychoanalysis
B)semiotic analysis
C)common ground research
D)affective theory
E)involvement research

Question 29

Advertisements for Planter's nuts describe the nuts as a delicious snack food for everyone.The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts.The channel for these ads is:

A)television
B)the computer-generated animals
C)an increase in the sales of Planter's nuts
D)the can of Planter's nuts shown in the ad
E)the people in the ads

Question 30

Rosa Martinez sees an ad for DKNY jeans in the copy of Vanity Fair magazine she is reading.The ad would be considered a _____ while Vanity Fair would be considered a _____.

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

Question 31

_____ channel of communication.

A)individualized
B)direct-response
C)nonpersonal
D)semiotic
E)verbal

Question 32

_____ channel of communication.

A)individualized
B)direct-response
C)nonpersonal
D)personal
E)customized

Question 33

_____ channel of communication.

A)individualized
B)direct-response
C)nonpersonal
D)semiotic
E)verbal

Question 34

The field of experience of the receiver most heavily influences which component of the communications process?

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

Question 35

Semiotic analysis can be helpful to marketers in understanding how consumers perceive and interpret:

A)advertising messages
B)brand names
C)non-verbal communication used by salespeople
D)package designs
E)all of the above

Question 36

The _____ is the method or medium by which communication travels from the source to the receiver:

A)channel
B)receiver
C)feedback mechanism
D)source
E)message transmitter

Question 37

An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine.The ad shows various scenic pictures of Tennessee and includes the slogan,"Tennessee sounds good to me." In this example,Southern Living magazine would be an example of a _____,a part of the communication process.

A)channel
B)receiver
C)feedback mechanism
D)source
E)message transmitter

Question 38

adopted the stylized eagle that appears on all labels,buildings,trucks and postal boxes it used a sticklike mailman figure called Mr.Zip.Research showed the eagle was a much more positive symbol-denoting ruggedness,individuality,and the American "can-do" spirit._____ would have provided the USPS with the ability to understand the meaning consumers give to the eagle.

A)Lifestyle research
B)Cognitive response research
C)Involvement research
D)Semiotic analysis
E)Common ground research

Question 39

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

A)salesperson
B)newspaper
C)radio
D)magazines
E)television

Question 40

Some advertising and marketing people are skeptical about the value of semiotics because they believe:

A)the meaning of an advertisement and all other forms of marketing communication lies solely in the message
B)social scientists may read too much into advertising messages and are overly intellectual in interpreting these messages
C)consumers interpret advertising messages in basically the same way
D)it costs too much money to conduct semiotic analysis of advertising messages
E)culture cannot be explained by anything as simplistic as semiotics

Question 41

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

A)encoding
B)decoding
C)feedback
D)reception
E)response

Question 42

______ is the part of the receiver's response that is communicated back to the sender.

A)Feedback
B)Noise
C)Reciprocity
D)Encoding
E)Reception

Question 43

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem."Freshness" is the message the ad is supposed to deliver,but if Rick and Beth Minton think the ad is simply showing people being rude and boorish then in terms of the communication process,the Mintons have _____ the message improperly.

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

Question 44

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)decoding
B)feedback mechanisms
C)response hierarchies
D)common ground
E)fields of experience

Question 45

Tyra Hubbard sells beauty care products to retailers and is making a sales presentation to the buyer at a major department store.Which of the following would be considered a form of feedback Hubbard might receive from the buyer?

A)the questions the buyer asks
B)nonverbal responses the buyer makes such as frowns or gestures
C)the buyer's comments on Hubbard's company and products
D)the size of the order the buyer is willing to make
E)all of the above

Question 46

Television advertising is used most often to communicate with what type of target audiences?

A)niche markets
B)industrial buying centers
C)mass audiences
D)resellers
E)purchasing agents

Question 47

When developing a communications plan,the process should begin with:

A)determining who will be the source of the communications
B)the identification and analysis of receivers in the target audience
C)deciding what feedback level is acceptable
D)determining what media to use
E)ascertaining the type of feedback that will be accepted

Question 48

An ad for The Peabody Hotel in Memphis,Tennessee,has an 800-number people can call if they are interested in reserving rooms at the hotel or knowing more 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 its ad.This response count is an example of:

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

Question 49

Counts of customer visits to a store,consumer inquiries,coupon redemption and recall of advertising are all possible forms of:

A)internal communication
B)feedback
C)noise
D)message channels
E)decoding mechanisms

Question 50

For most marketers,the ultimate form of feedback is:

A)use of reply cards
B)the communication effects
C)store visits
D)sales
E)consumer inquiries

Question 51

Which of the following products is most likely to be promoted through personal selling?

A)Butterfinger candy bars
B)cat litter
C)light bulbs
D)real estate
E)silk flowers

Question 52

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

A)Semiotics
B)Selective perception
C)Noise
D)Feedback
E)Blocking

Question 53

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

A)Mature people are more likely to be shown in television than print ads.
B)Some people believe too many mature people 60 and over are used in advertising today.
C)Because the mean age of the population is increasing,you can expect to see more youth-oriented advertising.
D)There have been no successful ad campaigns showing people 60 and over performing age appropriately.
E)None of the above statements about ageism in advertising is true. See IMC Perspective 5-2.

Question 54

Individual and group audiences,niche markets,market segments and mass markets are all examples of:

A)different stages of the response process
B)hierarchies of effects
C)levels of audience aggregation
D)communication elements
E)nonpersonal channels of target audiences

Question 55

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

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

Question 56

Instantaneous feedback on how effective a marketing communication method is will most likely appear in:

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

Question 57

Winston is watching a suspenseful TV program with a group of friends.During the commercial break everyone starts discussing the show and he cannot hear the commercials even though he really wanted to watch the new Pepsi ad.Winston's inability to receive the Pepsi message illustrates which element of the communications process?

A)encoding
B)decoding
C)feedback
D)common ground
E)noise

Question 58

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem.The advertisers think the message the ad delivers is freshness.However,Rick and Beth Minton think the ad is simply showing people being rude and boorish.One of the possible explanations for these highly different perceptions of the ads is due to an absence of:

A)interpretative links
B)feedback mechanisms
C)response hierarchies
D)common ground
E)fields of experience

Question 59

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

A)television advertising and billboards
B)personal selling and targeted direct mail
C)targeted direct mail and radio advertising
D)any form of broadcast media
E)transit advertising,billboards,and ads with pithy headlines

Question 60

Ronell missed the small ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.In terms of the communication process,the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as:

A)an encoding hazard
B)a decoding block
C)negative feedback
D)a receptor block
E)noise

Question 61

In 2004,Delta Airlines was the first major airline to charge passengers for brand name snacks and meals.The _____ model would have been most relevant to communicating this change.

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

Question 62

Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?

A)Consumers must pass through each stage before making a purchase.
B)Awareness and recall are the most important measures of ad effectiveness.
C)The stages of the hierarchy offer useful intermediate measures of advertising effectiveness.
D)The hierarchy is not useful because sales are the only appropriate goal of advertising.
E)Time is not a situational factor when using this model to measure ad effectiveness.

Question 63

Trial,purchase,adoption,and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

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

Question 64

Interest,liking,preference,evaluation and yielding are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

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

Question 65

For which of the following products would an advertiser be more likely to use the standard learning model to explain the consumer decision-making process?

A)bar of soap
B)pickup truck
C)garden rake
D)bag of cement
E)computer disks

Question 66

Which of the following response hierarchy models includes a cognitive stage?

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

Question 67

The hierarchical model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model.

A)AIDA
B)hierarchy of results
C)diffusion rate
D)innovation-adoption
E)information processing

Question 68

Nike conducts a marketing research study and finds the majority of consumers recall the company's "Just do it" ad slogan.Nike can safely assume:

A)consumers are aware of Nike's advertising
B)consumers have favorable attitudes toward Nike
C)consumers understand the advertising message Nike is trying to communicate
D)consumers will probably buy Nike athletic shoes
E)all of the above

Question 69

Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window.Once they became aware such a product existed,they were eager to talk to a salesperson and learn more about the mattresses.After talking to the salesperson for thirty minutes,Inez and Troy realized they wanted to own one.They used their credit card to order a mattress and to pay for its delivery to their home.In terms of the models of response process,Inez and Troy have just gone through the stages in the _____ model.

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

Question 70

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.

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

Question 71

The _____ model,the best known of the response hierarchies,shows the process by which advertising works.The premise of this model is that advertising effects occur over a period of time.

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

Question 72

The _____ model is a response model that was developed for setting and measuring advertising objectives.A basic premise of this model is that advertising effects occur over a period of time.

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

Question 73

According to the standard learning model,the consumer passes through which of the following response sequences during the decision making process?

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 74

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.

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

Question 75

Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver?

A)the AIDA model
B)the hierarchy of effects models
C)the innovation-adoption model
D)the information processing model
E)the 5-Ws model

Question 76

The _____ model explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands.

A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)5-Ws

Question 77

The AIDA model is often used to represent what ideally happens during:

A)personal selling
B)the decoding of direct marketing advertising pieces
C)mass marketing
D)sales promotions
E)the introduction of innovative new consumer products

Question 78

Which of the following response hierarchy models depicts consumers as going through the stages of awareness àinterest à evaluation à trial àadoption?

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 79

According to the _____,the consumer is an active participant in the communication process and gathers information through active learning.

A)standard learning hierarchy
B)low-involvement hierarchy
C)dissonance/attribution model
D)peripheral processing model
E)maximum likelihood model

Question 80

Which of the following response hierarchy models depicts consumers as going through the stages of attention àcomprehension à yielding àretention àbehavior?

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