Deck 3: The Communication Process

Question 1

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

A)Salesperson
B)Newspaper
C)Radio
D)Magazines
E)Television

Answer 1

A

Question 2

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 2

A

Question 3

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

A)in a way that makes their message is 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.

Answer 3

C

Question 4

The encoding process leads to the development of:

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

Question 5

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)Jennifer Aniston,who appears in the ad for L'Oreal.

Question 6

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 and how these words and symbols are interpreted.
C)Effective integrated marketing communications is usually 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 7

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

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

Question 8

_____ 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 9

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 who appears in the ad or a nonpersonal entity.
E)is never involved in the encoding process.

Question 10

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 11

When an actress from the television show Desperate Housewives appears 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 actress.
D)consumers who view the commercial.
E)Desperate Housewives.

Question 12

_____ refers to the information and/or meaning contained in the message.

A)Source
B)Encoding
C)Decoding
D)Content
E)Noise

Question 13

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)decoder

Question 14

Rosa Martinez is reading a Vanity Fair magazine where she sees an ad for DKNY jeans.In this situation,the ad is a _____,while Vanity Fair is a _____.

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

Question 15

The _____ of 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)decoder
E)channel

Question 16

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 17

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)decoder

Question 18

An ad 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.

Question 19

Advertisements for Planter's nuts describe the nuts as a delicious snack food for everyone.The television commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts.Which of the following can be identified as a channel for this ad?

A)Television
B)Computer-generated animals
C)Increase in the sales of Planter's nuts
D)The can of Planter's nuts shown in the ad
E)The people in the ad

Question 20

_____ refers to the way the message is put together in order to deliver the information or intended meaning.

A)Source
B)Encoding
C)Decoding
D)Content
E)Design

Question 21

Ronell missed an 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.With reference to 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 22

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 23

Winston is watching an interesting TV program with a group of friends.During the commercial break,he is unable to concentrate on a Pepsi commercial that he is interested in watching because all his friends are discussing the events in the show.Winston's inability to receive the Pepsi message illustrates which factor in the communications process?

A)Encoding
B)Decoding
C)Feedback
D)Common ground
E)Noise

Question 24

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 25

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

A)Encoding
B)Decoding
C)Message
D)Channel
E)Noise

Question 26

When Bart heard an ad state that Kraft's Pasta Anytime microwave meals could be prepared in three minutes,he thought 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 that Kraft meals were not frozen,the reason why they cooked so quickly.He should have looked on the supermarket aisle that contains pasta.Bart experienced a problem with:

A)decoding.
B)hearing.
C)channeling.
D)responding.
E)transmitting.

Question 27

Michael told Terry and Bill,Terry told Melissa,and Melissa told Ty,Andrew,and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes.This word-of-mouth took place via a(n)_____ channel of communication.

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

Question 28

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)a common ground.
E)fields of experience.

Question 29

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

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

Question 30

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

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

Question 31

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 32

Honda broadcasts a commercial during Law & Order,a TV program that is seen by eight million viewers.The broadcasting of this ad takes place in a(n)_____ channel of communication.

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

Question 33

Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution.The newspaper is read by over 100,000 people.The newspaper is an example of a(n)_____ channel of communication.

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

Question 34

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)a common ground.
E)fields of experience.

Question 35

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 36

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)Some people believe too many people of age 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)The difference between the senders and receivers age can create problems in establishing a common ground.

Question 37

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 38

An ad for The Peabody Hotel in Memphis,Tennessee,has a number that people can call on 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 39

The receiver's set of reactions after seeing,hearing,or reading the message is known as a _____.

A)noise
B)code
C)source
D)feedback
E)response

Question 40

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

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

Question 41

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 42

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 known as:

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

Question 43

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 that 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 that they wanted to own one.They used their credit cards to order a mattress and to pay for its delivery.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 44

Which of the following response hierarchy models depicts consumers as going through the stages of attention,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 45

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 46

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 47

Which of the following response hierarchy models depicts consumers going through the 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 integrated information response model

Question 48

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 49

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 50

Television advertising is used most often to communicate with:

A)niche market segments.
B)industrial buying centers.
C)mass audiences.
D)resellers.
E)purchasing agents.

Question 51

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 52

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

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

Question 53

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 54

The 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 55

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 56

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)targeted direct mail and radio advertising.
D)any form of broadcast media.
E)transit advertising,billboards,and ads with pithy headlines.

Question 57

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 58

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

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

Question 59

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 that:

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 buy Nike athletic shoes.
E)most of the consumers have bought Nike shoes during the past.

Question 60

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 61

Marketers of _____ often must communicate with passive,uninterested consumers who may focus more on non-message elements such as music,slogans,and jingles than on message content.

A)employment services
B)ketchup,mustard,margarine,and soy sauce
C)personal computers
D)x-ray machines,road building equipment,and walk-in refrigeration units
E)business-to-business services such as advertising agencies

Question 62

Graduate 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.If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution,then the _____ model would be correct.

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

Question 63

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 64

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 65

According to the low-involvement hierarchy,the consumer passes through which response sequence during the purchase decision making process?

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

Question 66

Geico's gecko,the Green Giant,and the AFLAC duck are examples of:

A)visual image personalities.
B)affective characters.
C)selectively remembered personalities.
D)high-involvement advertising appeals.
E)cognitively processed characters.

Question 67

For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process?

A)Bar of soap
B)Digital camera
C)Refrigerator-freezer combination
D)Yard landscaping
E)Wedding dress

Question 68

According to the _____ hierarchy,advertisers of products like light bulbs,ketchup,computer paper,nail clippers,and other items bought without a lot of thought need to use a heavy repetition strategy.

A)individual response
B)standard learning
C)dissonance-attribution
D)low-involvement
E)high involvement

Question 69

In the _____ hierarchy,the consumer engages in passive learning and random information catching rather than active information seeking.

A)standard learning
B)low-involvement
C)dissonance/attribution
D)habit formation
E)informative processing

Question 70

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.

A)products characterized by a low-involvement response hierarchy
B)products characterized by high-involvement response hierarchy
C)consumer durables that require detailed information
D)services where differentiation is important
E)products in the business-to-business market

Question 71

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 72

The _____ model involves selective learning,whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision.

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

Question 73

According to the FCB planning model,for which of the following products would an affective strategy be most appropriate?

A)Storm windows
B)Bag of cat litter
C)Can of Planter's peanuts
D)A liquid dishwasher
E)Cosmetics

Question 74

According to the dissonance/attribution 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 75

According to the Foote Cone & Belding (FCB)planning model,the _____ strategy is for highly involving products where rational thinking and economic considerations prevail.

A)habitual
B)informative
C)affective
D)satisfaction
E)dissonance reduction

Question 76

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 77

According to the _____ model,the major impact of the mass media occurs after the purchase is made.

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

Question 78

Visual image personalities:

A)are typically used with complex products that require high-involvement.
B)appear in ads for low-involvement products.
C)require central route processing to be effective.
D)typically shorten the cognitive stage of the consumer decision-making process.
E)are used when consumers must go through all stages of AIDA before making a purchase.

Question 79

The repeated use of the "Got milk" slogan by America's Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy.

A)standard learning
B)low-involvement
C)dissonance/attribution
D)habit formation
E)informative processing

Question 80

The Foote,Cone & Belding grid is based on the dimensions of _____ and high- versus low-involvement.

A)dissonance versus attribution
B)rational versus irrational thought
C)thinking versus feeling processing
D)affect versus dissonance
E)selective versus passive learning