Question 1

Undifferentiated messages are becoming increasingly rare.

Accepted Answer

False

Question 2

Complete the sentence: In a low involvement context, messages &#8230;&#10;A) must be loud to be heard&#10;B) are stored as sensory associations&#10;C) are interpreted when received&#10;D) are stored as full concepts&#10;E) are not interpreted when received

Accepted Answer

In a low involvement context, messages are often processed only superficially and stored as simple sensory associations rather than full concepts. This is because the audience is not highly invested in the message or topic, so they do not spend a lot of cognitive resources in processing and interpreting it.

Question 3

Which of these are likely to be low involvement purchases?&#10;A) soft-drink&#10;B) fridge&#10;C) holiday&#10;D) television set&#10;E) house

Accepted Answer

Soft drinks are often consumed on a daily basis and do not require extensive decision-making or evaluation, making them a low involvement purchase.

Question 4

Which of these do not form part of the six market model?&#10;A) internal markets&#10;B) referral markets&#10;C) influencer markets&#10;D) Far-Eastern markets&#10;E) supplier markets

Accepted Answer

The six market model includes customer markets, competitor markets, internal markets, referral markets, influencer markets, and supplier markets. Far-Eastern markets are not part of the six model.

Question 5

Internal markets are&#10;A) domestic markets&#10;B) non-domestic markets&#10;C) individuals that work for the organisation&#10;D) suppliers of the organisation

Accepted Answer

Internal markets refer to individuals within the organization who provide goods and services to other parts of the organization. These individuals could be employees, departments or teams, and they work towards meeting the needs of other parts of the organization. Therefore, choice C is the correct answer.

Question 6

What is perceptual selectivity ?&#10;A) mental filtering of messages&#10;B) perceived pickiness of consumers&#10;C) special selection of goods&#10;D) special selection of marketing communication tools&#10;E) selection of high Return on Investment (ROI) markets

Accepted Answer

Perceptual selectivity refers to the mental process of filtering out irrelevant information and focusing on relevant information. It is the ability of an individual to choose what information to pay attention to and what information to ignore. This can be influenced by various factors such as beliefs, values, interests, and needs of the individual.

Question 7

Which of these are not used to identify a right target market?&#10;A) size&#10;B) profitability&#10;C) accessibility&#10;D) literacy

Accepted Answer

Literacy is not a common factor used to identify a right target market. The typical factors used are size (how many potential customers are in the market), profitability (how much profit can be earned from the market), and accessibility (how easy or difficult it is to reach the market).

Question 8

What is noise in the communication process?&#10;A) a loud bang&#10;B) music played by your friends&#10;C) anything that distorts the original message&#10;D) the loudness of the original message&#10;E) The received message

Accepted Answer

Noise in the communication process refers to anything that distorts the original message, making it difficult for the receiver to fully understand the intended meaning. This can include physical noise such as loud sounds or static on a phone line, as well as psychological noise like biases or distractions that may affect how the receiver interprets the message.

Question 9

Which of these is not part of the communication process?&#10;A) information source&#10;B) transmitter&#10;C) noise&#10;D) receiver&#10;E) advertising

Accepted Answer

Advertising is not a part of the communication process as it is a form of mass communication that involves the promotion of products or services. The communication process typically involves the information source (the person or entity that has a message to share), the transmitter (the medium through which the message is conveyed, such as a phone or computer), noise (any interference that could disrupt the message), and the receiver (the person or entity that receives the message).

Question 10

Which of these are not types of reference groups?&#10;A) aspirational groups&#10;B) reference groups&#10;C) dissasociational groups&#10;D) collective groups

Accepted Answer

All of the other options are types of reference groups commonly used in marketing and consumer behavior research. Collective groups are not considered a specific type of reference group.

Deck 2: Introducing Communication