Deck 12: Formulating Communications Strategies

Question 1

Describe (or draw and describe) the communication process

Answer 1

.or


.Process involves a message, sender and receiver
.Sender formulates intended message
.Encoder translates it into a message
.Message is transmitted through a chosen medium
.Decoder interprets the message
.Receiver retains memorable parts and associations, and
.Provides "feedback" to the sender
.Extent to which the intended message matches the received message depends on noise, interference, or misunderstandings and shared (or unshared) cultural codes or backgrounds - sometimes called the common frame of reference

Question 2

Describe (or list) the major steps in developing effective communications

Answer 2

. Setting communication objectives
.Generating possible messages
. Overcoming selective attention
. Overcoming perceptual distortion
. Choosing a medium
. Evaluating and selecting messages

Question 3

Describe the behavior modification approach identified in the text

Answer 3

.Seeks to modify the consequences of actions using reinforcers as incentives or disincentives (economic - money, raise, bonus or a fine; social - praise, awards, status, prestige, or embarassment; other reinforcers - time (off), food, loud noises, etc.
. Criteria for successful behavior modification:
o desired behavior under the individual's control (able and willing)
o clear link between behavior and reinforcement
o reinforcer is viewed as a reward for the individual

Question 4

Describe "shaping"

Question 5

People ignore messages that do not interest them. This is called

A) cognitive dissonance
B) selective attention
C) assimilation/contrast
D) perceptual distortion
E) consequence aversion

Question 6

The part of the communication process which is responsible for miscommunication and misunderstanding is:

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

Question 7

Messages which discuss a service's price or performance are examples of

A) emotional messages
B) moral messages
C) sensory messages
D) analytic messages
E) rational messages

Question 8

People deny messages that counter the order and meaning in their thoughts. This is called:

A) assimilation/contrast theory
B) BCOS theory
C) dissonance theory
D) behavior modification
E) reward/situation framework

Question 9

To convince a physician to use a particular hospital, the hospital offers physicians special parking places close to the front door. This is

A) adding new positive consequences to change the offer
B) changing importance weights
C) changing beliefs about one or more consequences
D) reducing the consequence barriers
E) changing the latitude of acceptance

Question 10

An ad using a jogger who is running along a path suddenly imaging seeing friends and "fans" cheering is using which message execution style:

A) Slice-of-life
B) Lifestyle
C) Fantasy
D) Mood
E) Testimonial

Question 11

Message execution includes

A) wording and order
B) style and tone
C) order and format
D) all of the above
E) none of the above

Question 12

Which is NOT a basic type of headline cited in the text for developing and communicating messages:

A) news
B) mood
C) questions
D) narrative
E) command

Question 13

Johnson & Johnson gave employees sweat suits for attending stress workshops. This is an example of a

A) social reinforcement
B) economic reinforcement
C) constant reinforcement
D) random reinforcement
E) negative reinforcement

Question 14

A smoker starts a schedule of cutting down on smoking by first eliminating the least important smoking occasions. This is called

A) random reinforcement
B) selective attention
C) shaping
D) constant reinforcement
E) negative reinforcement

Question 15

Messages should be evaluated on

A) desirability, exclusiveness and believability
B) words, order and style
C) content, images and mood
D) product, service or behavior
E) shaping, distinctiveness and behavior modification