Question 1

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of:

Accepted Answer

The error was in the selection of the communication channel, as the target market listens to satellite radio, not FM radio.

Question 2

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's:

Accepted Answer

The assistant is concerned about the capacity of the channel through which the information is being transmitted. In this case, the channel is the 30-second television spot, which has limitations on both visual and audio information that can be included. Thus, the answer is D - channel capacity.

Question 3

With respect to the components of a communication process, broadcast media like radio and television as well as printed words on a magazine or newspaper are all considered as:

Accepted Answer

Broadcast media and printed words serve as communication channels, which are the mediums used to convey messages from the sender to the receiver.

Question 4

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using:

Accepted Answer

Cause-related marketing involves a company partnering with a charitable cause, in this case, Yoplait Yogurt donating a portion of its profits to Breast Cancer Research.

Question 5

During the decoding process, the:

Accepted Answer

During the decoding process, the receiver interprets or converts the transmitted signs or symbols into meaningful concepts and ideas.

Question 6

Anything that reduces the accuracy and clarity of communication is known as:

Accepted Answer

Noise is anything that reduces the accuracy and clarity of communication.

Question 7

Communication can be viewed as a circular process because:

Accepted Answer

Communication is a circular process because the roles of sender and receiver can switch during feedback. This means that during the feedback stage, the original source of the message can become the receiver of feedback, while the initial receiver can become the source of information. This circular process is necessary for effective communication as it allows for the sender and receiver to clarify and adjust their messages until mutual understanding is achieved.

Question 8

Each communication channel has a limit on the volume of information it can handle effectively. This limit is known as:

Accepted Answer

Channel capacity refers to the maximum rate at which information can be reliably transmitted over a communication channel.

Question 9

With respect to the components of the communication process, the fax machines used by OES Office Systems to carry its advertising messages to its business customers is an example of a (n):

Accepted Answer

The fax machines serve as the communication channel, which is the medium used to transmit the message from the sender to the receiver.

Question 10

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the consideration in effective communication.

Accepted Answer

The scenario describes the maximum rate at which information can be effectively communicated, which relates to the concept of channel capacity.

Question 11

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the stage of the communication process.

Accepted Answer

Encoding is the stage where the sender converts ideas into a message, such as writing a script for a commercial.

Question 12

links the purchase of an organization's products to support philanthropic organizations favored by the target market.

Accepted Answer

Cause-related marketing is a type of marketing that links the purchase of an organization's products to support philanthropic organizations favored by the target market.

Question 13

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their:

Accepted Answer

These pages exceed the channel capacity, which refers to the amount of information a person can process at one time.

Question 14

Often when a company introduces a new product or line extension, its promotion will focus on in order to initiate the product-adoption process.

Accepted Answer

Creating awareness is crucial when introducing a new product as it helps inform potential customers about the product's existence, initiating the product-adoption process.

Question 15

The receiver's response to a message is for the source.

Accepted Answer

Feedback is the receiver's response to a message, which is sent back to the source to indicate understanding or reaction.

Question 16

Which of the following is the best example of noise that originates with the receiver in the communication process?

Accepted Answer

The answer of Which of the following is the best...

Question 17

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of in the communication process.

Accepted Answer

Noise refers to any interference that disrupts or distorts the message being communicated, such as an unexpected interruption during a broadcast.

Question 18

In a corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate for this communication.

Accepted Answer

The box is included to gather feedback from potential customers who are interested in more information, allowing Lexmark to respond to their inquiries.

Question 19

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate:

Accepted Answer

The Florida Orange Growers Association aimed to increase primary demand by encouraging consumers to drink orange juice at times other than breakfast, thereby expanding the overall market for orange juice.

Question 20

H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, Facebook, and Twitter. These vehicles through which the coded message is transmitted from the source, H&M, to the receiver, the prospective customer, are known as a(n):

Accepted Answer

These vehicles are known as communication channels, which are the mediums used to convey messages from the sender to the receiver.

Quiz 15: Integrated Marketing Communications