Question 1

Field of experience refers to

Accepted Answer

Field of experience refers to a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process. It is the shared background, knowledge, and experience that facilitates effective communication between the sender and receiver.

Question 2

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Accepted Answer

The answer of A similar understanding and knowledge that the...

Question 3

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

Accepted Answer

The term used to refer to consumers who read, hear, or see the message sent by a source during the marketing communication process is "receivers". The other options listed, such as decoders, sources, and encoders, are all part of the communication process, but do not refer specifically to the consumers who are receiving the message. The target market refers to the specific group of consumers that the marketing message is intended to reach.

Question 4

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

Accepted Answer

The different interpretations of the ad are primarily due to differing fields of experience. The phrase "finger-lickin' good" is an idiom in English that conveys the idea of food being delicious. However, this idiom does not exist in Chinese, so when translated literally, it results in a different meaning that the Chinese speaker interprets based on their own cultural experience and linguistic context.

Question 5

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Accepted Answer

Decoding is the process of interpreting and assigning meaning to the symbols or message received, which is an essential step in the communication process. The receiver must be able to understand and interpret the message sent by the sender, and this requires decoding the message into a meaningful idea or concept.

Question 6

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

Accepted Answer

The mutually shared field of experience refers to a common understanding and knowledge between the sender and receiver. This will ensure that the message is conveyed accurately and effectively. The other options may be factors that influence the communication but do not necessarily guarantee effective communication.

Question 7

Errors in communication can occur in several ways, including which of the following?

Accepted Answer

Errors in communication can occur in several ways: (1)The source may not adequately transform the abstract idea into an effective set of symbols;(2)a properly encoded message may be sent through the wrong channel and never make it to the intended receiver;(3)the receiver may not properly transform the set of symbols into the correct abstract idea;or (4)feedback may be so delayed or distorted that it is of no use to the sender.

Question 8

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

Accepted Answer

Glamour magazine is a channel of communication, as it is a medium that conveys the advertisement for L'Oréal's Visible Lift makeup to its audience.

Question 9

Which of the following messages represents a potential communication error?

Accepted Answer

The answer of Which of the following messages represents a...

Question 10

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager in Greece wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

Accepted Answer

The translation of the product name could potentially lead to a miscommunication or negative connotation for the target audience, causing them to misunderstand or reject the product.

Question 11

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Accepted Answer

The billboards used by Sony to advertise its PlayStation 4 are channels of communication, as they are the means by which the message is conveyed to the target audience.

Question 12

In a marketing context, receivers are

Accepted Answer

Receivers in a marketing context are consumers who read, hear, or see the message sent by a source during the communication process.

Question 13

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Accepted Answer

The process of turning an idea into a set of symbols is known as encoding. The other options listed do not accurately describe this process. Decoding refers to the recipient interpreting the symbols, encrypting involves creating a coded message to keep it secure, message formation is the development of the idea itself, and advertising is a specific type of communication for promotional purposes.

Question 14

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was ________ the message from Oxy-Clean.

Accepted Answer

Sarah was decoding the message from Oxy-Clean, which means she was interpreting and understanding the message that was being communicated to her. She was receiving the message and processing it in a way that allowed her to make a decision about whether or not to use the product. The other answer choices do not accurately describe Sarah's role in the communication process.

Question 15

Decoding refers to

Accepted Answer

Decoding refers to the process of receiving a message and transforming symbols into an idea that can be understood by the receiver.

Question 16

In the communication process, the viewers of a NASCAR race that see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Accepted Answer

In the communication process, the viewers who receive and interpret the message (in this case, the TV commercial) are referred to as receivers.

Question 17

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the process of

Accepted Answer

Mariah engaged in the process of decoding, which is the process of interpreting the message that was sent to her. She received the message in the form of a 30-second commercial from Jared, and she interpreted the message to mean that the necklace would look great with her new formal dress.

Question 18

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except which?

Accepted Answer

Feedback is not a channel of communication used to convey a message from a source to a receiver. It is a response or reaction from the receiver back to the source, after they have received the message through one of the communication channels such as TV or salesperson.

Question 19

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to ________ its idea to deliver the message to the new target market.

Accepted Answer

Procter & Gamble had to encode its idea, or put it into a form that could be transmitted through the ads, to deliver the message effectively to the new target market. Encoding involves selecting words, images, and other symbols to represent the intended message.

Question 20

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of

Accepted Answer

The process of converting an idea into a message that can be understood by the intended audience is called encoding. In this case, the marketing department is taking the idea of comparing the new drug to existing ones and turning it into a message for an ad campaign. This process involves encoding the message in a way that will effectively convey the benefits of the new drug to the target audience.

Quiz 15: Integrated Marketing Communications and Direct Marketing