Question 1

Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?

Accepted Answer

Media refers to the communication channel that a company uses to move its advertising messages from sender to receiver. Media can include print, television, digital, and other forms of communication channels. Decoders and encoders are communication devices that convert signals from one form to another. Communicator refers to the sender of the message. Feedback loop is the process that allows the receiver to respond to the sender's message.

Question 2

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.

Accepted Answer

The encoding process involves transforming the message into a form that can be communicated, such as using an NBA star to symbolize the desirability of Nike basketball shoes.

Question 3

In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________.

Accepted Answer

Today, marketers are moving towards managing ongoing customer relationships with the company in order to avoid shortsightedness. This means that they are focusing on long-term strategies that take into account the lifetime value of customers, rather than just short-term gains from individual transactions. By nurturing relationships with customers and creating positive experiences, marketers can improve retention rates and increase customer loyalty. This approach acknowledges the importance of nonpersonal communication channels, word-of-mouth influence, and organizational culture in maintaining customer relationships over time.

Question 4

Communications programs need to be developed for specific niches, individuals, and ________.

Accepted Answer

The answer of Communications programs need to be developed for...

Question 5

Why should a company be concerned about integrating communications from different sources within the company?

Accepted Answer

The answer of Why should a company be concerned about...

Question 6

How do integrated marketing communications build brand identity?

Accepted Answer

The answer of How do integrated marketing communications build brand...

Question 7

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

Accepted Answer

Decoding is the process in which the receiver assigns meaning to the symbols encoded by the company in its advertisements. The receiver interprets the message according to his/her own understanding, experiences, and perceptions.

Question 8

A marketing communications director has overall responsibility for the company's communications efforts.

Accepted Answer

A marketing communications director typically has the overall responsibility for planning, implementing, and directing the company's communications strategy, including advertising, public relations, social media, and other promotional activities. They work closely with other departments such as sales, product development, and customer support to ensure that communications efforts are aligned with the company's goals and objectives.

Question 9

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

Accepted Answer

The reaction of the receiver after being exposed to a message is best known as the response. It is the immediate reaction of the receiver to the message conveyed by the sender. The response can be verbal or non-verbal, and it indicates whether the message has been understood or not.

Question 10

When a customer lets a producer know something about its products or advertising, the customer is providing ________.

Accepted Answer

Feedback is when a customer provides information or opinions about a company's products or advertising efforts. This feedback can help the company make improvements or adjustments to better meet the needs and preferences of its customers.

Question 11

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

Accepted Answer

In the communication process, noise refers to any unplanned static or distortion that interferes with the transmission and reception of messages. In this scenario, the loud sound is causing noise and making it difficult for the consumer to understand the advertisement.

Question 12

A(n) ________ is a set of symbols that the sender transmits.

Accepted Answer

A message is defined as a set of symbols transmitted by the sender to the receiver. An encoder is the device or process that converts the message into a code or signal. A feedback loop is the process of returning part of the output of a system to its input. Media refers to the channels used to transmit the message, such as print, radio, or digital. A decoder is the device or process that converts the code or signal back into the original message. Therefore, the best choice is C.

Question 13

Which of the following is one of the four major communication functions?

Accepted Answer

Response is one of the four major communication functions, which include control, motivation, emotional expression, and information.

Question 14

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

Accepted Answer

The sender of the message is Maybelline, as they are the company advertising their age-minimizing makeup product through the ad featuring Gigi Hadid and offering a coupon to readers.

Question 15

While using integrated marketing communications, the communications process should start with a(n) ________.

Accepted Answer

The communications process in integrated marketing communications should start with an audit of all potential customer touchpoints to identify where and how customers may come into contact with the brand or product. This helps to ensure a consistent message across all touchpoints for the customer journey. The other options listed, such as advertising strategy, competitive-parity analysis, long-term public relations plan, and implementing a social media presence, can come after the audit of touchpoints has been completed.

Question 16

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

Accepted Answer

HP is encoding, as they are putting together a message to be sent to their target audience.

Question 17

________ refers to the process of putting thought into symbolic form.

Accepted Answer

Encoding is the process of putting thoughts, ideas or messages into a symbolic form such as words, signs, or gestures.

Question 18

Explain the concept of integrated marketing communications (IMC).

Accepted Answer

The answer of Explain the concept of integrated marketing communications...

Question 19

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Accepted Answer

The answer of Why are profound changes in marketing communications...

Question 20

In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

Accepted Answer

The advertisement itself, which contains the information and persuasive elements being conveyed, is the message in the communication process. The encoding and decoding processes occur when the message is being created and interpreted, respectively. The product being advertised is only one element of the message, and the medium is the channel through which the message is transmitted.

Quiz 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy