Question 1

Source refers to

Accepted Answer

Source refers to a company or person who has information to convey during the communications process. They are the ones sending the message to the receiver.

Question 2

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n) __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

The six elements of communication include a source (the sender of the message), a message (the information being conveyed), a channel of communication (the method used to transmit the message), a receiver (the person or audience who receives the message), and the processes of encoding (creating the message) and decoding (interpreting the message). The most appropriate choice to fill in the blank is "message," as it fits with the definition of communication and completes the list of six elements.

Question 3

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) _________.

Accepted Answer

The channel of communication refers to the means through which a message is transmitted from the sender to the receiver. It could be a salesperson, advertising media, or public relations tool. The other options listed are either too specific (encoding device) or not comprehensive enough (promotional program, publicity and PSA program, direct feedback loop) to fully capture the concept of channel of communication.

Question 4

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process, the _________ for the information in the High Endurance men's antiperspirant advertisement is Procter & Gamble, its manufacturer.

Accepted Answer

The source is the entity that creates the message and in this case, it is Procter & Gamble, the manufacturer of the High Endurance men's antiperspirant.

Question 5

The information sent by a source to a receiver during the communication process is referred to as _________.

Accepted Answer

The message refers to the information that is being sent by the source to the receiver during the communication process. This can include verbal or nonverbal communication, such as spoken words, gestures, facial expressions, or written or visual materials. Options A, B, C, and E are not the best choices as they do not accurately describe the information being sent from the source to the receiver.

Question 6

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a(n) ___________, and the processes of encoding and decoding.

Accepted Answer

The missing element in the list of six elements of communication is the receiver. The receiver is the person or group of people to whom the message is being communicated. Without the receiver, the communication process cannot be completed.

Question 7

Communication is the process of conveying a message to others that requires six elements.These elements include: a(n) __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

The source is the person or entity who initiates the communication process by sending a message to the receiver. The other elements (message, channel, receiver, encoding, and decoding) are all important components of communication, but the source is the starting point.

Question 8

Allegra is an antihistamine and to create brand awareness it is offering people who request information about the product a cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching some sporting event.The voiceover asks if she is bored or congested.Next scene, the person is having a great time and is uncongested after taking Allegra.This use of the same promotional theme throughout a company's promotion is an example of how marketers use _________.

Accepted Answer

The use of the same promotional theme throughout different communication channels (TV ad and offering a cushion) is an example of integrated marketing communications (IMC). IMC is a strategic approach that aims to create a unified and seamless brand experience across all touchpoints, including advertising, promotions, public relations, direct marketing, and personal selling. The goal is to present a consistent and compelling message that resonates with the target audience and drives them to take action.

Question 9

Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Accepted Answer

Disney's use of an integrated marketing communications program (IMC) involves the use of all types of promotional activities (such as advertising, personal selling, sales promotion, direct marketing, and public relations) that deliver a consistent message to promote group travel to its theme parks. This approach is intended to create a more effective and impactful overall promotional strategy.

Question 10

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding is referred to as _________.

Accepted Answer

The definition provided in the question matches the definition of communication. Therefore, the correct answer is C) communication.

Question 11

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone antiperspirant.In terms of the communication process, the _________ in the ad for Old Spice Red Zone antiperspirant informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

Accepted Answer

The message in the advertisement is the information being conveyed to prospective customers, which in this case is that the Old Spice Red Zone antiperspirant offers more protection than the Old Spice High Endurance brand. The channel refers to the medium through which the message is conveyed (e.g. TV, social media), the source is the entity that is delivering the message (e.g. Procter & Gamble Co.), feedback refers to the response or reaction of the audience, and product point is the unique selling proposition or benefit of the product being advertised.

Question 12

A company or person who has information to convey during the communication process is referred to as the _________.

Accepted Answer

In the communication process, the source or sender is the one who initiates the communication and has the information to convey to the receiver.

Question 13

A message is conveyed by means of a(n) _________ such as a salesperson, advertising media, or public relations tools.

Accepted Answer

A channel of communication is the means by which a message is transmitted from the sender to the receiver. It can include various methods such as a salesperson, advertising media, or public relations tools. Therefore, the best choice for the answer is D.

Question 14

The concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as _________.

Accepted Answer

Integrated marketing communications (IMC) is the concept that coordinates all promotional activities to provide a consistent message across all audiences. This approach ensures that all communication efforts are working together to achieve a common goal and avoid any contradictory messages.

Question 15

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a(n) ___________, a receiver, and the processes of encoding and decoding.

Accepted Answer

The missing element is the channel of communication, which is the medium through which the message is transmitted from the source to the receiver.

Question 16

To promote its theme parks to groups, Disney is using advertising, direct marketing, Internet promotion, and partnerships with other companies.In other words, Disney is using

Accepted Answer

Disney is using multiple communication channels to promote its theme parks, which is a key characteristic of integrated marketing communications (IMC). IMC involves coordinating and integrating various marketing communication tools and tactics to create a seamless and consistent brand message across multiple channels. In this case, Disney is using advertising, direct marketing, Internet promotion, and partnerships with other companies to reach its target audience of group travelers.

Question 17

In marketing, the acronym IMC refers to _________.

Accepted Answer

IMC stands for Integrated Marketing Communications. This refers to the practice of coordinating and integrating all promotional tools and activities to create a seamless and unified customer experience. It involves using a variety of communication channels and methods, such as advertising, public relations, personal selling, direct marketing, and digital marketing, to deliver consistent messaging and branding to the target audience. The goal of IMC is to maximize the impact and effectiveness of marketing efforts by creating a cohesive and comprehensive strategy.

Question 18

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a receiver, and _________.

Accepted Answer

The six elements of communication include a source, message, channel of communication, receiver, and the processes of encoding and decoding. Encoding refers to the process of transforming the sender's thoughts or ideas into a message that can be transmitted to the receiver, while decoding involves the process of translating the message into understandable terms. Therefore, E is the correct answer.

Question 19

Message refers to

Accepted Answer

Message refers to the information that is sent by a source to a receiver during the communication process. This can include verbal or written communication, advertisements, emails, or any other form of communication used to convey information. It is not necessarily limited to product information or promotional ideas.

Question 20

Integrated marketing communications is the concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide _________.

Accepted Answer

Integrated marketing communications aims to create a consistent and unified message across all promotional activities and all audiences. This means that all communication channels should work together to convey the same message and create a cohesive brand image. By doing this, companies can build a stronger relationship with their customers and increase the effectiveness of their marketing efforts. Therefore, the best choice is D - a consistent message across all audiences.

Quiz 15: Integrated Marketing Communications and Direct Marketing