Question 1

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the brooch she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

Accepted Answer

Mariah was decoding the message of the commercial and interpreting it to mean that the brooch would look good on her new evening dress.

Question 2

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 similar understanding and knowledge that the sender...

Question 3

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 is responsible for the promotional campaign in Greece,and she 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

Translating the name of the product can lead to unintended meanings or associations in different languages and cultures. This can lead to confusion or misinterpretation among the target audience.

Question 4

marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities that most students were familiar with.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

Accepted Answer

The professor used familiar examples to develop a mutually shared field of experience with her students, facilitating better understanding of her lectures.

Question 5

Which of the following messages represents a potential communication error?

Accepted Answer

The message may be perceived as insulting or offensive due to the phrasing of "Can't read?" It could potentially create a negative impression or backlash against the organization offering the literacy classes.

Question 6

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

For effective communication, both the sender and receiver need to have a similar understanding and knowledge to interpret the message correctly.

Question 7

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 receiver; (3)the receiver may not properly transform the set of symbols into the correct abstract idea; or (4)__________.

Accepted Answer

Feedback is an important part of effective communication as it allows the sender to confirm whether the message was properly understood by the receiver. However, if the feedback is delayed or distorted, it may not be of any use to the sender in improving future communication attempts.

Question 8

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 receiver; (3)__________; or (4)feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

This option completes the list of possible errors in communication by identifying that the receiver may not properly decode the symbols into the correct abstract idea. This can happen for various reasons such as a lack of understanding of the language used or different cultural norms affecting interpretation.

Question 9

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

Decoding is the process of interpreting or understanding a message, and in this case, Sarah was decoding the message from the infomercial to understand the benefits of Oxy-Clean for removing stains.

Question 10

field of experience refers to

Accepted Answer

Field of experience refers to the frame of reference that the sender and receiver bring to the communication process. It includes their similar knowledge, understanding, and background that influence how they interpret and understand the message being communicated. This is essential for effective communication to occur as it ensures that the receiver understands the intended meaning of the message. Choices A, B, C, and D do not accurately describe the concept of field of experience.

Question 11

process of having the receiver take a set of symbols,the message,and transforming them back to an idea during the communication process is referred to as __________.

Accepted Answer

Decoding is the process of interpreting and understanding the meaning of symbols that were encoded by the sender. During communication, the sender encodes a message into symbols, such as words or gestures, and sends it through a communication channel to the receiver. The receiver then decodes the message back into an idea or meaning based on their own understanding and interpretation of the symbols.

Question 12

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Accepted Answer

The impact of the message on the receiver is known as the response. Feedback is the sender's understanding of the receiver's response to the message. Noise refers to any interference that affects the delivery or reception of the message. A field of experience refers to the sender and receiver's shared knowledge, culture, and experiences that could influence the communication process. A hierarchy of effects is a marketing term that describes the stages that a consumer goes through from awareness to purchase.

Question 13

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 differing interpretations are due to the Chinese-speaker's field of experience, which encompasses the Chinese culture and language, while the English-speaker's field of experience encompasses the English language and culture. The slogan itself and the other answer choices are not directly related to the different interpretations.

Question 14

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,the mailing in of the postcard with a request for further information is an example of __________.

Accepted Answer

The mailing in of the postcard with a request for further information is an example of a response in the communication process. The ad serves as the stimulus, and the postcard serves as the response. Noise refers to any interference that may affect the transmission or reception of the message, and a feedback loop involves the receiver's response to the message. A field of experience refers to the receiver's background and perspective, which may influence their interpretation of the message.

Question 15

a feedback loop,a response refers to

Accepted Answer

A response in a feedback loop refers to the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. This is a critical aspect of the feedback loop as it allows marketers to evaluate the effectiveness of their messaging and make changes if necessary. Option A, C, D, and E are not accurate definitions of a response in a feedback loop.

Question 16

recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n)__________.

Accepted Answer

The answer of recently saw an ad for Claritin,a medicine...

Question 17

_________ consists of a response and feedback.

Accepted Answer

A feedback loop is composed of a response and feedback. It is a process in which information is continually passed between two or more entities, with each entity responding to the feedback received from the other. Feedback loops are common in systems, both natural and man-made, and are used to maintain stability, adapt to changes, and achieve goals.

Question 18

Decoding refers to

Accepted Answer

Decoding refers to the process in which a receiver takes a set of symbols, the message, and transforms them back to an idea or meaning. This process involves the interpretation and understanding of the message, which may require knowledge or context to fully comprehend.

Question 19

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 the 18 to 34 age group.In terms of the communication process,P&G had to __________ its idea to create the message shown to the new target market.

Accepted Answer

To create the message shown to the new target market, P&G had to encode their idea into a message that would appeal to the 18 to 34 age group. Encoding refers to the process of putting a message into a form that can be understood by the receiver, in this case, the target market.

Question 20

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)__________, (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.

Accepted Answer

Sending a properly encoded message through the wrong channel can result in the message never reaching the intended receiver, leading to a breakdown in communication.

Quiz 17: Integrated Marketing Communications and Direct Marketing