Question 1

To communicate effectively, a marketing communicator should most likely ________.

Accepted Answer

Understanding the consumer's field of experience is crucial for effective communication as it helps the marketer to use language, symbols, and imagery that resonate with the target audience. This ensures that the message is not only transmitted correctly but also received and understood in the intended way. Options A, B, D, and E are also important factors to consider for effective communication, but they do not directly address the issue of understanding the recipient's field of experience.

Question 2

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

The process of assigning meaning to symbols encoded by the company in its advertisements is known as decoding. Therefore, the best choice is D.

Question 3

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

Accepted Answer

When the sender's field of experience overlaps with that of the receiver, they are more likely to share common references, understand each other's perspectives, and have greater success in conveying the message effectively.

Question 4

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.

Accepted Answer

The answer of While developing an effective integrated communication, once...

Question 5

Which of the following is the first step in developing an effective integrated communications and promotion program?

Accepted Answer

Identifying the target audience is the first step in developing an effective integrated communications and promotion program. Without knowing the audience, it is impossible to design a message, determine communication objectives, or choose the appropriate media for communication. Collecting feedback comes after the program has been implemented.

Question 6

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

Accepted Answer

The six stages consumers pass through on their way to making a purchase are known as the buyer-readiness stages. These stages include awareness, knowledge, liking, preference, conviction, and purchase.

Question 7

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

Accepted Answer

The medium of the ad refers to the channel through which the message is conveyed to the audience. In this case, the medium is the Ladies' Home Journal magazine, as this is where the ad is being placed and where the target audience is likely to see it. Melina Kanakaredes, the coupon redeemers, and the target market may be involved in the communication process but are not the medium itself. Maybelline is the brand that is advertising the age-minimizing makeup but is not the medium.

Question 8

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

Accepted Answer

Feedback refers to the information or response that a producer receives from its customers regarding its products or advertising. This feedback can help producers improve their products or campaigns based on customer preferences and opinions.

Question 9

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

Accepted Answer

Encoding refers to the process of converting thoughts and ideas into symbolic form such as words or gestures.

Question 10

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

Noise is any unplanned interference in the communication process that prevents the receiver from getting the message. In this scenario, the loud sound is a form of noise that distracted the consumer from reading the advertisement. Encoding and decoding refer to the process of putting thoughts and ideas into a message and then interpreting that message, respectively. Feedback and response refer to the receiver's reaction or response to the message.

Question 11

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 called the response. This can include actions or verbal feedback, as well as internal thoughts or feelings.

Question 12

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

Accepted Answer

The best way for the source to measure feedback in this context would be to measure the number of people who redeem the coupon. This would directly demonstrate the effectiveness of the ad in enticing readers to try the new product. The other options do not provide a direct measure of the ad's impact on consumer behavior.

Question 13

Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.

Accepted Answer

Encoding refers to the process of creating a message, while decoding refers to the process of interpreting a message. Therefore, marketing communicators must be good at encoding messages that can be decoded effectively by their target audience.

Question 14

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

Accepted Answer

In the communication model, the sender of the message is the company or brand that is promoting their product, which in this case is Maybelline. While Melina Kanakaredes may be the spokesperson or endorser of the product, she is not directly responsible for creating and sending out the ad message. The magazine, Ladies' Home Journal, can be considered a channel or medium through which the message is conveyed to the target audience. The readers who redeem the $1-off coupon are the recipients or receivers of the message.

Question 15

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

Accepted Answer

The advertisement itself, which contains the information being transmitted, is the message in the communication process.

Question 16

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 answer of The decision to use an NBA star...

Question 17

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 the brand message into an advertisement, meaning they are translating the message into a form that can be effectively communicated to the target audience.

Question 18

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

Accepted Answer

A message is a set of symbols that the sender transmits.

Question 19

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

Accepted Answer

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

Question 20

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 channels that companies use to move their advertising messages from sender to receiver. This can include traditional media such as television, print, and radio, as well as newer digital or online channels like social media and mobile advertising. Decoders and encoders relate to the process of encoding and decoding messages, while communicators refer to the people or companies involved in the communication process. Feedback loop refers to the process of receiving and responding to feedback from the receiver of a message.

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