Question 1

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

Accepted Answer

Encoding refers to the process of transforming thoughts, ideas, or feelings into a symbolic form, such as language, gestures, or images, that can be communicated to others. Encoding is the first step in the communication process, followed by transmission, reception, decoding, and feedback.

Question 2

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 3

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 4

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 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

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

Accepted Answer

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

Question 7

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 its intended brand message into an advertisement created by its advertising agency.

Question 8

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

Accepted Answer

A marketing communications director typically oversees all aspects of the company's communication efforts, including advertising, public relations, social media, and other forms of marketing communication. They develop and implement strategies to promote the company's brand, products, and services, and manage the team responsible for executing those strategies.

Question 9

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

Accepted Answer

The term for the receiver's reaction to a message is response. While noise and distortion can also impact communication, they refer to external factors that interfere with the message transmission rather than the receiver's reaction specifically. Code refers to the symbols or language used to convey a message, and disturbance is not a commonly-used term in communication theory.

Question 10

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 the symbols encoded in a message is known as decoding. This is a crucial step in the communication process as it enables the receiver to understand the message that the company is trying to convey through its advertisements. Integrating, reciprocating, acknowledging, and coordinating are all important aspects of communication but they are not directly related to the process of assigning meaning to symbols in a message.

Question 11

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

Accepted Answer

A message is a set of symbols that the sender transmits to the receiver. Option A refers to the device or person that creates the message, option B refers to the process of receiving a message and sending a response, option D refers to the means through which the message is transmitted, and option E refers to the device or person that interprets the message received.

Question 12

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

Accepted Answer

Feedback is the communication of information about a product, service, or advertising campaign from the customer back to the producer. It helps the producer understand how well its products or advertising are being received and whether any changes are needed.

Question 13

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 static or distortion in the communication process that interferes with understanding the intended message. In this scenario, the loud sound is an example of noise as it caused distraction and hindered the consumer's ability to decode and understand the advertisement's key points. Encoding, feedback, and response are all components of the communication process, but they do not apply to this particular scenario.

Question 14

Explain the concept of integrated marketing communications (IMC).

Accepted Answer

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

Question 15

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

Accepted Answer

The communications process should start with an audit of all potential customer touchpoints. This means identifying all the ways in which a potential customer might come into contact with the brand, and evaluating each touchpoint for its effectiveness in communicating the desired message. Only then can an effective integrated marketing communications strategy be developed.

Question 16

How do integrated marketing communications build brand identity?

Accepted Answer

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

Question 17

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 used by a company to move its advertising messages from sender to receiver.

Question 18

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

Accepted Answer

The actual HP printer/fax machine advertisement is the message in the communication process.

Question 19

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

Accepted Answer

Viewing communication as managing ongoing customer relationships with the company allows marketers to focus on both short-term and long-term goals, and helps build strong customer loyalty and trust. It also recognizes that communication is not just about promoting a product or service, but also about building and maintaining relationships with customers.

Question 20

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 the brand Maybelline, as they are the ones promoting their age-minimizing makeup through the ad featuring Gigi Hadid and offering a coupon to readers. While Hadid may be considered a spokesperson for the brand, she is not the direct sender of the message in this particular case. Ladies' Home Journal is the medium through which the message is being communicated, and the readers who redeem the coupon are the receivers. The target market to which Hadid appeals may be part of the intended audience, but they are not directly involved in the communication of this specific message.

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