Question 1

is any unplanned distortion or interference in the communication process.
A) Blocking
B) Selective perception
C) Feedback
D) Noise

Accepted Answer

Noise refers to any unplanned distortion or interference in the communication process. The other options (A, B, and C) do not accurately describe this concept.

Question 2

The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her:
A) source characteristics.
B) field of experience.
C) common ground.
D) selective perceptions.

Accepted Answer

The term used to describe the experiences, perceptions, attitudes, and values that a consumer brings to a communication situation is "field of experience." This concept helps explain why different people can interpret and respond to the same communication message in different ways, based on their unique backgrounds and perspectives. Option A (source characteristics) refers to the attributes of the person or organization delivering the message, such as credibility or expertise. Option C (common ground) refers to the shared knowledge or experiences between the sender and receiver in a communication exchange. Option D (selective perceptions) refers to the tendency for people to filter and interpret information based on their own biases and beliefs.

Question 3

Which of the following communication processes will most likely be influenced by the experiences, perceptions, attitudes, and values of the message recipient?
A) Transmission
B) Decoding
C) Noise
D) Encoding

Accepted Answer

Decoding is the process by which the recipient of a message interprets its meaning. The recipient's experiences, perceptions, attitudes, and values all contribute to how they decode the message. Therefore, the recipient's characteristics are most likely to influence the decoding process.

Question 4

For most marketers, the ultimate form of feedback is:
A) consumer inquiries
B) use of reply cards
C) sales
D) store visits

Accepted Answer

Sales are the ultimate form of feedback as it directly reflects the success and effectiveness of the marketing strategies implemented. Higher sales indicate that the marketing efforts have resonated well with the target audience and have resulted in higher revenue generation for the company.

Question 5

Which of the following statements about word-of-mouth (WOM) communication is NOT TRUE?
A) Non-loyal customers may be more responsive to marketing campaigns designed to encourage them to spread the word about a product.
B) Both opinion leadership and opinion seeking contribute to online forwarding and chatting about a message.
C) Electronic WOM tends to cut down overall shopping time and time considering a product purchase.
D) Marketers will target trendsetters and other influencers because consumers tend to listen to others' opinions about a brand.

Accepted Answer

Electronic WOM may not necessarily cut down overall shopping time and time considering a product purchase. In fact, with the abundance of information available online, consumers may spend more time researching and reading reviews before making a purchase decision.

Question 6

An ad for The Westin Hotel in Ottawa contains an 800-number that people interested in reserving rooms at the hotel or knowing more about the hotel can call. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of:
A) qualitative research
B) noise filtering
C) feedback
D) decoding

Accepted Answer

The response count of phone calls is an example of feedback, which is a measure of the effectiveness of the ad campaign. Qualitative research involves gathering opinions and insights through observations, and noise filtering and decoding are both processes of communication rather than measures of advertising effectiveness.

Question 7

Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store. Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer?
A) The size of the order the buyer is willing to make
B) The nonverbal responses the buyer makes such as frowns or gestures
C) The buyer's availability to meet at short notice
D) The questions the buyer asks

Accepted Answer

The buyer's availability to meet at short notice is not a form of feedback related to the sales presentation or the product. It is more of a logistical consideration. The other options are all forms of feedback that can provide insight into the buyer's level of interest and potential purchase.

Question 8

The field of experience of the receiver most heavily influences which component of the communication process?
A) Message
B) Decoding
C) Noise
D) Feedback

Accepted Answer

The field of experience of the receiver influences how they decode the message, meaning that their background, culture, and prior knowledge will impact how they interpret and understand the information being communicated. Therefore, decoding is the component of the communication process that is most influenced by the receiver's field of experience.

Question 9

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:
A) response hierarchies
B) feedback mechanisms
C) fields of experience
D) common ground

Accepted Answer

The fact that marketing and advertising people have different backgrounds and interests from consumers can create a challenge in finding common ground. This can make it difficult to establish a mutual understanding, which is important for effective communication and developing successful marketing strategies. While response hierarchies, feedback mechanisms, and fields of experience are all important considerations in marketing, they may not be as directly affected by the differences between marketers and consumers as the need for common ground.

Question 10

Arvin believes that using personal channels will be most effective for communicating the launch of his new restaurant. He should employ each of the following methods EXCEPT:
A) billboards in his neighbourhood
B) rewarding his kitchen and wait staff for recommending the restaurant to their friends and families
C) visiting local school groups and seniors centres
D) promoting current, and asking for new, menu suggestions over Facebook and Twitter

Accepted Answer

Although billboards can be effective for promoting a new restaurant, Arvin believes that using personal channels will be most effective. Therefore, billboards do not fit with his strategy of personal communication.

Question 11

Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message?
A) Feedback
B) The channel
C) Noise filters
D) Encoding mechanisms

Accepted Answer

Feedback provides the sender with information on how the message was received and whether it achieved its intended goal. This can help the sender monitor the effectiveness of the message and make any necessary adjustments. The channel, noise filters, and encoding mechanisms do not necessarily provide information on the effectiveness of the message.

Question 12

The element of the communication process that closes the loop in the communication flow and allows the sender to monitor how a message is being received and interpreted is:
A) encoding
B) reception
C) response
D) feedback

Accepted Answer

Feedback is the element in the communication process that allows the sender to monitor how their message is being received and interpreted. It closes the loop by providing the sender with information about the effectiveness of their message, allowing them to adjust their communication accordingly.

Question 13

is the part of the receiver's response that is communicated back to the sender.
A) Encoding
B) Feedback
C) Reciprocity
D) Noise

Accepted Answer

Feedback is the part of the communication process in which the receiver sends a message back to the sender indicating that the message was received and understood. It provides the sender with information about how the message was received and whether any adjustments need to be made.

Question 14

Travis missed the small ad for Walker Nursery in the newspaper today because his attention was distracted by an ad for an estate sale that was on the same page. In terms of the communication process, the ad for the estate sale kept Travis from seeing the plant
Nursery ad and acted as:
A) a decoding block
B) a receptor block
C) negative feedback
D) noise

Accepted Answer

The estate sale ad acted as noise, which is any interference in the communication process that negatively affects the message being sent or received. In this case, the ad for the estate sale distracted Travis from seeing the ad for the plant nursery, making it a form of noise.

Question 15

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem. Freshness is the message that the ad is supposed to deliver, but if Dick and Bella Lestor think the ad is simply showing people being rude and boorish, then in terms of the communication
Process, the Lestors have _________the message improperly.
A) encoded
B) interpreted
C) channelled
D) decoded

Accepted Answer

The Lestors have decoded the message improperly, meaning they have interpreted the message in a way that was not intended by the creators of the advertisement. Decoding refers to how the audience interprets or makes sense of the message.

Question 16

_____________is the process of interpreting a sender's message into thought.
A) Decoding
B) Channeling
C) Encoding
D) Responding

Accepted Answer

Decoding is the process of interpreting a sender's message into thought. It involves understanding the symbols and signs used in the message and attaching meaning to them.

Question 17

Which of the following would NOT be considered "noise" in the communication process?
A) The preponderance of commercials during a popular TV show
B) A decrease in your advertising expenditure versus last year
C) The use of a sign, symbol or words that are unfamiliar to the target audience
D) A competitor's glossy magazine ad compared to your one-colour newspaper ad

Accepted Answer

Noise refers to any barrier or interference that hinders the communication process. Option B refers to a decrease in advertising expenditure, which is not a form of interference or barrier to communication. Therefore, it is not considered noise in the communication process.

Question 18

Marius is watching a suspenseful TV program with a group of friends. During the commercial break everyone starts discussing the show, and he cannot hear the commercials even though he really wanted to hear the Molson Canadian commercial.
Marius's inability to receive the Molson Canadian message is an example of which element of the communication process?
A) Noise
B) Encoding
C) Decoding
D) Feedback

Accepted Answer

Marius's inability to hear the commercial due to the noise of his friends talking is an example of physical noise in the communication process.

Question 19

The source and receiver each have a frame of reference that they bring to the communication situation. Effective communication is more likely when there is some
________ between the two parties.
A) field of experience
B) common ground
C) feedback mechanism
D) interpretative link

Accepted Answer

Common ground refers to shared experiences, beliefs, and values between the source and receiver. This can lead to greater understanding and interpretation of messages, which can improve communication effectiveness. While the other options (field of experience, feedback mechanism, interpretative link) may also contribute to effective communication, common ground is the most important factor in this scenario.

Question 20

Nonpersonal channels of communication include:
A) reference groups, sales clerks, and telemarketers
B) salespeople, friends, relatives, and spokespeople
C) newspapers, magazines, billboards, and salespeople
D) online television broadcasts, radio, newspapers, and magazines

Accepted Answer

Nonpersonal channels of communication refer to those where there is no face-to-face interaction between the sender and the receiver. Options A and B include personal channels like sales clerks, friends, and relatives. Option C includes both personal and nonpersonal channels. Option D includes only nonpersonal channels like online television broadcasts, radio, newspapers, and magazines, which are not interactive and are addressed to a large audience.

Quiz 4: Communication Response Models

is any unplanned distortion or interference in the communication process.

The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her:

Which of the following communication processes will most likely be influenced by the experiences, perceptions, attitudes, and values of the message recipient?

For most marketers, the ultimate form of feedback is:

Which of the following statements about word-of-mouth (WOM) communication is NOT TRUE?

Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store. Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer?

The field of experience of the receiver most heavily influences which component of the communication process?

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:

Arvin believes that using personal channels will be most effective for communicating the launch of his new restaurant. He should employ each of the following methods EXCEPT:

Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message?

The element of the communication process that closes the loop in the communication flow and allows the sender to monitor how a message is being received and interpreted is:

is the part of the receiver's response that is communicated back to the sender.

Travis missed the small ad for Walker Nursery in the newspaper today because his attention was distracted by an ad for an estate sale that was on the same page. In terms of the communication process, the ad for the estate sale kept Travis from seeing the plant Nursery ad and acted as:

_____________is the process of interpreting a sender's message into thought.

Which of the following would NOT be considered "noise" in the communication process?

The source and receiver each have a frame of reference that they bring to the communication situation. Effective communication is more likely when there is some ________ between the two parties.

Nonpersonal channels of communication include: