Question 1

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 their intended brand message into the advertisement.

Question 2

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

Accepted Answer

The advertisement itself is the message in the communication process, as it is the information being conveyed to the audience.

Question 3

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

Accepted Answer

Today, marketers are moving towards viewing communications as managing the ongoing customer relationships with the company to avoid shortsightedness. This approach allows them to build strong customer loyalty and foster long-term profitability.

Question 4

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

Accepted Answer

A marketing communications director is responsible for planning, directing, and coordinating all marketing communication activities including advertising, sales promotions, public relations, and direct marketing. They also serve as the chief spokesperson for their company and ensure that all communication efforts align with the company's brand and messaging.

Question 5

Explain the concept of integrated marketing communications (IMC).

Accepted Answer

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

Question 6

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 Maybelline, as they are the company advertising their age-minimizing makeup product through the ad featuring Gigi Hadid and offering a coupon to readers.

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

Encoding refers to the process of converting information or thought into a form that can be transmitted or communicated to someone else. This can involve using words, gestures, facial expressions, or other symbols to convey meaning.

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

Feedback is the information or response a producer receives from customers regarding their products or advertising. Decoding and encoding are related to the communication process, while noise refers to any external interference that disrupts the message. Reverse marketing is not a commonly used term in marketing.

Question 11

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 used by a company to transmit its advertising messages to the target audience. This can include television, radio, print, social media, and other channels. Decoders and encoders are components of the communication process that help to translate and interpret messages, while communicators are the individuals who send and receive messages. Feedback loops refer to the process of receiving and responding to feedback from the audience.

Question 12

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 13

How do integrated marketing communications build brand identity?

Accepted Answer

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

Question 14

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

Accepted Answer

The integrated marketing communications process should start with an audit of all potential customer touchpoints to identify all points of contact that a customer may have with the brand. This helps in ensuring consistency and coherence in messaging throughout all touchpoints. A competitive-parity analysis, long-term public relations plan, advertising strategy, and social media presence are all important components of an integrated marketing communications plan, but they should come after the audit of touchpoints.

Question 15

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 16

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 17

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

Accepted Answer

The term used to describe the reaction of the receiver after being exposed to a message is the "response." A response can come in many forms, including verbal feedback, body language, and actions taken as a result of the message. Therefore, the best choice is A) response.

Question 18

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

The unplanned static or distortion that disrupts the communication process is referred to as noise. In this case, the loud sound acted as noise and disrupted the consumer's ability to properly decode the advertisement's message.

Question 19

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 20

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

Decoding is the process by which the receiver assigns meaning to the symbols encoded by the sender (company) in its advertisements. The receiver interprets the symbols based on his/her own experiences, attitudes, beliefs, and values.

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