Question 1

Channel capacity is determined by the

Accepted Answer

Channel capacity is determined by the least efficient component of the communication process, as it acts as a bottleneck, limiting the overall capacity of the channel. This principle is often referred to as the "weakest link" in the context of communication theory.

Question 2

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ____ consideration in effective communication.

Accepted Answer

The correct answer is E) channel capacity, which refers to the maximum amount of information that can be effectively communicated over a channel within a given time frame. In this context, the limitation on the number of words an announcer can effectively articulate in a minute without losing understandability is an example of channel capacity.

Question 3

The process of putting one's thoughts (meaning) into signs (symbols) is called

Accepted Answer

The process of putting one's thoughts into signs (symbols) is known as the coding process. This is where a message is translated into a code or language that can be understood by the receiver.

Question 4

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

Accepted Answer

The encoding stage involves converting the message into words, symbols or images that can be understood by the receiver. In this scenario, Emily is creating a script for her radio commercial which involves encoding her message in a way that her target audience can understand.

Question 5

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.

Accepted Answer

The box asking for names and addresses is intended to facilitate feedback from potential customers who are interested in receiving more information about Lexmark's office copiers.

Question 6

Which is the best example of noise that originates with the receiver in the communication process?

Accepted Answer

Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.This is an example of psychological noise, which occurs when the receiver filters out or ignores a message. In this case, Kevin is actively choosing to ignore the pop-up ads, so they do not even enter his awareness.

Question 7

Sara is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through

Accepted Answer

Personal selling allows for direct interaction between the seller and the buyer, enabling immediate feedback on the promotional messages. This makes it the most effective approach for Sara's concern.

Question 8

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.

Accepted Answer

Sonya's dinner preparation acts as "noise" in the communication process, as it can distract her from fully paying attention to the news broadcast.

Question 9

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

Accepted Answer

The use of fax machines by OES Office Systems to carry its advertising messages is an example of the communication channel component of the communication process. The communication channel refers to the medium through which the message is transmitted, in this case, the fax machine.

Question 10

H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Facebook and Twitter. These vehicles through which the coded message is transmitted from the source, H&M, to the receiver, the prospective customer, are called

Accepted Answer

The vehicles through which the coded message is transmitted from the source to the receiver are called communication channels. In the given scenario, H&M is using various communication channels such as magazines, website, newsletter, Facebook, and Twitter to reach its target customers.

Question 11

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Accepted Answer

Reba Vincent is employed as a consultant, which means she is engaging in personal selling by directly selling Mary Kay Cosmetics to individuals.

Question 12

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication.

Accepted Answer

Sierra is receiving the message from the source, which is Wendy's promoting their new salads.

Question 13

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

Accepted Answer

Channel capacity refers to the maximum amount of information that a communication channel can effectively handle or transmit. This limit is determined by factors such as the bandwidth, signal quality, and noise level of the channel. Therefore, option E is the correct answer. The other options are not the appropriate terms for describing the limit of information capacity of communication channels.

Question 14

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Accepted Answer

Radio and television signals as well as ink on paper are all channels through which communication can be transmitted. Communication noise refers to any interference that disrupts the transmission of the message. Communication links and resources may refer to a variety of factors that contribute to or facilitate communication, but they do not specifically refer to the channels themselves. Decoding sources, on the other hand, refer to the means by which the recipient of the message interprets or understands it, which is not the same as the channel through which it is transmitted.

Question 15

During the decoding process, the

Accepted Answer

Decoding involves the receiver attempting to convert signs or symbols into concepts and ideas that they can understand. It is the process of interpreting messages sent by the source.

Question 16

When encoding the message, the source should use signs that have

Accepted Answer

When encoding the message, the source should use signs that have meanings that the target market will understand. This ensures that the message is effectively communicated to the intended audience. Using new and exciting meanings or contemporary jargon could lead to confusion and misinterpretation of the message. Similarly, using signs with different meanings to different people or broad interpretations could also result in the message being misunderstood by some members of the target market. Therefore, using signs with meanings that the target market will understand is the best approach.

Question 17

The receiver's response to a message is ____ for the source.

Accepted Answer

Feedback refers to the response or reaction of the receiver to the message sent by the source. It allows the source to evaluate whether the message was properly understood and received by the receiver.

Question 18

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

Accepted Answer

The interruption of the National Weather Service is an example of noise in the communication process, which refers to any interference or interruption that affects the clarity or accuracy of the message being conveyed. In this case, the flash flood warning disrupts the intended message of the Nike ad, creating noise in the communication process.

Question 19

The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia's message to the target market is that it is exciting, youthful, and trendy. However, Max and his friends who are 20-somethings just like the music and the hamster spokescharacters. They don't care about the car itself. The message that Kia originally encoded and the meaning Max and his friends ultimately decoded

Accepted Answer

The difference between the encoded message from Kia and the decoded message from Max and his friends may be due to noise in the communication process. Noise can refer to any interference or distortion that occurs during transmission that can impact the message's clarity and meaning. In this case, the noise could be the individual preferences, biases, and other external factors that influence how the target market receives and interprets the original message. Thus, there may be some dissonance between the intended message and how it is ultimately perceived by the target audience.

Question 20

Communication can be viewed as a circular process because

Accepted Answer

In a circular process model of communication, communication is viewed as a cyclical process where communication flows from the sender to the receiver and then back to the sender through feedback. During feedback, the receiver can be viewed as the source of the message, while the original source becomes the receiver. This demonstrates the circular nature of communication.

Quiz 16: Integrated Marketing Communications