Question 1

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate, which is an example of:

Accepted Answer

The stereo playing in the room next door is an example of noise, which is any interference that hinders the communication process. In this case, the noise is the distraction caused by the stereo.

Question 2

A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

Accepted Answer

Decoding is taking place as the person is interpreting and making sense of the fragrance from the perfume sample.

Question 3

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are:

Accepted Answer

The individuals who are most likely to use Kodak's new digital photo technology and are targeted specifically with advertisements are the ones who receive the message, hence they are the receivers in the communication model. The senders are the ones who initiate the communication, while decoders are the ones who interpret the message and subjects are the topics of the communication.

Question 4

Noise is:

Accepted Answer

Noise is any factor that interferes with the communication process between a sender and a receiver, and distorts or disrupts the message being sent. This can be anything from external factors like sound, temperature, or distractions, to internal factors like personal biases or language barriers.

Question 5

Which is an example of feedback in a marketing channel?

Accepted Answer

A customer complaint is an example of feedback in a marketing channel as it provides information from the end-user back to the producer/supplier/retailer, helping to improve the marketing strategy, product development, or customer service. New product development, international operations, and removing a product from the market are not direct examples of feedback in a marketing channel.

Question 6

While browsing the Internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of:

Accepted Answer

This is an example of clutter, as the numerous pop-up ads are causing an overload of advertising messages that may be overwhelming or irritating to the consumer.

Question 7

When Sean shops for an automobile, which are the senders in the communication process?

Accepted Answer

Honda and Toyota are the senders in the communication process when Sean shops for an automobile. They are the ones sending the information about their products to the potential customer (Sean). The other options do not involve a clear sender-receiver communication process related to automobile shopping.

Question 8

When a message is being heard or seen by a consumer, what is taking place?

Accepted Answer

Decoding is the process of interpreting a message that has been received.

Question 9

All of the following are examples of communication noise except:

Accepted Answer

Examining an advertisement in a magazine is not an example of communication noise; it is an active engagement with the content, whereas the other options involve distractions or ignoring the message.

Question 10

In the marketing mix, where does integrated marketing communications belong?

Accepted Answer

Integrated marketing communications (IMC) refers to the coordination of all promotional activities to achieve consistent messaging and positioning across all marketing channels. This makes it a component of the promotion element of the marketing mix, which includes advertising, personal selling, public relations, and sales promotion. Therefore, the correct answer is C - promotion.

Question 11

The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

Accepted Answer

Integrated marketing communications (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end-users at a minimal cost. It involves the use of various communication channels, such as advertising, sales promotion, public relations, direct marketing, personal selling, and digital marketing, to create a unified and consistent message about a company's brand or product. The goal of IMC is to develop a comprehensive strategy that enhances the effectiveness of each communication channel and creates a strong brand identity in the minds of consumers. IMC is an essential component of a company's overall marketing strategy and is used to build awareness, generate leads, and increase sales.

Question 12

In the communication process, the items that carry the message from the sender to the receiver are:

Accepted Answer

The items that carry the message from the sender to the receiver are the transmission devices, such as phones, computers, radios, or other communication tools. Encoding processes involve turning thoughts and ideas into language or symbols, while decoding processes involve interpreting those symbols and language. Feedback devices are used to provide the sender with information about how the message was received and understood by the receiver.

Question 13

Integrated marketing communications affects all of the following except:

Accepted Answer

Integrated marketing communications (IMC) is a strategic approach to marketing that involves coordinating multiple promotional tools (e.g. advertising, sales promotion, personal selling, public relations, and direct marketing) to communicate a consistent message to the target audience. IMC can affect business-to-business markets, marketing channels, and internally directed communications by streamlining messaging and creating a cohesive brand image. However, IMC cannot directly affect competitors' advertising, as this is controlled by the competing company.

Question 14

Julie is explaining an integrated marketing communications program to Michael. In this situation:

Accepted Answer

Julie is the sender of the message (the explanation of an integrated marketing communications program) and Michael is the receiver of that message. Therefore, C is the correct answer. The other options (A, B, and D) do not accurately describe the roles of Julie and Michael in this communication scenario.

Question 15

In terms of communication, encoding is:

Accepted Answer

Encoding refers to the process of converting a message into symbols, such as words or gestures, that can be understood by the receiver. A sales pitch recited by a salesperson is an example of encoding because they are converting their message into words and gestures that the customer can understand. The other options are not examples of encoding.

Question 16

The marketing mix consists of the product, the price, distribution and:

Accepted Answer

The correct answer is B) promotions, as it is the fourth element of the marketing mix. Promotions refer to the various tactics and strategies used to communicate with customers and persuade them to buy the product. These tactics can include advertising, sales promotions, public relations, and personal selling.

Question 17

The person reading a magazine advertisement plays which role in the communications model?

Accepted Answer

The person reading a magazine advertisement is receiving the communication, therefore they play the role of the receiver in the communications model. They are not the sender, as they are not creating the advertisement, they are not the decoder as they are not actively translating the message, and they are not the object as they are not the subject of the message being communicated.

Question 18

In terms of the communication process, a creative preparing an ad is most likely going to be involved in:

Accepted Answer

Encoding is the process of converting the intended message into words, symbols, or visual elements so that it can be communicated to the intended audience. A creative preparing an ad is responsible for encoding the message in a creative and compelling way that will capture the audience's attention and persuade them to take action.

Question 19

A consumer sees a billboard while driving. The billboard is a:

Accepted Answer

The billboard is a form of transmission device, as it transmits a message to the consumer through the use of visual and textual elements. It is not a creative, as it is not the originator of the message; it is not a decoding device, as it does not decode a message; and it is not a form of feedback, as it does not provide feedback to the sender of the message.

Question 20

The key to using social media successfully is:

Accepted Answer

While all of the options mentioned can contribute to successful social media use, the key factor is ensuring that it is compatible with the overall marketing program. This means that social media should be integrated into the brand's overall message and strategy, rather than existing as a separate entity. This approach ensures consistency and helps to reinforce the brand's message across all channels.

Quiz 1: Integrated Marketing Communications