Question 1

In the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in:

Accepted Answer

Encoding involves the process of creating a message in a form that can be understood by the intended audience. When preparing an ad, a person at an advertising agency is responsible for encoding the message into various mediums like graphics, text, audio or video format that will communicate the intended message effectively to the target audience.

Question 2

In the communication process, encoding is:

Accepted Answer

Encoding in the communication process refers to the sender converting their ideas or thoughts into a message, such as a sales pitch recited by a salesperson.

Question 3

In the communications model, the sender is:

Accepted Answer

The sender in the communications model is the party that initiates the message, in this case, the company seeking to sell a product.

Question 4

When an individual creating an advertisement takes an idea and transforms it into an ad, the process is known as decoding in a communications model.

Accepted Answer

Decoding is the process by which the receiver interprets the message sent by the sender in a communications model. Creating an advertisement is the process of encoding, where the sender transforms the idea into a message that can be transmitted to the receiver.

Question 5

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

Accepted Answer

Decoding is the process by which the consumer interprets and understands the message being received through either hearing or seeing it. Encoding refers to the creation of the message and transmission relates to the physical delivery of the message. Feedback is the response or reaction of the consumer after receiving the message.

Question 6

A consumer sees a billboard while driving. The billboard is a(n):

Accepted Answer

The billboard acts as a transmission device because it is a medium through which a message (advertisement) is conveyed from the sender (advertiser) to the receiver (consumer).

Question 7

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 on the customer's experience with the product or service, allowing the company to make improvements and better meet the needs of its customers. New product development, a decision to begin international operations, and removing a product from the market are not examples of feedback within a marketing channel.

Question 8

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 the sensory input (the fragrance) from the advertisement.

Question 9

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

Accepted Answer

The people identified by Kodak's marketing team are the receivers in the communications model, as they are the ones who will receive the advertisement and hopefully respond to it by purchasing the new digital photo technology. The senders would be Kodak's marketing team who created the advertisements, the decoders would be the individuals who interpret the message, and "subjects" is not a commonly used term in this context.

Question 10

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

Accepted Answer

Transmission devices, such as phones, computers, and radios, are the items that carry the message from the sender to the receiver. Encoding processes involve converting the message into a form that can be transmitted, while decoding processes involve interpreting the message once it has been received. Feedback devices are used to provide information to the sender about the effectiveness of the communication process.

Question 11

The following are examples of communication noise except:

Accepted Answer

Communication noise refers to factors that distort or interfere with the message being communicated. Choices A, B, and C involve distractions or activities that could interfere with the reception of a message. However, D (examining an advertisement in a magazine) is an example of focused attention on a communication, not noise.

Question 12

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. This is an example of:

Accepted Answer

Noise is any external or internal disruption that interferes with the communication process. In this scenario, the stereo playing in the room next door is external noise that is disrupting Michelle's ability to concentrate on the television commercial.

Question 13

Communication is defined as transmitting, receiving, and processing information.

Accepted Answer

This is the correct definition of communication.

Question 14

Noise is:

Accepted Answer

Noise is any external or internal influence that disrupts the encoding, transmission, or decoding of a message. It can be physical, semantic, or psychological and can vary from background noise to personal biases. Noise can cause misunderstanding, misinterpretation, or simply block the communication altogether. Therefore, option D is the best choice that describes noise.

Question 15

The key to using social media successfully is:

Accepted Answer

Making social media compatible with the off-line marketing program ensures a cohesive and integrated marketing strategy. It is important for the social media presence to align with the overall brand messaging and objectives.

Note: B, C, and D are all important considerations in social media strategy but none of them are the key to using social media successfully on their own.

Question 16

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

Accepted Answer

The scenario described is an example of clutter, which refers to the overwhelming amount of advertising messages that consumers are exposed to. The constant barrage of pop-up ads can create a cluttered and overwhelming online experience for the consumer.

Question 17

The person viewing a message sent by a celebrity on Twitter endorsing a product plays which role in the communications model?

Accepted Answer

The person viewing the message sent by a celebrity on Twitter endorsing a product is the receiver in the communication model. They are receiving the message and decoding it to understand its meaning. The celebrity who sent the message is the sender, the message itself is the object, and the decoding process is done through the decoder.

Question 18

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 because they are the ones promoting their automobiles to Sean. NBC and CSPAN, The New York Times and the Chicago Sun Times, and a website and social media are not directly involved in Sean's automobile shopping process.

Question 19

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 20

The process of creating television commercials, print ads, and retail coupons are examples of encoding.

Accepted Answer

Encoding is the process of translating an idea or message into a form that can be effectively communicated through a specific medium, such as a television commercial, print ad, or retail coupon.

Quiz 1: Integrated Marketing Communications