Question 1

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

Accepted Answer

Key term definition-response.

Question 2

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Accepted Answer

Pretesting ensures that messages are decoded properly.

Question 3

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad resulted in a(n)

Accepted Answer

A response is the impact the message has on the receiver's knowledge,attitudes,or behaviors.

Question 4

In the feedback loop of the communication process,feedback refers to

Accepted Answer

Key term definition-feedback.

Question 5

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled E represents

Accepted Answer

The promotional elements labeled in Figure 17-2 above are: advertising (D);personal selling (B);public relations (C);sales promotion (E);and direct marketing (A).NOTE: These elements have been reordered from the order presented in Figure 17-2.

Question 6

Advertising,sales promotion,and public relations are often said to use ________ because they are used with groups of prospective buyers.

Accepted Answer

Key term definition-mass selling.

Question 7

A ________ consists of a response and feedback.

Accepted Answer

Key term definition-feedback loop.

Question 8

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled D represents

Accepted Answer

The promotional elements labeled in Figure 17-2 above are: advertising (D);personal selling (B);public relations (C);sales promotion (E);and direct marketing (A).NOTE: These elements have been reordered from the order presented in Figure 17-2.

Question 9

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,mailing in the postcard with a request for further information is an example of

Accepted Answer

A response is the impact the message has on the receiver's knowledge,attitudes,or behaviors.

Question 10

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely

Accepted Answer

Noise is defined as any extraneous factors that can work against effective communication by distorting a message or the feedback received.In this case,the newspaper misprinted the ad in a way that affected its meaning and the way it was interpreted by the target audience.

Question 11

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Accepted Answer

Key term definition-feedback.

Question 12

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

Accepted Answer

The promotional elements labeled in Figure 17-2 above are: advertising (D);personal selling (B);public relations (C);sales promotion (E);and direct marketing (A).NOTE: These elements have been reordered from the order presented in Figure 17-2.

Question 13

The marketing manager from a heavy-equipment manufacturer in Dallas,Texas,was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered

Accepted Answer

Noise is defined as any extraneous factors that can work against effective communication by distorting a message or the feedback received.Noise can occur when a salesperson's accent or use of slang terms or communication style make hearing and understanding the message difficult.

Question 14

Which of the following would be least likely to be used for mass selling?

Accepted Answer

Three of these elements-advertising,sales promotion,and public relations-are often said to use mass selling because they are used to reach groups of prospective buyers.Publicity is a form of public relations.Personal selling uses customized interactions between a seller and prospective buyers.

Question 15

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

Key term definition-noise.

Question 16

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled C represents

Accepted Answer

The promotional elements labeled in Figure 17-2 above are: advertising (D);personal selling (B);public relations (C);sales promotion (E);and direct marketing (A).NOTE: These elements have been reordered from the order presented in Figure 17-2.

Question 17

In the communication process,noise refers to

Accepted Answer

Key term definition-noise.

Question 18

Each year,advertisers spend millions of dollars during the U.S.Super Bowl football game broadcast.These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle.Unfortunately,during the advertisements,many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers.The desire for food and drink is an example of ________,which inhibits effective communication.

Accepted Answer

Noise is defined as any extraneous factors that can work against effective communication by distorting a message or the feedback received.It can be a simple error,such as a printing mistake or the use of words or pictures that fail to communicate the message clearly.Noise can also occur when a salesperson's message is misunderstood due to their accent,use of slang terms or communication style and even the need for food and drink.Noise is,in essence,anything that distracts the receiver from the sender's intended message.

Question 19

In a feedback loop,a response refers to

Accepted Answer

Key term definition-response.

Question 20

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled Box A represents

Accepted Answer

The promotional elements labeled in Figure 17-2 above are: advertising (D);personal selling (B);public relations (C);sales promotion (E);and direct marketing (A).NOTE: These elements have been reordered from the order presented in Figure 17-2.

Quiz 17: Integrated Marketing Communications and Direct Marketing

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad resulted in a(n)

In the feedback loop of the communication process,feedback refers to

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled E represents

Advertising,sales promotion,and public relations are often said to use ________ because they are used with groups of prospective buyers.

A ________ consists of a response and feedback.

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled D represents

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,mailing in the postcard with a request for further information is an example of

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

Which of the following would be least likely to be used for mass selling?

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled C represents

In the communication process,noise refers to

In a feedback loop,a response refers to

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled Box A represents