Question 1

The element of the communications process that closes the loop in the communications flow and allows the sender to monitor how a message is being received and interpreted is:

Accepted Answer

Feedback is the element of the communications process that allows the sender to monitor how a message is being received and interpreted. It refers to the response or message sent back to the sender by the receiver, indicating whether the message has been understood or not. Therefore, option C is the correct choice. The other options in the question are as follows: Encoding refers to the sender translating their thoughts or ideas into a message that can be communicated to the receiver. Decoding refers to the receiver interpreting or decoding the message sent by the sender. Reception refers to the physical act of receiving a message or signal. Response refers to the action or reply given by the receiver after receiving the message.

Question 2

______ is the part of the receiver's response that is communicated back to the sender.

Accepted Answer

Feedback is the part of the receiver's response that is communicated back to the sender. It may include verbal or nonverbal expressions of comprehension, agreement, or disagreement, and it helps the sender to understand how their message was received and whether any adjustments or clarifications are necessary.

Question 3

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem."Freshness" is the message the ad is supposed to deliver,but if Rick and Beth Minton think the ad is simply showing people being rude and boorish then in terms of the communication process,the Mintons have _____ the message improperly.

Accepted Answer

The answer of Mentos mint candy uses an advertising campaign...

Question 4

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:

Accepted Answer

Common ground refers to shared experiences, values, and interests that can facilitate communication and understanding between marketers and consumers. Differences in backgrounds and interests can create barriers to common ground, making it difficult to establish effective communication and successful marketing strategies. Decoding refers to the process of interpreting a message, feedback mechanisms refer to the means by which consumers provide information about their reactions to products or services, response hierarchies refer to the stages of cognitive processing that occur in response to marketing messages, and fields of experience refer to the range of personal and cultural factors that shape an individual's perceptions and attitudes. While these concepts are related to the challenges of marketing and advertising, they do not specifically address the issue of establishing common ground.

Question 5

Tyra Hubbard sells beauty care products to retailers and is making a sales presentation to the buyer at a major department store.Which of the following would be considered a form of feedback Hubbard might receive from the buyer?

Accepted Answer

All of the options listed could be considered forms of feedback that Tyra Hubbard might receive from the buyer during her sales presentation. The questions the buyer asks can provide insight into their level of interest and understanding of the products. Nonverbal responses such as frowns or gestures can indicate confusion or disagreement with the information presented. The buyer's comments on Hubbard's company and products can provide valuable feedback on their appeal and potential success in the market. And, of course, the size of the order the buyer is willing to make is an important indication of their level of interest and commitment to the products being presented.

Question 6

Television advertising is used most often to communicate with what type of target audiences?

Accepted Answer

Television advertising is most often used to reach mass audiences. It allows for a message to be broadcast to a wide range of people at the same time, making it a cost-effective way to build brand awareness and reach a large number of potential customers. While television advertising can also be used to target niche markets or specific audiences, it is most commonly used for mass communication.

Question 7

When developing a communications plan,the process should begin with:

Accepted Answer

It is important to identify and analyze the receivers in the target audience before determining the source of communication or the media to be used. Understanding the characteristics and needs of the target audience will guide the development of effective messages and strategies for communication. The process should start with this step to ensure that the communications plan is relevant and responsive to the intended audience.

Question 8

An ad for The Peabody Hotel in Memphis,Tennessee,has an 800-number people can call if they are interested in reserving rooms at the hotel or knowing more about the hotel.One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad.This response count is an example of:

Accepted Answer

The response count of phone calls received inquiring about reserving rooms or knowing more about the hotel is a form of feedback that allows the hotel to measure the effectiveness of its ad in reaching potential customers.

Question 9

Counts of customer visits to a store,consumer inquiries,coupon redemption and recall of advertising are all possible forms of:

Accepted Answer

These are all ways that customers provide feedback to the company about their experiences, preferences, and interactions with the brand.

Question 10

For most marketers,the ultimate form of feedback is:

Accepted Answer

Sales are the ultimate form of feedback for most marketers because they reflect the effectiveness of all marketing efforts in generating revenue. Ultimately, the main objective of marketing is to drive sales, and if sales are not increasing, it means that the marketing efforts need to be improved.

Question 11

Which of the following products is most likely to be promoted through personal selling?

Accepted Answer

Real estate is a high involvement and complex product that requires personal interaction with customers in order to build trust and establish relationships. Personal selling is the most effective way to promote and sell real estate.

Question 12

_____ is any unplanned distortion or interference in the communication process.

Accepted Answer

Noise refers to any unplanned interference or distortion in the communication process, which could be caused by external factors such as loud music, poor phone connection, or internal factors such as language barriers or distractions. Semiotics refers to the study of symbols and their meanings. Selective perception refers to the tendency of people to selectively absorb and interpret information based on their pre-existing beliefs and attitudes. Feedback refers to the response or reaction received by the sender after the message has been received and interpreted by the receiver. Blocking refers to the deliberate withholding of communication or information.

Question 13

Which of the following statements about ageism in advertising is true?

Accepted Answer

None of the statements accurately reflect the current trends or perceptions regarding ageism in advertising.

Question 14

Individual and group audiences,niche markets,market segments and mass markets are all examples of:

Accepted Answer

Individual and group audiences, niche markets, market segments, and mass markets refer to different levels of audience aggregation. They all represent different ways of categorizing and grouping target audiences based on factors such as demographics, psychographics, behavior, and needs. For example, a niche market may refer to a very specific and specialized sub-group of consumers with unique characteristics and preferences, whereas a mass market may refer to a large and diverse group of consumers with varying needs and preferences. Understanding these different levels of aggregation can be useful in tailoring marketing messages and strategies to specific audiences.

Question 15

Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message?

Accepted Answer

Feedback allows the sender to receive information on the effectiveness of their advertising message. This can be in the form of responses from customers, sales data, or other measurable outcomes that indicate the success of the message. Encoding mechanisms refer to the way the message is created and communicated, decoding mechanisms refer to the way the receiver interprets the message, noise filters are tools to reduce interference or distractions, and the channel is the means by which the message is transmitted. While all of these can impact the effectiveness of the message, feedback is specifically designed to provide information on its success.

Question 16

Instantaneous feedback on how effective a marketing communication method is will most likely appear in:

Accepted Answer

Personal selling situations provide immediate feedback on how effective the marketing communication method is because the salesperson can observe the customer's reactions and adjust their approach accordingly. This is not possible with mass communication channels like radio or television advertising, or with direct mail advertising, which may not elicit a response for some time.

Question 17

Winston is watching a suspenseful TV program with a group of friends.During the commercial break everyone starts discussing the show and he cannot hear the commercials even though he really wanted to watch the new Pepsi ad.Winston's inability to receive the Pepsi message illustrates which element of the communications process?

Accepted Answer

Winston's inability to hear the commercial due to the discussion with his friends is an example of noise. Noise refers to any interference or barrier that prevents the message from being accurately received, and in this case, the discussion was the interference preventing Winston from hearing the commercial message.

Question 18

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem.The advertisers think the message the ad delivers is freshness.However,Rick and Beth Minton think the ad is simply showing people being rude and boorish.One of the possible explanations for these highly different perceptions of the ads is due to an absence of:

Accepted Answer

The highly different perceptions of the ad campaign by Mentos mint candy can be due to the absence of common ground, which refers to shared experiences, beliefs, and values that contribute to the interpretation of a message. Rick and Beth Minton may have different experiences or values that make them interpret the ad as rude and boorish, while the advertisers may view it as fresh and creative. The other options, such as interpretative links, feedback mechanisms, response hierarchies, and fields of experience, are relevant to communication but do not directly explain the difference in perception in this scenario.

Question 19

The best way to reach a narrowly defined group of customers or market niche is through:

Accepted Answer

Personal selling and targeted direct mail allow for a more personalized approach to reaching a specific market niche. It allows for tailored messages and one-on-one interactions with potential customers, which can result in a higher conversion rate. Television advertising, radio advertising, and transit advertising may not be as effective in reaching a narrowly defined group of customers.

Question 20

Ronell missed the small ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.In terms of the communication process,the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as:

Accepted Answer

The ad for the estate sale on the same page as the ad for the caterer created noise in the communication process since it distracted Ronell's attention and prevented him from receiving the message about the catering service. Noise refers to any interference or distortion that can disrupt communication and reduce the effectiveness of the message.

Quiz 5: The Communication Process