Question 1

Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she missed seeing the mall's billboard. In terms of the communication process, what did the police car act as?

Accepted Answer

The police car acted as noise in the communication process because it disrupted Grace's ability to receive the message on the billboard. Noise is any kind of interference in the communication process that prevents the receiver from accurately understanding the message being sent. In this case, the flashing lights and the distraction of the police car caused Grace to miss seeing the billboard.

Question 2

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers. Because it created the ad itself and did not use an ad agency, what did Frank's RedHot sauce engage in?

Accepted Answer

Frank's RedHot sauce engaged in encoding, which is the process of converting a message into symbols or language that can be communicated to the target audience.

Question 3

What are the two major categories of communications?

Accepted Answer

The two major categories of communications are mass communication (one-to-many communication) and interpersonal communication (one-to-one communication). Verbal and nonverbal, long term and short term, and informative and persuasive are subcategories or types of communication that fall under these two categories.

Question 4

Scenario 16-1
Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites. A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites.
-Refer to the scenario. What is the company rep engaged in?

Accepted Answer

The Bag Media representative is making a presentation to a group of potential customers, which involves interpersonal communication.

Question 5

When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, what did the game serve as for transmitting the message?

Accepted Answer

The game served as the channel for transmitting the message of Castrol Syntec's power and performance to its young, car-passionate audience.

Question 6

Which of the following, to a source, is a receiver's response to a message?

Accepted Answer

Feedback is the receiver's response to a message.

Question 7

What is interpersonal communication?

Accepted Answer

Interpersonal communication is direct communication between two or more people in a face-to-face setting. This can include verbal and nonverbal communication. It is different from paid communication (such as advertising) or nonpaid communication (such as publicity).

Question 8

What is a channel in communication?

Accepted Answer

A channel in communication refers to any communication medium through which a message is transmitted from a sender to a receiver. This can include verbal and nonverbal methods, such as face-to-face conversations, phone calls, emails, written letters, social media platforms, broadcast media, and more. Therefore, option D is the correct choice as it includes all possible communication channels. Option A is incorrect because noise can arise from various sources and not just from the channel. Option B is incorrect because ad agencies and PR firms are not necessarily channels of communication themselves, although they may help organizations get their messages out through different channels. Option C is incorrect because media placement is just one aspect of advertising and not a complete definition of communication channel.

Question 9

The manufacturer of Meridian food products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, what role does Meridian play?

Accepted Answer

Meridian is the sender, as it was the originator of the communication process by creating the ad.

Question 10

Campbell soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, what did these media serve as for transmitting the message?

Accepted Answer

The media used to promote Campbell soup, such as television commercials, radio spots, newspapers, and magazines, served as channels for transmitting the message to the target audience. Channels are the means of communication through which the message is delivered from the sender to the receiver.

Question 11

What does the communication process consist of?

Accepted Answer

The communication process consists of encoding (message creation), decoding (message interpretation), channel (medium of communication), sender, and receiver. The communication process also involves feedback, which is when the receiver responds to the message, indicating whether the message was understood or not.

Question 12

Which of the following is the conversion of the sender's ideas and thoughts into a message?

Accepted Answer

Encoding is the process of converting one's ideas and thoughts into a message in a way that is understandable by another person.

Question 13

What is the term for anything that interferes with, distorts, or slows the transmission of information?

Accepted Answer

The term for anything that interferes with, distorts, or slows the transmission of information is noise. A is incorrect because media communication refers to the method by which information is relayed, not something that interferes with it. B is incorrect because feedback can refer to a response or reaction to information, but not something that interferes with its transmission. C is incorrect because static specifically refers to background noise in an audio signal, not general interference with information transmission.

Question 14

What is the term for the interpretation of the language and symbols sent by the source through a channel?

Accepted Answer

Decoding is the process of interpreting the language and symbols sent by the source through a channel. It involves the receiver translating the message into a meaningful understanding based on their own experiences, knowledge, and cultural background.

Question 15

The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a website to promote benefits of the dog food. In terms of the communication process, what did Alpo use?

Accepted Answer

Alpo used multiple channels, including posters, radio, television, and a website to reach their target audience.

Question 16

For communication to be effective which of the following should happen?

Accepted Answer

To be effective, communication must properly match the message with the target audiences' attitudes and ideas to ensure that it is received and understood. Therefore, marketers must tailor their communication strategy to the specific target market. Option A is partially correct, but it doesn't address the importance of targeting the message. Option C is incorrect as the message should be specific and targeted to a particular audience rather than being too general. Option D is incorrect as both televised and print communication can be effective depending on the target audience and the message being conveyed.

Question 17

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Saturday coupon supplement by phoning the Danbury Mint and placing her order. In terms of the communication process, what was Vera's purchase an example of?

Accepted Answer

Vera's purchase is an example of feedback because it is her response to the advertisement she saw, indicating that the message was received and acted upon.

Question 18

Refer to the scenario. When one of the Internet entrepreneur ordered its Web address printed on 25,000 bags, what was it an example of?

Accepted Answer

The answer of Refer to the scenario. When one of...

Question 19

What is encoding?

Accepted Answer

Encoding refers to the process of converting the sender's ideas and thoughts into a message that can be understood by the receiver. It involves selecting words, symbols, or other forms of communication to represent the sender's thoughts and conveying them in a clear and concise manner.

Question 20

Which of the following is one of the basic tasks typically performed by promotion?

Accepted Answer

Promotion is intended to persuade potential customers to buy a product or service. This can be achieved through various marketing methods, such as advertising, public relations, personal selling, and sales promotion.

Quiz 16: Marketing Communication