Question 1

A group of male college students are watching a professional football game in a sports bar-and socializing with each other during the commercials. In the traditional communication model, the socializing during the commercials is the:
A) Source
B) Receiver
C) Noise
D) Decoding
E) Encoding

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process. Conversations and snack-getting during TV ads are noise.

Question 2

The AIDA model:
A) focuses on what happens after the adoption process is complete.
B) shows that the promotion effort is done once desire is aroused.
C) consists of four basic promotion jobs.
D) suggests that mass media can get consumers' attention only if that is what consumers desire.
E) All of these alternatives about the AIDA model are true.

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 3

Which of the following best illustrates communication "noise"?
A) A TV ad is recorded at a higher volume than is used for most TV shows.
B) A motorist doesn't hear a radio ad because she is being stopped by a police officer for speeding.
C) A political candidate rides through town in a car with a loud speaker-asking pedestrians to vote for her.
D) Magazine sales reps telephone consumers to offer low-price subscriptions.
E) A Pepsi ad that has rap music in the background.

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process.

Question 4

Which of the following is most likely to be the encoding of a message in the communication process?
A) An industrial chemical manufacturer advertises its products in industry magazines.
B) An industrial chemical manufacturer determines what information to include in its ads.
C) A construction company executive reads about a chemical product in a trade magazine.
D) A construction company executive asks his purchase department to order a new product.
E) Certain industry magazines are chosen by a chemical manufacturer for placement of its ads.

Accepted Answer

Encoding is the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver. Decoding is the receiver translating the message.

Question 5

A live-at-home college student is watching a "Mad Men" TV program, but walks to the refrigerator to get a soft drink during a commercial. In the traditional communication model, the walk to the refrigerator is the:
A) Source
B) Receiver
C) Noise
D) Decoding
E) Encoding

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process. Conversations and snack-getting during TV ads are noise.

Question 6

In the traditional communication model, the source can receive immediate feedback as the result of _______________.
A) Sales promotion
B) Mass selling
C) Advertising
D) Personal selling
E) Publicity

Accepted Answer

Major advantage of personal selling is that the source (the seller) can get immediate feedback from the receiver.

Question 7

"Noise" (in the traditional communication process) refers to:
A) any distractions that reduce the effectiveness of the communication process.
B) radio advertising interference only.
C) messages which are too loud or bold.
D) efforts by a firm's competitors to block its message channel.
E) the encoded message before it is decoded.

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process.

Question 8

The slogan from the GEICO ads, "15 minutes could save you 15 percent or more on your car insurance" is an example of which of the following elements of the communication process?
A) Message
B) Source
C) Receiver
D) Encoder
E) Feedback

Accepted Answer

The slogan itself is the message being sent in the communication process. GEICO is the source of the message, and the viewers are the receivers.

Question 9

The traditional communication process does NOT include:
A) response.
B) receiver.
C) encoding.
D) feedback.
E) source.

Accepted Answer

As stated in Exhibit 13-3, the traditional communication process does not include response.

Question 10

Any distraction that reduces the effectiveness of the communication process is called
A) resonance.
B) static.
C) clutter.
D) interference.
E) noise.

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process. Conversations and snack-getting during TV ads are noise.

Question 11

BMW places a TV ad for its new 7-series sedan in the highly-rated Academy Awards program. In the traditional communication model, BMW is the:
A) Source
B) Decoder
C) Receiver
D) Message channel

Accepted Answer

Source, the sender of a message is trying to deliver a message to a receiver, a potential customer.

Question 12

The basic promotion objective of informing consumers corresponds to which stage(s) of the AIDA model?
A) Getting attention.
B) Holding interest.
C) Getting attention and holding interest.
D) Getting attention and arousing desire.
E) Obtaining action.

Accepted Answer

Getting attention is necessary to make consumers aware of the company's offering and holding interest gives the communication a chance to build the consumer's interest in the product.

Question 13

The AIDA model consists of
A) Awareness, Influence, Decoding, and Advertising.
B) Attention, Interest, Desire, and Action.
C) Appraisal, Insight, Discernment, and Action.
D) Advertise, Influence, Desire, and Attention.
E) Awareness, Information, Design, and Attention.

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 14

The AIDA model consists of four promotion jobs:
A) getting Attention, building Intrigue, arousing Desire, and obtaining Action
B) becoming Aware, holding Interest, arousing Desire, and providing Assistance
C) getting Attention, holding Interest, creating Demand, and obtaining Action
D) getting Attention, holding Interest, arousing Desire, and obtaining Action
E) becoming Aware, holding Interest, arousing Desire, and obtaining Action

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 15

In the communication process, the individual who decodes a message is also most likely to be which of the following?
A) The source of the message
B) Noise affecting message transmission
C) The encoder of the message
D) The receiver of the message
E) The channel for message transmission

Accepted Answer

Decoding is the process through which a receiver translates a message. The one who decodes is also likely to be the message receiver.

Question 16

A Hewlett-Packard sales rep is making a presentation about a new printer product to a group of purchasing agents when one of the agents withdraws to read a text message. In the traditional communication model, the text-reading is the:
A) Source
B) Receiver
C) Noise
D) Decoding
E) Encoding

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process.

Question 17

Which of the following best illustrates communication "noise"?
A) Magazine sales reps telephone consumers to offer low-price subscriptions.
B) A TV ad is recorded at a higher volume than is used for most TV shows.
C) A political candidate rides through town in a car with a loud speaker-asking pedestrians to vote for her.
D) None of these alternatives clearly illustrates "noise."

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process. None of these statements illustrate "noise."

Question 18

A potential customer watches a TV ad for the new BMW 7-series sedan during the highly-rated Academy Awards program. In the traditional communication model, the potential customer is the:
A) Source
B) Message channel
C) Receiver
D) Encoder

Accepted Answer

Source, the sender of a message is trying to deliver a message to a receiver, a potential customer.

Question 19

The AIDA model includes all of the following promotion jobs EXCEPT:
A) increasing demand.
B) obtaining action.
C) arousing desire.
D) getting attention.
E) holding interest.

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Question 20

The AIDA model's four basic promotion jobs are concerned with:
A) attention, interest, desire, action.
B) action, interest, desire, acceptance.
C) awareness, interest, demand, action.
D) attention, internalization, decision, action.
E) awareness, interest, decision, acceptance.

Accepted Answer

The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action.

Quiz 13: Promotion-Introduction to Integrated Marketing Communications

A group of male college students are watching a professional football game in a sports bar-and socializing with each other during the commercials. In the traditional communication model, the socializing during the commercials is the:

The AIDA model:

Which of the following best illustrates communication "noise"?

Which of the following is most likely to be the encoding of a message in the communication process?

A live-at-home college student is watching a "Mad Men" TV program, but walks to the refrigerator to get a soft drink during a commercial. In the traditional communication model, the walk to the refrigerator is the:

In the traditional communication model, the source can receive immediate feedback as the result of _______________.

"Noise" (in the traditional communication process) refers to:

The slogan from the GEICO ads, "15 minutes could save you 15 percent or more on your car insurance" is an example of which of the following elements of the communication process?

The traditional communication process does NOT include:

Any distraction that reduces the effectiveness of the communication process is called

BMW places a TV ad for its new 7-series sedan in the highly-rated Academy Awards program. In the traditional communication model, BMW is the:

The basic promotion objective of informing consumers corresponds to which stage(s) of the AIDA model?

The AIDA model consists of

The AIDA model consists of four promotion jobs:

In the communication process, the individual who decodes a message is also most likely to be which of the following?

A Hewlett-Packard sales rep is making a presentation about a new printer product to a group of purchasing agents when one of the agents withdraws to read a text message. In the traditional communication model, the text-reading is the:

Which of the following best illustrates communication "noise"?

A potential customer watches a TV ad for the new BMW 7-series sedan during the highly-rated Academy Awards program. In the traditional communication model, the potential customer is the:

The AIDA model includes all of the following promotion jobs EXCEPT:

The AIDA model's four basic promotion jobs are concerned with: