Question 1

_____ is the interpretation of the language and symbols sent by a source through a channel.
A) Development
B) Envelopment
C) Processing
D) Decoding
E) Encoding

Accepted Answer

This defines Decoding.

Question 2

The manufacturer of Meridian yam 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,Meridian acted as a:
A) channel.
B) noise filter.
C) receiver.
D) decoder.
E) sender.

Accepted Answer

The sender is the originator of the message in the communication process.

Question 3

_____ is anything that interferes with,distorts,or slows down the transmission of information.
A) Media communication
B) Feedback
C) Static
D) Nonpaid communication
E) Noise

Accepted Answer

This is the definition of noise.

Question 4

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers in the southwestern U.S.market.Because it created the ad itself and did not use an ad agency,Frank's RedHot sauce engaged in:
A) channeling.
B) creating noise.
C) receiving.
D) decoding.
E) encoding.

Accepted Answer

Encoding is the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs.

Question 5

Usborne Books consultants sell books directly to customers via presentations in customers' homes,at book fairs and community events,and at craft shows.Usborne consultants are engaged in:
A) telemarketing.
B) interpersonal communication.
C) publicity.
D) mass communication.
E) crowd selling.

Accepted Answer

Interpersonal communication is direct,face-to-face communication between two or more people.

Question 6

Campbell's soup has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.
A) senders
B) decoders
C) encoders
D) channels
E) receivers

Accepted Answer

A channel is the transmitter of the message such as a voice,gesture,radio,newspaper,or any other communication medium.

Question 7

A channel in communication is:
A) the only source of noise.
B) the same as in distribution.
C) usually an ad agency or public relations firm.
D) someone who places advertising into media.
E) any communication medium.

Accepted Answer

A channel is the transmitter of the message such as a voice,gesture,radio,newspaper,or any other communication medium.

Question 8

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.
A) mass
B) feedback-proof
C) referential
D) interpersonal
E) public

Accepted Answer

This describes mass communication.

Question 9

The two major categories of communications are:
A) verbal and nonverbal.
B) direct and indirect.
C) long term and short term.
D) mass and interpersonal.
E) informative and persuasive.

Accepted Answer

Communication can be divided into two major categories: interpersonal communication and mass communication.

Question 10

Encoding is the:
A) creation of the original ideas and thoughts of a message.
B) conversion of the sender's ideas and thoughts into a message.
C) transmission of a message.
D) receipt and comprehension of a message.
E) deciphering and understanding of a message.

Accepted Answer

Encoding is the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs.

Question 11

Within the communication process for a car dealer's ad,which of the following would be an example of noise?
A) Competing ads
B) News stories in the newspaper
C) The physical surroundings in which the individual reading the ad is located
D) The presence of other people while the ad is being read
E) All of these

Accepted Answer

Noise is anything that interferes with,distorts,or slows the transmission of information.

Question 12

For its new Jeep Compass,DaimlerChrysler has launched a new campaign targeting young,hip consumers.To reach its target,DaimlerChrysler's advertising agency is using music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers.The ad agency is acting as the _____ of the message.
A) decoder
B) sender
C) encoder
D) receiver
E) channeler

Accepted Answer

Encoding is the conversion of the sender's ideas and thoughts into a message.

Question 13

USA cable television uses billboard,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.
A) referential
B) mass
C) factual
D) interpersonal
E) public

Accepted Answer

Mass communication involves communicating a concept or message to large audiences.

Question 14

Which of the following is NOT a disadvantage a firm using mass communication might experience?
A) Inability to assess customer reactions to the promotion immediately
B) Clutter from competitors' messages
C) Distractions around the consumer at the time of receipt of the message
D) Inability to know exactly who is receiving the message
E) Great expense on a per person exposed basis

Accepted Answer

Mass media reaches so many people that even though the initial investment is large,cost per person is small.

Question 15

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,the game served as a(n)_____ for transmitting the message.
A) sender
B) decoder
C) encoder
D) channel
E) receiver

Accepted Answer

A channel is the transmitter of the message such as a voice,gesture,radio,newspaper,or any other communication medium.

Question 16

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,and a Web site to promote benefits of the dog food.In terms of the communication process,Alpo uses several different:
A) source of feedback.
B) channels.
C) encoders.
D) decoders.
E) noise interrupters.

Accepted Answer

Channels are media of communication used for transmitting a message.

Question 17

The communication process itself consists of:
A) message, media, and transmittal.
B) source, receiver, and channel.
C) sender, receiver, and message.
D) encoding, decoding, channel, sender, and receiver.
E) comprehension, noise, and feedback.

Accepted Answer

See Exhibit 15.2.

Question 18

The _____ is the originator of the message in the communication process.
A) communicator
B) encoder
C) channeler
D) sender
E) receiver

Accepted Answer

This is the definition of a sender.

Question 19

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 totally missed seeing the mall's billboard.In terms of the communication process,the police car acted as:
A) media interruptus.
B) negative feedback.
C) static.
D) explicit communication.
E) noise.

Accepted Answer

Noise is anything that interferes with,distorts,or slows down the transmission of information.

Question 20

For its new Jeep Compass,DaimlerChrysler launched a campaign targeting young,hip consumers.To reach its target,Jeep's advertising agency used music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers.DaimlerChrysler was the _____ of the message in this communication process.
A) sender
B) decoder
C) channeler
D) receiver
E) communicator

Accepted Answer

The sender is the originator of the message in the communication process.

Quiz 29: Marketing Communications

_____ is the interpretation of the language and symbols sent by a source through a channel.

The manufacturer of Meridian yam 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,Meridian acted as a:

_____ is anything that interferes with,distorts,or slows down the transmission of information.

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers in the southwestern U.S.market.Because it created the ad itself and did not use an ad agency,Frank's RedHot sauce engaged in:

Usborne Books consultants sell books directly to customers via presentations in customers' homes,at book fairs and community events,and at craft shows.Usborne consultants are engaged in:

Campbell's soup has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.

A channel in communication is:

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

The two major categories of communications are:

Encoding is the:

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

USA cable television uses billboard,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

Which of the following is NOT a disadvantage a firm using mass communication might experience?

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,and a Web site to promote benefits of the dog food.In terms of the communication process,Alpo uses several different:

The communication process itself consists of:

The _____ is the originator of the message in the communication process.

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 totally missed seeing the mall's billboard.In terms of the communication process,the police car acted as: