Question 1

What is the final step in the communication process?

Accepted Answer

The final step in the communication process is feedback, which is the response or reaction of the receiver to the message sent by the sender. This step ensures that the sender has successfully transmitted the message and that the receiver has understood it correctly.

Question 2

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.
-What is the company rep engaged in?

Accepted Answer

The company representative is engaged in interpersonal communication as they are directly presenting and interacting with the entrepreneurs to promote their advertising services.

Question 3

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures.This is because it is difficult to communicate without an understanding of which of the following?

Accepted Answer

The statement mentions "different races and subcultures," indicating that cultural differences are likely the major factor in the failure to communicate effectively. Income influences and gender differences may play a role in consumer behavior, but are less likely to be the root cause of communication problems by retailers. Locational variants may refer to differences in regional preferences or availability of resources, but again, cultural differences are likely the primary issue.

Question 4

What is the overriding goal of promotion?

Accepted Answer

The answer of What is the overriding goal of promotion?
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Question 5

The receiver's response to a message is which of the following to the source?

Accepted Answer

Feedback is the receiver's response to a message, indicating to the source that the message has been received and interpreted. Decoding refers to the process of interpreting the message, static filled and noise both refer to interference that may affect the message transmission.

Question 6

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 Bag Media,When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags,what was it an example of?

Accepted Answer

The answer of Bag Media is a British company that...

Question 7

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

Accepted Answer

Persuading is one of the basic tasks typically performed by promotion. Promotion aims to persuade the target audience to take a specific action, such as purchasing a product or service, attending an event, or adopting a certain behavior. Other tasks performed by promotion include informing, reminding, and reinforcing, but persuading is the primary objective.

Question 8

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

Accepted Answer

Alpo used several different channels to promote their dog food, such as posters, radio and television ads, and a website. This shows that they utilized multiple means of communication to reach their target audience.

Question 9

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 seeing where the police car went that she totally 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, which is any interference in the communication process that prevents the message from being understood correctly. In this case, Grace's focus on the police car distracted her from the intended message of the billboard.

Question 10

According to the text,which of the following statements about the characteristics of the elements in the promotional mix is true?

Accepted Answer

Personal selling allows for direct interaction between the seller and the buyer, facilitating immediate feedback, which is more extensive compared to other promotional mix elements.

Question 11

For communication to be effective,which of the following is necessary?

Accepted Answer

Effective communication requires the message to be properly aligned with the attitudes and ideas of the target market. This ensures that the message is relevant and understood by the audience. The other choices (A, C, and D) are not necessarily essential for effective communication, as the most effective communication channels and steps may vary depending on the specific situation and audience.

Question 12

According to the text,which of the following statements about the characteristics of the elements in the promotional mix is true?

Accepted Answer

The text states that personal selling provides the fastest feedback among the elements in the promotional mix, making it the correct statement. Option B is incorrect because sales promotion can be indirect, such as through advertising or social media. Option C is also incorrect because personal selling is a one-on-one communication method and not suitable for reaching a large audience. Option D is incorrect because public relations involves working with media and other stakeholders, and thus the control over message content may be limited.

Question 13

What are the three basic tasks of promotion?

Accepted Answer

The three basic tasks of promotion are informing, persuading, and reminding. Informing refers to providing information about the product or service to potential customers. Persuading involves convincing customers to buy or use the product/service, while reminding involves reinforcing the product/service's existence and benefits to customers who have already used it. Choice A correctly identifies these three tasks.

Question 14

Which of the following is the interpretation of the language and symbols sent by the source through a channel?

Accepted Answer

Decoding is the process of interpreting the message sent by the source through a channel using language and symbols.

Question 15

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the Yellow Pages.These communications are directed at the person who will decode the message.What is that person called?

Accepted Answer

The person who will decode the message is called the receiver.

Question 16

Clarice went to WB.com and ordered a CD that she had heard playing in the background on Charmed and that was promoted at the end of the television show.In terms of the communication process,what was Clarice's purchase an example of?

Accepted Answer

Clarice's purchase acts as feedback in the communication process, indicating her response to the promotional message about the CD that was conveyed through the television show.

Question 17

What do the most successful global marketing managers realize?

Accepted Answer

The answer of What do the most successful global marketing...

Question 18

Ruby was offended by an ad spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was good business practice.In terms of the communication process,what happened?

Accepted Answer

In the communication process, the message is encoded by the sender, then transmitted through a channel, received by the receiver, and decoded. If Ruby was offended by the spokesperson's message, it suggests that she decoded it correctly, but the message was not encoded effectively by the spokesperson. Therefore, the best answer is A as Ruby properly decoded the message, but something was wrong with its encoding.

Question 19

When is informative promotion generally used?

Accepted Answer

Informative promotion is generally used during the early stages of the product life cycle when the brand is new and not well known to consumers. The purpose of informative promotion is to provide information about the product's features, benefits, and usage to the target market to create interest and build awareness. Once the brand becomes well known and established, other promotion strategies such as persuasive or reminder promotion may be more effective.

Question 20

Ernest has three engineering degrees.He has hired an interior decorator to update his home.He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements,and the designer is unable to understand.Yet Ernest has the same problems when the designer starts talking about mauve,cerise,and magenta.Why is the communication process not working in this instance?

Accepted Answer

The communication process is not working because the sender (Ernest) and the receiver (the designer) do not share overlapping frames of reference. Ernest has a technical background in engineering, while the designer has a creative background in interior design. They are speaking two different languages and are not able to understand each other's terminology. This is a common problem in communication when two people come from different fields or have different levels of expertise in a particular area.

Quiz 13: Integrated Marketing Communications

What is the final step in the communication process?

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures.This is because it is difficult to communicate without an understanding of which of the following?

What is the overriding goal of promotion?

The receiver's response to a message is which of the following to the source?

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

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

According to the text,which of the following statements about the characteristics of the elements in the promotional mix is true?

For communication to be effective,which of the following is necessary?

According to the text,which of the following statements about the characteristics of the elements in the promotional mix is true?

What are the three basic tasks of promotion?

Which of the following is the interpretation of the language and symbols sent by the source through a channel?

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the Yellow Pages.These communications are directed at the person who will decode the message.What is that person called?

Clarice went to WB.com and ordered a CD that she had heard playing in the background on Charmed and that was promoted at the end of the television show.In terms of the communication process,what was Clarice's purchase an example of?

What do the most successful global marketing managers realize?

Ruby was offended by an ad spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was good business practice.In terms of the communication process,what happened?

When is informative promotion generally used?