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

In the traditional communication model, noise refers to any interference or obstacles that might affect the communication process. In this scenario, the socializing during the commercials could be considered noise because it may interfere with the students' ability to hear or understand the advertising messages that are being transmitted during that time.

Question 2

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

Accepted Answer

The traditional communication process includes the receiver, encoding, feedback, and source. "Response" is not typically listed as a separate component in models of the communication process; instead, feedback is the term commonly used to describe the receiver's reaction or response to the message.

Question 3

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

Accepted Answer

The answer of Any distraction that reduces the effectiveness of...

Question 4

An advertising manager is trying to decide what words to use in a magazine ad for the new Ford Focus. In the traditional communication model, the ad manager is the:
A) Source
B) Receiver
C) Noise
D) Encoder
E) Decoder

Accepted Answer

The advertising manager is the encoder in the traditional communication model as they are responsible for encoding the message (choosing the words to use in the ad) to be sent to the receiver (potential customers).

Question 5

"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

In the traditional communication process, noise refers to any distractions or disturbances that interfere with the effective encoding, transmission, and decoding of a message. This could include physical distractions like loud noises or technical interference, as well as psychological barriers like cultural differences or language barriers.

Question 6

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

The potential customer is the receiver in the traditional communication model because they are receiving the message (TV ad) from the message channel (Academy Awards program). The source is BMW, the encoder is the ad agency or creative team that developed the ad.

Question 7

Decoding
A) is the process of the receiver translating the message.
B) is the process of the source deciding what it wants to say.
C) is the process of the source translating the message into words.
D) is any distraction that reduces the effectiveness of the communication process.
E) is the process of transferring information from the subordinate to the superior.

Accepted Answer

Decoding refers to the process of the receiver translating the message. It involves the interpretation of the symbols or gestures used in the message to derive meaning. The receiver's understanding of the message may be influenced by their knowledge, experience, biases, and cultural background.

Question 8

Identify the traditional communication process.
A) Source-Encoding-Message channel-Decoding-Receiver-Feedback.
B) Source-Encoding-Message channel-Receiver-Feedback.
C) Source-Encoding-Message channel-Noise-Receiver-Feedback.
D) Source-Message channel-Decoding-Receiver-Feedback.
E) Source-Noise-Message channel-Receiver-Feedback.

Accepted Answer

This is the traditional communication process that includes all the essential elements such as the source (who is sending the message), encoding (how the message is being encoded or created), message (the content of the message), channel (the medium through which the message is being sent), decoding (how the message is being interpreted), receiver (who is receiving the message) and feedback (any response or reaction to the message). This process is a linear model in which communication flows in one direction from the source to the receiver.

Question 9

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

In the traditional communication model, noise refers to any distraction or interference that hinders the communication process. In this scenario, the text-reading agent is causing noise by diverting their attention away from the sales rep's presentation.

Question 10

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) All of the above illustrate "noise."
E) None of the above clearly illustrates "noise."

Accepted Answer

Communication "noise" refers to any interference that distorts or interrupts the message being communicated. None of the options provided clearly illustrate this concept, as they describe methods of communication rather than interference with the message.

Question 11

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

Communication noise refers to any factor that impedes the communication process. In this case, the police officer stopping the motorist is an external distraction that impedes the listener's ability to receive the message of the radio ad.

Question 12

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 is commonly used in marketing and advertising and stands for Attention, Interest, Desire, and Action. This model outlines the stages a consumer goes through when making a purchase decision, starting with getting their attention, creating interest in the product or service, building desire for it, and ultimately motivating them to take action and make a purchase.

Question 13

The source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver is termed as
A) transmutation.
B) exposition.
C) decoding.
D) encoding.
E) haptics.

Accepted Answer

The process of the source deciding what it wants to say and translating it into words or symbols is called encoding. This is because the source is encoding its message into a format that can be transmitted to the receiver.

Question 14

A stay-at-home mom is watching a "soap opera" on TV when a commercial for a new type of kitchen cleaning product by Procter & Gamble is presented. She considers whether the new product will clean better than her existing cleaning products. In the traditional communication model, the mom is the:
A) Decoder
B) Source
C) Noise
D) Encoder
E) Message channel

Accepted Answer

In the traditional communication model, the decoder is the person who receives and interprets the message. The stay-at-home mom is the one receiving and interpreting the commercial message, making her the decoder.

Question 15

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

Personal selling involves direct interaction between the source and the recipient of the message, which allows for immediate feedback. In contrast, sales promotion, mass selling, advertising, and publicity do not necessarily involve direct communication between the source and recipient or immediate feedback.

Question 16

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

In the traditional communication model, noise refers to any external or internal factors that interfere with the message being transmitted. In this scenario, the student walking to the refrigerator during a commercial can be seen as external noise that may distract them from fully receiving the message being transmitted in the TV program or commercial.

Question 17

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 stands for Attention, Interest, Desire, and Action, which are the four basic promotion jobs in advertising. These stages guide the consumer through a process of becoming aware of a product, becoming interested in it, developing a desire for it, and ultimately taking action to purchase it.

Question 18

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 stands for Attention, Interest, Desire, and Action. The model's four basic elements are: getting the consumer's attention, holding their interest, arousing desire, and encouraging action. Choice A is incorrect because "building Intrigue" is not a part of the AIDA model, Choice B is incorrect because "providing Assistance" is not a part of the AIDA model, and Choice C is incorrect because "creating Demand" is not a part of the AIDA model. Choice E is similar to the correct answer but uses "becoming Aware" instead of "getting Attention," which is a slightly different concept.

Question 19

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

In the traditional communication model, the source is the company or organization that initiates the communication process, and in this scenario, BMW is the source as they have placed the TV ad for their new car in the Academy Awards program.

Question 20

While watching a television program, Liza gets a phone call just as a commercial is starting. She presses the "mute" button on the television's remote control and takes the call, so she pays no attention to the commercial. In terms of the communication process, the telephone call is an example of:
A) Encoding.
B) Noise.
C) Decoding.
D) Feedback.
E) The message channel.

Accepted Answer

The phone call is an example of noise, which is anything that disrupts or interferes with the communication process. In this case, the phone call is an external source of noise that is interrupting the television program.

Quiz 14: 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 traditional communication process does NOT include:

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

An advertising manager is trying to decide what words to use in a magazine ad for the new Ford Focus. In the traditional communication model, the ad manager is the:

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

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:

Decoding

Identify the traditional communication process.

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"?

Which of the following best illustrates communication "noise"?

The AIDA model consists of

The source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver is termed as

A stay-at-home mom is watching a "soap opera" on TV when a commercial for a new type of kitchen cleaning product by Procter & Gamble is presented. She considers whether the new product will clean better than her existing cleaning products. In the traditional communication model, the mom is the:

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

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:

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

The AIDA model consists of four promotion jobs:

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:

While watching a television program, Liza gets a phone call just as a commercial is starting. She presses the "mute" button on the television's remote control and takes the call, so she pays no attention to the commercial. In terms of the communication process, the telephone call is an example of: