Question 1

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 refers to the process of converting a message into symbols or language that will be understood by the receiver. In this case, the industrial chemical manufacturer determines what information to include in its ads, which is the process of encoding the message they want to convey.

Question 2

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 allows the source to have direct interaction with the receiver, leading to immediate feedback. In contrast, sales promotion, mass selling, advertising, and publicity do not typically allow for immediate feedback.

Question 3

Hershey's places a simple ad for its "Kisses" chocolates in SPORTS ILLUSTRATED. The ad shows only a photo of the product with no copy words. This is an example of a(n) ____________ promotion objective.
A) Persuading
B) Reminding
C) Informing
D) Pioneering

Accepted Answer

The ad's lack of copy words suggests that the objective is to remind consumers of the product's existence and possibly encourage repeat purchases, rather than introducing the product or persuading consumers to buy it for the first time.

Question 4

The basic promotion objectives and adoption process fit very neatly with an action-oriented model, which is called the
A) bricks and clicks model.
B) bait and hook model.
C) AIDA model.
D) DAGMAR model.
E) economic buyer model.

Accepted Answer

The AIDA model (Attention, Interest, Desire, Action) is an action-oriented model that works well with the basic promotion objectives of creating awareness, generating interest, building desire, and ultimately encouraging action. The adoption process also follows a similar path - awareness, interest, evaluation, trial, and adoption - which aligns with the AIDA model. The other options (bricks and clicks, bait and hook, DAGMAR, economic buyer) do not directly relate to the promotion objectives or adoption process.

Question 5

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 stands for Attention, Interest, Desire, and Action. This model represents the stages a consumer goes through when making a purchasing decision. First, the consumer becomes aware of the product or service, then they become interested in it, followed by a desire to have it, and finally taking action to purchase it.

Question 6

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

The basic promotion objective of informing consumers corresponds to the stages of getting attention and holding interest in the AIDA model. By providing information, the marketer is aiming to capture the attention of the consumer and hold their interest by highlighting the features and benefits of the product or service.

Question 7

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

Increasing demand is not a specific promotion job included in the AIDA model. The AIDA model focuses on the stages a consumer goes through in the buying process: attention, interest, desire, and action. The model is used to guide marketers in developing promotional messages and tactics that will lead consumers through each stage of the process.

Question 8

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

In the traditional communication model, the potential customer is the receiver - the individual who receives the message being transmitted through the message channel (TV ad) from the source (BMW). The encoder is the party who formulates the message being sent.

Question 9

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 necessary to move a consumer through the buying process. This model is widely used in marketing and advertising to create effective promotional campaigns.

Question 10

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 from the GEICO ads, "15 minutes could save you 15 percent or more on your car insurance" is the message being communicated to the target audience.

Question 11

Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is a well-established company with a large share of the market. Its promotion should probably focus on
A) reminding.
B) stimulating primary demand.
C) informing.
D) innovators.
E) making the demand curve less elastic.

Accepted Answer

Given that Clearwater Office Supply is a well-established company with a large market share selling frequently purchased items, its promotional efforts should focus on reminding customers of its presence and offerings to encourage repeat purchases and maintain its customer base. Stimulating primary demand, informing, targeting innovators, and making the demand curve less elastic are strategies more suited to new products, markets, or companies looking to change market dynamics significantly.

Question 12

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 is any interference that occurs during the communication process that hinders the message from being understood. In the given options, the best example of communication noise is option B, where the motorist doesn't hear the radio ad because she is being stopped by a police officer for speeding. The noise in this case is the external distraction caused by the police officer, hindering the message from being received. The other options are not necessarily examples of communication noise.

Question 13

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 one who initiates and sends the message, which is BMW in this scenario.

Question 14

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 basic promotion jobs: Attention, Interest, Desire, and Action. It is a framework for understanding and analyzing the customer's decision-making process and guiding the development of effective marketing communications strategies. Options A, B, D, and E are not accurate descriptions of the AIDA model.

Question 15

Southwest Airlines' "Ding" widget pops up on your computer desktop to let you know of lower fares to cities you want to visit. This is an example of a(n) _________ promotion objective.
A) Persuading
B) Reminding
C) Informing
D) Pioneering

Accepted Answer

The "Ding" widget reminds users of lower fares to cities they want to visit, which is an example of a reminding promotion objective.

Question 16

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 the term used to describe any distraction that reduces the effectiveness of the communication process.

Question 17

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 18

"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" in the traditional communication process refers to any external or internal factors that disrupt or interfere with effective communication between the sender and receiver. This can include distractions such as physical noise, language barriers, emotional factors, or even technical difficulties with the communication equipment.

Question 19

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 correct sequence is getting Attention, holding Interest, arousing Desire, and obtaining Action. Therefore, option D is the correct choice.

Question 20

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

The individual who decodes a message is the one who receives the message, so they are the receiver of the message.

Quiz 13: Promotionintroduction to Integrated Marketing Communications

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

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

Hershey's places a simple ad for its "Kisses" chocolates in SPORTS ILLUSTRATED. The ad shows only a photo of the product with no copy words. This is an example of a(n) ____________ promotion objective.

The basic promotion objectives and adoption process fit very neatly with an action-oriented model, which is called the

The AIDA model consists of

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

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

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's four basic promotion jobs are concerned with:

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?

Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is a well-established company with a large share of the market. Its promotion should probably focus on

Which of the following best illustrates communication "noise"?

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 AIDA model:

Southwest Airlines' "Ding" widget pops up on your computer desktop to let you know of lower fares to cities you want to visit. This is an example of a(n) _________ promotion objective.

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

The traditional communication process does NOT include:

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

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?