Question 1

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

Traditional communication process consists of the Source, Encoding, Message channel, Decoding, Receiver, and Feedback.

Question 2

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 is the receiver translating the message. This process can be very tricky. The meanings of various words and symbols may differ depending on the attitudes and experiences of the encoder and decoder.

Question 3

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

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

Question 4

"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 5

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 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

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 7

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) recoding.

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.

Question 8

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 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

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

Question 10

Poor communication is likely if:
A) there is no "noise" in the message channel.
B) the source and the receiver do not have a common frame of reference.
C) the encoder and the decoder are not the same person.
D) immediate feedback is not possible.
E) the source and the receiver don't have personal contact.

Accepted Answer

Encoding and decoding need a common frame of reference to in order to communicate effectively.

Question 11

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 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

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

Question 13

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

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.

Question 14

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 15

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 16

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 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 stay-at-home mom is watching a "soap opera" on TV when a commercial for a new type of kitchen cleaning product by Procter and 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

Decoding is the receiver translating the message. The meanings of various words and symbols may differ depending on the attitudes and experiences of the encoder and decoder.

Question 19

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

Accepted Answer

As stated in Exhibit 13-4, the traditional communication process does not include response.

Question 20

Which of the following statements about the communication process is True?
A) The source is the sender of the message.
B) The receiver is the potential customer.
C) Encoding is done by the source.
D) The receiver does decoding.
E) All of these statements about the communication process are True.

Accepted Answer

Source is the sender of a message, receiver is a potential customer. Encoding deals with translating the message into words or symbols that will have the same meaning to the receiver. Decoding is the receiver translating the message.

Quiz 13: Promotion - Introduction to Integrated Marketing Communications

Identify the traditional communication process.

Decoding

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:

"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:

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

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 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 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:

Poor communication is likely if:

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:

Which of the following best illustrates communication "noise"?

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:

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:

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

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

Which of the following best illustrates communication "noise"?

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 and 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:

The traditional communication process does NOT include:

Which of the following statements about the communication process is True?