Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition

Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition (Clow/Baack) Chapter 1 Integrated Marketing Communications

1) In the communications model, the sender is:

• the company seeking to sell a product.
• a television set.
• the consumer viewing an ad on the internet.
• a consumer ignoring an ad in a newspaper.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

2) When Sean shops for an automobile, which are the senders in the communication process?

• Honda and Toyota
• NBC and CSPAN
• The New York Times and the Chicago Sun Times
• A website and social media

Answer: A

Difficulty: Moderate

Skill: Application

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

3) In the communication process, a person at an advertising agency preparing an ad is most

likely going to be involved in:

• encoding.
• transmission.
• decoding.
• noise or clutter.

Answer: A

Difficulty: Moderate

Skill: Application

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

4) In the communication process, encoding is:

• a sales pitch recited by a salesperson.
• the database manager finding a statistical oddity.
• a social media network.
• a purchase decision by a consumer.

Answer: A

Difficulty: Difficult

Skill: Application

AACSB: Written and oral communication

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LO: 1.1 How does communication take place?

5) In the communication process, the items that carry the message from the sender to the receiver

are:

• encoding processes.
• decoding processes.
• transmission devices.
• feedback devices.

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

6) A consumer sees a billboard while driving. The billboard is a(n):

• encoding device.
• decoding device.
• transmission device.
• form of feedback.

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

7) When a message is being heard or seen by a consumer, what is taking place?

• Encoding
• Transmission
• Decoding
• Feedback

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

8) A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

• Encoding
• Transmission
• Decoding
• Feedback

Answer: C

Difficulty: Moderate

Skill: Application

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

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9) The person viewing a message sent by a celebrity on Twitter endorsing a product plays which role in the communications model?

• Sender
• Decoder
• Receiver
• Object

Answer: C

Difficulty: Easy

Skill: Application

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

10) Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and create advertisements specifically for them. In a

communications model, these individuals are:

• senders.
• decoders.
• receivers.
• subjects.

Answer: C

Difficulty: Difficult

Skill: Application

AACSB: Reflective thinking

LO: 1.1 How does communication take place?

11) Noise is:

• anything which carries a message from a sender to a receiver.
• changing a message to match the specific needs of a target audience.
• a verbal or nonverbal cue delivered by the sender.
• anything that distorts or disrupts a message.

Answer: D

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

12) Michelle is watching a television commercial for a new car but a stereo is playing in the

room next door making it difficult to concentrate. This is an example of:

• feedback disruption.
• noise.
• encoding design.
• a contact point.

Answer: B

Difficulty: Moderate

Skill: Application

AACSB: Reflective thinking

LO: 1.1 How does communication take place?

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13) The key to using social media successfully is:

• making it compatible with the off-line marketing program.
• identifying the heavy users of the product.
• finding the right Facebook fans.
• using Facebook and Twitter to send separate messages.

Answer: A

Difficulty: Difficult

Skill: Definition (Concept)

AACSB: Reflective thinking

LO: 1.1 How does communication take place?

14) While browsing the internet, a consumer encounters a new pop-up ad every time a page is

opened. This is an example of:

• advertising effectiveness.
• perceptual distortion.
• clutter.
• brand parity.

Answer: C

Difficulty: Moderate

Skill: Application

AACSB: Information technology

LO: 1.1 How does communication take place?

15) The following are examples of communication noise except:

• driving while listening to the radio.
• scanning the newspaper for articles to read.
• scrolling past internet ads without looking at them.
• examining an advertisement in a magazine.

Answer: D

Difficulty: Easy

Skill: Application

AACSB: Reflective thinking

LO: 1.1 How does communication take place?

16) Which is an example of feedback in a marketing channel?

• New product development
• A customer complaint
• A decision to begin international operations
• Removing a product from the market

Answer: B

Difficulty: Moderate

Skill: Application

AACSB: Written and oral communication

LO: 1.1 How does communication take place?

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