Question 1

Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message?

Accepted Answer

Feedback provides the sender with a way of monitoring the effectiveness of the message by receiving responses from the receivers, which can help advertisers adjust and improve their messages for better results. Encoding mechanisms, noise filters, and the channel are components of the communication process but do not necessarily measure effectiveness.

Question 2

Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store.Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer?

Accepted Answer

The buyer's availability to meet at short notice is not a form of feedback related to the sales presentation or the product being sold. It is more of a logistical aspect of the meeting. The other choices all relate to the buyer's response to the sales presentation or the product being sold.

Question 3

An ad for The Westin Hotel in Ottawa contains an 800-number that people interested in reserving rooms at the hotel or knowing more about the hotel can call.One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad.This response count is an example of:

Accepted Answer

The response count of phone calls is a type of feedback that indicates the effectiveness of the ad in generating interest and action from potential customers. Feedback is an essential part of the communication process as it helps the sender (in this case, the hotel) to evaluate the success of the message and make necessary adjustments to improve it. Qualitative research, noise filtering, and decoding are not relevant in this context.

Question 4

Travis missed the small ad for Walker Nursery in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.In terms of the communication process,the ad for the estate sale kept Travis from seeing the plant nursery ad and acted as:

Accepted Answer

Noise in the communication process refers to any external factor that distracts attention away from the intended message, as the estate sale ad did with the nursery ad.

Question 5

Loblaws supermarkets buy an insert to go into Saturday's Toronto Star.The newspaper is read by over 100,000 people.The newspaper is an example of a(n)_____ channel of communication.

Accepted Answer

The Toronto Star newspaper is a nonpersonal channel of communication because it reaches a large audience and does not allow for direct interaction or personalization. The insert from Loblaws is also nonpersonal as it is a mass media advertisement.

Question 6

______ is the part of the receiver's response that is communicated back to the sender.

Accepted Answer

Feedback is the part of the receiver's response that is communicated back to the sender. It can be verbal or nonverbal and can provide information about how the sender's message was received and understood. Noise refers to any interference or distractions that may affect the communication process. Reciprocity is the idea of mutual exchange or giving and receiving between two parties. Encoding refers to the process of converting a message into a form that can be transmitted and understood by the receiver.

Question 7

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:

Accepted Answer

Without common ground, marketers may struggle to understand and relate to the needs and desires of their target audience, hindering their ability to effectively market products and services. Feedback mechanisms and response hierarchies may still be established, but they may not be as impactful without a shared foundation of understanding. Fields of experience also play a role in this, but the lack of common ground is the most significant issue at hand.

Question 8

Which of the following would NOT be considered "noise" in the communication process?

Accepted Answer

A decrease in advertising expenditure is not considered noise in communication. Noise refers to any interference or distortion in the communication process that affects the reception or interpretation of the message. A decrease in advertising expenditure is a deliberate decision and not an external factor that hinders the communication process.

Question 9

The source and receiver each have a frame of reference that they bring to the communication situation.Effective communication is more likely when there is some _____ between the two parties.

Accepted Answer

When there is common ground between the source and receiver, they have shared experiences, beliefs, and values, which can help facilitate effective communication. This makes it easier for both parties to understand and interpret each other's messages accurately. A feedback mechanism and interpretative link are also important for effective communication, but they alone may not be enough if there is no shared understanding or common ground. The field of experience is also important, but it is more about the individual's own frame of reference and may not necessarily facilitate effective communication.

Question 10

The experiences,perceptions,attitudes,and values a consumer brings to a communication situation is referred to as his or her:

Accepted Answer

The term "field of experience" refers to the sum of a consumer's experiences, perceptions, attitudes, and values that shape how they interpret and respond to communication. This concept is often used in marketing to ensure that advertisers take into account the various backgrounds and contexts that their target audience may come from. The other choices, common ground, source characteristics, and selective perceptions, do not encompass the entire range of a consumer's perceptions and experiences.

Question 11

_____ is the process of interpreting a sender's message into thought.

Accepted Answer

Decoding is the process of interpreting a sender's message into thought. It involves receiving and interpreting the message to understand its meaning. Encoding, on the other hand, is the process of creating a message to send to the receiver. Channeling refers to the method or medium through which the message is transmitted, while responding is the act of acknowledging or providing feedback to the sender.

Question 12

The element of the communication process that closes the loop in the communication flow and allows the sender to monitor how a message is being received and interpreted is:

Accepted Answer

Feedback is the element of the communication process that closes the loop in the communication flow and allows the sender to monitor how a message is being received and interpreted. It consists of the receiver's response or reaction to the message, which can be verbal or nonverbal, intentional, or unintentional. Feedback helps the sender to adjust and refine their message to ensure that it is understood correctly and achieves the desired effect.

Question 13

Honda broadcasts a commercial during "Law & Order," a TV program that is seen by a large number of viewers.The broadcasting of this ad takes place in a(n)_____ channel of communication.

Accepted Answer

The commercial broadcast during "Law & Order" is a one-way, nonpersonal communication that reaches a large audience, making it a nonpersonal channel of communication. The other options do not fit because the communication is not individualized, personal, or necessarily verbal.

Question 14

Marius is watching a suspenseful TV program with a group of friends.During the commercial break everyone starts discussing the show,and he cannot hear the commercials even though he really wanted to hear the Molson Canadian commercial.Marius's inability to receive the Molson Canadian message is an example of which element of the communication process?

Accepted Answer

Marius's inability to hear the Molson Canadian commercial due to the discussion with his friends is an example of external noise. External noise is any interference that occurs outside of the receiver's mind and is a common factor that can affect communication.

Question 15

The field of experience of the receiver most heavily influences which component of the communication process?

Accepted Answer

Decoding is the process of interpreting and assigning meaning to the message received. This process is heavily influenced by the receiver's field of experience, including their knowledge, culture, and language skills. The receiver's background will determine how they interpret the message, making decoding a highly subjective process that can be affected by various factors.

Question 16

_____ is any unplanned distortion or interference in the communication process.

Accepted Answer

Noise refers to any type of disturbance, either internal or external, that interferes with the clear and effective communication of a message. This can include physical noise such as background noise, as well as psychological factors such as biases or emotional states of the communicators. The other options, selective perception, feedback, and blocking, are all important components of the communication process but do not necessarily imply any elements of unplanned distortion or interference.

Question 17

For most marketers,the ultimate form of feedback is:

Accepted Answer

Sales are the ultimate form of feedback for most marketers because they directly reflect the success of a product or campaign. Increased sales indicate that the marketing has effectively reached and persuaded consumers to make a purchase, proving that the strategy was successful. Other forms of feedback such as use of reply cards, store visits, and consumer inquiries can be helpful, but may not necessarily translate to actual sales.

Question 18

Nonpersonal channels of communication include:

Accepted Answer

Nonpersonal channels of communication refer to methods of communication that do not involve direct personal contact, such as mass media. Online television broadcasts, radio, newspapers, and magazines are examples of nonpersonal channels, as they disseminate information to a broad audience without direct interaction between the sender and the receiver.

Question 19

Which of the following communication processes will most likely be influenced by the experiences,perceptions,attitudes,and values of the message recipient?

Accepted Answer

Decoding is the process by which the message recipient interprets and understands the message sent by the sender. The recipient's experiences, perceptions, attitudes, and values can have a significant impact on how they decode the message. For example, if the recipient has had negative experiences with the sender in the past, they may be more likely to interpret the message in a negative way. Similarly, if the recipient has strong opinions about the topic being discussed in the message, they may be more likely to interpret the message in a way that is consistent with their existing beliefs.

Question 20

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem.Freshness is the message that the ad is supposed to deliver,but if Dick and Bella Lestor think the ad is simply showing people being rude and boorish,then in terms of the communication process,the Lestors have _____ the message improperly.

Accepted Answer

Decoding is the process by which the receiver interprets the sender's message. In this case, the Lestors have decoded the message improperly by interpreting the ad's intention as promoting rudeness instead of freshness.

Quiz 4: Communication Response Models