Deck 5: The Communication Process

Question 1

Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.
The hierarchy models of communication response are useful to promotional planners from several perspectives. They delineate the series of steps potential purchasers must be taken through to move them from unawareness of a product or service to readiness to purchase it.

Answer 1

True

Question 2

Male and older consumers tend to exert more influence on their target recipients than their female counterparts.
Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers. Moreover, traits such as extroversion, innovativeness, and altruism are related to tendencies to share messages.

Answer 2

False

Question 3

The receiver's perception of the source of the message may also affect the ability to communicate.
The receiver's perception of the source and the medium used to transmit the message may also affect the ability to communicate, as do many other factors. Words, pictures, sounds, and colors may have different meanings to different audiences, and people's perceptions and interpretations of them vary.

Answer 3

True

Question 4

When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.
When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. A high level of cognitive response activity or processing occurs, and the ad's ability to persuade the receiver depends primarily on the receiver's evaluation of the quality of the arguments presented.

Question 5

Companies that utilize viral marketing must develop a seeding strategy to start the viral process.
Companies that utilize viral marketing must develop a seeding strategy which involves determining how many initial consumers or "seeds" are needed and selecting the right consumers to start the viral process.

Question 6

The responsibility to encode a message in a way that can be well-understood lies with the receiver.
The sender's goal is to encode a message in such a way that it will be understood by the receiver. This means using words, signs, or symbols that are familiar to the target audience.

Question 7

Experts note that buzz marketing techniques are very susceptible to manipulation.
Experts note that buzz marketing techniques are very resistant to manipulation and marketers must be careful about how they use them. Several companies have had buzz marketing campaigns backfire when consumers recognized that the companies were artificially trying to promote buzz for their brands.

Question 8

The AIDA model was developed to represent the stages a consumer goes through in a purchase decision.
The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process. This model depicts the buyer as passing successively through attention, interest, desire, and action.

Question 9

The innovation adoption model states that potential adopters must be moved through a series of steps before taking some action.
The innovation adoption model evolved from work on the diffusion of innovations. This model represents the stages a consumer passes through in adopting a new product or service. Like the other models, it says potential adopters must be moved through a series of steps before taking some action.

Question 10

For many products, the impression or image that the ad creates determines the communication effectiveness more than the actual words of the message do.
For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.

Question 11

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.
Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer. A major advantage of personal channels of communication is that the message or presentation can be tailored to the individual or audience and the sender receives direct feedback from them.

Question 12

According to the elaboration likelihood model (ELM), if the involvement level of the target audience is high, peripheral cues may be more important than detailed message arguments.
If the involvement level of the target audience is low, peripheral cues may be more important than detailed message arguments. If the involvement level of consumers in the target audience is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counterargue.

Question 13

Phone conversations account for the vast majority of word-of-mouth communications about a brand.
Face-to-face interaction accounts for the vast majority of word-of-mouth communications about a brand while phone conversations rank second. Only a small percent of word of mouth takes place through online channels such as e-mail/instant messages, blogs, and chat rooms.

Question 14

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.
The consumer decision journey framework views the consumer decision-making process as a winding journey with multiple feedback loops rather than a linear, single uniform path to purchase based on active shopping and influenced by marketer dominated and controlled touch points such as media advertising.

Question 15

Mass media is ideal for targeting market niches.
Very small, well-defined groups of customers are often referred to as market niches. They can usually be reached through personal-selling efforts or highly targeted media such as direct mail.

Question 16

Source derogations could lead to an increase in message acceptance.
Source derogation refers to a response of negative thoughts about the spokesperson or organization making the claims. Such thoughts generally lead to a reduction in message acceptance. If consumers find a particular spokesperson annoying or untrustworthy, they are less likely to accept what this source has to say.

Question 17

Low-involvement purchase decisions are areas where a standard hierarchy response process is likely.
The standard learning hierarchy is likely when the consumer is highly involved in the purchase process and there is much differentiation among competing brands. High-involvement purchase decisions such as those for industrial products and services and consumer durables like personal computers, printers, cameras, appliances, and cars are areas where a standard learning hierarchy response process is likely.

Question 18

According to the social consumer decision journey, consumers are likely to advocate a brand after they have experienced it.
The decision journey has four basic stages: consider, evaluate, buy, and enjoy-advocate-bond. Once a consumer experiences a brand, that is, interact with the brand after the purchase, she is likely to advocate the brand.

Question 19

The information processing model of advertising effects assumes that the receiver does not have the capacity to solve problems.
The information processing model of advertising effects, developed by William McGuire, assumes that the receiver in a persuasive communication situation like advertising is an information processor or problem solver.

Question 20

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.
Nonpersonal channels of communication are those that carry a message without direct, interpersonal contact between the sender and receiver. Nonpersonal channels are generally referred to as the mass media or mass communications, since the message they contain is directed to more than one person and is often sent to many individuals at one time.

Question 21

Jim, a doctor, takes out a print ad to advertise his new clinic. He opts for a full-page ad in a weekly publication known as Doctor's Info. According to the basic model of communication, Doctor's Info is the _____.

A)channel
B)receiver
C)encoder
D)source
E)decoder

Question 22

_____ is defined as the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and a receiver.

A)Negotiation
B)Source integration
C)Assimilation
D)Perception
E)Communication

Question 23

The source or sender of an advertising communication:

A)is typically the owner and shareholder of a company.
B)cannot be a nonpersonal entity.
C)is typically identified as the owner of the medium in which the communication appeared.
D)can be an individual who promotes the product in an ad, such as a celebrity.
E)is never involved in the encoding process.

Question 24

In a communication process, _____ refers to the information and/or meaning contained in a message.

A)source
B)encoding
C)decoding
D)content
E)noise

Question 25

Which of the following statements is true about effective communication?

A)Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages.
B)For effective communication, marketers must understand the meanings that consumers attach to words and symbols.
C)Effective integrated marketing communications is usually nonpersonal in nature.
D)Effective communication is unaffected by the reception environment.
E)The visual nature or color characteristic of an ad has no impact on effectiveness of communication.

Question 26

Which of the following is true of nonpersonal channels of communication?

A)It includes direct mail and billboards.
B)It includes methods such as e-mails and social media.
C)The Internet cannot be considered as a nonpersonal channel.
D)It does not include print media.
E)It does not include broadcast media.

Question 27

Which of the following is true of encoding?

A)It is also known as channel managing.
B)It involves identifying and interpreting a message.
C)It involves putting ideas into a symbolic form.
D)It involves the creation of "noise."
E)It involves the development of the messagE.The communication process begins when a source selects words, symbols, pictures, and the like, to represent a message that will be delivered to the receiver(s).This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form.A sender's goal is to encode a message in such a way that it will be understood by a receiver.

Question 28

Which of the following is true of the way organizations send communication messages?

A)They communicate using press releases, websites, and package designs.
B)They are legally not allowed to use graphic systems and visual images.
C)They use promotions for B2B communications solely.
D)They typically use brand names to create recognition but not for communication.
E)They do not use logos as a means of communication.

Question 29

The communication process begins with the process of _____.

A)encoding
B)encrypting
C)channeling
D)decoding
E)bolstering

Question 30

The process of putting thoughts, ideas, or information together in symbolic form is called:

A)encoding.
B)deciphering.
C)sourcing.
D)seeding.
E)decoding.

Question 31

Which of the following is an example of a nonpersonal communication channel?

A)Magazines
B)E-mail
C)Social media
D)Telemarketing
E)Stress interviews

Question 32

Lily hosts a well-known television show, Real Life. She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics. In this scenario, the source of the ad is:

A)the television network that airs the ad.
B)Rochelle Cosmetics.
C)Lily.
D)the audience.
E)the television show, Real LifE.In above scenario, Lily is considered the sender or the source of the ad.The sender, or source, of a communication is the person or organization that has information to share with another person or group of people.The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company's advertisements) or a nonpersonal entity (such as the corporation or organization itself).

Question 33

Which of the following is an example of a personal communication channel?

A)Radio
B)Billboards
C)Newspapers
D)E-mail
E)Magazines

Question 34

An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination was published in the Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message:

A)is the Minnesota State Tourism Department.
B)is the Life Mode magazine.
C)is the couple in the scenic picture.
D)is the slogan.
E)is the reader of the magazinE.In the above scenario, the Minnesota State Tourism Department is the source.The sender, or source, of a communication is the person or organization that has information to share with another person or group of people.The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company's advertisements) or a nonpersonal entity (such as the corporation or organization itself).

Question 35

According to the basic model of communication, which of the following is an example of a channel?

A)The number of customers that redeemed a cents-off coupon
B)A billboard beside an interstate highway
C)The creative team that designed an ad for a leading retail chain
D)A company's spokesperson
E)A celebrity appearing in an ad for a cosmetics brand

Question 36

Which of the following can serve as a personal channel of communication?

A)Sales team
B)Newspaper
C)Radio
D)Magazines
E)Television

Question 37

According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.

A)source
B)encoding
C)decoding
D)design
E)content

Question 38

The encoding process leads to the development of:

A)a message.
B)noise.
C)a channel.
D)feedback.
E)a responsE.The encoding process leads to development of a message that contains the information or meaning a source hopes to convey.

Question 39

The _____ of a communication is the person or organization that has information to share with another person or group of people.

A)essence
B)source
C)message
D)receiver
E)channel

Question 40

Commercials for Vinnie's marshmallows describe its marshmallows as a delicious snack for all ages. The commercials show toddlers eating marshmallows as part of their usual diet as well as adults roasting marshmallows over a fire. In these commercials, Vinnie's is the:

A)channel messenger.
B)encoder.
C)decoder.
D)source.
E)receiver.

Question 41

In a communication process, a receiver's set of reactions after seeing, hearing, or reading a message is known as a _____.

A)noise
B)perception
C)source
D)channeling
E)response

Question 42

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

A)Semiotics
B)Selectivity
C)Noise
D)Dissonance
E)Blocking

Question 43

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

A)semiotic involvement.
B)field of experience.
C)common ground.
D)source characteristics.
E)selective bindings.

Question 44

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

A)Channel transmission
B)Decoding
C)Noise
D)Feedback
E)Transmission

Question 45

Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which people are seen feeling energized after consuming Syn-ergy's drinks. "Revitalization of body and mind" is the message the ad is intended to deliver. However, those who view the ad interpret it as being boorish and lacking context. One of the possible explanations for such a highly differential perception of the ads is due to the absence of:

A)an interpretative link.
B)a feedback mechanism.
C)response hierarchies.
D)a common ground.
E)binding influences.

Question 46

Which of the following statements is true about ageism in advertising?

A)Mature people are more likely to be shown in television than print ads.
B)Advertisers typically avoid using adults above the age of 60 and children below the age of eight.
C)Because the mean age of the population is increasing, one can expect to see more youth-oriented advertising.
D)Age differences generally create disturbances in terms of encoding and channel messaging.
E)The difference between the senders' and receivers' age can create problems in establishing a common ground.

Question 47

Which of the following is true of word-of-mouth (WOM) marketing?

A)It involves very formal communication among consumers.
B)It is known as company-generated marketing.
C)It is considered a weak marketing strategy.
D)It can also be described as buzz marketing.
E)It is considered to be a part of nonpersonal communication.

Question 48

An ad for The Tributary Hotel in Chicago has a number that people can call on if they are interested in reserving rooms at the hotel or for further information about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to the ad. This response count is an example of:

A)feedback.
B)encoding.
C)noise filtering.
D)noise blocking.
E)decoding.

Question 49

Iconix supermarkets placed an insert in Tuesday's Hebdomadal Diaries, a regional newspaper that has more than 100,000 subscribers. The newspaper is an example of a(n) _____ channel of communication.

A)buzz
B)direct-response
C)nonpersonal
D)interpersonal
E)verbal

Question 50

Zing candy bar launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of "Instant energy." Janice Cooper, a viewer of the ad, thinks that the ad reflects people in it as rude and boorish. In terms of the communication process, Janice has _____ the message improperly.

A)encoded
B)conveyed
C)decoded
D)transmitted
E)channeled

Question 51

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

A)Decoding
B)Encoding
C)Channeling
D)Sourcing
E)Transmitting

Question 52

Bradley is watching an interesting TV program with a group of friends. During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show. In this scenario, Bradley is encountering:

A)poor encoding.
B)selective sourcing.
C)inappropriate advertiser binding.
D)limited response hierarchies.
E)disturbances known as noisE.In the above scenario, Bradley is encountering disturbances known as noise.Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception.This unplanned distortion or interference is known as noise.

Question 53

Which of the following is true of buzz marketing?

A)It is an important part of company-generated marketing.
B)It uses print media as a primary communication channel, especially for high-end luxury goods.
C)It is considered synonymous with bait-and-switch marketing.
D)It is a systemized process that encourages people to speak favorably about a product.
E)It includes radio and television marketing.

Question 54

Which of the following is true of decoding?

A)It is heavily influenced by the receiver's frame of reference.
B)It is an interpretation process that requires expert knowledge.
C)In most cases, decoding occurs smoothly when a common ground does not exist.
D)In order for the process to be effective, the decoder must contradict the encoder.
E)It is not influenced by the receiver's field of experience

Question 55

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:

A)an encoding process.
B)conditioned perceptions.
C)response hierarchies.
D)a common ground.
E)fields of experiencE.Effective communication is more likely when there is some common ground between the two parties.While this notion of common ground between sender and receiver may sound basic, it often causes great difficulty in the advertising communications process.Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.

Question 56

Which of the following components of a communication process is heavily influenced by a receiver's field of experience?

A)Encoding
B)Decoding
C)Message
D)Channel
E)Noise

Question 57

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

A)Encoding mechanisms
B)Decoding mechanisms
C)Feedback
D)Noise filters
E)Channel

Question 58

In a communication process, _____ is the part of a receiver's response that is communicated back to the sender.

A)feedback
B)noise
C)sourcing
D)encoding
E)decoding

Question 59

Justin failed to understand the message in an ad for Smithline Catering in a daily newspaper as the newspaper print was unclear. With reference to the communication process, the unclear print would constitute:

A)an encoding hazard.
B)a sourcing block.
C)negative feedback.
D)a perceptive block.
E)noisE.In the above scenario, Justin encounters noise.Throughout the communication process, a message is subject to extraneous factors that can distort or interfere with its reception.This unplanned distortion or interference is known as noise.

Question 60

Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers. Which of the following types of communication is witnessed in this scenario?

A)Individualized
B)Direct-response
C)Nonpersonal
D)Semiotic
E)Personal

Question 61

According to the AIDA model, a prospective consumer first passes through the _____ stage.

A)attention
B)comprehension
C)interest
D)desire
E)action

Question 62

Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?

A)The AIDA model
B)The hierarchy of effects models
C)The innovation-adoption model
D)The information processing model
E)The five Ws model

Question 63

Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study and found that a vast majority of consumers recall the company's "Accelerate further" slogan. In this scenario, it can be concluded that:

A)consumers are aware of Velocity's advertising.
B)consumers have favorable attitudes toward Velocity.
C)Velocity is using a concentrated marketing program.
D)consumers have evaluated Velocity's products.
E)Velocity has adopted a niche marketing strategy.

Question 64

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

A)cognitive
B)affective
C)behavioral
D)motivational
E)learning

Question 65

According to the AIDA model, a customer expressing interest and desire is in the:

A)affective stage.
B)cognitive stage.
C)behavioral stage.
D)action stage.
E)adoption stag

Question 66

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in:

A)personal-selling situations.
B)radio advertising.
C)television advertising.
D)direct mail advertising.
E)mass communication channels.

Question 67

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

A)cognitive
B)affective
C)behavioral
D)conative
E)comprehension

Question 68

Which of the following is true of market niches?

A)They are usually large mass market segments.
B)They are well-defined market segments.
C)They are typically reached using mass communication such as advertising and publicity.
D)They are not suitable for specialized goods.
E)They include broader classes of buyers who have similar needs.

Question 69

In the context of the marketing communication process, which of the following products is most likely to be promoted by targeting individuals?

A)Chocolate bars
B)Fizzy drinks
C)Real estate
D)Soap
E)Pizza

Question 70

Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering:

A)encoding systems.
B)feedback.
C)noise.
D)message channels.
E)decoding mechanisms.

Question 71

The AIDA model was developed to represent the stages during the _____ process.

A)personal-selling
B)magazine advertising
C)mass marketing
D)sales promotions
E)radio advertising

Question 72

The _____ model is a response model that was developed as a paradigm for setting and measuring advertising objectives.

A)AIDA
B)hierarchy of effects
C)innovation adoption
D)adoption response
E)diffusion rate

Question 73

Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption?

A)The AIDA model
B)The hierarchy of effects model
C)The innovation adoption model
D)The information processing model
E)The adoption differentiation model

Question 74

Which of the following is most suitable for reaching a large consumer market segment with a broad class of buyers?

A)E-mail marketing
B)Personal selling
C)Magazine advertising
D)Targeted direct mail advertising
E)Buzz marketing

Question 75

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

A)encoding.
B)decoding.
C)feedback.
D)noise.
E)filters.

Question 76

The best way to reach a narrowly defined group of customers or a market niche is through:

A)television advertising and billboards.
B)personal-selling and targeted direct mail.
C)advertising and radio advertising.
D)any form of broadcast media.
E)transit advertising, billboards, and publicity.

Question 77

Which of the following response hierarchy models depicts consumers going through the stages of attention, presentation, comprehension, yielding, retention, and behavior?

A)The AIDA model
B)The hierarchy of effects model
C)The innovation adoption model
D)The information processing model
E)The integrated information response model

Question 78

The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.

A)diffusion rate
B)objective-task
C)innovation adoption
D)hierarchy of effects
E)adoption objective

Question 79

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.

A)hierarchy of effects
B)AIDA
C)innovation adoption
D)cognitive response
E)information processing

Question 80

DigiData Inc. launched a new smartphone in the market with new features. Moreover, the company plans to launch tablets and other groundbreaking digital devices as well. In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.

A)hierarchy of effects
B)AIDA
C)innovation adoption
D)cognitive response
E)information processing