Question 1

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.

Accepted Answer

Salespeople are personal channels of communication as they directly interact with buyers and deliver selling messages or presentations.

Question 2

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.

Accepted Answer

A TV commercial is considered a form of mass communication, not a personal channel, because it is broadcast to a wide audience simultaneously, regardless of the viewer's personal or solitary context.

Question 3

The information processing model of advertising effects assumes that the receiver does not have the capacity to solve problems.

Accepted Answer

The information processing model of advertising effects assumes that the receiver is an active and critical processor of information, who has the capacity to solve problems and make decisions based on the information presented to them in an advertisement.

Question 4

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

Accepted Answer

The answer of The AIDA model is the basis for...

Question 5

Distractions from technology, including laptops, tablets, and mobile phones/smartphones, can introduce noise into the communication model.

Accepted Answer

Distractions from technology can lead to interruptions, multitasking, and reduced attention, which can all contribute to noise in the communication model.

Question 6

When Coach uses its brand name and picture to communicate an intended message of aspirational heritage mixed with an urban attitude, it is relying on the impression or image the ad creates, not the actual words or the message.

Accepted Answer

The statement correctly explains the use of brand image in advertising.

Question 7

The marketing communication process really begins when the audience acts on the marketer's message.

Accepted Answer

The marketing communication process begins with the marketer identifying their target audience and creating a message that will appeal to them. The audience acting on the message is one of the outcomes or results of the process, not the beginning.

Question 8

Companies that utilize viral marketing must develop a seeding strategy to start the viral process.

Accepted Answer

This is true. A seeding strategy involves identifying initial influencers or target audience members to help quickly spread the viral content through their networks. Without a seeding strategy, the viral campaign may not gain enough initial momentum to take off.

Question 9

Television is the only advertising tool that influences word of mouth about a brand.

Accepted Answer

Word of mouth can be influenced by various factors such as personal experiences, recommendations from friends and family, online reviews and social media. While television advertising can certainly contribute to brand awareness and recognition, it is not the only factor that influences word of mouth.

Question 10

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.

Accepted Answer

This statement is true. Hierarchy models of communication response are based on the idea that potential customers go through a series of steps in their decision-making process, such as awareness, knowledge, liking, preference, conviction, and finally, purchase. Communication strategies can be designed to move customers through each of these steps.

Question 11

Buzz marketing, consumer-generated marketing, and viral marketing are new names for what used to be known simply as word-of-mouth communication.

Accepted Answer

Buzz marketing, consumer-generated marketing, and viral marketing are all forms of word-of-mouth communication that have been given new names in recent years.

Question 12

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.

Accepted Answer

Studies have shown that female and younger consumers tend to be more socially connected and active on social media, which makes them more likely to influence their peers and be influenced by viral trends. Male and older consumers, on the other hand, are often more independent and less likely to be influenced by social pressure.

Question 13

The responsibility to encode a message in a way that can be well understood lies with the receiver.

Accepted Answer

The responsibility to encode a message in a way that can be well understood lies with the sender, not the receiver. The receiver's responsibility is to decode and interpret the message.

Question 14

The field of experience is the process of transforming the sender's message back into thought.

Accepted Answer

The field of experience refers to the mutual background, knowledge, and understanding that the sender and receiver share, which facilitates effective communication. The process of transforming the sender's message back into thought is known as decoding.

Question 15

Low-involvement purchase decisions are areas where a standard hierarchy response process is likely.

Accepted Answer

Low-involvement purchase decisions typically involve routine, simple products or services and do not follow the standard hierarchy of effects model (awareness, interest, desire, action) because consumers spend less time evaluating alternatives and making a decision.

Question 16

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.

Accepted Answer

The consumer decision journey framework recognizes that the decision-making process can be non-linear and can involve various touchpoints and influences. It takes into account the fact that consumers may revisit certain stages and consider multiple options before making a final purchase decision.

Question 17

Phone conversations account for the vast majority of word-of-mouth communications about a brand.

Accepted Answer

While phone conversations do contribute to word-of-mouth communications about a brand, the vast majority of such communications now occur through online platforms, social media, and digital messaging, reflecting the shift in how people communicate and share information.

Question 18

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.

Accepted Answer

This statement is true. In advertising, the message is not always conveyed through the actual words used. Often, the visuals and overall impression left by the ad can have a greater impact on how the product is perceived and remembered by the audience.

Question 19

The receiver's perception of the source of the message may affect the source's ability to communicate.

Accepted Answer

The receiver's perception of the source can influence their trust in the message and, therefore, their receptivity to it. If the receiver trusts and respects the source, they are more likely to listen and act on the message. Conversely, if the receiver has a negative perception of the source, they may be less inclined to pay attention to the message or may interpret it differently than intended. Therefore, the source's ability to effectively communicate depends on the receiver's perception of them.

Question 20

Very small, well-defined groups of customers are often referred to as individuals.

Accepted Answer

Very small, well-defined groups of customers are typically referred to as niches or niche markets, not individuals.

Quiz 5: The Communication Process