Question 1

Ronell missed an ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.With reference to the communication process,the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as:

Accepted Answer

The ad for the estate sale acted as noise in the communication process. Noise can be defined as any distraction or interference that affects the communication process and makes it difficult to receive or understand the intended message. In this case, the ad for the estate sale interfered with Ronell's ability to receive and understand the message in the ad for Smythe Catering.

Question 2

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

Accepted Answer

Decoding refers to the process of receiving a message and interpreting its meaning. This process is heavily influenced by the experiences, perceptions, attitudes, and values of the recipient. Therefore, the recipient's interpretation of the message will be most influenced by these factors. Encoding, noise, feedback, and transmission are all part of the communication process, but are less dependent on the recipient's personal factors.

Question 3

Winston is watching an interesting TV program with a group of friends.During the commercial break,he is unable to concentrate on a Pepsi commercial that he is interested in watching because all his friends are discussing the events in the show.Winston's inability to receive the Pepsi message illustrates which factor in the communications process?

Accepted Answer

Winston's inability to receive the Pepsi message is due to the noise in the communication process, which can be any interference that hinders the message from being received clearly. In this case, the noise is the distraction caused by Winston's friends' discussion, which is preventing him from paying attention to the commercial.

Question 4

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 the ad is supposed to deliver,but if Rick and Beth Minton think the ad is simply showing people being rude and boorish,then in terms of the communication process,the Mintons have _____ the message improperly.

Accepted Answer

The Mintons have "decoded" the message improperly. Decoding is the process by which the receiver interprets the sender's message. If they perceive the ad differently than intended, it means they have decoded it incorrectly.

Question 5

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

Accepted Answer

The decoding component of the communications process is heavily influenced by the field of experience of the receiver. This is because the way in which an individual interprets a message is based on their own background knowledge, beliefs, and experiences. Therefore, the decoding process is more subjective and personal than encoding or the other components of the communications process.

Question 6

When Bart heard an ad state that Kraft's Pasta Anytime microwave meals could be prepared in three minutes,he thought that he would find the meals in his supermarket's frozen food aisle with other microwave meals.When he could not find the Kraft meals,he purchased another brand.He did not understand that Kraft meals were not frozen,the reason why they cooked so quickly.He should have looked on the supermarket aisle that contains pasta.Bart experienced a problem with:

Accepted Answer

Bart misunderstood the information conveyed in the advertisement, as he assumed that the Kraft meals would be located in the frozen food aisle with other microwave meals. This suggests a problem with decoding, or understanding the intended meaning of the message.

Question 7

Michael told Terry and Bill,Terry told Melissa,and Melissa told Ty,Andrew,and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes.This word-of-mouth took place via a(n)_____ channel of communication.

Accepted Answer

Personal communication involves direct interaction between individuals or small groups, such as in this case of Michael, Terry, Bill, Melissa, Ty, Andrew, and Beryl sharing their thoughts and opinions about the new Mexican restaurant.

Question 8

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

Establishing a common ground between marketing and advertising people and mass market consumers can be challenging due to their different backgrounds and interests.

Question 9

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

Accepted Answer

Feedback refers to the part of a receiver's response that is communicated back to the sender. It helps the sender to understand whether the message has been received and how it has been understood. Feedback can take many forms, such as verbal or nonverbal cues, and it is an essential component of effective communication. Noise refers to any interference that disrupts the communication process, while reciprocity refers to the mutual exchange of messages between the sender and receiver. Encoding is the process of converting a message into a form that can be transmitted, and reception is the process of receiving and interpreting a message.

Question 10

_____ 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, which is the opposite of encoding, where a sender forms and delivers a message. Channeling refers to the method used to transmit the message, while responding pertains to the receiver's reaction to the message. Transmitting refers to the act of sending the message through a medium.

Question 11

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 of an advertising message with a way to monitor the effectiveness of the message by receiving information about how the message was received and interpreted by the intended audience. Feedback can come in various forms such as sales data, surveys, or customer comments.

Question 12

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

Accepted Answer

The commercial broadcast during Law & Order is a nonpersonal channel of communication because it is a one-way message being sent to a large audience and there is no direct interaction or communication between the sender (Honda) and the receiver (viewers).

Question 13

Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution.The newspaper is read by over 100,000 people.The newspaper is an example of a(n)_____ channel of communication.

Accepted Answer

The Atlanta Journal-Constitution is a nonpersonal channel of communication because it is a mass media source that reaches a large audience, rather than a personalized or one-on-one communication.

Question 14

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.The advertisers think the message the ad delivers is freshness.However,Rick and Beth Minton think the ad is simply showing people being rude and boorish.One of the possible explanations for these highly different perceptions of the ads is due to an absence of:

Accepted Answer

The highly different perceptions of the Mentos mint candy ad may be due to an absence of a common ground, where the viewers have shared experiences and understanding that would enable them to interpret the ad in a similar way. Rick and Beth Minton may have a different worldview or values that make them perceive the ad's message as rude and boorish, while the advertisers' target audience may understand the ad's message of thinking creatively and having a fresh perspective.

Question 15

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

Accepted Answer

The field of experience is the set of experiences, perceptions, attitudes, and values that a consumer brings to a communication situation. This background of personal characteristics influences how the consumer perceives and interprets the message.

Question 16

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

Accepted Answer

The age difference between advertisers (senders) and the target audience (receivers) can lead to misunderstandings or misrepresentations, affecting the effectiveness of the advertisement.

Question 17

Nonpersonal channels of communication include:

Accepted Answer

Nonpersonal channels of communication refer to media that do not involve direct personal interaction, such as television, radio, newspapers, and magazines.

Question 18

An ad for The Peabody Hotel in Memphis,Tennessee,has a number that people can call on if they are interested in reserving rooms at the hotel or knowing more 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 its ad.This response count is an example of:

Accepted Answer

The response count of phone calls is an example of feedback, as it represents the audience's response to the advertisement. Feedback is a crucial element in communication, as it helps the sender (in this case, the hotel) to understand the effectiveness of their message and make any necessary adjustments.

Question 19

The receiver's set of reactions after seeing,hearing,or reading the message is known as a _____.

Accepted Answer

The receiver's set of reactions after seeing, hearing, or reading the message is known as feedback. Feedback is the process of providing information about the receiver's response to the sender. This information can be used to improve the communication process.

Question 20

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

Accepted Answer

Noise refers to any unintended disturbance or interference in the communication process that hinders the effective delivery of messages. This can include external noise (such as background noise or distractions), internal noise (such as personal biases or preconceptions), or semantic noise (such as language barriers or misinterpretation of meaning). Selective perception refers to the tendency of individuals to selectively interpret and remember information based on their own biases and assumptions. Semiotics refers to the study of signs and symbols and their interpretation. Feedback refers to the information or responses provided in response to a message or communication. Blocking refers to the intentional or unintentional prevention of communication from occurring.

Quiz 3: The Communication Process