Question17. The coordination of promotion and othe

17. The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

a) communication.

b) integrated marketing communications.

c) tactile communication.

d) kinesic communication.

e) proxemic communication.

18. Chris sees a television commercial for Arby’s promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby’s for a roast beef feast, but is told that the special offer is not available at that location. Arby’s seems to lack

a) communication.

b) promotional efforts.

c) integrated marketing communications.

d) channel capacity.

e) coordinated awareness.

19. Effective management of integrated marketing communications is based upon

a) consumer attitudes towards promotion.

b) information about customers.

c) the communication process model.

d) budgetary allowances.

e) the firm’s organizational structure.

20. If FedEx-Kinko’s decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko’s would likely be striving to practice

a) one-stop shopping.

b) more expertise.

c) pioneer promotional efforts.

d) competitive promotional programming.

e) integrated marketing communications.

21. In order for customers to receive greater customization and service, they must be willing to

a) pay high prices for standard goods.

b) give up all their rights to privacy.

c) use the Internet for communication with companies.

d) give information about themselves and their tastes.

e) spend significant amounts of time to purchase products.

22. A sharing of meaning defines

a) promotion.

b) information.

c) noise.

d) interference.

e) communication.

23. A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

a) communications channel.

b) source.

c) relay channel.

d) decoder.

e) sender.

24. In the Gillette advertisement that claims, “Gillette, the best a man can get,” Gillette is the communication

a) receiver.

b) transmitter.

c) decoder.

d) source.

e) noise.25. The individual or group that decodes a coded message is called a

a) sender.

b) receiver.

c) source.

d) decoder.

e) receptor.

26. Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy’s. She reads the message and sees the pictures of the new salads. In this case, Sierra is the _____ and Wendy’s is the _____ of this communication.

a) receiver; source

b) audience; promoter

c) decoder; coder

d) communicatee; communicator

e) feedback; noise

27. The process of putting one’s thoughts (meaning) into signs (symbols) is called

a) decoding.

b) noise.

c) interference.

d) transmission.

e) the coding process.

28. When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing

a) communication.

b) the coding process.

c) the decoding process.

d) the conversion process.

e) communications channel.

29. As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process.

a) encoding

b) sourcing

c) decoding

d) sending

e) receiving

30. When encoding the message, the source should use signs that have

a) new and exciting meanings.

b) different meanings to different people.

c) contemporary jargon.

d) meanings that the target market will understand.

e) broad interpretations.

31. Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

a) noise.

b) communication links.

c) communication resources.

d) communication channels.

e) decoding sources.

32. The Barrister’s Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant’s target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of

a) shared symbols.

b) targeted customers.

c) communication channel.

d) decoded meanings.

e) noise minimizers.

33. The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)

a) coder.

b) decoder.

c) encoder.

d) relay channel.

e) communication channel.

34. OES Office Systems’ use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

a) Communication channel

b) Decoding process

c) Encoding process

d) Sharing of meaning

e) Noise minimization

35. During the decoding process, the

a) intensity of the transmission becomes stronger.

b) receiver attempts to convert signs or symbols into concepts and ideas.

c) source attempts to convert signs or symbols into concepts and ideas.

d) source converts meaning into a series of signs or symbols that represent ideas or concepts.

e) receiver filters noise from the feedback.

36. The message that a source originally encodes and the meaning a receiver ultimately decodes

a) contain circular feedback.

b) may be different because of noise.

c) are usually exactly the same.

d) rarely are similar because of feedback.

e) are collectively termed the communications channel.

37. During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process.

a) encoding

b) bad luck

c) noise

d) deflected transmission

e) poor implementation

38. Sonya is watching the six o’clock news as she prepares dinner. As commercial breaks come on, Sonya’s dinner preparation would be considered

a) a communication inhibitor.

b) feedback.

c) noise.

d) decoding blocker.

e) interference.

39. Which is the best example of noise that originates with the receiver in the communication process?

a) Sarah drives through a tunnel, and her radio signals become very weak.

b) Maria has been studying English for two years and does not understand the symbolism being used in a commercial.

c) Kevin simply tunes out pop-up ads on the Internet so that they don’t even enter his awareness.

d) Because of poor printing, Claire cannot read an advertisement in her local newspaper.

e) A mother fails to hear a new commercial for diapers because her new baby is crying.

40. The receiver’s response to a message is ___________ for the source.

a) feedback

b) the communications channel

c) noise

d) channel capacity

e) decoding

41. Communication can be viewed as a circular process because

a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.

b) the message goes from encoding by the source to decoding by the receiver.

c) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate.

d) channel capacity is determined by the least efficient component.

e) the message goes from person to person.

42. Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

a) personal selling.

b) retailing.

c) public relations.

d) advertising.

e) sales promotion.

43. In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication.

a) decoding

b) feedback

c) encoding

d) perceptual attention

e) noise reduction

44. Sara Dickson is concerned about the effectiveness of Magnum, Inc.’s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through

a) television advertising.

b) newspaper advertising.

c) public relations.

d) sales promotion.

e) personal selling.

45. Channel capacity is determined by the

a) most efficient component of the communication process.

b) least efficient component of the communication process.

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