Study Efficiently with the Updated 2023 [Integrated Advertising, Promotion, and Marketing Communications,Clow,8e] Test Bank

Integrated Advertising, Promotion, and Marketing Communications 8e (Clow/Baack)
Chapter 1 Integrated Marketing Communications

1) In the communications model, the sender is:
A) the company seeking to sell a product.
B) a television set.
C) the consumer viewing an ad on the internet.
D) a consumer ignoring an ad in a newspaper.
Answer: A
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

2) When Sean shops for an automobile, which are the senders in the communication process?
A) Honda and Toyota
B) NBC and CSPAN
C) The New York Times and the Chicago Sun Times
D) A website and social media
Answer: A
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

3) In the communication process, a person at an advertising agency preparing an ad is most
likely going to be involved in:
A) encoding.
B) transmission.
C) decoding.
D) noise or clutter.
Answer: A
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

4) In the communication process, encoding is:
A) a sales pitch recited by a salesperson.
B) the database manager finding a statistical oddity.
C) a social media network.
D) a purchase decision by a consumer.
Answer: A
Difficulty: Difficult
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
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,5) In the communication process, the items that carry the message from the sender to the receiver
are:
A) encoding processes.
B) decoding processes.
C) transmission devices.
D) feedback devices.
Answer: C
Difficulty: Easy
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

6) A consumer sees a billboard while driving. The billboard is a(n):
A) encoding device.
B) decoding device.
C) transmission device.
D) form of feedback.
Answer: C
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

7) When a message is being heard or seen by a consumer, what is taking place?
A) Encoding
B) Transmission
C) Decoding
D) Feedback
Answer: C
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

8) A person smells the fragrance of a perfume attached to a magazine advertisement. What is
taking place?
A) Encoding
B) Transmission
C) Decoding
D) Feedback
Answer: C
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?



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,9) The person viewing a message sent by a celebrity on Twitter endorsing a product plays which
role in the communications model?
A) Sender
B) Decoder
C) Receiver
D) Object
Answer: C
Difficulty: Easy
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

10) Kodak's marketing team identifies a group of people who are most likely to use the
company's new digital photo technology and create advertisements specifically for them. In a
communications model, these individuals are:
A) senders.
B) decoders.
C) receivers.
D) subjects.
Answer: C
Difficulty: Difficult
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?

11) Noise is:
A) anything which carries a message from a sender to a receiver.
B) changing a message to match the specific needs of a target audience.
C) a verbal or nonverbal cue delivered by the sender.
D) anything that distorts or disrupts a message.
Answer: D
Difficulty: Easy
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?

12) Michelle is watching a television commercial for a new car but a stereo is playing in the
room next door making it difficult to concentrate. This is an example of:
A) feedback disruption.
B) noise.
C) encoding design.
D) a contact point.
Answer: B
Difficulty: Moderate
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
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, 13) The key to using social media successfully is:
A) making it compatible with the off-line marketing program.
B) identifying the heavy users of the product.
C) finding the right Facebook fans.
D) using Facebook and Twitter to send separate messages.
Answer: A
Difficulty: Difficult
Skill: Definition (Concept)
AACSB: Reflective thinking
LO: 1.1 How does communication take place?

14) While browsing the internet, a consumer encounters a new pop-up ad every time a page is
opened. This is an example of:
A) advertising effectiveness.
B) perceptual distortion.
C) clutter.
D) brand parity.
Answer: C
Difficulty: Moderate
Skill: Application
AACSB: Information technology
LO: 1.1 How does communication take place?

15) The following are examples of communication noise except:
A) driving while listening to the radio.
B) scanning the newspaper for articles to read.
C) scrolling past internet ads without looking at them.
D) examining an advertisement in a magazine.
Answer: D
Difficulty: Easy
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?

16) Which is an example of feedback in a marketing channel?
A) New product development
B) A customer complaint
C) A decision to begin international operations
D) Removing a product from the market
Answer: B
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?




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