Q&A Hero

Q: In a feedback loop, a response refers to A. the number of times a consumer must hear a message before it can be accurately decoded. B. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. C. the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. D. the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. E. the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Q: In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________. A. feedback B. a field of experience C. noise D. a response E. a hierarchy of effects

Q: A __________ consists of a response and feedback. A. feedback loop B. consequence C. source reaction D. primary significance E. concept effect

Q: The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students. A. create common ground for B. create noise in C. effectively decode D. use shared fields of experience with E. back translate

Q: Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because of this type of difference? A. The name of the product, when translated into Greek, has an unintentional meaning. B. Her target audience is strongly ethnocentric. C. The trade journals in which the company wants to run its ads do not accept ads from foreign companies. D. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her. E. The ads are in trade journals that Greek hospital administrators do not read.

Q: When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________. A. product consumption behaviors B. fields of experience C. channels of communication D. educational systems E. advertising appeals

Q: For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message. A. cultural background B. national, regional, or ethnic origin C. understanding and knowledge D. feeling E. psychographics

Q: A field of experience refers toA. the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).B. the designation given to different elements in the communications channel based upon their specific area of expertise (i.e. advertising, publicity, etc.).C. a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message.D. a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message.E. a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Q: A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________. A. common ground B. field of experience C. McLuhanism D. hermeneutics E. back translation

Q: Which of the following messages represents a potential communication error? A. "Once in-a-lifetime offer!" B. "Buy one, get one free!" C. "Can't read? Let us help. Free literacy classes." D. "Great part-time job opportunity; transportation required." E. "Two bottled waters for $3.00 or $1.75 a piece."

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________. A. the communications channel is not properly developed B. there is no interest on the part of the receiver C. feedback may be so delayed or distorted that it is of no use to the sender D. the message is considered too ordinary because there is too much field of experience E. the encoder is inexperienced, resulting in too much noise

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender. A. in an attempt to be creative, the encoder creates a message with too much noise B. there is no interest on the part of the receiver because the product itself is inadequate C. the communications channel is not properly developed D. the message is considered too ordinary because there is too broad a field of experience E. the receiver may not properly transform the set of symbols into the correct abstract idea

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols, (2) __________, (3) the receiver may not properly transform the set of symbols into the correct abstract idea, or (4) feedback may be so delayed or distorted that it is of no use to the sender. A. a properly encoded message may be sent through the wrong channel and never make it to the receiver B. in an attempt to be creative, the encoder creates a message with too much noise C. the communications channel is not properly funded D. the message is considered too ordinary because there is too broad a field of experience E. there is no interest on the part of the receiver because the product itself is inadequate

Q: After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean. A. integrating B. decoding C. transforming D. translating E. encoding

Q: After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the task of __________. A. integrating B. sending C. decoding D. messaging E. encoding

Q: The process of having the receiver take a set of symbols, the message, and transforming them into an idea during the communication process is referred to as __________. A. decoding B. encoding C. integrating D. back translation E. transformation

Q: Decoding refers to A. receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning. B. having a receiver take a set of symbols, the message, and transform them back to an idea. C. receiving a message that requires integration of new information to fully understand the intended meaning. D. having the sender transform an abstract idea into a set of symbols that can be universally understood. E. having a sender take a set of symbols, the message, and transform them back to an idea.

Q: When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's personal-care powerhouse. The ads that P&G developed shed the older-man image and now appeal to the 18-to-34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market. A. respond B. discuss C. decode D. encode E. feedback

Q: In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________. A. fields of experience B. receiving C. encoding D. decoding E. messaging

Q: The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________. A. decoding B. encrypting C. message formation D. advertising E. encoding

Q: In the communication process, the viewers who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant during a NASCAR event are called __________. A. decoders B. the target market C. wasted coverage D. receivers E. encoders

Q: The term receivers, in a marketing communications context, refers to A. only those consumers who read, hear, or see a message about a product or service and then choose to buy it. B. consumers who read, hear, or see the message sent by a source during the communication process. C. a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign. D. promotional firms that select the best channels through which to convey advertising messages. E. customers who read, hear, or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.

Q: Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________. A. decoders B. the target market C. receivers D. sources E. encoders

Q: The billboards that Sony uses to advertise its PlayStation 4 video game console are __________. A. channels of communication B. messages C. noise D. feedback loops E. sources

Q: L'Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oreal Visible Lift makeup appeared, is an example of (a) __________. A. message B. noise C. feedback loop D. source E. channel of communication

Q: In a marketing context, all of the following are channels of communication that convey a message from a source to a receiver EXCEPT: A. magazine B. news release C. salesperson D. encoder E. TV

Q: The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) __________. A. vehicle B. field of experience C. channel of communication D. direct feedback loop E. information highway

Q: A channel of communication refers to A. the selection of either paid or non-paid forms of information dissemination. B. a similar understanding and knowledge that a sender and receiver apply to a message. C. an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. D. a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. E. the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

Q: What value does direct marketing provide customers?

Q: Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand. A. lesson B. message C. meme D. source E. feedback

Q: What is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Q: The information sent by a source to a receiver during the communication process is referred to as __________. A. an advertisement B. publicity C. a message D. feedback E. a missive

Q: Identify and discuss four methods used to set the promotion budget.

Q: In a marketing context, a message refers to A. product information regarding benefits and usage found from receiver to the sender outside the channel of communication. B. the slogan or tagline of a specific product. C. proprietary information linking a specific product to a promotional campaign. D. the information sent by a source to a receiver during the communication process. E. a television or radio commercial from the buyer to the seller.

Q: Explain what the hierarchy of effects is. List and explain the five stages.

Q: Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer. A. receiver B. source C. message D. decoder E. communication channel

Q: The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Q: A company or person who has information to convey during the communication process is referred to as a(n) __________. A. encryptor B. message carrier C. originator D. receiver E. source

Q: Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Q: A source refers to A. any paid form of advertising. B. consumers who read, hear, or see the message during the communications process. C. a company or person who has information to convey during the communications process. D. people with similar understanding and knowledge who are willing to share that knowledge with others. E. a group of individuals who are willing to receive information from others.

Q: Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled J is referred to as __________. A. the source B. the message C. the receiver D. the feedback loop E. the fields of experience

Q: What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled I is referred to as __________. A. the response B. the source C. the message D. the receiver E. the fields of experience

Q: What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled H is referred to as __________. A. noise B. the message C. the receiver D. the fields of experience E. feedback

Q: What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled G is referred to as __________. A. noise B. the message C. the feedback loop D. the fields of experience E. feedback

Q: What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled F is referred to as __________. A. the response B. the message C. the feedback loop D. the fields of experience E. feedback

Q: What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled E is referred to as __________. A. the source B. the message C. the fields of experience D. feedback E. the receiver

Q: Identify and briefly describe each of the five promotional mix elements.

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled D is referred to as __________. A. encoding B. the message C. decoding D. the fields of experience E. feedback

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled C is referred to as __________. A. the source B. the message C. the receiver D. the fields of experience E. feedback

Q: List and briefly describe the key elements of the communication process.

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled B is referred to as __________. A. the source B. the message C. the receiver D. encoding E. feedback

Q: List the key elements of the promotional mix. Why are they used?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled Box A is referred to as __________. A. the message B. the receiver C. the source D. the fields of experience E. feedback

Q: Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as A. advertising management. B. targeted marketing research. C. traditional media expertise. D. repositioning. E. integrated marketing communications.

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, a receiver, and __________. A. a concept B. an offer C. a slogan D. a brand E. the processes of encoding and decoding

Q: According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from "u02dcfood as fuel' to _________. A. "u02dcfood as expression of style' B. "u02dcfood as attitude change tool' C. "u02dcfood as experience' D. "u02dcfood as personal philosophy' E. "u02dcfood as health'

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, __________, and the processes of encoding and decoding. A. a concept B. a receiver C. an offer D. a brand E. a slogan

Q: The advertising campaign, "Think Outside the Bun" was designed for Millenials and belongs to which brand? A. McDonald's B. Arby's C. Chick-Fil-A D. Taco Bell E. Long John Silver's

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, __________, a receiver, and the processes of encoding and decoding. A. a concept B. an offer C. a brand D. a slogan E. a channel of communication

Q: The European Union passed a law called the E-Privacy Directive toA. provide explicit laws for website owners.B. protect intellectual property.C. increase credit availability.D. reduce the cost of postage.E. allow more consumers access to the Internet.

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding. A. a message B. a concept C. a brand D. a slogan E. an offer

Q: Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so A. with new customers. B. with consumers' consent. C. with repeat customers. D. when new products are being offered. E. when competitors use cookies.

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding. A. a concept B. a brand C. a slogan D. a source E. an offer

Q: The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ of all households are registered. A. 95% B. 90% C. 80% D. 70% E. 30%

Q: The process of conveying a message to others that requires six elements - a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding - is referred to as __________. A. exchange B. dialogue C. communication D. advertising E. feedback

Q: All of the following are reasons why direct mail and catalog retailing are attractive EXCEPT: A. they can create customer value by providing a fast and convenient means of making a purchase. B. they can serve as a tool to encourage consumers to visit a website, a social media page, or even a store. C. their paper costs and postal rates have declined, making them less expensive to send. D. they can eliminate the cost of a store and clerks. E. they can improve marketing efficiency through segmentation and targeting.

Q: Direct-mail and catalog retailing are examples of __________. A. nonstore retailing B. intertype retailing C. online retailing D. print-media retailing E. dual retailing

Q: Vending machines are no longer limited by the need for cash. In Japan, South Korea, and the Philippines, consumers use mobile phones that transmit payments to vending machines wirelessly. This is an example of how vending machines can provide which type of utility? A. time B. place C. possession D. product E. form

Q: Improvements in which form of nonstore retailing include touchscreens, credit card readers, wireless payment technology, and better energy efficiency? A. direct mail B. online retailing C. television home shopping D. telemarketing E. automatic vending

Q: Which form of retailing is Best Buy now using in airports to distribute its mobile phone and computer accessories, digital cameras, flash drives, and other consumer electronics? A. vending machines B. salespeople with mobile carts C. mall-scale traditional retail stores D. salespeople wearing Best Buy uniforms with products in backpacks E. free-standing kiosks staffed with knowledgeable sales personnel

Q: The largest percentage of products sold from vending machines are __________. A. candy and snacks B. personal items C. movies and videos D. cold beverages E. food

Q: Prices in vending machines tend to be higher because A. machines are placed in low demand/traffic areas. B. maintenance, operating, and leasing costs are high. C. only small unit volume items are sold. D. customary pricing requires certain coin and currency amounts regardless of the normal retailer markup. E. few people buy from vending machines.

Q: Vending machines are an example of __________. A. hypermarkets B. direct mail C. scrambled merchandising D. intertype competition E. nonstore retailing