ELEMENTS OF COMMUNICATION: MESSAGE Assignment

1. The process of conveying a message to others that requires six central elements – a source, a message, channel of communication, a receiver, and the processes of encoding and decoding is called:

a. exchange.
b. dialogue.
c. communication.
d. promotion.
e. feedback.

19-2. One of the communication elements, the source, refers to:

a. any information which is paid for.
b. consumers who read, hear, or see the message.
c. similar understanding and knowledge.
d. a company or person who has information to convey.
e. any knowledgeable group of individuals.

19-3. Encoding refers to:

a. receiving a message with a common field of experience.
b. receiving a message which requires integration of new information.
c. the process of having the sender transform an abstract idea into a set of symbols.
d. the process of selecting a communication channel.
e. creating a common field of experience.

19-4. Decoding is the process of:

a. receiving a message that contains a common field of experience.
b. receiving a message which requires integration of new information.
c. having the sender transform an abstract idea into a set of symbols.
d. having a receiver take a set of symbols, the message, and transform them back to an abstract idea.
e. creating a common field of experience.

19-5. Communication problems which are the result of misinterpretation can be attributed to:

a. incorrect grammatical usage.
b. poor photographic reproduction.
c. different fields of experience.
d. the use of humor, fear, or sex.
e. the use of medium with too much noise.

19-6. The communication flow from receiver back to sender which indicates whether the message was decoded and understood as intended is called:

a. encoding.
b. receiver response.
c. feedback.
d. exchange cycle.
e. message loop.

19-7. Extraneous factors that can work against effective communication by distorting a message or the feedback received are called:

a. feedback.
b. the field of experience.
c. the source.
d. noise.
e. encoding.

19-8. Which promotional mix alternative has the advantage of allowing the seller to see or hear the potential buyer’s reaction to the message?

a. Advertising
b. Personal selling
c. Public relations
d. Sales promotion
e. Publicity

19-9. When representatives for the Encyclopedia Britannica visit homeowners to discuss purchase of sets of books, they are engaging in a form of communication called:

a. mail order.
b. sales promotion.
c. public relations.
d. personal selling.
e. fund raising.

19-10. An advantage of publicity is:

a. credibility.
b. control.
c. colour.
d. intrusiveness.
e. high cost.

19-11. The disadvantages of publicity relate to the lack of user’s:

a. credibility.
b. control.
c. constancy.
d. intuition.
e. budgeting.

19-12. A short-term inducement of value offered to arouse interest in buying a good or service is called:

a. promotion.
b. publicity.
c. advertising.
d. sales promotion.
e. personal selling.

19-13. You are being influenced by _________________________ when you turn in a 50-cents-off coupon for Crest toothpaste at your local pharmacy when you buy that particular dentifrice.

a. advertising
b. sales promotion
c. public relations
d. publicity
e. personal selling

19-14. Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

a. Advertising
b. Personal selling
c. Sales promotion
d. Publicity
e. None of the above

19-15. A characteristic of a product that is relevant to promotional mix decisions and has financial, social, and physical components, is called:

a. risk.
b. complexity.
c. ancillary services.
d. noise.
e. promotion.

19-16. With respect to promotional element decisions, a product’s ancillary services pertain to:

a. non-warranted product features.
b. the technical sophistication of the product.
c. product features not originally envisioned by the manufacturer.
d. warranties.
e. the degree of service or support required after the sale.

19-17. Which of the following is/are used during the postpurchase stage of the consumer’s purchase decision to reduce postpurchase anxiety?

a. Advertising
b. Personal selling
c. Sales promotion and advertising
d. Publicity and advertising
e. Personal selling and advertising

19-18. When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, what is this approach called?

a. Push strategy
b. Pull strategy
c. Promotion strategy
d. Marketing strategy
e. Logistics strategy

19-19. When a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product, the strategy is called a:

a. push strategy.
b. promotional strategy.
c. demand strategy.
d. finance allowance.
e. pull strategy.

19-20. The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as:

a. advertising and sales promotion
b. product/service promotion
c. integrated marketing communications
d. marketing management
e. management by objectives