Question 1
Putting thoughts, ideas or information together in symbolic form is called:
encoding.
deciphering.
shaping.
flighting.
decoding.
Question 2
_____ is defined as the passing of information, the exchange of ideas or process of establishing a commonness of thought
between a sender and receiver.
Advertising
Sales promotion
Encoding
Decoding
Communication
Question 3
Instantaneous feedback on how effective a marketing communication method is will most likely be possible in:
personal selling situations.
radio advertising.
television advertising.
direct mail advertising.
mass communication channels.
Question 4
Advertisements for Planter's nuts describe the nuts as a delicious snack food for everyone. The television commercials show
animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts.
Which of the following can be identified as a channel for this ad?
Television
Computer-generated animals
Increase in the sales of Planter's nuts
The can of Planter's nuts shown in the ad
The people in the ad
Question 5
Nonpersonal channels of communication include:
newspapers, magazines, billboards, and salespeople.
salespeople, friends, relatives, and spokespeople.
reference groups, sales clerks, and telemarketers.
television, radio, newspapers, and magazines.
television, salespeople, and radio.
Question 6
_____ is the process of interpreting a sender's message into thought.
Decoding
Encoding
Channeling
Responding
Transmitting
Question 7
The experiences, perceptions, attitudes and values a consumer brings to a communication situation is referred to as his or her:
semiotic experiences.
field of experience.
common ground.
source characteristics.
selective perceptions.
Question 8
The _____ of communication is the person or organization that has information to share with another person or group of
people.
Essence
Source
message
decoder
channel
Question 9
An ad by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for their
vacation destination was published inSouthern Livingmagazine. The ad shows various scenic pictures of Tennessee and
includes the slogan, "Tennessee sounds good to me." In this print ad, the source of the advertising message is:
the Tennessee Department of Tourist Development.
Southern Livingmagazine.
the people in the scenic pictures.
the slogan.
readers of the magazine.
Question 10
_____ is any unplanned distortion or interference in the communication process.
Semiotics
Selective perception
Noise
Feedback
Blocking