Integrated Advertising, Promotion, and Marketing Communications Test Bank (Clow/Baack) – Questions & Answers

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,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.goin
g.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
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,LO:..1.1.How.does.communication.take.place?

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.pla
ce?
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.d
oor.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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