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Unformatted text preview: of other people while the ad is
All of these
Noise is anything that interferes with, distorts, or slows the transmission of information.
KEY: CB&E Model Customer OBJ: 16-3 TOP: AACSB MSC: BLOOMS Analysis 52. For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip
consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other
nontraditional marketing tactics to capture consumers’ interest. These communications were
directed at the _____, the persons who would decode the message.
communicators ANS: B
Customers are the receivers who decode the message.
KEY: CB&E Model Marketing Plan OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 53. _____ is the interpretation of the language and symbols sent by the source through a channel.
This is the definition of decoding.
KEY: CB&E Model Strategy
54. For communication to be effective:
e. OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge
marketing managers should use both
interpersonal and mass communications
all steps of the communications process
model must take place
marketing managers must ensure a proper
match between the message to be conveyed
and the target market’s attitudes and ideas
advertising messages must be general enough
to cover all ages, social classes, and education
marketers should use televised instead of print
communication ANS: C
Common understanding between two communicators is required for effective communication.
KEY: CB&E Model Customer| CB&E Model Promotion
Comprehension TOP: AACSB
MSC: BLOOMS 55. Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is
tremendously frustrated when he asks what he thinks are simple questions about weight-bearing
walls and insulation requirements that the designer is unable to understand. Yet Ernest has the
same problems when the designer starts talking about mauve, cerise, and magenta. Why is the
communication process not working in this instance?
The designer is not intelligent enough to
understand engineering. b.
e. Noise is interfering with both encoding and
The wrong medium has been used.
The sender and receiver do not share
overlapping frames of reference.
Personal selling should not be used to market
this type of product. ANS: D
Common understanding between two communicators, or a common frame of reference, is
required for effective communication. In this case, the designer has no knowledge base in
engineering, and Ernest has no knowledge base in the designer’s colors.
KEY: CB&E Model Customer OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 56. The receiver’s response to...
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This document was uploaded on 09/29/2013.
- Fall '13