Marketing Final Exam

Is direct face to face communication between two or

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ted in getting traffic to their sites. The company rep is engaged in: a. telemarketing b. interpersonal communication c. publicity d. mass communication e. crowd selling ANS: B Interpersonal communication is direct, face-to-face communication between two or more people. PTS: 1 REF: 252 Communication KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 34. Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication. a. mass b. c. d. e. feedback-proof referential interpersonal public ANS: A This describes mass communication. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 35. USA cable television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses _____ communication. a. referential b. mass c. factual d. interpersonal e. public ANS: B Mass communication involves communicating a concept or message to large audiences. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 36. Which of the following is NOT a disadvantage a firm using mass communication might experience? a. Inability to assess customer reactions to the promotion immediately b. Clutter from competitors’ messages c. Distractions around the consumer at the time of receipt of the message d. Inability to know exactly who is receiving the message e. Great expense on a per person exposed basis ANS: E Mass media reaches so many people that even though the initial investment is large, cost per person is small. PTS: 1 REF: 252 OBJ: 16-3 Thinking KEY: CB&E Model Strategy| CB&E Model Promotion 37. The communication process itself consists of: a. b. TOP: AACSB Reflective MSC: BLOOMS Analysis message, media, and transmittal source, receiver, and channel c. d. e. sender, receiver, and message encoding, decoding, channel, sender, and receiver comprehension, noise, and feedback ANS: D See Exhibit 16.2. PTS: 1 REF: 253 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 38. The _____ is the originator of the message in the communication process. a. communicator b. encoder c. channeler d. sender e. receiver ANS: D This is the definition of a sender. PTS: 1 REF: 253 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 39. For its new Jeep Compass, DaimlerChrysler launched a campaign targeting young, hip consumers. To reach its target, Jeep’s advertising agency used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers’ interest. The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers. DaimlerChrysler was the _____ of the message in this communication process. a. sender b. decoder c. channeler d. receiver e. comm...
View Full Document

Ask a homework question - tutors are online