Marketing Final Exam

Manufacturer of meridian yam products spent 25000 to

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Unformatted text preview: unicator ANS: A The sender is the originator of the message in the communication process. PTS: 1 REF: 253 Communication KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 40. The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, Meridian acted as a: a. channel b. noise filter c. receiver d. e. decoder sender ANS: E The sender is the originator of the message in the communication process. PTS: 1 REF: 253 Communication KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 41. The maker of Frank’s RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers in the southwestern U.S. market. Because it created the ad itself and did not use an ad agency, Frank’s RedHot sauce engaged in: a. channeling b. creating noise c. receiving d. decoding e. encoding ANS: E Encoding is the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs. PTS: 1 REF: 253 Communication KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 42. _____ is the conversion of the sender’s ideas and thoughts into a message. a. Development b. Envelopment c. Processing d. Decoding e. Encoding ANS: E This defines encoding. PTS: 1 REF: 253 Thinking KEY: CB&E Model Strategy 43. Encoding is the: a. b. c. d. e. OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge creation of the original ideas and thoughts of a message conversion of the sender’s ideas and thoughts into a message transmission of a message receipt and comprehension of a message deciphering and understanding of a message ANS: B Encoding is the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs. PTS: 1 REF: 253 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 44. For its new Jeep Compass, DaimlerChrysler has launched a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler’s advertising agency is using music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers’ interest. The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. The ad agency is acting as the _____ of the message. a. decoder b. sender c. encoder d. receiver e. channeler ANS: C Encoding is the conversion of the sender’s ideas and thoughts into a message. PTS: 1 REF: 253 Communication KEY: CB&E Model Promotion 45. A channel in communication is: a. b. c. d. e. OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application the only source of noise the same as in distribution usually an ad agency or public relations firm someone who places advertising into media any communication medium ANS: E A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other commu...
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