Marketing Final Exam

Radio spots newspaper coupons and magazine

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Unformatted text preview: nication medium. PTS: 1 REF: 253 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 46. Campbell’s soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as _____ for transmitting the message. a. senders b. decoders c. encoders d. channels e. receivers ANS: D A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium. PTS: 1 REF: 253 Communication KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 47. When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand’s power and performance. In the communication process, the game served as a(n) _____ for transmitting the message. a. sender b. decoder c. encoder d. channel e. receiver ANS: D A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium. PTS: 1 REF: 253 Communication KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 48. The marketing campaign for Alpo dog food uses posters in veterinarians’ offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different: a. source of feedback b. channels c. encoders d. decoders e. noise interrupters ANS: B Channels are media of communication used for transmitting a message. PTS: 1 REF: 253 Communication KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 49. _____ is anything that interferes with, distorts, or slows down the transmission of information. a. Media communication b. Feedback c. Static d. Nonpaid communication e. Noise ANS: E This is the definition of noise. PTS: 1 REF: 254 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 50. Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall’s billboard. In terms of the communication process, the police car acted as: a. media interruptus b. negative feedback c. static d. explicit communication e. noise ANS: E Noise is anything that interferes with, distorts, or slows down the transmission of information. PTS: 1 REF: 254 Communication KEY: CB&E Model Customer OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 51. Within the communication process for a car dealer’s ad, which of the following would be an example of noise? a. Competing ads b. News stories in the newspaper c. The physical surroundings in which the individual reading the ad is located d. The presence...
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