Marketing Final Exam

To the source pts 1 ref 254 thinking key cbe model

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Unformatted text preview: a message is _____ to the source. a. decoded b. noise c. feedback d. channeled e. static filled ANS: C In interpersonal communication, the receiver’s response to a message is direct feedback to the source. PTS: 1 REF: 254 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 57. Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order. In terms of the communication process, Vera’s purchase was an example of: a. feedback b. noise c. implicit communication d. channeled communication e. message encoding ANS: A The receiver’s response to a message is feedback to the source. PTS: 1 REF: 254 OBJ: 16-3 Communication KEY: CB&E Model Customer| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 58. When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca: a. correctly encoded the message b. created a longer than normal communication channel c. improperly decoded the message d. had no feedback e. improperly encoded the message ANS: C Decoding is interpreting the language and symbols sent by the source through a channel. PTS: 1 REF: 254 OBJ: 16-3 Communication KEY: CB&E Model Customer| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 59. Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. When one of the entrepreneurs ordered its Web address printed on 25,000 bags, it was an example of: a. feedback b. decoding c. noise d. indirect transmission e. nonverbal communication ANS: A The receiver’s response to a message is feedback to the source. PTS: 1 REF: 254 OBJ: 16-3 Thinking KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 60. Which of the following statements about the characteristics of the elements in the promotional mix is true? a. The speed of feedback is delayed in sales promotion, advertising, and personal selling. b. Message flexibility is greatest with advertising. c. The message flow is two-way in public relations, sales promotions, and personal selling. d. The most feedback is available with personal selling. e. The sponsor is identified in public relations, advertising, and personal selling. ANS: D The speed of feedback is delayed in sales promotion and advertising. Message flexibility is greatest with personal selling. The message flow is one-way in public relations and sales promotions. The sponsor is not identified in public relations. See Exhibit 16.3. PTS: 1 REF: 255 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP...
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