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Exam 5: The Communication Process

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Question 31

Multiple Choice

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An ad for The Tributary Hotel in Chicago has a number that people can call on if they are interested in reserving rooms at the hotel or for further information about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to the ad. This response count is an example of:

A) feedback.
B) encoding.
C) noise filtering.
D) noise blocking.
E) decoding.

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Question 32

Multiple Choice

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Jim, a doctor, takes out a print ad to advertise his new clinic. He opts for a full-page ad in a weekly publication known as Doctor's Info. According to the basic model of communication, Doctor's Info is the _____.

A) channel
B) receiver
C) encoder
D) source
E) decoder

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Question 33

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The responsibility to encode a message in a way that can be well-understood lies with the receiver.

Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.

Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which people are seen feeling energized after consuming Syn-ergy's drinks. "Revitalization of body and mind" is the message the ad is intended to deliver. However, those who view the ad interpret it as being boorish and lacking context. One of the possible explanations for such a highly differential perception of the ads is due to the absence of:

Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes, and values of a message recipient?

The best way to reach a narrowly defined group of customers or a market niche is through:

Which of the following statements is true about ageism in advertising?

Which of the following can serve as a personal channel of communication?

_____ is the process of transforming a sender's message back into thought.

The AIDA model was developed to represent the stages during the _____ process.

The _____ stage of the response process refers to a receiver's feelings for a particular brand and includes stronger levels of desire, preference, or conviction.

According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.

Companies that utilize viral marketing must develop a seeding strategy to start the viral process.

_____ include consumers' reactions to ad factors such as the creativity of an ad, the quality of the visual effects, colors, and voice tones.

The process of putting thoughts, ideas, or information together in symbolic form is called:

DigiData Inc. launched a new smartphone in the market with new features. Moreover, the company plans to launch tablets and other groundbreaking digital devices as well. In this scenario, the _____ model would be most relevant for communicating information about the new product to consumers.

In a communication process, _____ is the part of a receiver's response that is communicated back to the sender.

Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on air. He is affronted by the poor quality of the commercial and immediately tunes out the message without processing any of the information. According to the elaboration likelihood model (ELM) , Trevor is engaging in which of the following routes to persuasion?

Bradley is watching an interesting TV program with a group of friends. During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show. In this scenario, Bradley is encountering: