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Copyright © 2018 Pearson Education Ltd.
Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition
(Clow/Baack)
Chapter 1 Integrated Marketing Communications
1) In the communications model, the sender is:
A) the company seeking to sell a product.
B) a television set.
C) the consumer viewing an ad on the internet.
D) a consumer ignoring an ad in a newspaper.
Answer: A
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
2) When Sean shops for an automobile, which are the senders in the communication process?
A) Honda and Toyota
B) NBC and CSPAN
C) The New York Times and the Chicago Sun Times
D) A website and social media
Answer: A
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
3) In the communication process, a person at an advertising agency preparing an ad is most
likely going to be involved in:
A) encoding.
B) transmission.
C) decoding.
D) noise or clutter.
Answer: A
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
4) In the communication process, encoding is:
A) a sales pitch recited by a salesperson.
B) the database manager finding a statistical oddity.
C) a social media network.
D) a purchase decision by a consumer.
Answer: A
Difficulty: Difficult
Skill: Application
AACSB: Written and oral communication
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LO: 1.1 How does communication take place?
5) In the communication process, the items that carry the message from the sender to the receiver
are:
A) encoding processes.
B) decoding processes.
C) transmission devices.
D) feedback devices.
Answer: C
Difficulty: Easy
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
6) A consumer sees a billboard while driving. The billboard is a(n):
A) encoding device.
B) decoding device.
C) transmission device.
D) form of feedback.
Answer: C
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
7) When a message is being heard or seen by a consumer, what is taking place?
A) Encoding
B) Transmission
C) Decoding
D) Feedback
Answer: C
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
8) A person smells the fragrance of a perfume attached to a magazine advertisement. What is
taking place?
A) Encoding
B) Transmission
C) Decoding
D) Feedback
Answer: C
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
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Copyright © 2018 Pearson Education Ltd.
9) The person viewing a message sent by a celebrity on Twitter endorsing a product plays which
role in the communications model?
A) Sender
B) Decoder
C) Receiver
D) Object
Answer: C
Difficulty: Easy
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
10) Kodak’s marketing team identifies a group of people who are most likely to use the
company’s new digital photo technology and create advertisements specifically for them. In a
communications model, these individuals are:
A) senders.
B) decoders.
C) receivers.
D) subjects.
Answer: C
Difficulty: Difficult
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
11) Noise is:
A) anything which carries a message from a sender to a receiver.
B) changing a message to match the specific needs of a target audience.
C) a verbal or nonverbal cue delivered by the sender.
D) anything that distorts or disrupts a message.
Answer: D
Difficulty: Easy
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
12) Michelle is watching a television commercial for a new car but a stereo is playing in the
room next door making it difficult to concentrate. This is an example of:
A) feedback disruption.
B) noise.
C) encoding design.
D) a contact point.
Answer: B
Difficulty: Moderate
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
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13) The key to using social media successfully is:
A) making it compatible with the off-line marketing program.
B) identifying the heavy users of the product.
C) finding the right Facebook fans.
D) using Facebook and Twitter to send separate messages.
Answer: A
Difficulty: Difficult
Skill: Definition (Concept)
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
14) While browsing the internet, a consumer encounters a new pop-up ad every time a page is
opened. This is an example of:
A) advertising effectiveness.
B) perceptual distortion.
C) clutter.
D) brand parity.
Answer: C
Difficulty: Moderate
Skill: Application
AACSB: Information technology
LO: 1.1 How does communication take place?
15) The following are examples of communication noise except:
A) driving while listening to the radio.
B) scanning the newspaper for articles to read.
C) scrolling past internet ads without looking at them.
D) examining an advertisement in a magazine.
Answer: D
Difficulty: Easy
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
16) Which is an example of feedback in a marketing channel?
A) New product development
B) A customer complaint
C) A decision to begin international operations
D) Removing a product from the market
Answer: B
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
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17) Julie is explaining an integrated marketing communications program to Michael. In this
situation:
A) Julie is a sender and Michael is an encoder.
B) Julie is a receiver and Michael is using a transmission device.
C) Julie is a sender and Michael is a receiver.
D) Julie is a transmission device and Michael is a decoder.
Answer: C
Difficulty: Moderate
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
18) Communication is defined as transmitting, receiving, and processing information.
Answer: TRUE
Difficulty: Easy
Skill: Definition (Concept)
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
19) When an individual creating an advertisement takes an idea and transforms it into an ad, the
process is known as decoding in a communications model.
Answer: FALSE
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Application of knowledge
LO: 1.1 How does communication take place?
20) The process of creating television commercials, print ads, and retail coupons are examples of
encoding.
Answer: TRUE
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Application of knowledge
LO: 1.1 How does communication take place?
21) Televisions carrying advertisements are examples of decoding in the communication process.
Answer: FALSE
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Application of knowledge
LO: 1.1 How does communication take place?
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22) When a customer examines a magazine ad, decoding takes place.
Answer: TRUE
Difficulty: Difficult
Skill: Application
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
23) Typically, advertising messages are decoded in the same way by large numbers of consumers
because of the standard nature of the decoding process.
Answer: FALSE
Difficulty: Difficult
Skill: Critical Thinking
AACSB: Reflective thinking
LO: 1.1 How does communication take place?
24) Noise is anything that distorts or disrupts a message and can occur at any stage in the
communication process.
Answer: TRUE
Difficulty: Easy
Skill: Definition (Concept)
AACSB: Application of knowledge
LO: 1.1 How does communication take place?
25) The large number of marketing messages consumers are exposed to daily is an example of
noise and is also called clutter.
Answer: TRUE
Difficulty: Moderate
Skill: Definition (Concept)
AACSB: Application of knowledge
LO: 1.1 How does communication take place?
26) Describe Lean Cuisine’s “Frozen: How Fresh Stays Fresh” campaign using the elements of
the communications model.
Answer: The Lean Cuisine brand and the company’s advertising agency are the senders.
Encoding takes place in advertisements and other messages that are sent out. Television, the
internet, and magazines are the transmission devices. Consumers decode the messages as
receivers. Feedback includes entering the contest, requesting free samples, complaining about the
approach, and buying the product.
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
27) Describe the components of the communications model.
Answer: The sender is the person(s) attempting to deliver a message or idea. Encoding is
creating verbal and nonverbal cues that the sender uses to dispatch a message. A transmission
device is any item that carries the message from the sender to the receiver. Decoding takes place
when the receiver employs any set of his or her senses to capture the message. The receiver is the
intended audience for a message.
Difficulty: Moderate
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
28) What are the steps involved in creating an integrated marketing communications plan?
Answer: The steps are to start with a current situational analysis, followed by a SWOT analysis,
setting marketing objectives, designating a target market, developing marketing strategies and
the marketing tactics to obtain them, followed by implementation and evaluation.
Difficulty: Difficult
Skill: Application
AACSB: Written and oral communication
LO: 1.1 How does communication take place?
29) The coordination and integration of all marketing communication tools, avenues, and sources
within a company into a seamless program that maximizes the impact on consumers and other
end users at a minimal cost is:
