1. What is integrated marketing communications? Explain its purpose.
2. Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone
communications when marketing a new or existing product?
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3. Explain the communication process.
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4. Define decoding in the communication process. What happens when a receiver does not decode a message as
intended by the source?
5. Identify the major objectives of promotion.
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6. What are the differences in trying to stimulate primary demand versus selective demand?
7. In what ways can promotion be used to reduce sales fluctuations?
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8. Identify and describe the four major promotion mix elements.
9. How does sales promotion differ from promotion in general?
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10. Compared to advertising, what are the major advantages and limitations of personal selling?
11. Why is public relations an important form of communication about a company? Discuss negative public relations,
and give an example.
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12. Discuss three criticisms of promotion.
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13. The coordination of promotion and other marketing efforts for maximum informational and persuasive impact best
defines:
a. customer lifetime value.
b. integrated marketing communications.
c. product lifecycle management.
d. visual merchandising.
e. arrow information paradox.
14. If FedEx-Kinko’s decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in
advertising, sales promotion activities, and public relations, FedEx-Kinko’s would likely be striving to practice:
a. one-stop shopping.
b. visual merchandising.
c. arrow information paradox.
d. product lifecycle management.
e. integrated marketing communications.
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15. A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience
is a:
a. communication channel.
b. source.
c. relay channel.
d. decoder.
e. sender.
16. In the Gillette advertisement that claims, “Gillette, the best a man can get,” Gillette is the communication:
a. receiver.
b. channel.
c. decoder.
d. source.
e. noise.
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17. Alton is reading a magazine ad of a new cologne. In the ad, he sees little more than a photo of a man riding on a
horseback on a beach, and the name of the new cologne, Rugged. With respect to the components of a
communication process, Alton is a(n) _____.
a. sender
b. receiver
c. source
d. communication channel
e. channel member
18. Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy’s. She reads the message and
sees the pictures of the new salads. With reference to the communication process, which of the following is true?
a. Sierra is the receiver and Wendy’s is the source of this communication.
b. Sierra is the source and Wendy’s is the promoter of this communication.
c. Sierra is the decoder and Wendy’s is the receiver of this communication.
d. Sierra is the sender and Wendy’s is the receiver of this communication.
e. Sierra is the communication channel and Wendy’s is the source of this communication.
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19. With respect to the components of a communication process, the process of putting one’s thoughts (meaning) into
signs (symbols) is called:
a. decoding.
b. noise.
c. interference.
d. channelizing.
e. encoding.
20. Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and
symbols to represent the concept and meaning of the new athletic wear. With respect to the components of a
communication process, Ashley is most likely working on the _____ for this promotional video.
a. feedback process
b. coding process
c. decoding process
d. conversion process
e. channel capacity
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21. As Emily prepares the script for a radio commercial for her boutique, she is engaging in the _____ stage of the
communication process.
a. encoding
b. sourcing
c. decoding
d. feedback
e. receiving
22. With respect to the components of a communication process, broadcast media like radio and television as well as
printed words on a magazine or newspaper are all considered as:
a. communication noise.
b. communication receivers.
c. encoders.
d. communication channels.
e. decoding sources.
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23. The Barrister’s Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing
research later reveals that the restaurant’s target market listens primarily to satellite radio stations. This promotion
program suffered from an error in the selection of:
a. shared symbols.
b. sales promotion techniques.
c. communication channel.
d. decoded meanings.
e. noise minimizers.
24. H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing
information on its website, creating a periodic online newsletter, Facebook, and Twitter. These vehicles through
which the coded message is transmitted from the source, H&M, to the receiver, the prospective customer, are
known as a(n):
a. fields of reference.
b. decoders.
c. encoders.
d. relay channels.
e. communication channels.
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25. With respect to the components of the communication process, the fax machines used by OES Office Systems to
carry its advertising messages to its business customers is an example of a (n):
a. communication channel.
b. field of reference.
c. decoder.
d. encoder.
e. noise minimizer.
26. During the decoding process, the:
a. intensity of the transmission becomes stronger.
b. receiver attempts to convert signs or symbols into concepts and ideas.
c. source attempts to convert signs or symbols into concepts and ideas.
d. source provides feedback of an encoded message to the receiver.
e. receiver filters noise from the feedback.
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27. During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood
warning for surrounding counties. Such an occurrence is an example of _____ in the communication process.
a. encoding
b. pioneer promotion
c. noise
d. deflected transmission
e. selective demand
28. Which of the following is the best example of noise that originates with the receiver in the communication process?
a. Sarah drives through a tunnel, and her radio signals become very weak.
b. Maria has been studying English for two years and does not understand the symbolism being used in a
commercial.
c. Kevin simply tunes out pop-up ads on the Internet so that they don’t even enter his awareness.
d. Because of poor printing, Claire cannot read an advertisement in her local newspaper.
e. A mother fails to hear a new commercial for diapers because her new baby is crying.
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29. The receiver’s response to a message is _____ for the source.
a. feedback
b. the communications channel
c. noise
d. channel capacity
e. pioneer promotion
30. Communication can be viewed as a circular process because:
a. during feedback, the receiver can be viewed as the source of the message while the original source becomes
the receiver.
b. the message goes from encoding by the source to decoding by the receiver.
c. during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate.
d. channel capacity is determined by the least efficient component.
e. the message goes from person to person.
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31. In a corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and
addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate _____
for this communication.
a. decoding
b. feedback
c. encoding
d. perceptual attention
e. noise reduction
32. Each communication channel has a limit on the volume of information it can handle effectively. This limit is known
as:
a. transmission load.
b. feedback.
c. channel code.
d. channel spacing.
e. channel capacity.
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33. Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not
exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates.
This illustrates the _____ consideration in effective communication.
a. transmission load
b. marketing exposure
c. channel spacing
d. channel coding
e. channel capacity
34. For many consumers, the pages near the back of magazines with dozens of very small black and white
advertisements exceed their:
a. channel capacity.
b. threshold of awareness.
c. encoding abilities.
d. transmission limitations.
e. noise limit.
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35. Anything that reduces the accuracy and clarity of communication is known as:
a. distraction.
b. feedback.
c. interference.
d. discordance.
e. noise.
36. Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote
one of the company’s new products. One of her assistants just out of college believes that the commercial has too
much visual and audio information packed into such a small amount of time. The assistant is specifically concerned
about limits in the receiver’s:
a. noise.
b. coding process.
c. encoding.
d. channel capacity.
e. feedback.
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37. _____ links the purchase of an organization’s products to support philanthropic organizations favored by the target
market.
a. Loyalty marketing
b. Cause-related marketing
c. Rural marketing
d. Selective demand promotion
e. Embedded marketing
38. When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using:
a. selective demand promotion.
b. loyalty marketing.
c. rural marketing.
d. embedded marketing.
e. cause-related marketing.
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