Chapter 05 – The Communication Process
1. (p. 145) The basic function of all of the elements of the integrated communications program is
to:
2. (p. 145) _____ is defined as the passing of information, the exchange of ideas or process of
establishing a commonness of thought between a sender and receiver.
Chapter 05 – The Communication Process
3. (p. 145) Which of the following statements is true about effective communication?
Chapter 05 – The Communication Process
4. (p. 147) The _____ of communication is the person or organization that has information to
share with another person or group of people.
5. (p. 148) Putting thoughts, ideas or information together in symbolic form is called:
Chapter 05 – The Communication Process
6. (p. 147) An ad by the Tennessee Department of Tourist Development encouraging people to
choose the state of Tennessee for their vacation destination was published in Southern Living
magazine. The ad shows various scenic pictures of Tennessee and includes the slogan,
“Tennessee sounds good to me.” In this print ad, the source of the advertising message is:
7. (p. 147) Commercials for Planter’s nuts describe the nuts as a delicious snack food for
everyone. The commercials show animals that eat nuts as part of their usual diet trying to
convince humans to share their Planter’s nuts. In these commercials, the source of the
advertising message is:
Chapter 05 – The Communication Process
8. (p. 147) When an actress from the television show Desperate Housewives appears in a
commercial endorsing Garnier Lumia hair products, the message source is:
9. (p. 148) The communication process begins with the process of _____, which leads to the
development of a _____ that contains the information or meaning a source hopes to convey.
Chapter 05 – The Communication Process
10. (p. 147) The source or sender of an advertising communication:
11. (p. 148) When marketers develop an advertising message, one of their primary goals is to
encode the message:
Chapter 05 – The Communication Process
12. (p. 148) The encoding process leads to the development of:
13. (p. 148) _____ refers to the information and/or meaning contained in the message.
Chapter 05 – The Communication Process
14. (p. 148; 149) _____ refers to the way the message is put together in order to deliver the
information or intended meaning.
15. (p. 149) An ad purchased by the Tennessee Department of Tourist Development encouraging
people to choose the state of Tennessee for that vacation destination was published in
Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes
the slogan, “Tennessee sounds good to me.” In this example, Southern Living magazine would
be an example of a _____, a part of the communication process.
Chapter 05 – The Communication Process
16. (p. 149) Which of the following would be an example of a channel in the communication
process?
17. (p. 149) Advertisements for Planter’s nuts describe the nuts as a delicious snack food for
everyone. The television commercials show animals that eat nuts as part of their usual diet
trying to convince humans to share their Planter’s nuts. Which of the following can be
identified as a channel for this ad?
Chapter 05 – The Communication Process
18. (p. 149) The _____ is the method or medium by which communication travels from the
source to the receiver.
19. (p. 148; 149) Rosa Martinez is reading a Vanity Fair magazine where she sees an ad for
DKNY jeans. In this situation, the ad is a _____, while Vanity Fair is a _____.
Chapter 05 – The Communication Process
20. (p. 149) Which of the following is an example of a personal channel of communication?
21. (p. 149) Michael told Terry and Bill, Terry told Melissa, and Melissa told Ty, Andrew, and
Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes.
This word-of-mouth took place via a(n) _____ channel of communication.
Chapter 05 – The Communication Process
22. (p. 151) Honda broadcasts a commercial during Law & Order, a TV program that is seen by
eight million viewers. The broadcasting of this ad takes place in a(n) _____ channel of
communication.
23. (p. 151) Kroger supermarkets buy an insert to go into Thursday’s Atlanta Journal-
Constitution. The newspaper is read by over 100,000 people. The newspaper is an example of
a(n) _____ channel of communication.
Chapter 05 – The Communication Process
24. (p. 151) Nonpersonal channels of communication include:
25. (p. 151) _____ is the process of interpreting a sender’s message into thought.
Chapter 05 – The Communication Process
26. (p. 151) When Bart heard an ad state that Kraft’s Pasta Anytime microwave meals could be
prepared in three minutes, he thought that he would find the meals in his supermarket’s frozen
food aisle with other microwave meals. When he could not find the Kraft meals, he purchased
another brand. He did not understand that Kraft meals were not frozen, the reason why they
cooked so quickly. He should have looked on the supermarket aisle that contains pasta. Bart
experienced a problem with:
27. (p. 151) Which of the following communication processes will be most influenced by the
experiences, perceptions, attitudes and values of the message recipient?
Chapter 05 – The Communication Process
28. (p. 151) The field of experience of the receiver most heavily influences which component of
the communications process?
29. (p. 151) The experiences, perceptions, attitudes and values a consumer brings to a
communication situation is referred to as his or her:
Chapter 05 – The Communication Process
30. (p. 151) Mentos mint candy uses an advertising campaign that shows people solving
problems by thinking outside of the box—by taking a fresh look at a common problem.
“Freshness” is the message the ad is supposed to deliver, but if Rick and Beth Minton think
the ad is simply showing people being rude and boorish, then in terms of the communication
process, the Mintons have _____ the message improperly.
31. (p. 151) The fact that marketing and advertising people have backgrounds and interests that
are often quite different from consumers who comprise mass markets for many products and
services makes it difficult to establish:
Chapter 05 – The Communication Process
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32. (p. 151) Mentos mint candy uses an advertising campaign that shows people solving
problems by thinking outside of the box—by taking a fresh look at a common problem. The
advertisers think the message the ad delivers is freshness. However, Rick and Beth Minton
think the ad is simply showing people being rude and boorish. One of the possible
explanations for these highly different perceptions of the ads is due to an absence of:
33. (p. 152) Which of the following statements is true about ageism in advertising?
Chapter 05 – The Communication Process
34. (p. 152) _____ is any unplanned distortion or interference in the communication process.
35. (p. 152; 153) Winston is watching an interesting TV program with a group of friends. During
the commercial break, he is unable to concentrate on a Pepsi commercial that he is interested
in watching because all his friends are discussing the events in the show. Winston’s inability
to receive the Pepsi message illustrates which factor in the communications process?
Chapter 05 – The Communication Process
36. (p. 152; 153) Ronell missed an ad for Smythe Catering in the newspaper today because his
attention was attracted by an ad for an estate sale that was on the same page. With reference to
the communication process, the ad for the estate sale kept Ronell from seeing the ad for the
caterer and acted as:
37. (p. 153) The receiver’s set of reactions after seeing, hearing, or reading the message is known
as a _____.
Chapter 05 – The Communication Process
38. (p. 153) ______ is the part of a receiver’s response that is communicated back to the sender.
39. (p. 153) Which of the following provides the sender of an advertising message with a way of
monitoring the effectiveness of the message?