quiz

1. Which of the following is NOT one of the four major communication functions?
A) Feedback B) encoding C) noise D) response E) decoding
2. The communication channel a company uses to move its advertising messages from
sender to receiver is called the ________.
A) Message B) media C) encoder D) communicator E) feedback loop
3. The receiver assigns meaning to the symbols encoded by a company in its advertisements
through a process known as ________.
A) disencoding B) feedback C) acknowledgement D) decoding E) response
4. In the communication process, the reaction of the receiver after being exposed to a
message is called the ________.
A) Response B) answer C) noise D) feedback E) decoding
5. When a customer lets a producer know something about its products or advertising, the
customer is providing ________.
A) Decoding B) noise C) feedback D) encoding E) reverse marketing
6. A consumer is reading a magazine with an advertisement, but is distracted from reading
the advertisement or its key points. This unplanned static or distortion during the
communication process is called ________.
A) Decoding B) noise C) feedback D) encoding E) reverse marketing
7. Marketing communicators must be good at ________ messages that take into account how
the target audience ________ them.
A) Delivering; encodes B) sending; encodes C) encoding; decodes
D) Retrieving; perceives E) decoding; receives
8. Any paid form of non-personal presentation and promotion of ideas, goods, or services by
an identified sponsor is called ________.
A) Sales promotion B) direct marketing C) advertising D) personal selling E) public relations
9. Which promotional tool is most effective in building up buyers' preferences, convictions,
and, most importantly, actions?
A) Mass-market advertising B) personal selling C) segmented advertising
D) Sales promotion E) public relations
10. ________ consists of strong short-term incentives that invite and reward quick
responses from customers.
A) A patronage reward B) A segmented promotion C) Advertising D) Sales promotion
11. ________ is very believable because news stories, features, sponsorships, and events
seem more real and believable to readers than ads do.
A) The competitive-parity method B) Public relations C) Personal communication
D) Non-personal communication E) Personal selling

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12. HP's advertising agency assembles words and illustrations into an advertisement that will
convey the company's intended brand message. In the communication process, HP is_____.
A) Messaging B) encoding C) sending D) decoding
13. The alphabet first ‘A’ in AIDA process stands for _______.
A. Attention B. Action C. Advice D. Achievement
14. Full form of IMC is______.
A. Integrated marketing Communication C. Integrated Mix communication
B. Intelligence marketing communication D. Interested Marketing communication
15. IMC is an element of ______.
A. Price C. Marketing
B. Place D. Marketing Research
16. The innovation-decision process occurs in this order: ________.
A. Knowledge, persuasion, decision, implementation, and confirmation
B. Persuasion, knowledge, implementation, decision, and confirmation
C. Persuasion, knowledge, decision, implementation, and confirmation
D. Knowledge, decision, persuasion, implementation, and confirmation
17. The hierarchy-of-effects model contains awareness, knowledge,
A. Cognitive Response B. Preference C. Interest D. Attitude

18. The first letter in the AIDA Model represents what type of action on the part of the consumer
toward the brand?
A, Accuracy B. Ambivalence C. Awareness D. Attitude

19. Which of the following is not a stage in Rogers Model of adoption?

20. ______________, in advertising, is a series of decisions involving the delivery of message to

21. The process of anticipating future events and conditions and determining the best way to
achieve organizational objectives is known as_______.
A. Researching. B. Planning. C. Controlling. D. Managing.
22. _____ is direct communications with carefully targeted individual consumers to obtain an
immediate response.
a) Personal selling b) Public relations c) Direct marketing d) Sales promotion
23. Determining the promotion budget on the basis of financial availability of capital is
characteristic of which of the following budget methods?
a) Affordable method b) percentage-of-sales method c) competitive-parity method d)
objective-end-task method

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24. Setting the promotion budget so as to match the budgets of the competitors is characteristic of
which of the following budget methods?
a) Affordable method b) Percentage-of-Sales method

c) competitive-parity method d) Objective-end-task method

25. AIDA stands for Awareness, ______, Desire and _____.