505-Chapter 11 & 12 Book quizzes

A group in California launched an advertising campaign entitled "Dying with Dignity." This Advertising campaign could be classified as a(n) __________ campaign. a) advocacy b) competitive c) product d) institutional

a) advocacy

Encoding is the process in communication whereby the message is: a) developed by the sender b) interpreted by the receiver c) delivered through the channel d) send to the receiver

a) developed by the sender

In health care, the more effective communicator has been found to be: a) female b) male or female, depending on the patients's gender c) inconclusive d) male

a) female

Which of the following is not one of the tools that companies use to communicate their message to the marketplace? a) Personal selling b) Direct mail c) Publicity d) advertising

b) Direct mail

The American Academy of Orthopedic Surgeons ran a campaign on site marking prior to surgery. This campaign was an example of which form of advertising? a) Competitive b) Institutional c) advocacy d) Product

b) Institutional

When a pharmaceutical company like GlaxoSmithKline runs an advertisement for a drug that provides information on a specific disease and ends with a spokesperson saying. "Talk to your physician." This advertisement could be classified as: a) advocacy b) help seeking c) informational d) directive

b) help seeking

Advertisements that are used to build goodwill are classified as being: a) beneficial b) institutional c) a product d) competitive

b) institutional

A major concern with using a spokesperson is: a) the attractiveness of the spokesperson b) the lack of control over the spokesperson c) the gender of the spokesperson and the interaction with the audience d) All of these are correct

b) the lack of control over the spokesperson

Noise is external factors that: a) complicate the encoding of a message b) interrupt the channel c) define how the sender and receiver interact d) affect interpretation of the message

d) affect interpretation of the message

In recent years, most of the advertising dollars in health care have been directed toward physicians, not consumers. true or false

True

The hierarchy of effects refers to the: a) hierarchy of multiple messages on a single consumer that results in favorable impressions b) effects of cumulative ads on a target audience c) ultimate effect caused by repeating messages through a campaign d) sequence of steps a buyer moves through from being aware of a product to ultimate purchase

d) sequence of steps a buyer moves through from being aware of a product to ultimate purchase

Communication is able to occur whether a message is encoded or not, but decoding must always happen for effective communication. true or false

false

In surveys regarding their attitude toward health care advertising, consumers are universally negative, seeing it as a rising cost and providing little useful information. true or false

false

In today's communication environment of Web 2.0 world, the key challenge is that messages must be decoded by a larger array of individuals. true or false

false

Pharmaceutical advertising in this country began in the early part of the 21st century with heavy television expenditures true or false

false

The fastest growing segment of health care advertising is those dollars that are directed toward physicians true or false

false

A major difference between Web 1.0 and Web 2.0 world is that anyone can now be content creator. true or false

true

For communication to occur, the sender of the message must encode with symbols or words that are shared in a similar way by the receiver. true or false

true

Pretesting a message ensures that shared symbols or words are being encoded by the sender for the receiver in the communication process true or false

true

When the Federal Trade Commission applied the antitrust laws to health care, the ban against advertising was lifted true or false

true