Chapter 16 Questions

Which of the following represents noise in the communication process?

The use of technical jargon the receiver doesn't understand

Which of the following types is NOT an example of noise in the communication channel?

When a source uses an emoji that are understood by the receiver

__________________ is used less frequently today than in the past.

mass media advertising

In the communication process, the _______ is the individual, group, or organization that decodes a coded message.

receiver

Planters nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Planters' objective for this promotion is most likely to _______.

stimulate primary demand

A major goal of integrated marketing communications is to send a consistent message to _______.

customers

Which of the following is NOT one of the four elements of the promotion mix?

new introductory promotion

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?

public relations

True/False Proxemic communication involves communication through the movement of head, eyes, arms, hands, legs, or torso.

False

The limit on the volume of information a communications channel can handle effectively is known as _______.

channel capacity

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______.

encourage product trial

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______.

integrated marketing communications

Which of the following is appropriate for stimulating primary demand?

new introductory promotion

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______.

retain loyal customers

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______.

tactile communication