Chapter 15
OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process? a) Communication channel b) Decoding process c) Encoding process d) Sharing of meaning e) Noise minimization
Communication channel
Each communication channel has a limit on the volume of information it can handle effectively. This limit is called a) transmission load. b) feedback. c) encoding. d) noise. e) channel capacity.
channel capacity
For many consumers, the pages near the back of the magazine with dozens of very small black and white advertisements exceed their
channel capacity
A sharing of meaning defines
communication
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) targeted customers. c) communication channel. d) decoded meanings. e) noise minimizers.
communication channel
The receiver's response to a message is _ for the source
feedback
When encoding the message, the source should use signs that have
meanings that the target market will understand
Sara is concerned about the effectiveness of Magnum Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through:
personal selling
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. In this case, Sierra is the _____ and Wendy's is the _____ of this communication. a) receiver; source b) audience; promoter c) decoder; coder d) communicatee; communicator e) feedback; noise
receiver; source
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. Ashley is most likely working on the ____ for this promotional video.
the coding process