chapter 1marketing communications

Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack)
Chapter 1 Integrated Marketing Communications

1) Communication is defined as transmitting, receiving, and processing information.
Answer: TRUE
Diff: 1
Question Tag: Definition (Concept)
AACSB Categories: AACSB: Communication abilities
Objective: 1-1

2) When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model.
Answer: FALSE
Diff: 2
Question Tag: Definition (Concept)
Objective: 1-1

3) The process of creating television commercials, print ads, and retail coupons are examples of encoding.
Answer: TRUE
Diff: 2
Question Tag: Definition (Concept)
Objective: 1-1

4) Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process.
Answer: FALSE
Diff: 2
Question Tag: Definition (Concept)
Objective: 1-1

5) When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place.
Answer: TRUE
Diff: 3
Question Tag: Application
Objective: 1-1

6) Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.
Answer: FALSE
Diff: 3
Question Tag: Critical Thinking
Objective: 1-1

7) Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.
Answer: TRUE
Diff: 1
Question Tag: Definition (Concept)
Objective: 1-1
8) The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.
Answer: TRUE
Diff: 2
Question Tag: Definition (Concept)
Objective: 1-1

9) An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.
Answer: TRUE
Diff: 2
Question Tag: Definition (Concept)
Objective: 1-2

10) In addition to the traditional