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Chapter 4 How Marketing Communication Works 1) Which of the following is NOT an element of the basic communication model A) channel B) message C) source D) advertisement E) receiver Answer D Diff 2 Page Ref 100 Skill Concept AACSB Communication abilities Objective 4-1 2) The basic communication model begins with ________. A) the source B) the receiver C) the message D) the channel E) the target audience Answer A Diff 1 Page Ref 100 Skill Concept AACSB Communication abilities Objective 4-1 3) Who encodes the message in the basic communication model A) the receiver B) the channel C) the media D) the source E) the encoder Answer D Diff 2 Page Ref 100 Skill Concept AACSB Communication abilities Objective 4-1 4) When a message is interpreted by the receiver, it means it has been ________. A) encoded B) delivered C) decoded D) persuasive E) accepted Answer C Diff 2 Page Ref 100 Skill Concept AACSB Communication abilities Objective 4-1 5) Which of the following is NOT a necessary component in the basic communication model A) source B) decoding C) noise D) receiver E) encoding Answer C Diff 2 Page Ref 100 Skill Concept AACSB Communication abilities Objective 4-1 6) ________ is obtained in the basic communication model by monitoring the response of the receiver to the message. A) Noise B) Feedback C) Acceptance D) Persuasion E) Awareness Answer B Diff 1 Page Ref 100 Skill Concept AACSB Communication abilities Objective 4-1 7) Things that interrupt the sending as well as the receiving of the message are known as ________ in the basic communication model. A) encoders B) decoders C) feedback D) interference E) noise Answer E Diff 1 Page Ref 100 Skill Concept AACSB Communication abilities Objective 4-1 8) Who determines the objectives for the advertising message A) the audience B) the channel C) the media D) the advertiser assisted by its agency E) the advertiser assisted by its agency and the media Answer D Diff

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