Question :
51. (p. 468) In an advertisement of a perfume, the perfume was presented : 1242137
51. (p. 468) In an advertisement of a perfume, the perfume was presented against a backdrop of rain that, for Europeans, symbolized a clean, cool, refreshing image but to Africans was a symbol of fertility. The ad prompted many viewers to ask if the perfume was effective against infertility. This miscommunication indicates a problem associated with which of the following steps of an international communication process?
A. Encoding the message
B. Decoding the message
C. Receiving the message
D. Selecting an appropriate channel of communication
E. Providing feedback
52. (p. 468) Which of the following elements of a communication process refers to external influences, such as competitive advertising, other sales personnel, and confusion at the receiving end that can detract from the ultimate effectiveness of the communication?
A. Selecting a message source
B. Encoding
C. Selecting a message channel
D. Decoding
E. Noise
53. (p. 468) Janet is assisting the IMC manager with the design and language to be used in an upcoming promotional campaign. The manager knows what she wants to say but is having trouble coming up with the right language. Janet is trying to help her in:
A. identifying the various possible feedbacks to the message.
B. encoding the message.
C. choosing the appropriate channel for the message.
D. decoding the message.
E. minimizing noise in the communication channel.
54. (p. 468) After running a series of ads promoting the benefits of her company’s skin care products, Kathy learns some consumers drank her product rather than applying it to their skin. Kathy has received ____.
A. a feedback
B. an encoded message
C. a source of information
D. a decoded message
E. a noise
55. (p. 468) Once a message, in the international communications process, has been decoded, it goes to the _____ stage.
A. feedback
B. receiver
C. message channel selection
D. encoding
E. identifying the message source
56. (p. 468) According to the text, which of the following creates a problem in the communications process at the encoding step?
A. Problems of literacy
B. Amount of budget
C. Seasonality of the product
D. Government regulations
E. Market segmentation
57. (p. 468) According to the text, problems of literacy, media availability, and types of media create challenges in the communications process at the _____ step.
A. feedback
B. decoding
C. message channel selection
D. encoding
E. message selection
58. (p. 468) With reference to a communication process, using the Internet as a medium when only a small percentage of an intended market has access to the Internet, is an example of error related to:
A. feedback.
B. decoding.
C. message channel selection.
D. encoding.
E. message selection.
59. (p. 470) Decoding problems are generally caused by:
A. improper encoding.
B. poor media choice.
C. inadequate media budget.
D. poor copywriting team.
E. cultural bias.
60. (p. 471) Which of the following statements about comparative advertising laws is most correct?
A. There really are no laws governing comparative advertising in the international arena.
B. Almost all laws governing this behavior are essentially the same.
C. There are laws in the Western nations governing this behavior and not in most other countries.
D. Laws vary from country to country with respect to the subject.
E. There are no laws governing comparative advertising in any country.
