How Advertising Works Ch4 Test

CHAPTER FOUR

How Advertising Works

GENERAL CONTENT: MULTIPLE-CHOICE QUESTIONS

1. Great advertising is advertising that ___________.

a. is creative

b. is meaningful

c. has impact

d. wins awards

e. cuts through the clutter

(c; moderate; p. 106; LO2)

2. Advertising, first of all, is a form of ________.

a. communication

b. marketing

c. artistic expression

d. interactive communication

e. message

(a; moderate; p. 103; LO1; AACSB Communication)

3. Which of the following is NOT an element of the basic communication model?

a. channel

b. message

c. source

d. advertisement

e. receiver

(d; easy; pp. 103-104; LO1; AACSB Communication)

4. The basic communication model begins with ________.

a. the source

b. the receiver

c. the message

d. the channel

e. the target audience

(a; easy; p. 103; LO1; AACSB Communication)

5. Who encodes the message in the basic communication model?

a. the receiver

b. the channel

c. the media

d. the source

e. the encoder

(d; moderate; p. 103; LO1; AACSB Communication)

6. Newspaper, radio, and television are all examples of which element of the basic communication model?

a. the receiver

b. the channel

c. the source

d. the encoder

e. the decoder

(b; moderate; pp. 103-104; LO1; AACSB Analytical Skills)

7. When a message is interpreted by the receiver, it means it has been ________.

a. encoded

b. delivered

c. decoded

d. persuasive

e. accepted

(c; moderate; pp. 103-104; LO1; AACSB Communication)

8. ________ is obtained in the basic communication model by monitoring the response of the receiver to the message.

a. Noise

b....