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Advertising and Sales Promotion

Ken Kaser

Chapter 9

Communicating Effective Advertising and Promotional - all with Video Answers

Educators

Chapter Questions

Problem 1

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

The situation in which communication occurs

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Problem 2

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

An advertisement that emphasizes a unique quality or significant consumer benefit

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Problem 3

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

Needs that focus on enjoyment and pleasure

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Problem 4

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

The receiver’s response to the message

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Problem 5

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

Communicating one on one with another person

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Problem 6

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

The conversion of ideas or thoughts into a message

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Problem 7

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

The interpretation of the language and symbols to uncover the meaning
of a message

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Problem 8

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

A list of topics to be discussed at a meeting

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Problem 9

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

Any distraction or interference that acts as a barrier to a message

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Problem 10

Match each statement with the term that best defines it. Some terms
may not be used.
a. agenda
b. communication
c. communication channel
d. context
e. decoding
f. encoding
g. feedback
h. 4Cs Model
i. hedonic needs
j. interpersonal communication
k. involuntary attention
l. mass communication
m.noise
n. unique selling proposition
o. voluntary attention

Communicating a message to a large, diversified audience

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01:42

Problem 11

____ context describes the emotions, moods, needs, desires, and personalities of the participants in the communication process.
a. Relational
b. Psychological
c. Historical
d. Cultural

Dennis Howard
Dennis Howard
Numerade Educator
03:00

Problem 12

____ context is based on previous or similar experiences.
a. Relational
b. Psychological
c. Historical
d. Cultural

Emily Himsel
Emily Himsel
Numerade Educator
03:06

Problem 13

____ may include a spoken comment, a written message, a smile, or some other action, such as taking a survey, in response to a message.
a. Feedback
b. Context
c. Decoding
d. Encoding

Dennis Howard
Dennis Howard
Numerade Educator
02:39

Problem 14

Promotional and advertising messages should not be used to ____ the audience.
a. inform
b. persuade
c. remind
d. manipulate

Alyssa Mae L.
Alyssa Mae L.
Numerade Educator
03:06

Problem 15

Communication involves
a. words
b. body language
c. symbols
d. all of the above

Dennis Howard
Dennis Howard
Numerade Educator
01:36

Problem 16

____ is not part of the 4Cs Model of communication.
a. Compassion
b. Connection
c. Credibility
d. Comprehension

Jessica Reyna
Jessica Reyna
Numerade Educator
07:19

Problem 17

Tips to follow when delivering an oral presentation include all of the following except
a. use a conversational style when communicating
b. avoid making eye contact
c. use examples to simplify difficult points
d. use visual aids

Alyssa Mae L.
Alyssa Mae L.
Numerade Educator
01:07

Problem 18

Which of the following is an advantage of mass communication?
a. it is a one-way flow of communication
b. it allows for immediate feedback
c. it is a good way to target a specific audience
d. it makes it easier to target a global audience

Narayan Hari
Narayan Hari
Numerade Educator

Problem 19

Effective advertising
a. focuses on the business’s needs and wants
b. makes creativity the top priority
c. delivers a message that is different from the company’s other marketing communications about the product or service
d. none of the above

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Problem 20

Which of the following techniques will help consumers process advertising messages better?
a. using intangible concepts
b. using lengthy and wordy messages
c. repeating the advertisement several times
d. avoiding the use of images to eliminate distractions

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Problem 21

You are the marketer for a local water park. Attendance has been down because of a slow economy. Create a print or radio advertisement to convince consumers that the water park offers good entertainment value and dollar value during current economic conditions.

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03:47

Problem 22

Watch five television commercials and evaluate each one using the 4Cs Model. (You can use the questions on p. 255 to evaluate the commercials.) Was each of the four Cs present? If not, which ones were missing?

James Kiss
James Kiss
Numerade Educator

Problem 23

Locate examples of advertisements (print, TV, radio, or Internet) that demonstrate an effort to increase consumers’ motivation, opportunity, and ability to process the message. (You may select one advertisement that demonstrates all three concepts or different advertisements for each concept.) Explain how the advertisements you chose illustrate these concepts.

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Problem 24

Select a product or service and explain how all three types of communication (interpersonal, mass, and Internet) could be used to deliver an advertising message for it.

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Problem 25

You are running for student body president of your class. You must prepare a speech to announce your candidacy and communicate your platform (the issues you will tackle if elected president). Use the tips for planning and delivering oral presentations given on pp. 248–250. Apply the 4C Model when preparing your speech. Give the speech in class.

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Problem 26

List five types of communication noises that distract from or interfere with high school students’ attention
while at school. Describe each type of distraction and explain what can be done in schools to eliminate it so that students can focus more of their attention on learning. Write a one-page report on this topic.

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Problem 27

Effective advertisements find a way to break through the clutter and stand out from the numerous other ad-
vertisements. Identify two television commercials that you consider memorable. Explain why they are memorable. Do you think they are effective at delivering the advertising message? Why or why not?

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01:45

Problem 28

The four sports magazines listed below have similar target audiences and are used by advertisers to deliver advertising messages about their sports products. Also listed below is the number of ad pages sold for each of these magazines over a three-year period. Calculate the following: (a) total number of pages sold each year; (b) percentage share each magazine has each year (rounded to the nearest whole percentage). Create a bar graph comparing Year 1, Year 2, and Year 3 for all four magazines based on total pages sold.
$$
\begin{array}{lccc}
\text { Magazine } & \begin{array}{c}
\text { Year 1 } \\
\text { Ad Pages }
\end{array} & \begin{array}{c}
\text { Year 2 } \\
\text { Ad Pages }
\end{array} & \begin{array}{c}
\text { Year 3 } \\
\text { Ad Pages }
\end{array} \\
\text { ESPN } & 555.25 & 480.50 & 499.75 \\
\text { Golf Digest } & 325.00 & 285.25 & 268.75 \\
\text { Sporting News } & 375.25 & 301.00 & 368.50 \\
\text { Sports Illustrated } & 889.25 & 906.75 & 835.50
\end{array}
$$

Carson Merrill
Carson Merrill
Numerade Educator