Chapters 1-4 Questions

Chapter 1

1.       Which of the following states the correct communication process?

a)      Encoding, Decoding, Sender, Transmission Device, Receiver

b)      Transmission Device, Sender, Decoding, Encoding, Receiver

c)       Sender, Encoding, Transmission Device, Decoding, Receiver

d)      Transmission Device, Sender, Receiver, Encoding, Decoding

2.       What is the information the sender obtains from the receiver regarding the receiver’s perception or interpretation of a message?

a)      Noise

b)      Clutter

c)       Contact Points

d)      Feedback

Chapter 2

1.       The development of a new brand by a company in a good or service category in which it currently has a brand offering is known as?

a)      Family Brand

b)      Flanker Brand

c)       Brand Extension

d)      Co- branding

2.       What is a form of co-branding in which the name of one brand is placed within another brand?

a)      Complementary branding

b)      Ingredient branding

c)       Cooperative branding

d)      Positioning

Chapter 3

1.       What is a mental position taken toward a topic, person, or event that influences the holder’s feelings, perceptions, learning processes, and subsequent behaviors?

a)      Attitude

b)      Values

c)       Involvement

d)      Enthusiasm for shopping

2.       What is a personality characteristic an individual displays when he or she engages in and enjoys mental activities?

a)      Enthusiasm for shopping

b)      Phased heuristics

c)       Involvement

d)      Need for cognition

Chapter 4

1.       What is the study of population characteristics?
a)      Psychographics
b)      Demographics
c)       Cultural assimilator
d)      Marginal analysis


2.       A budgeting method that establishes a ration of advertising to sales or market share is known as what?
a)      Payout planning
b)      Tactics
c)       Strategiesd)     
Psychographics