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Test Bank for Integrated Advertising, Promotion, and Marketing Communications, 8th Edition

Test Bank for Integrated Advertising, Promotion, and Marketing Communications, 8th Edition ensures a deep understanding of topics with carefully crafted notes, diagrams, and examples.

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1Integrated Advertising, Promotion, and Marketing Communications 8e(Clow/Baack)Chapter 1Integrated Marketing Communications1) In the communications model, the sender is:A) the company seeking to sell a product.B) a television set.C) the consumer viewing an ad on the internet.D) a consumer ignoring an ad in a newspaper.Answer: ADifficulty: ModerateSkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.1 How does communication take place?2) When Sean shops for an automobile, which are the senders in the communication process?A) Honda and ToyotaB) NBC and CSPANC) The New York Times and the Chicago Sun TimesD) A website and social mediaAnswer: ADifficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?3) In the communication process, a person at an advertising agency preparing an ad is mostlikely going to be involved in:A) encoding.B) transmission.C) decoding.D) noise or clutter.Answer: ADifficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?4) In the communication process, encoding is:A) a sales pitch recited by a salesperson.B) the database manager finding a statistical oddity.C) a social media network.D) a purchase decision by a consumer.Answer: ADifficulty: DifficultSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?

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Integrated Advertising, Promotion, ...

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