When activities are undertaken by receivers to interpret marketing messages, this is known as _____.
a. encoding
b. decoding
c. noise
d. feedback
e. message channel
Question 2Which of the following is NOT an advantage of the in-home videotape methodology used in the NextTV method?
a. In-home exposure makes it possible to measure advertising effectiveness in a natural environment.
b. By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability.
c. Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period.
d. The videotape technology allows the use of representative national sampling.
e. By providing a standardized measure of persuasion, national norms can be determined.
Question 3When there are television commercials for the Ford Focus, television is the _____.
a. receiver
b. source
c. message channel
d. noise
e. message
Question 4The _____ method tests television commercials in consumers' homes.
a. NextTV
b. TiVo
c. Behavioral
d. Sensory
e. Visual
Question 5Encoding _____.
a. is creating interference and distortion
b. is the process of translating thought into symbolic form
c. involves activities undertaken by receivers to interpret marketing messages
d. is the path through which the message moves from source to receiver
e. is receiving a message from a marcom source
Question 6A very important advertising research service is the NextTV method which was created by _____.
a. Ipsos ASI
b. Arbitron
c. Simmons Market Research Bureau
d. Market Facts
e. Bruzzone Research Company
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