Exam 5: How Brand Communication Works

Whether or not the marketer plans for integrated marketing communication,people automatically integrate the messages from a brand and the experiences they have with that brand to create their own personal brand perception.

An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall.The ad demonstrates how one spray is all it takes for CLR to restore surfaces to a shiny,clean luster.Which component of persuasion is most clearly demonstrated in this ad?

Mary will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede,and she doesn't want her children to be influenced by this.While some claim to have seen it,the word cannot be seen,and if it is there at all,it is below the threshold of perception.What type of effect is this?

Ads that rely on arousing feelings such as humor,love,or fear are using ________ appeals.

Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.

A high level of interest and attention is sometimes referred to as ________.

Why might curiosity be a problem for certain types of ad campaigns?

The "Stop.Think.Tylenol." ad is an example of a bandwagon appeal.

Describe the SMCR mass communication model.Then compare and contrast that model with the interactive communication model.

________ is the process by which we receive information through our five senses.

There is no solid evidence to support the argument that subliminal advertising would persuade real consumers to buy real products.

Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.

What is the role of interactive communication in branding?

In the mass communication process,an actual HP printer advertisement in a magazine is called ________.

When individual messages within a campaign have more impact working together to promote a product than they would individually,________ has been achieved.

A consumer's brand ________ is motivated by conviction.

Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

Which of the following is a key driver of cognition?

Some advertising messages are designed to deter rather than encourage behaviors.

An advertiser's objectives are stated in terms of the effects the advertiser wants a message to have on an audience.