Exam 5: How Brand Communication Works

Which model works on the idea that advertising motivates people to think about the message,feel something about the product,and do something,such as try it or buy it?

According to the Facets Model of Effects,which of the following is a key driver of association?

An advertisement that suggests everyone is using a certain brand is using a ________ appeal.

________ is stronger than liking because it involves an element of self-identification.

A brand with symbolic meanings typically represents something abstract such as tradition,love,or health.

Who encodes the message in the SMCR communication model?

The SMCR communication model begins with the ________.

Attitudes can be either rational or emotional.

Refer to the passage below to answer the following questions. Just For Me is a line of hair care products for pre-teenage girls,that is,girls between the ages of eight and twelve.This is the age when many young girls start to care about their looks and want to make their own decisions regarding their grooming.The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products. -Taylor Swift,a singer and actress who is popular with the target market,appears in the Just For Me commercial claiming the benefits of the product.Swift is well liked,respected,and believable to this target market.The ads are very successful.What is the most likely reason for the success of this campaign?

Feedback interrupts the sending as well as the receiving of the message.

An argument uses logic,reasons,and proof to make a point and build conviction.

Compare and contrast needs and wants.

Refer to the scenario below to answer the following questions. Oust,a brand of air freshener,advertises how its product will get the odor out,not merely cover it up.The advertisement provides facts,information,and an explanation of how Oust can kill bacteria in the air that cause odors. -Mary saw an ad for Oust on television and in a magazine,but she didn't purchase the product right away.She remembered the ads when she saw the product in the store and decided to try it then.What effect does this demonstrate?

Brand communication creates brand meaning through symbolism and association.

What type of learning occurs when a presentation of facts,information,and explanations leads to understanding?

Cognition is the process by which we receive information through our five senses and assign meaning to it.

The key drivers of the affective response are needs,emotions,liking,and resonance.

The idea of ________ is that a consumer is more than just interested in something;he or she is "turned on."

Why did the advertising industry sponsor an ad that had the headline,"People Have Been Trying to Find the Breasts in These Ice Cubes Since 1957"?

The cognition component of a consumer's response would typically be more influential than the affective component for purchases like scented candles,bath salts,and luxurious towels.