Question 1

High-involvement products are also known as ________ purchases.

Accepted Answer

A) trial 
B) conviction 
C) direct 
D) considered 
E) indirect 
A) trial 
B) conviction 
C) direct 
D) considered 
E) indirect

Question 2

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

Accepted Answer

A) advertising clutter 
B) the receiver's needs 
C) the receiver's language skills 
D) the receiver's interest level 
E) all of the above 
A) advertising clutter 
B) the receiver's needs 
C) the receiver's language skills 
D) the receiver's interest level 
E) all of the above

Question 3

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

Accepted Answer

A) social rehearsal 
B) cognitive learning 
C) advocacy 
D) conviction 
E) loyalty 
A) social rehearsal 
B) cognitive learning 
C) advocacy 
D) conviction 
E) loyalty

Question 4

Which of the following best explains why many advertisements,particularly television advertisements,are designed to be intrusive?

Accepted Answer

A) Exposure cannot be achieved without intrusion. 
B) Intrusive ads are more likely to create synergy. 
C) The cluttered media environment makes it difficult to gain audience attention. 
D) Intrusive ads are more likely to arouse curiosity. 
E) Intrusive ads are more frequently associated with positive emotions. 
A) Exposure cannot be achieved without intrusion. 
B) Intrusive ads are more likely to create synergy. 
C) The cluttered media environment makes it difficult to gain audience attention. 
D) Intrusive ads are more likely to arouse curiosity. 
E) Intrusive ads are more frequently associated with positive emotions.

Question 5

Advances in technology,such as the internet and cell phones,have helped marketers move from interactive communication to mass communication.

Accepted Answer

A) True 
 B)False

Question 6

Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.

Accepted Answer

Cognition refers to how consumers respon

Question 7

________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.

Accepted Answer

A) Resonance 
B) Cognition 
C) Transformation 
D) Symbolism 
E) Intention 
A) Resonance 
B) Cognition 
C) Transformation 
D) Symbolism 
E) Intention

Question 8

Relevance results when an advertisement initially makes an impression.

Accepted Answer

A) True 
 B)False

Question 9

Mass communication is a conversation or dialogue in which the source and receiver change positions as the message bounces back and forth between them.

Accepted Answer

A) True 
 B)False

Question 10

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.

Accepted Answer

A) liking 
B) awareness 
C) preference 
D) loyalty 
E) conviction 
A) liking 
B) awareness 
C) preference 
D) loyalty 
E) conviction

Question 11

Describe the think/feel/do model.

Accepted Answer

According to the think/feel/do model,adv

Question 12

In the SMCR model,a message that has been interpreted by the receiver has been ________.

Accepted Answer

A) encoded 
B) delivered 
C) decoded 
D) persuasive 
E) accepted 
A) encoded 
B) delivered 
C) decoded 
D) persuasive 
E) accepted

Question 13

Slogans,logos,imagery,and color are all examples of brand ________.

Accepted Answer

A) relationships 
B) experiences 
C) signals 
D) personality 
E) awareness 
A) relationships 
B) experiences 
C) signals 
D) personality 
E) awareness

Question 14

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup.In terms of the SMCR communication model,which of the following would be the best way for the source to measure feedback?

Accepted Answer

A) the number of subscribers to Ladies' Home Journal 
B) the number of people who make up the target market 
C) the number of people who redeem the coupon 
D) the number of people who were exposed to the ad 
E) the number of people to whom Ziyi Zhang is an appealing spokesperson 
A) the number of subscribers to Ladies' Home Journal 
B) the number of people who make up the target market 
C) the number of people who redeem the coupon 
D) the number of people who were exposed to the ad 
E) the number of people to whom Ziyi Zhang is an appealing spokesperson

Question 15

Juana looked at her September issue of O magazine and did not see anything of interest.However,after her mother was diagnosed with bipolar disorder,Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.The fact that the boring issue became quite interesting is most directly due to a change in ________.

Accepted Answer

A) exposure 
B) values 
C) relevance 
D) personality 
E) comprehension 
A) exposure 
B) values 
C) relevance 
D) personality 
E) comprehension

Question 16

Before information can be recalled,it must ________.

Accepted Answer

A) be associated with another thought or emotion 
B) have resonance 
C) be perceived 
D) be differentiated 
E) create conviction 
A) be associated with another thought or emotion 
B) have resonance 
C) be perceived 
D) be differentiated 
E) create conviction

Question 17

Which of the following is the most powerful form of persuasion?

Accepted Answer

A) rational appeal 
B) resonance 
C) word-of-mouth communication 
D) engagement 
E) emotional appeal 
A) rational appeal 
B) resonance 
C) word-of-mouth communication 
D) engagement 
E) emotional appeal

Question 18

In Persuasive Advertising,Armstrong identifies each of the following as a category driving advertising strategy EXCEPT which one?

Accepted Answer

A) information 
B) influence 
C) emotion 
D) status 
E) exposure 
A) information 
B) influence 
C) emotion 
D) status 
E) exposure

Question 19

Brand communication should be considered effective when it generates the advertiser's desired response.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT an element of the AIDA model?

Accepted Answer

A) attention 
B) action 
C) attitude 
D) desire 
E) interest 
A) attention 
B) action 
C) attitude 
D) desire 
E) interest

High-involvement products are also known as ________ purchases.

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

Which of the following best explains why many advertisements,particularly television advertisements,are designed to be intrusive?

Advances in technology,such as the internet and cell phones,have helped marketers move from interactive communication to mass communication.

Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.

________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.

Relevance results when an advertisement initially makes an impression.

Mass communication is a conversation or dialogue in which the source and receiver change positions as the message bounces back and forth between them.

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.

Describe the think/feel/do model.

In the SMCR model,a message that has been interpreted by the receiver has been ________.

Slogans,logos,imagery,and color are all examples of brand ________.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup.In terms of the SMCR communication model,which of the following would be the best way for the source to measure feedback?

Before information can be recalled,it must ________.

Which of the following is the most powerful form of persuasion?

In Persuasive Advertising,Armstrong identifies each of the following as a category driving advertising strategy EXCEPT which one?

Brand communication should be considered effective when it generates the advertiser's desired response.

Which of the following is NOT an element of the AIDA model?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 5: How Brand Communication Works

High-involvement products are also known as ________ purchases.

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

Which of the following best explains why many advertisements,particularly television advertisements,are designed to be intrusive?

Advances in technology,such as the internet and cell phones,have helped marketers move from interactive communication to mass communication.

Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.

________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.

Relevance results when an advertisement initially makes an impression.

Mass communication is a conversation or dialogue in which the source and receiver change positions as the message bounces back and forth between them.

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.

Describe the think/feel/do model.

In the SMCR model,a message that has been interpreted by the receiver has been ________.

Slogans,logos,imagery,and color are all examples of brand ________.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup.In terms of the SMCR communication model,which of the following would be the best way for the source to measure feedback?

Before information can be recalled,it must ________.

Which of the following is the most powerful form of persuasion?

In Persuasive Advertising,Armstrong identifies each of the following as a category driving advertising strategy EXCEPT which one?

Brand communication should be considered effective when it generates the advertiser's desired response.

Which of the following is NOT an element of the AIDA model?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters