Exam 5: How Brand Communication Works

Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand of hair coloring products.This is an application of which of the following?

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. -The manufacturer of Just For Me products used an advertising agency to assist in developing the commercial so that it would communicate the desired meaning to the pre-teenage girl.Which element of the SMCR communication model does this represent?

Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.

Why is perception a particularly important facet of the Facets Model of Effects?

The term ________ describes something that stimulates wants,touches the emotions,and creates feelings.

A(n)________ is a tendency,inclination,or mental readiness to react to a situation in a given way.

Turning the page in the newspaper or a magazine,hitting the mute button on the television,tossing unopened mail that looks like an ad,and deleting spam without looking at it are all examples of how consumers ________ messages.

Preference and loyalty strategies include providing information about warranties,customer service,and technical support.

A(n)________ is a state of certainty about a brand.

________ responses mirror our feelings,such as anger or love,about something.

Source credibility means that the person delivering the message,such as a doctor,is respected and believed.

________ is the process of making symbolic connections between a brand and characteristics,qualities,or lifestyles that cue the brand's image and personality.

A researcher is paging through a magazine and asking respondents whether they remember seeing a particular ad.Explain which component of perception this study is assessing.

The ________ model demonstrates a theory of how persuasion works based on social influence.

An attitude (respect,preference),an emotion (liking),and an action (repeat purchases)combine to make brand ________.

Which of the following allows a customer to use a product without initially committing to a purchase?

________ tend to be something you think about;________ tend to be based on feelings and desires.

All of the following are drivers of the affective response EXCEPT which one?

Association,the primary tool used in brand communication,guides the process of making symbolic connections between a brand and characteristics,qualities,or lifestyles that cue the brand's image and personality.

________ means the message connects on some personal level with the receiver.