Question 1

The idea that something prompts a person to act in a certain way is the foundation of ________.

Accepted Answer

A) perception 
B) motivation 
C) engagement 
D) emotion 
E) association 
A) perception 
B) motivation 
C) engagement 
D) emotion 
E) association

Question 2

Briefly describe the purpose of the Facets Model of Effects.What are the six types of consumer responses the model posits?

Accepted Answer

The Facets Model posits that effective a

Question 3

Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects.What,if any,problems exist with this type of model?

Accepted Answer

The most common explanation of advertisi

Question 4

Language skills,purchase history,and information-processing abilities are all possible sources of ________.

Accepted Answer

A) channeling 
B) internal noise 
C) feedback 
D) external noise 
E) clutter 
A) channeling 
B) internal noise 
C) feedback 
D) external noise 
E) clutter

Question 5

Anheuser-Busch,a beer manufacturer,sponsors an advertising campaign to curb drunk driving,using the tagline "Friends Don't Let Friends Drive Drunk." The company has also shown a burning automobile with the headline,"Ever Toast a Friend?" Which component of the behavioral response are these ads attempting to stimulate?

Accepted Answer

They are attempting to stimula

Question 6

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

Accepted Answer

A) mental rehearsal 
B) resonance 
C) contacting 
D) prevention 
E) buying 
A) mental rehearsal 
B) resonance 
C) contacting 
D) prevention 
E) buying

Question 7

Which of the following lists the three key effects,or domains,used in Moriarty's domains model?

Accepted Answer

A) awareness,learning,and persuasion 
B) awareness,emotion,and action 
C) awareness,interest,and action 
D) interest,desire,and action 
E) thinking,feeling,and doing 
A) awareness,learning,and persuasion 
B) awareness,emotion,and action 
C) awareness,interest,and action 
D) interest,desire,and action 
E) thinking,feeling,and doing

Question 8

Researchers are planning brand and positioning strategies by asking respondents what they think of when they hear the brand name "iPod." Jan responded that she thought of "cool," "music," "freedom," "cutting edge technology," "hip," and "young." What are the researchers doing in this research? Why?

Accepted Answer

All the terms that came to Jan's mind fo

Question 9

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad,so he called and ordered flowers.What type of action is this?

Accepted Answer

A) subliminal 
B) trial 
C) indirect 
D) high-involvement 
E) direct 
A) subliminal 
B) trial 
C) indirect 
D) high-involvement 
E) direct

Question 10

Behavior refers to how consumers respond to information,learn,and understand something.

Accepted Answer

A) True 
 B)False

Question 11

An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

Accepted Answer

A) True 
 B)False

Question 12

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad.Which component of cognition is this?

Accepted Answer

A) cognitive learning 
B) confusion 
C) conditioned learning 
D) differentiation 
E) recall 
A) cognitive learning 
B) confusion 
C) conditioned learning 
D) differentiation 
E) recall

Question 13

Which of the following best states a weakness of hierarchical models in planning advertising?

Accepted Answer

A) They are technically complex and difficult to use. 
B) They require significant investments in technology to use. 
C) The models do not take into account the rational,information-driven process consumers use to make a decision. 
D) The models assume that people proceed through steps in a predictable fashion. 
E) The models do not take into account consumers' perceptions. 
A) They are technically complex and difficult to use. 
B) They require significant investments in technology to use. 
C) The models do not take into account the rational,information-driven process consumers use to make a decision. 
D) The models assume that people proceed through steps in a predictable fashion. 
E) The models do not take into account consumers' perceptions.

Question 14

Perfect Pizza is a local restaurant chain that has just launched an advertising campaign highlighting its new,expanded menu that includes healthier options.Advertisements are running in the local newspaper and on local radio stations.The ________ for this advertising campaign is to increase sales by 10% over the course of the month.

Accepted Answer

A) model 
B) objective 
C) impact 
D) cue 
E) feedback 
A) model 
B) objective 
C) impact 
D) cue 
E) feedback

Question 15

Jacob has voted Republican his entire life.No matter how many times he sees a television commercial for the Democratic candidate,he is not going to process the message and be influenced by it.What is hindering Jacob's reception of the message?

Accepted Answer

A) external noise 
B) feedback 
C) buzz 
D) internal noise 
E) encoding 
A) external noise 
B) feedback 
C) buzz 
D) internal noise 
E) encoding

Question 16

Using ________,consumers choose messages to which they pay attention.

Accepted Answer

A) cognition 
B) association 
C) selective perception 
D) selective interest 
E) awareness 
A) cognition 
B) association 
C) selective perception 
D) selective interest 
E) awareness

Question 17

________ effects are message cues given below the threshold of perception;in other words,you can't easily perceive them because they are too brief to see or they are disguised in some way.

Accepted Answer

A) Synergistic 
B) Subliminal 
C) Cognitive 
D) Unaided 
E) Exposure 
A) Synergistic 
B) Subliminal 
C) Cognitive 
D) Unaided 
E) Exposure

Question 18

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 commercial the agency developed went through extensive testing because Just For Me and its agency know that the target pre-teen girls are very fickle about which commercials they attend to.In this scenario,the agency and the advertiser are concerned about ________.

Accepted Answer

A) selective exposure 
B) selective perception 
C) selective awareness 
D) subliminal attention 
E) subliminal relevance 
A) selective exposure 
B) selective perception 
C) selective awareness 
D) subliminal attention 
E) subliminal relevance

Question 19

On Wednesday,Jim heard a radio ad about a new book by one of his favorite authors.On Saturday,at his wife's suggestion,he went shopping at the mall.When he saw the bookstore,he remembered the new book and went into the store to purchase the book.Explain the effect of the ad operating in this situation.

Accepted Answer

Advertising is a victim of delayed effec

Question 20

Using the Facets Model of Effects,what is the first effect an advertising message must have if it is to be effective?

Accepted Answer

A) cognition 
B) affect 
C) perception 
D) association 
E) persuasion 
A) cognition 
B) affect 
C) perception 
D) association 
E) persuasion

The idea that something prompts a person to act in a certain way is the foundation of ________.

Briefly describe the purpose of the Facets Model of Effects.What are the six types of consumer responses the model posits?

Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects.What,if any,problems exist with this type of model?

Language skills,purchase history,and information-processing abilities are all possible sources of ________.

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

Which of the following lists the three key effects,or domains,used in Moriarty's domains model?

Researchers are planning brand and positioning strategies by asking respondents what they think of when they hear the brand name "iPod." Jan responded that she thought of "cool," "music," "freedom," "cutting edge technology," "hip," and "young." What are the researchers doing in this research? Why?

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad,so he called and ordered flowers.What type of action is this?

Behavior refers to how consumers respond to information,learn,and understand something.

An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad.Which component of cognition is this?

Which of the following best states a weakness of hierarchical models in planning advertising?

Jacob has voted Republican his entire life.No matter how many times he sees a television commercial for the Democratic candidate,he is not going to process the message and be influenced by it.What is hindering Jacob's reception of the message?

Using ________,consumers choose messages to which they pay attention.

________ effects are message cues given below the threshold of perception;in other words,you can't easily perceive them because they are too brief to see or they are disguised in some way.

Using the Facets Model of Effects,what is the first effect an advertising message must have if it is to be effective?

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

The idea that something prompts a person to act in a certain way is the foundation of ________.

Briefly describe the purpose of the Facets Model of Effects.What are the six types of consumer responses the model posits?

Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects.What,if any,problems exist with this type of model?

Language skills,purchase history,and information-processing abilities are all possible sources of ________.

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

Which of the following lists the three key effects,or domains,used in Moriarty's domains model?

Researchers are planning brand and positioning strategies by asking respondents what they think of when they hear the brand name "iPod." Jan responded that she thought of "cool," "music," "freedom," "cutting edge technology," "hip," and "young." What are the researchers doing in this research? Why?

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad,so he called and ordered flowers.What type of action is this?

Behavior refers to how consumers respond to information,learn,and understand something.

An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad.Which component of cognition is this?

Which of the following best states a weakness of hierarchical models in planning advertising?

Jacob has voted Republican his entire life.No matter how many times he sees a television commercial for the Democratic candidate,he is not going to process the message and be influenced by it.What is hindering Jacob's reception of the message?

Using ________,consumers choose messages to which they pay attention.

________ effects are message cues given below the threshold of perception;in other words,you can't easily perceive them because they are too brief to see or they are disguised in some way.

Using the Facets Model of Effects,what is the first effect an advertising message must have if it is to be effective?

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