Exam 5: How Brand Communication Works

In the SMCR communication process,what is noise and why is it important?

The most common and long-standing explanation of advertising effects is referred to as AIDA,which stands for attitude,interest,decision,and action.

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 young girls to whom the advertising is targeted represent which element of the SMCR communication model?

________ is obtained in the SMCR communication model by monitoring the response of the receiver to the message.

Which of the following refers to the trustworthiness of a person delivering an advertising message?

B→C2 represents which type of communication?

Newspaper,radio,and television are all examples of which element of the basic communication model?

Lauren is very particular about her coffee in the morning,using bottled water because the tap water in her community smells like chlorine and makes her coffee taste funny.She saw an ad for a coffeemaker that filters out impurities from the water used to make the coffee.The ad had the headline,"Come on,this is your coffee we're talking about!" When Lauren saw that,she exclaimed,"Yes!" because she could identify with it on a personal level.This is an example of which type of emotional driver?

Subliminal advertising is primarily a(n)________ issue.

The think/feel/do model of how advertising works is also known as the FCB model.

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message.In the communication process,HP is ________.

Because AIDA assumes that consumers start with attention and wind up with a decision,it is referred to as a(n)________ model.

The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception,cognition,emotion,association,persuasion,and behavior.

A critical factor in perception is relevance,which means the message connects on some personal level.

________ advertising is brand communication that gets through our perceptual filters,engages our attention,and makes a lasting impression on us.

Factors that drive a behavioral response include trial,buying,contacting,and prevention.

Semiotics is a research tool used to uncover deeper layers of meaning in brand communications.

According to the Facets Model of Effects,which of the following are drivers of the affective response?

Cognitive learning occurs when the learner links one association with another.

Brand ________ reflects the degree to which the associations presented in a marketing message,as well as the consumer's interest,are connected to the brand.