Exam 4: How Brand Communication Works

Wants are something you think about, and needs are based on your feelings and desires.

The Facets Model of Effects posits that effective advertising can create six types of consumer responses: perception, cognition, emotion, association, persuasion, and behavior.

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

________ communication is a form of two-way communication, a dialogue.

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

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. -What type of response is Oust attempting to generate among consumers?

A product becomes differentiated by virtue of its brand image, symbolism, and personality cues.

Why do marketers value opinion leaders?

According to the Facets model, which of the following is NOT considered a consumer response?

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

The "Stop. Think. Tylenol." ad is an example of a bandwagon appeal.

Subliminal advertising is primarily a(n)________ issue.

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

Which of the following is NOT a key driver of cognition?

The hierarchy-of-effects models adequately explain what makes effective advertising effective.

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?

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

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.

Which of the following is NOT a necessary component in the basic communication model?

________ is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.