Exam 4: How Brand Communication Works

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

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 consumers ________ the message.

________ takes place when a set of thoughts and feelings become linked to a brand through repetition of the message.

Brand loyalty is most closely associated with which facet of advertising?

Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.

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

Who encodes the message in the basic communication model?

________ enables anyone to have an opinion about a company or brand, communicate it, and listen to the reaction.

What is the major difference between the mass communication model and the interactive communication model?

Describe the basic mass communication model. Then compare and contrast that model with the interactive communication model.

An advertisement that suggests everyone is using a certain brand is using a ________ appeal.

Things that interrupt the sending as well as the receiving of the message are known as ________ in the basic communication model.

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 was extremely satisfied with the product after she tried it, so she purchased the product again. She even told her mother and sister about the benefits of Oust and convinced them to try the product as well. What component of persuasion does this represent, and why do marketers want to attain this level of persuasion?

When a message is interpreted by the receiver, it means it has been ________.

Relevance results when an advertisement initially makes an impression.

________ occurs when a presentation of facts, information, and explanations leads to understanding.

Describe the AIDA model.

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?

According to your text, good marketing communication is effective when it generates the advertiser's desired ________.

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