Exam 4: How Brand Communication Works

Marketers coordinate marketing communication efforts to create ________, which means that individual messages have more impact working jointly to promote a product than they would independently.

________ is the multitude of messages all competing to get consumers' attention.

A consumer's brand ________ is motivated by conviction.

An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad demonstrates how one spray is all it takes for CLR to restore everything to a shiny, clean luster. Which component of persuasion is most clearly demonstrated in this ad?

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

Mary will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede, and she doesn't want her children to be influenced by this. While some claim to have seen it, the word cannot be seen, and if it is there at all, it is below the threshold of perception. What type of effect is this?

________ 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.

The idea of ________ is that a consumer is more than just interested in something; he or she is "turned on."

Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.

________ is stronger than liking because it involves an element of self-identification.

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 in which 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 basic communication model?

________ 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 is assessing.

Explain how and why liking is measured in terms of responses.

High-involvement products are also known as ________.

What is the first effect an advertising message must have if it is to be effective?

Using ________ marketing, advertisers ask consumers if it is okay to contact them.

________ is a measure of perception; ________ is a measure of understanding.

Compare and contrast the cognition and the emotion facets of the the Facets Model of Effects.

Preference is measured both as an attitude and by repeat purchases.