Exam 4: How Brand Communication Works

Source credibility means that the person delivering the message, such as a doctor, is respected and believed.

When people are convinced of something, their ________ are expressed as ________.

Symbolism means a brand takes on meaning when it is transformed from a mere product into something special, something that is differentiated from other products in the category by virtue of its brand identity and image.

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. -Hilary Duff, a singer and actress popular with the target market, appears in the commercial claiming the benefits of the product. Duff is well liked, respected, and believable to this target market. The ads were very successful. What is the most likely reason for the success of this campaign?

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

What is the problem with hierarchical models in planning advertising?

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

A(n)________ is a state of certainty about a brand.

Advertising creates visibility for a product or brand through exposure, and consumers respond by selecting messages to which they pay attention, a process called selective perception.

Which of the following are drivers of the affective response?

Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in Juana's ________.

________ is the process by which we receive information through our five senses and assign meaning to it.

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.

Why did the advertising industry sponsor an ad that had the headline, "People Have Been Trying to Find the Breasts in These Ice Cubes Since 1957"?

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

Mitch is very interested in all electronic devices from computers to stereos and pays attention to all advertisements related to these types of products, even if he is not purchasing one of these products. Why does he do this?

Identify three of the key factors driving perception.

Briefly describe the purpose of Facets Model of Effects and the six types of consumer responses the model posits.

Which of the following is/are NOT drivers of the affective response?

Recognition means people remember seeing the ad, and recall means they remember what the ad said.