Exam 4: How Brand Communication Works

Behavior refers to how consumers respond to information, learn, and understand something.

________ results when an advertisement makes an impression or registers with a consumer.

A high level of interest and attention is sometimes referred to as ________.

The term ________ describes something that stimulates wants, touches the emotions, and creates feelings.

Marketing communication should be considered effective when it generates the advertiser's desired response.

Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals.

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

Who determines the objectives for the advertising message?

Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products. This is an application of which the following?

Association is the process of making symbolic connections between a brand and characteristics, qualities, or lifestyles that represent the brand's image and personality.

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

On Wednesday Jim heard a radio ad about a new book by one of his favorite authors. On Saturday, at his wife's suggestion, he went shopping at the mall. When he saw the bookstore, he remembered the new book and went into the store to purchase the book. Explain the effect of the ad operating in this situation.

Which major player in the advertising industry assists advertisers in encoding their messages into words and pictures?

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

The Canned Food Association of America wanted consumers to appreciate the benefits of canned foods. The group's magazine ad depicted a rather shapely robotic-looking woman who was very shiny and contrasted with the dark background in the ad. One had to look closely to learn that the ad was touting the benefits of food in cans, but research indicated that consumers did that because the unusual nature of the ad got them to look closer to determine what it was about. Which component of perception was this unusual ad attempting to accomplish?

The emotion effect from the Facets Model of Effects refers to the consumer's understanding of an advertisement.

Researchers were planning brand and positioning strategies by asking respondents what they think of when they hear the brand name "iPod." Jan responded that she thought of "cool," "music," "freedom," "cutting edge technology," "hip," and "young." What are the researchers doing in this research? Why?

Which of the following is the best example of a low-involvement product?

The cognition component of a consumer's response would typically be more influential than the affective component for purchases such as scented candles, bath salts, and luxurious towels.

Which of the following is NOT a component of the behavior response?