Exam 4: How Brand Communication Works

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

Feedback interrupts the sending as well as the receiving of the message.

________ means the message connects on some personal level with the receiver.

Which model works on the idea that advertising motivates people to think about the message, feel something about the product, and do something, such as try it or buy it?

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

The most common and long-standing explanation of advertising effects is referred to as AIDA, which stands for attitude, interest, decision, and action.

________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.

Which of the following lists the three key effects, or domains, used in Moriarty's domains model?

________ are something you think about; ________ are based on feelings and desires.

The key drivers of association are symbolism, conditioned learning, and brand transformation.

Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.

Why might curiosity be a problem for certain types of ad campaigns?

Which of the following is NOT an element of the AIDA model?

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________.

What causes consumers to NOT act on a message they may have seen or heard until later when they are in a store?

Which of the following refers to the trustworthiness of a person delivering an advertising message?

Which of the following is NOT an element of the basic communication model?

Lauren is very particular about her coffee in the morning, using bottled water because the tap water in her community smells like chlorine and makes her coffee taste funny. She saw an ad for a coffeemaker that filters out impurities from the water used to make the coffee. The ad had the headline, "Come on, this is your coffee we're talking about!" When Lauren saw that, she exclaimed, "Yes!" because she could identify with it on a personal level. This is an example of which type of emotional driver?

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 manufacturer of this line of products used an advertising agency to assist in developing the commercial so that it would communicate the desired meaning to the preteenage girl. Which element of the basic communication model does this represent?

John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months later, John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad, so he called and ordered flowers. What type of effect is this?