Question 1

The basic communication model begins with ________.

Accepted Answer

A) the source 
B) the receiver 
C) the message 
D) the channel 
E) the target audience 
A) the source 
B) the receiver 
C) the message 
D) the channel 
E) the target audience

Question 2

________ takes place in the neocortex, which is the most evolved and "highest" part of the brain, but ________ comes from the limbic system, which is the most primitive part of the brain.

Accepted Answer

A) Conditioned learning; cognitive learning 
B) Social learning; conditioned learning 
C) Conditioned learning; social learning 
D) Emotion; rational thought 
E) Rational thought; emotion 
A) Conditioned learning; cognitive learning 
B) Social learning; conditioned learning 
C) Conditioned learning; social learning 
D) Emotion; rational thought 
E) Rational thought; emotion

Question 3

Using ________, consumers select messages to which they pay attention.

Accepted Answer

A) cognition 
B) association 
C) selective perception 
D) selective interest 
E) awareness 
A) cognition 
B) association 
C) selective perception 
D) selective interest 
E) awareness

Question 4

The key drivers of the affective response are needs, wants, emotions, liking, and resonance.

Accepted Answer

A) True 
 B)False

Question 5

Conviction means an intention to try or buy a product.

Accepted Answer

A) True 
 B)False

Question 6

Compare and contrast needs and wants.

Accepted Answer

Needs are something you think about wher

Question 7

A(n)________ is a tendency, inclination, or mental readiness to react to a situation in a given way.

Accepted Answer

A) attitude 
B) argument 
C) motivation 
D) influence 
E) association 
A) attitude 
B) argument 
C) motivation 
D) influence 
E) association

Question 8

An advertisement that creates resonance with a message that "rings true" helps the consumer identify with the brand on a personal level.

Accepted Answer

A) True 
 B)False

Question 9

In the mass communication process, an actual HP printer/fax machine advertisement is called ________.

Accepted Answer

A) feedback 
B) the channel 
C) noise 
D) the message 
E) the medium 
A) feedback 
B) the channel 
C) noise 
D) the message 
E) the medium

Question 10

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

Accepted Answer

A) Cognition 
B) Affect 
C) Perception 
D) Behavior 
E) Persuasion 
A) Cognition 
B) Affect 
C) Perception 
D) Behavior 
E) Persuasion

The basic communication model begins with ________.

takes place in the neocortex, which is the most evolved and "highest" part of the brain, but comes from the limbic system, which is the most primitive part of the brain.

Using ________, consumers select messages to which they pay attention.

The key drivers of the affective response are needs, wants, emotions, liking, and resonance.

Conviction means an intention to try or buy a product.

Compare and contrast needs and wants.

A(n)________ is a tendency, inclination, or mental readiness to react to a situation in a given way.

An advertisement that creates resonance with a message that "rings true" helps the consumer identify with the brand on a personal level.

In the mass communication process, an actual HP printer/fax machine advertisement is called ________.

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

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 4: How Brand Communication Works

The basic communication model begins with ________.

________ takes place in the neocortex, which is the most evolved and "highest" part of the brain, but ________ comes from the limbic system, which is the most primitive part of the brain.

Using ________, consumers select messages to which they pay attention.

The key drivers of the affective response are needs, wants, emotions, liking, and resonance.

Conviction means an intention to try or buy a product.

Compare and contrast needs and wants.

A(n)________ is a tendency, inclination, or mental readiness to react to a situation in a given way.

An advertisement that creates resonance with a message that "rings true" helps the consumer identify with the brand on a personal level.

In the mass communication process, an actual HP printer/fax machine advertisement is called ________.

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

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

takes place in the neocortex, which is the most evolved and "highest" part of the brain, but comes from the limbic system, which is the most primitive part of the brain.