Exam 4: Brands and the Advertising Contribution

A _______ is a constellation of tangible and intangible attributes,configured in such a way that a product or service is set apart from its competition.

Mass communication is a conversation or dialogue,and the source and receiver change positions as the message bounces back and forth between them.

What tangible and intangible attributes make up a brand?

________ is used to check if the advertising message is received as intended.

Why would marketers want to communicate about their company's new ways of working to ensure that people and the planet are not adversely affected by the company's pursuit of profit?

In what direction(s)do brand-related messages mainly flow in the social age?

Ads that are attempting to achieve a(n)________ response aim to stimulate wants,touch the emotions and create feelings.

On a store shelf,branded contact lens solution sits next to unbranded solution.Which of the following is most likely to be different between the two?

The brand ________ states how the consumer sees the brand relative to its category,competitors and substitutes.

Customer evangelists are employees whose job involves creative efforts to promote their employer's brand.

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

Advertising is,first of all,a form of ________.

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

A(n)________ is often the most important goal of advertising.

When consumer involvement is low,advertising often employs repetition of images and the use of symbols.This is referred to as ________ processing.

________ communication is a form of two-way communication,a dialogue.

When consumer involvement is high,the consumer will tend to search for information and evaluate it critically.This is referred to as ________ processing.

Which of the following could be a tangible attribute of a brand of boots?

Ehrenberg argued that most advertising,and nearly all brand advertising,works simply by shining a spotlight on the brand,making it ________ to consumers.

It is not possible for consumers to like an ad and not be able to remember the brand.