Exam 9: Communication and Consumer Behavior

Photographs,illustrations and symbols are examples of ________ messages.

The ________ of formal marketing communications is likely to be a targeted prospect or a customer.

The best and most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through ________.

________ reference groups serve as benchmarks for specific or narrowly defined attitudes or behavior.

The recall of a commercial and its central theme is evidence of its attention-getting and persuasive power.

Consumers selectively perceive advertising messages.They carefully read ads for products that they know little about and tend to ignore advertisements that have more relevance to them.

Humor does not harm the comprehension of ads,and,in some cases,it aids comprehension.

________ possess a wide range of information about many different types of products,retail outlets,and other dimensions of markets.They initiate discussions with other consumers,respond to requests for market information,and like to shop and share their shopping expertise with others.

The ________ is the initiator of communication.

________ are generally classified as print and broadcast.

Identify three strategies that marketers can use to overcome psychological noise.

A mention of the product ________ yields great confidence in the message.

The theory of ________ suggests that the memory of a negative cue,such as a low-credibility source,simply decays faster than the memory of the message itself,leaving behind the primary message content.

Individuals who experience ________ often try to alleviate their uncertainty by convincing others to make a similar purchase to reassure themselves of their product choice.

Bill is an avid coin collector and belongs to a coin collectors' club,receiving a monthly magazine and invitations to exclusive events.This coin collectors' club is an example of a(n)________ group.

Wholesalers,distributors and retailers are examples of ________ audiences.

A person's perceptions and experiences are key determinants in how a message is interpreted.

________ stresses the benefits to be gained by using a specific product,whereas ________ stresses the benefits to be lost by not using the product.

A campaign for a new brand of flavored Vodka uses actors or models to visit bars and nightclubs and order martinis made with the new brand.The actors or models appear as if they are ordering a well-established fad drink,while the real objective is to create a new drink.This is an example of ________.

Which of the following is an example of a formal communications source?