Question 1

Because AIDA assumes that consumers start with attention and wind up with a decision,it is referred to as a(n)________ model.

Accepted Answer

A)  hierarchy-of-effects 
B)  interactive 
C)  think/feel/do 
D)  multi-faceted 
E)  stepwise 
A)  hierarchy-of-effects 
B)  interactive 
C)  think/feel/do 
D)  multi-faceted 
E)  stepwise

Question 2

Anheuser-Busch,a beer manufacturer,sponsors an advertising campaign to curb drunk driving,using the tagline "Friends Don't Let Friends Drive Drunk." The company has also shown a burning automobile with the headline,"Ever Toast a Friend?" Which component of the behavioral response are these ads attempting to stimulate?

Accepted Answer

They are attempting to stimula

Question 3

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

Accepted Answer

A)  resonant 
B)  symbolic 
C)  emotional 
D)  cognitive 
E)  transformational 
A)  resonant 
B)  symbolic 
C)  emotional 
D)  cognitive 
E)  transformational

Question 4

Which of the following best states a weakness of hierarchical models in planning advertising?

Accepted Answer

A)  They are technically complex and difficult to use. 
B)  They require significant investments in technology to use. 
C)  The models do not take into account the rational, information-driven process consumers use to make a decision. 
D)  The models assume that people proceed through steps in a predictable fashion. 
E)  The models do not take into account consumers' perceptions. 
A)  They are technically complex and difficult to use. 
B)  They require significant investments in technology to use. 
C)  The models do not take into account the rational, information-driven process consumers use to make a decision. 
D)  The models assume that people proceed through steps in a predictable fashion. 
E)  The models do not take into account consumers' perceptions.

Question 5

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

Accepted Answer

A)  Mass 
B)  Target 
C)  Interactive 
D)  Integrative 
E)  External 
A)  Mass 
B)  Target 
C)  Interactive 
D)  Integrative 
E)  External

Question 6

Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.

Accepted Answer

Cognition refers to how consumers respon

Question 7

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

Accepted Answer

A)  Attention 
B)  Perception 
C)  Selection 
D)  Interest 
E)  Relevance 
A)  Attention 
B)  Perception 
C)  Selection 
D)  Interest 
E)  Relevance

Question 8

Perfect Pizza is a local restaurant chain that has just launched an advertising campaign highlighting its new,expanded menu that includes healthier options.Advertisements are running in the local newspaper and on local radio stations.The ________ for this advertising campaign is to increase sales by 10% over the course of the month.

Accepted Answer

A)  model 
B)  objective 
C)  signaling 
D)  cue 
E)  feedback 
A)  model 
B)  objective 
C)  signaling 
D)  cue 
E)  feedback

Question 9

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

Accepted Answer

A)  conviction 
B)  engagement 
C)  involvement 
D)  credibility 
E)  advocacy 
A)  conviction 
B)  engagement 
C)  involvement 
D)  credibility 
E)  advocacy

Question 10

Turning the page in the newspaper or a magazine,hitting the mute button on the television,tossing unopened mail that looks like an ad,and deleting spam without looking at it are all examples of how consumers ________ messages.

Accepted Answer

A)  decode 
B)  encode 
C)  selectively attend to 
D)  transform 
E)  accept 
A)  decode 
B)  encode 
C)  selectively attend to 
D)  transform 
E)  accept

Question 11

An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

Accepted Answer

A) True 
 B)False

Question 12

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 commercial the agency developed went through extensive testing because the advertiser and its agency know that the target pre-teen girls are very fickle about which commercials they attend to.In this scenario,the agency and the advertiser are concerned about ________.

Accepted Answer

A)  selective exposure 
B)  selective perception 
C)  selective awareness 
D)  subliminal attention 
E)  subliminal relevance 
A)  selective exposure 
B)  selective perception 
C)  selective awareness 
D)  subliminal attention 
E)  subliminal relevance

Question 13

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.

Accepted Answer

Advertising is a victim of delayed effec

Question 14

Whether or not the marketer plans for integrated marketing communication,people automatically integrate the messages from a brand and the experiences they have with that brand to create their own personal brand perception.

Accepted Answer

A) True 
 B)False

Question 15

Source credibility means that the person delivering the message,such as a doctor,is respected and believed.

Accepted Answer

A) True 
 B)False

Question 16

Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.

Accepted Answer

Persuasion often involves the tools of l

Question 17

When individual messages within a campaign have more impact working together to promote a product than they would individually,________ has been achieved.

Accepted Answer

A)  stickiness 
B)  conviction 
C)  transformation 
D)  synergy 
E)  relevance 
A)  stickiness 
B)  conviction 
C)  transformation 
D)  synergy 
E)  relevance

Question 18

According to the text,the hierarchy-of-effects models adequately explain what makes effective advertising effective.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Because AIDA assumes that consumers start with attention and wind up with a decision,it is referred to as a(n)________ model.

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

Which of the following best states a weakness of hierarchical models in planning advertising?

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

Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.

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

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

Turning the page in the newspaper or a magazine,hitting the mute button on the television,tossing unopened mail that looks like an ad,and deleting spam without looking at it are all examples of how consumers ________ messages.

An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

Whether or not the marketer plans for integrated marketing communication,people automatically integrate the messages from a brand and the experiences they have with that brand to create their own personal brand perception.

Source credibility means that the person delivering the message,such as a doctor,is respected and believed.

Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.

When individual messages within a campaign have more impact working together to promote a product than they would individually,________ has been achieved.

According to the text,the hierarchy-of-effects models adequately explain what makes effective advertising effective.

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

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

Advertising

Brand Communication

Brand Communication and Society

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 4: How Brand Communication Works

Because AIDA assumes that consumers start with attention and wind up with a decision,it is referred to as a(n)________ model.

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

Which of the following best states a weakness of hierarchical models in planning advertising?

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

Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.

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

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

Turning the page in the newspaper or a magazine,hitting the mute button on the television,tossing unopened mail that looks like an ad,and deleting spam without looking at it are all examples of how consumers ________ messages.

An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

Whether or not the marketer plans for integrated marketing communication,people automatically integrate the messages from a brand and the experiences they have with that brand to create their own personal brand perception.

Source credibility means that the person delivering the message,such as a doctor,is respected and believed.

Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.

When individual messages within a campaign have more impact working together to promote a product than they would individually,________ has been achieved.

According to the text,the hierarchy-of-effects models adequately explain what makes effective advertising effective.

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

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

Advertising

Brand Communication

Brand Communication and Society

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters