Exam 4: How Brand Communication Works

Why is perception a particularly important facet of the Facets Model of Effects?

________ occurs when a presentation of facts,information,and explanations leads to understanding.

Mary will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede,and she doesn't want her children to be influenced by this.While some claim to have seen it,the word cannot be seen,and if it is there at all,it is below the threshold of perception.What type of effect is this?

An attitude (respect,preference),an emotion (liking),and an action (repeat purchases)combine to make brand ________.

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

Newspaper,radio,and television are all examples of which element of the basic communication 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 ________.

Compare and contrast needs and wants.

Which of the following describes the delayed response of remembering an advertising message you had previously heard and then buying the product advertised in that message?

Cognitive learning occurs when the learner links one association with another.

Briefly describe the purpose of Facets Model of Effects.What are the six types of consumer responses the model posits?

Why is nonverbal communication important in brand messages? Provide examples.

Using the Facets Model of Effects,what is the first effect an advertising message must have if it is to be effective?

An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall.The ad demonstrates how one spray is all it takes for CLR to restore everything to a shiny,clean luster.Which component of persuasion is most clearly demonstrated in this ad?

Before information can be recalled,it must ________.

________ advertising is brand communication that gets through our perceptual filters,engages our attention,and makes a lasting impression on us.

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?

What type of learning occurs when a presentation of facts,information,and explanations leads to understanding?

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup.In terms of the SMCR communication model,which of the following would be the best way for the source to measure feedback?

Which of the following is the best example of a low-involvement product?