Question 1

________ is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

Accepted Answer

A)  Motivation 
B)  Involvement 
C)  Persuasion 
D)  Association 
E)  Cognition 
A)  Motivation 
B)  Involvement 
C)  Persuasion 
D)  Association 
E)  Cognition

Question 2

A consumer's brand ________ is motivated by conviction.

Accepted Answer

A)  position 
B)  image 
C)  personality 
D)  preference 
E)  credibility 
A)  position 
B)  image 
C)  personality 
D)  preference 
E)  credibility

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Factors that drive a behavioral response include trial,buying,contacting,and prevention.

Accepted Answer

A) True 
 B)False

Question 5

When people are convinced of something,their ________ are expressed as ________.

Accepted Answer

A)  cognitions; values 
B)  values; motivations 
C)  motivations; appeals 
D)  attitudes; beliefs 
E)  thoughts; emotions 
A)  cognitions; values 
B)  values; motivations 
C)  motivations; appeals 
D)  attitudes; beliefs 
E)  thoughts; emotions

Question 6

Which of the following is a key driver of cognition?

Accepted Answer

A)  influence 
B)  need 
C)  symbolism 
D)  emotion 
E)  resonance 
A)  influence 
B)  need 
C)  symbolism 
D)  emotion 
E)  resonance

Question 7

All of the following are drivers of the affective response EXCEPT which one?

Accepted Answer

A)  wants 
B)  needs 
C)  emotions 
D)  liking 
E)  resonance 
A)  wants 
B)  needs 
C)  emotions 
D)  liking 
E)  resonance

Question 8

Juana looked at her September issue of O magazine and did not see anything of interest.However,after her mother was diagnosed with bipolar disorder,Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.The fact that the boring issue became quite interesting is most directly due to a change in ________.

Accepted Answer

A)  exposure 
B)  values 
C)  relevance 
D)  personality 
E)  comprehension 
A)  exposure 
B)  values 
C)  relevance 
D)  personality 
E)  comprehension

Question 9

An advertisement that suggests everyone is using a certain brand is using a ________ appeal.

Accepted Answer

A)  rational 
B)  buzz 
C)  word-of-mouth 
D)  bandwagon 
E)  referral 
A)  rational 
B)  buzz 
C)  word-of-mouth 
D)  bandwagon 
E)  referral

Question 10

Brand communication should be considered effective when it generates the advertiser's desired response.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

Accepted Answer

A)  mental rehearsal 
B)  resonance 
C)  contacting 
D)  prevention 
E)  buying 
A)  mental rehearsal 
B)  resonance 
C)  contacting 
D)  prevention 
E)  buying

Question 12

Jacob has voted Republican his entire life.No matter how many times he sees a television commercial for the Democratic candidate,he is not going to process the message and be influenced by it.What is hindering Jacob's reception of the message?

Accepted Answer

A)  external noise 
B)  feedback 
C)  buzz 
D)  internal noise 
E)  encoding 
A)  external noise 
B)  feedback 
C)  buzz 
D)  internal noise 
E)  encoding

Question 13

While standing in line at the supermarket,Janet saw a display of candy bars.Without thinking,Janet put a candy bar in her basket.What is the affective response driver most likely to be involved in such impulse purchases?

Accepted Answer

A)  resonance 
B)  differentiation 
C)  feelings 
D)  needs 
E)  wants 
A)  resonance 
B)  differentiation 
C)  feelings 
D)  needs 
E)  wants

Question 14

Describe the think/feel/do model.

Accepted Answer

According to the think/feel/do model,adv

Question 15

________ is the process by which we receive information through our five senses.

Accepted Answer

A)  Cognition 
B)  Behavior 
C)  Exposure 
D)  Awareness 
E)  Perception 
A)  Cognition 
B)  Behavior 
C)  Exposure 
D)  Awareness 
E)  Perception

Question 16

________ 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 17

Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.

Accepted Answer

A) True 
 B)False

Question 18

In the SMCR communication process,what is noise and why is it important?

Accepted Answer

Noise is the unplanned static or distort

Question 19

Advances in technology,such as the Internet and cell phones,have helped marketers move from interactive communication to mass communication.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is the most powerful form of persuasion?

Accepted Answer

A)  rational appeal 
B)  resonance 
C)  word-of-mouth communication 
D)  engagement 
E)  emotional appeal 
A)  rational appeal 
B)  resonance 
C)  word-of-mouth communication 
D)  engagement 
E)  emotional appeal

________ is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

A consumer's brand ________ is motivated by conviction.

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

Factors that drive a behavioral response include trial,buying,contacting,and prevention.

When people are convinced of something,their are expressed as .

Which of the following is a key driver of cognition?

All of the following are drivers of the affective response EXCEPT which one?

An advertisement that suggests everyone is using a certain brand is using a ________ appeal.

Brand communication should be considered effective when it generates the advertiser's desired response.

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

Jacob has voted Republican his entire life.No matter how many times he sees a television commercial for the Democratic candidate,he is not going to process the message and be influenced by it.What is hindering Jacob's reception of the message?

While standing in line at the supermarket,Janet saw a display of candy bars.Without thinking,Janet put a candy bar in her basket.What is the affective response driver most likely to be involved in such impulse purchases?

Describe the think/feel/do model.

________ is the process by which we receive information through our five senses.

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.

Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.

In the SMCR communication process,what is noise and why is it important?

Advances in technology,such as the Internet and cell phones,have helped marketers move from interactive communication to mass communication.

Which of the following is the most powerful form of persuasion?

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

________ is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

A consumer's brand ________ is motivated by conviction.

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

Factors that drive a behavioral response include trial,buying,contacting,and prevention.

When people are convinced of something,their ________ are expressed as ________.

Which of the following is a key driver of cognition?

All of the following are drivers of the affective response EXCEPT which one?

An advertisement that suggests everyone is using a certain brand is using a ________ appeal.

Brand communication should be considered effective when it generates the advertiser's desired response.

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

Jacob has voted Republican his entire life.No matter how many times he sees a television commercial for the Democratic candidate,he is not going to process the message and be influenced by it.What is hindering Jacob's reception of the message?

While standing in line at the supermarket,Janet saw a display of candy bars.Without thinking,Janet put a candy bar in her basket.What is the affective response driver most likely to be involved in such impulse purchases?

Describe the think/feel/do model.

________ is the process by which we receive information through our five senses.

________ 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.

Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.

In the SMCR communication process,what is noise and why is it important?

Advances in technology,such as the Internet and cell phones,have helped marketers move from interactive communication to mass communication.

Which of the following is the most powerful form of persuasion?

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

When people are convinced of something,their are expressed as .

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.