Question 1

Which of the following best explains why many advertisements,particularly television advertisements,are designed to be intrusive?

Accepted Answer

A)  Exposure cannot be achieved without intrusion. 
B)  Intrusive ads are more likely to create synergy. 
C)  The media environment is so cluttered that it is difficult to gain the audience's selective attention. 
D)  Intrusive ads are more likely to arouse curiosity. 
E)  Intrusive ads are more frequently associated with positive emotions. 
A)  Exposure cannot be achieved without intrusion. 
B)  Intrusive ads are more likely to create synergy. 
C)  The media environment is so cluttered that it is difficult to gain the audience's selective attention. 
D)  Intrusive ads are more likely to arouse curiosity. 
E)  Intrusive ads are more frequently associated with positive emotions.

Question 2

Conviction means an intention to try or buy a product.

Accepted Answer

A) True 
 B)False

Question 3

________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.

Accepted Answer

A)  Resonance 
B)  Comprehension 
C)  Conditioned learning 
D)  Transformation 
E)  Affect 
A)  Resonance 
B)  Comprehension 
C)  Conditioned learning 
D)  Transformation 
E)  Affect

Question 4

________ is stronger than liking because it involves an element of self-identification.

Accepted Answer

A)  Resonance 
B)  Cognition 
C)  Transformation 
D)  Symbolism 
E)  Intention 
A)  Resonance 
B)  Cognition 
C)  Transformation 
D)  Symbolism 
E)  Intention

Question 5

Relevance results when an advertisement initially makes an impression.

Accepted Answer

A) True 
 B)False

Question 6

Why did the advertising industry sponsor an ad that had the headline,"People Have Been Trying to Find the Breasts in These Ice Cubes Since 1957"?

Accepted Answer

The advertising industry has been critic

Question 7

The ________ model demonstrates a theory of how persuasion works based on social influence.

Accepted Answer

A)  multi-step flow of communication 
B)  SMCR 
C)  AIDA 
D)  think/feel/do 
E)  traditional mass communication 
A)  multi-step flow of communication 
B)  SMCR 
C)  AIDA 
D)  think/feel/do 
E)  traditional mass communication

Question 8

Brand ________ reflects the degree to which the associations presented in a marketing message,as well as the consumer's interest,are connected to the brand.

Accepted Answer

A)  resonance 
B)  linkage 
C)  synergy 
D)  stickiness 
E)  image 
A)  resonance 
B)  linkage 
C)  synergy 
D)  stickiness 
E)  image

Question 9

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

Accepted Answer

A)  social rehearsal 
B)  cognitive learning 
C)  advocacy 
D)  conviction 
E)  loyalty 
A)  social rehearsal 
B)  cognitive learning 
C)  advocacy 
D)  conviction 
E)  loyalty

Question 10

Some advertising messages are designed to deter rather than encourage behaviors.

Accepted Answer

A) True 
 B)False

Question 11

The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception,cognition,emotion,association,persuasion,and behavior.

Accepted Answer

A) True 
 B)False

Question 12

The SMCR communication model begins with the ________.

Accepted Answer

A)  source 
B)  receiver 
C)  message 
D)  channel 
E)  target audience 
A)  source 
B)  receiver 
C)  message 
D)  channel 
E)  target audience

Question 13

Which of the following allows a customer to use a product without initially committing to a purchase?

Accepted Answer

A)  mental rehearsal 
B)  trial 
C)  surrogate effect 
D)  linkage 
E)  indirect action 
A)  mental rehearsal 
B)  trial 
C)  surrogate effect 
D)  linkage 
E)  indirect action

Question 14

There is no solid evidence to support the argument that subliminal advertising would persuade real consumers to buy real products.

Accepted Answer

A) True 
 B)False

Question 15

Which model works on the idea that advertising motivates people to think about the message,feel something about the product,and do something,such as try it or buy it?

Accepted Answer

A)  AIDA model 
B)  SMCR model 
C)  Facets model 
D)  think/feel/do model 
E)  feel/do/think model 
A)  AIDA model 
B)  SMCR model 
C)  Facets model 
D)  think/feel/do model 
E)  feel/do/think model

Question 16

Refer to the scenario below to answer the following questions.
Oust, a brand of air freshener, advertises how its product will get the odor out, not merely cover it up. The advertisement provides facts, information, and an explanation of how Oust can kill bacteria in the air that cause odors.
-Mary was extremely satisfied with the product after she tried it,so she purchased the product again.She even told her mother and sister about the benefits of Oust and convinced them to try the brand as well.What component of persuasion does this represent,and why do marketers want to attain this level of persuasion?

Accepted Answer

Brand loyalty,which is measured both as

Question 17

Brand communication creates brand meaning through symbolism and association.

Accepted Answer

A) True 
 B)False

Question 18

Persuasion 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) True 
 B)False

Question 19

According to the Facets Model of Effects,which of the following is a key driver of association?

Accepted Answer

A)  resonance 
B)  liking 
C)  conditioned learning 
D)  cognitive learning 
E)  emotions 
A)  resonance 
B)  liking 
C)  conditioned learning 
D)  cognitive learning 
E)  emotions

Question 20

New product campaigns and brand reminder ads are typically designed to create and maintain a high level of brand ________.

Accepted Answer

A)  transformation 
B)  learning 
C)  synergy 
D)  semiotics 
E)  awareness 
A)  transformation 
B)  learning 
C)  synergy 
D)  semiotics 
E)  awareness

Which of the following best explains why many advertisements,particularly television advertisements,are designed to be intrusive?

Conviction means an intention to try or buy a product.

________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.

________ is stronger than liking because it involves an element of self-identification.

Relevance results when an advertisement initially makes an impression.

Why did the advertising industry sponsor an ad that had the headline,"People Have Been Trying to Find the Breasts in These Ice Cubes Since 1957"?

The ________ model demonstrates a theory of how persuasion works based on social influence.

Brand ________ reflects the degree to which the associations presented in a marketing message,as well as the consumer's interest,are connected to the brand.

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

Some advertising messages are designed to deter rather than encourage behaviors.

The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception,cognition,emotion,association,persuasion,and behavior.

The SMCR communication model begins with the ________.

Which of the following allows a customer to use a product without initially committing to a purchase?

There is no solid evidence to support the argument that subliminal advertising would persuade real consumers to buy real products.

Which model works on the idea that advertising motivates people to think about the message,feel something about the product,and do something,such as try it or buy it?

Brand communication creates brand meaning through symbolism and association.

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

According to the Facets Model of Effects,which of the following is a key driver of association?

New product campaigns and brand reminder ads are typically designed to create and maintain a high level of brand ________.

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

Which of the following best explains why many advertisements,particularly television advertisements,are designed to be intrusive?

Conviction means an intention to try or buy a product.

________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.

________ is stronger than liking because it involves an element of self-identification.

Relevance results when an advertisement initially makes an impression.

Why did the advertising industry sponsor an ad that had the headline,"People Have Been Trying to Find the Breasts in These Ice Cubes Since 1957"?

The ________ model demonstrates a theory of how persuasion works based on social influence.

Brand ________ reflects the degree to which the associations presented in a marketing message,as well as the consumer's interest,are connected to the brand.

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

Some advertising messages are designed to deter rather than encourage behaviors.

The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception,cognition,emotion,association,persuasion,and behavior.

The SMCR communication model begins with the ________.

Which of the following allows a customer to use a product without initially committing to a purchase?

There is no solid evidence to support the argument that subliminal advertising would persuade real consumers to buy real products.

Which model works on the idea that advertising motivates people to think about the message,feel something about the product,and do something,such as try it or buy it?

Brand communication creates brand meaning through symbolism and association.

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

According to the Facets Model of Effects,which of the following is a key driver of association?

New product campaigns and brand reminder ads are typically designed to create and maintain a high level of brand ________.

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