Exam 6: The Communications Process and Consumer Behavior

Exposing consumers to the marketing communicator's message does not ensure that the message will have an impact.

Decoding is the process of translating thought into symbolic form.

The message channel is the path through which the message moves from source to receiver.

The term comprehension is often used interchangeably with perception; both terms refer to _____.

The perceptual process of interpreting stimuli is called _____.

In order to better remember people's names,Ann associates each name with an animal that most closely resembles the person's physical appearance.Ann's mnemonic device makes use of _____.

Changes in the context or organization of information in consumers' long-term memories is known as _____.

The differences between the CPM and HEM perspectives apply only to advertising,not other forms of marketing communication.

The CPM perspective views consumers as pursuing fun,fantasies,and feelings.

The message channel is the path through which the message moves from source to receiver.

Research shows that advertising _____,whether real or perceived,reduces advertising effectiveness.

The dual-coding theory holds that pictures are represented in the memory in verbal as well as visual form,whereas words are less likely to have visual representations.

Hedonistic needs are satisfied when consumers attend to messages that make them feel good.

A(n)_____ uses a comparative term such as "like" or "as" to join items from different classes of experience.

Which of the following is an allegorical character? 

The message itself is a symbolic expression of what the communicator intends to accomplish.

Interference and distortion in the communication process is called noise.

The _____ is a communicator in some marcom capacity who has thoughts to share with an individual customer/prospect or an entire target audience.

The compensatory heuristic allows you to make trade-offs among the attributes of different options when making a decision.

The word communication is derived from the Latin word communis,which means "communion."