Question 1

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 D

Question 2

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 E

Question 3

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

Accepted Answer

Logos,imagery,and color are cues that identify and signal brand personalities and strengths.These quick visual cues are important in gaining the attention of consumers in the cluttered media environment.

Question 4

Things that interrupt the sending as well as the receiving of the message are known as ________ in the SMCR communication model.

Accepted Answer

A)  encoders
B)  decoders
C)  feedback
D)  interference
E)  noise

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

Which key component of perception refers to whether a message is seen or heard?

Accepted Answer

A)  selection and attention
B)  exposure
C)  interest and relevance
D)  awareness
E)  recognition

Question 8

The key drivers of association are symbolism,conditioned learning,and transformation.

Accepted Answer

A) True 
 B)False

Question 9

________ is the multitude of messages all competing to get consumers' attention.

Accepted Answer

A)  The medium
B)  Feedback
C)  Clutter
D)  The channel
E)  Internal noise

Question 10

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.
-What type of response is Oust attempting to generate among consumers?

Accepted Answer

The answer of Refer to the scenario below to answer...

Question 11

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 Oust 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

The answer of Refer to the scenario below to answer...

Question 12

The consumer's ability to separate one brand from another in a product category is called ________.

Accepted Answer

A)  comprehension
B)  conviction
C)  differentiation
D)  association
E)  preference

Question 13

________ means people remember seeing the ad,and ________ means they remember what the ad said.

Accepted Answer

A)  Recall;recognition
B)  Recognition;recall
C)  Aided recognition;unaided recognition
D)  Relevance;awareness
E)  Awareness;relevance

Question 14

________ refers to how consumers search for and respond to information,learn,and understand something.

Accepted Answer

A)  Cognition
B)  Affect
C)  Perception
D)  Behavior
E)  Persuasion

Question 15

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

Question 16

The Canned Food Association of America wanted consumers to appreciate the benefits of canned foods.The group's magazine ad depicted a rather shapely,robotic-looking woman who was very shiny and contrasted with the dark background in the ad.Viewers had to look closely to learn that the ad was about the benefits of food in cans.Research indicated that consumers spent more time examining the ad because of its unusual imagery.On which component of perception was this unusual ad focused?

Accepted Answer

A)  wants and desires
B)  selection and attention
C)  resonance
D)  recognition
E)  relevance

Question 17

Explain how and why liking is measured in terms of responses.

Accepted Answer

The answer of Explain how and why liking is measured...

Question 18

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

Accepted Answer

A)  cars
B)  computers
C)  clothing
D)  cosmetics
E)  paper napkins

Question 19

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

Accepted Answer

A)  Resonance
B)  Conditioned learning
C)  Transformation
D)  Social learning
E)  Cognitive learning

Question 20

________ takes place when a set of thoughts and feelings become linked to a brand through repetition of the message.

Accepted Answer

A)  Resonance
B)  Conditioned learning
C)  Differentiation
D)  Social learning
E)  Cognitive learning

Exam 5: How Brand Communication Works

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