Question 1

High-involvement products are also known as ________ purchases.

Accepted Answer

A)  trial 
B)  conviction 
C)  direct 
D)  considered 
E)  indirect

Question 2

An argument uses logic,reasons,and proof to make a point and build conviction.

Accepted Answer

A) True 
 B)False

Question 3

________ 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 4

A researcher is paging through a magazine and asking respondents whether they remember seeing a particular ad.Explain which component of perception this study is assessing.

Accepted Answer

The answer of A researcher is paging through a magazine...

Question 5

Semiotics is a research tool used to uncover deeper layers of meaning in brand communications.

Accepted Answer

A) True 
 B)False

Question 6

Brand loyalty is most closely associated with which facet of advertising?

Accepted Answer

A)  perception 
B)  cognition 
C)  behavior 
D)  emotion 
E)  association

Question 7

Which of the following is NOT an element of the AIDA model?

Accepted Answer

A)  attention 
B)  action 
C)  attitude 
D)  desire 
E)  interest

Question 8

Who encodes the message in the SMCR communication model?

Accepted Answer

A)  the receiver 
B)  the channel 
C)  the media 
D)  the source 
E)  the encoder

Question 9

Feedback interrupts the sending as well as the receiving of the message.

Accepted Answer

A) True 
 B)False

Question 10

Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects.What,if any,problems exist with this type of model?

Accepted Answer

The answer of Name and describe the most common hierarchy-of-effects...

Question 11

The "Stop.Think.Tylenol." ad is an example of a bandwagon appeal.

Accepted Answer

A) True 
 B)False

Question 12

Why do marketers value opinion leaders?

Accepted Answer

The answer of Why do marketers value opinion leaders?...

Question 13

Mitch is very interested in all electronic devices,from computers to stereos,and pays attention to all advertisements related to these types of products,even if he is not purchasing one of these products.Why does he do this?

Accepted Answer

The answer of Mitch is very interested in all electronic...

Question 14

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

Accepted Answer

A)  advertising clutter 
B)  the receiver's needs 
C)  the receiver's language skills 
D)  the receiver's interest level 
E)  all of the above

Question 15

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 16

A brand with symbolic meanings typically represents something abstract such as tradition,love,or health.

Accepted Answer

A) True 
 B)False

Question 17

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad.Which component of cognition is this?

Accepted Answer

A)  cognitive learning 
B)  confusion 
C)  conditioned learning 
D)  differentiation 
E)  recall

Question 18

________ is the process of making symbolic connections between a brand and characteristics,qualities,or lifestyles that cue the brand's image and personality.

Accepted Answer

A)  Resonance 
B)  Association 
C)  Comprehension 
D)  Recall 
E)  Recognition

Question 19

Name the components of persuasion and describe how they work in advertising.

Accepted Answer

The answer of Name the components of persuasion and describe...

Question 20

A(n)________ is a state of certainty about a brand.

Accepted Answer

A)  attitude 
B)  preference 
C)  conviction 
D)  association 
E)  cognition

Exam 4: How Brand Communication Works

High-involvement products are also known as ________ purchases.

An argument uses logic,reasons,and proof to make a point and build conviction.

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

A researcher is paging through a magazine and asking respondents whether they remember seeing a particular ad.Explain which component of perception this study is assessing.

Semiotics is a research tool used to uncover deeper layers of meaning in brand communications.

Brand loyalty is most closely associated with which facet of advertising?

Which of the following is NOT an element of the AIDA model?

Who encodes the message in the SMCR communication model?

Feedback interrupts the sending as well as the receiving of the message.

Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects.What,if any,problems exist with this type of model?

The "Stop.Think.Tylenol." ad is an example of a bandwagon appeal.

Why do marketers value opinion leaders?

Mitch is very interested in all electronic devices,from computers to stereos,and pays attention to all advertisements related to these types of products,even if he is not purchasing one of these products.Why does he do this?

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

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

A brand with symbolic meanings typically represents something abstract such as tradition,love,or health.

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad.Which component of cognition is this?

________ is the process of making symbolic connections between a brand and characteristics,qualities,or lifestyles that cue the brand's image and personality.

Name the components of persuasion and describe how they work in advertising.

A(n) ________ is a state of certainty about a brand.