Exam 4: Communication Response Models

Two-way communication between a brand and its consumers on social media such as Twitter, Facebook and blogs are examples of a(n) ___________channel of communication.

Which category of cognitive responses includes a message recipient's reactions to factors such as the creativity of an ad, the quality of the visual effects, colours, voice tones, and the like?

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:

Which of the following would NOT be considered "noise" in the communication process?

Travis missed the small ad for Walker Nursery in the newspaper today because his attention was distracted by an ad for an estate sale that was on the same page. In terms of the communication process, the ad for the estate sale kept Travis from seeing the plant Nursery ad and acted as:

Trial, purchase, adoption, and rejection are all examples of the stage of the response process and appear in all of the_________ models describing the consumer response process.

Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware that such a product existed, they were eager to talk to a salesperson and learn more about the Mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized They wanted to own one. They used their credit card to order a mattress and to pay for its delivery to their home. In terms of the models of response process, Inez and Troy have Just gone through the stages in the _______model.

refer to the lasting brand impressions that remain with the target audience after the target audience processes the message.

The four communication effects for the target audience summarized in the Rossiter and Percy perspective are category need, brand awareness, brand attitude, and __________.

The encoding process leads to the development of:

During the 2016 Olympics, Royal Bank of Canada aired heart-warming ads showing athletes who had received financial assistance in order to train and compete. RBC is hoping to influence consumers in the_________ stage of the response process.

Research on the elaboration likelihood model (ELM) has shown that:

When Sidney Crosby appears in a commercial endorsing Gatorade, the message source is:

Attention, awareness, and knowledge are all examples of the stage of the response process and appear in all of the models describing the_________consumer response process.

An ad for The Westin Hotel in Ottawa contains an 800-number that people interested in reserving rooms at the hotel or knowing more about the hotel can call. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of:

Which of the following statements about word-of-mouth (WOM) communication is NOT TRUE?

Marketers of_________ often must communicate with passive and uninterested consumers who may focus more on nonmessage elements such as music, slogans, and jingles than on message content.

The Rossiter and Percy perspective summarizes four communication effects for the target audience. They are:

is any unplanned distortion or interference in the communication process.

Learning through __________ plays an important role in marketing. Buyers can be conditioned to form favourable impressions and images of various brands through the associative process.