Exam 4: Communication Response Models

To attract new customers, a promotional manager may consider brand messages that:

The source and receiver each have a frame of reference that they bring to the communication situation. Effective communication is more likely when there is some ________ between the two parties.

The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her:

Nike conducts a marketing research study and finds that the majority of consumers can recall the company's "Just do it" ad slogan. Nike can safely assume that consumers:

Some people have questioned the fact that Nike maintained their endorsement contract with Tiger Woods after his personal "fall from grace". The ill feelings that some people have towards him and his behaviour could be an example of:

Which of the following is an example of a personal channel of communication?

According to the _________model, the major impact of the mass media occurs after the purchase is made.

Which of the following statements best illustrates how important the source of a message can be to a communication campaign?

Each of the following statements about an advertising message is true EXCEPT:

The hierarchical model representing the stages a salesperson must take a customer through in the personal selling process is the _________ _ model.

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. This might explain why the company would use which of the following advertising strategies?

Visits to websites, participation in contests, digital forwarding of ads or stories, and Facebook "likes" are all possible forms of:

The AIDA model is often used to represent what ideally happens during:

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem. Freshness is the message that the ad is supposed to deliver, but if Dick and Bella Lestor think the ad is simply showing people being rude and boorish, then in terms of the communication Process, the Lestors have _________the message improperly.

Which of the following is NOT a basic element of the communication process?

The_________ model explains the purchase decision making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands.

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as:

The field of experience of the receiver most heavily influences which component of the communication process?

The effectiveness of a celebrity endorser in an ad depends on:

is defined as a consumer's desire for a product category independent of the particular brand.