Exam 5: How Brand Communication Works

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

New product campaigns and brand reminder ads are typically designed to create and maintain a high level of brand ________.

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

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

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

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

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

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

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

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?

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?

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

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

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

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?

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?

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

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

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

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