Exam 4: How Brand Communication Works

Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob's reception of the message?

Which of the following is NOT a key driver of association?

A critical factor in perception is relevance, which means the message connects on some personal level.

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

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

When a brand takes on a(n)________ meaning, the brand stands for certain qualities.

An advertiser's objectives are in terms of the effects the advertiser wants a message to have on an audience.

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?

Cognitive learning occurs when the learner links one thing with another.

While standing in line at the supermarket, Janet saw the display of candy bars. She did not think before she put a candy bar in her basket. What is the affective response driver most likely to be involved in such impulse purchases?

Procter & Gamble encourages a few teenagers to discuss its new products in chat rooms and to send product-related messages to friends via instant messenger and e-mail. P&G has found this to be an effective means of getting the message about a new product out among this age group. P&G is using ________.

Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects as well as the problems with these types of models.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback?

Which of the following is a key driver of cognition?

Advertising creates brand meaning through symbolism and association.

________ means the receiver of the message has become mentally engaged in some way with the ad and the product.

________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.

Some advertising messages are designed to deter rather than encourage behaviors.

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

Which of the following is a key driver of association?