Question 1

Preference and loyalty strategies include providing information about warranties,customer service,and technical support.

Accepted Answer

A) True 
 B)False  True

Question 2

The desired impact of an advertisement on a target audience is formally stated as a set of ________.

Accepted Answer

A)  achievements 
B)  objectives 
C)  influences 
D)  exposures 
E)  perceptions 
A)  achievements 
B)  objectives 
C)  influences 
D)  exposures 
E)  perceptions B

Question 3

Attitudes can be either rational or emotional.

Accepted Answer

A) True 
 B)False  True

Question 4

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 saw an ad for Oust on television and in a magazine,but she didn't purchase the product right away.She remembered the ads when she saw the product in the store and decided to try it then.What effect does this demonstrate?

Accepted Answer

This is an example of advertis

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A)  Cognition 
B)  Affect 
C)  Perception 
D)  Behavior 
E)  Persuasion 
A)  Cognition 
B)  Affect 
C)  Perception 
D)  Behavior 
E)  Persuasion

Question 7

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

Accepted Answer

A)  Attention 
B)  Perception 
C)  Selection 
D)  Interest 
E)  Awareness 
A)  Attention 
B)  Perception 
C)  Selection 
D)  Interest 
E)  Awareness

Question 8

Subliminal advertising is primarily a(n)________ issue.

Accepted Answer

A)  perceptual 
B)  social 
C)  technological 
D)  behavioral 
E)  association 
A)  perceptual 
B)  social 
C)  technological 
D)  behavioral 
E)  association

Question 9

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?

Accepted Answer

A)  wants and desires 
B)  selection and attention 
C)  resonance 
D)  recognition 
E)  relevance 
A)  wants and desires 
B)  selection and attention 
C)  resonance 
D)  recognition 
E)  relevance

Question 10

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?

Accepted Answer

Oust is attempting to stimulat

Question 11

Refer to the passage below to answer the following questions.
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and twelve. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.
-Taylor Swift,a singer and actress popular with the target market,appears in the commercial claiming the benefits of the product.Swift is well liked,respected,and believable to this target market.The ads are very successful.What is the most likely reason for the success of this campaign?

Accepted Answer

A)  The target market needed this product. 
B)  The use of Taylor Swift led to cognitive learning in members of the target market. 
C)  Taylor Swift was a credible source to deliver this message to this target audience. 
D)  The use of Taylor Swift was a successful bandwagon appeal. 
E)  This was a high-involvement product. 
A)  The target market needed this product. 
B)  The use of Taylor Swift led to cognitive learning in members of the target market. 
C)  Taylor Swift was a credible source to deliver this message to this target audience. 
D)  The use of Taylor Swift was a successful bandwagon appeal. 
E)  This was a high-involvement product.

Question 12

B→C² represents which type of communication?

Accepted Answer

A)  business initiated, one-way communication 
B)  business initiated, targeted communication 
C)  business initiated, shared communication 
D)  consumer initiated, one-way communication 
E)  consumer initiated, shared communication 
A)  business initiated, one-way communication 
B)  business initiated, targeted communication 
C)  business initiated, shared communication 
D)  consumer initiated, one-way communication 
E)  consumer initiated, shared communication

Question 13

________ effects are message cues given below the threshold of perception; in other words,you can't easily perceive them because they are too brief to see or they are disguised in some way.

Accepted Answer

A)  Synergistic 
B)  Subliminal 
C)  Cognitive 
D)  Unaided 
E)  Affective 
A)  Synergistic 
B)  Subliminal 
C)  Cognitive 
D)  Unaided 
E)  Affective

Question 14

Refer to the passage below to answer the following questions.
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and twelve. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.
-The manufacturer of this line of products used an advertising agency to assist in developing the commercial so that it would communicate the desired meaning to the pre-teenage girl.Which element of the SMCR communication model does this represent?

Accepted Answer

A)  noise 
B)  feedback 
C)  encoding 
D)  channel 
E)  decoding 
A)  noise 
B)  feedback 
C)  encoding 
D)  channel 
E)  decoding

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand of hair coloring products.This is an application of which the following?

Accepted Answer

A)  brand evangelism 
B)  subliminal perception 
C)  cognitive learning 
D)  rehearsal 
E)  conditioned learning 
A)  brand evangelism 
B)  subliminal perception 
C)  cognitive learning 
D)  rehearsal 
E)  conditioned learning

Question 17

Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.

Accepted Answer

A) True 
 B)False

Question 18

In the mass communication process,an actual HP printer/fax machine advertisement in a magazine is called ________.

Accepted Answer

A)  feedback 
B)  the channel 
C)  noise 
D)  the message 
E)  the medium 
A)  feedback 
B)  the channel 
C)  noise 
D)  the message 
E)  the medium

Question 19

A high level of interest and attention is sometimes referred to as ________.

Accepted Answer

A)  recall 
B)  subliminal 
C)  synergy 
D)  stickiness 
E)  relevance 
A)  recall 
B)  subliminal 
C)  synergy 
D)  stickiness 
E)  relevance

Question 20

What is the role of interactive communication in branding?

Accepted Answer

Interactive communication is a conversat

Preference and loyalty strategies include providing information about warranties,customer service,and technical support.

The desired impact of an advertisement on a target audience is formally stated as a set of ________.

Attitudes can be either rational or emotional.

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

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

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

Subliminal advertising is primarily a(n)________ issue.

B→C² represents which type of communication?

________ effects are message cues given below the threshold of perception; in other words,you can't easily perceive them because they are too brief to see or they are disguised in some way.

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

Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand of hair coloring products.This is an application of which the following?

Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.

In the mass communication process,an actual HP printer/fax machine advertisement in a magazine is called ________.

A high level of interest and attention is sometimes referred to as ________.

What is the role of interactive communication in branding?

Advertising

Brand Communication

Brand Communication and Society

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 4: How Brand Communication Works

Preference and loyalty strategies include providing information about warranties,customer service,and technical support.

The desired impact of an advertisement on a target audience is formally stated as a set of ________.

Attitudes can be either rational or emotional.

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

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

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

Subliminal advertising is primarily a(n)________ issue.

B→C² represents which type of communication?

________ effects are message cues given below the threshold of perception; in other words,you can't easily perceive them because they are too brief to see or they are disguised in some way.

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

Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand of hair coloring products.This is an application of which the following?

Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.

In the mass communication process,an actual HP printer/fax machine advertisement in a magazine is called ________.

A high level of interest and attention is sometimes referred to as ________.

What is the role of interactive communication in branding?

Advertising

Brand Communication

Brand Communication and Society

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters