Exam 4: How Brand Communication Works

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,so he called and ordered flowers.What type of effect is this?

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

The term ________ describes something that stimulates wants,touches the emotions,and creates feelings.

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

Identify three of the key factors driving perception.

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.

Why might curiosity be a problem for certain types of ad campaigns?

Language skills,purchase history,and information-processing abilities are all possible sources of ________.

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

Cognition is the process by which we receive information through our five senses and assign meaning to it.

The idea of ________ is that a consumer is more than just interested in something; he or she is "turned on."

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

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

Which of the following lists the three key effects,or domains,used in Moriarty's domains model?

________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.

Slogans,logos,imagery,and color are all examples of brand ________.

According to the Facets Model of Effects,which of the following are drivers of the affective response?

When a message is interpreted by the receiver in the SMCR model,it means it has been ________.

________ tend to be something you think about; ________ tend to be based on feelings and desires.

The cognition component of a consumer's response would typically be more influential than the affective component for purchases such as scented candles,bath salts,and luxurious towels.