Question 1

In the context of the marketing communications process, which of the following products is most likely to be promoted by targeting individuals?

Accepted Answer

A) chocolate bars 
B) fizzy drinks 
C) real estate 
D) soap 
E) pizza 
A) chocolate bars 
B) fizzy drinks 
C) real estate 
D) soap 
E) pizza C

Question 2

Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis.Jared thinks to himself, "This sounds promising.I think I should give it a try." This thought would be an example of a(n)

Accepted Answer

A) positive source derogation. 
B) rebuttal. 
C) counterargument. 
D) support argument. 
E) ad executive thought. 
A) positive source derogation. 
B) rebuttal. 
C) counterargument. 
D) support argument. 
E) ad executive thought. D

Question 3

Visual image personalities

Accepted Answer

A) are typically used with complex products that require high involvement. 
B) generally appear in ads for low-involvement products. 
C) require central route processing to be effective. 
D) typically abbreviate the cognitive stage of a consumer decision-making process. 
E) are used when consumers must go through all stages of AIDA before making a purchase. 
A) are typically used with complex products that require high involvement. 
B) generally appear in ads for low-involvement products. 
C) require central route processing to be effective. 
D) typically abbreviate the cognitive stage of a consumer decision-making process. 
E) are used when consumers must go through all stages of AIDA before making a purchase. B

Question 4

The best way to reach a narrowly defined group of customers or a market niche is through

Accepted Answer

A) television advertising and billboards. 
B) personal-selling and targeted direct mail. 
C) advertising and radio advertising. 
D) any form of broadcast media. 
E) transit advertising, billboards, and publicity. 
A) television advertising and billboards. 
B) personal-selling and targeted direct mail. 
C) advertising and radio advertising. 
D) any form of broadcast media. 
E) transit advertising, billboards, and publicity.

Question 5

Jake is planning to buy a new smartphone.He studied the contents of an ad describing the superiority of TL smartphones and scrutinized how the advertising message argued in favor of TL's superiority.According to the elaboration likelihood model (ELM), Jake is engaging in which of the following routes to persuasion?

Accepted Answer

A) support arguing 
B) central processing 
C) peripheral processing 
D) source bolstering 
E) comparative analysis 
A) support arguing 
B) central processing 
C) peripheral processing 
D) source bolstering 
E) comparative analysis

Question 6

Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers.

Accepted Answer

A) True 
 B)False

Question 7

Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route.Which of the following advertising strategies should Mellow use?

Accepted Answer

A) very detailed ads with a great deal of information about body hygiene 
B) detailed ads with strong message arguments about Mellow brands 
C) ads that use popular celebrity endorsers such as movie stars and sports personalities 
D) ads that pay more attention to information in the copy than executional elements such as visual imagery 
E) ads that are free of any distractions like pictures or jingles 
A) very detailed ads with a great deal of information about body hygiene 
B) detailed ads with strong message arguments about Mellow brands 
C) ads that use popular celebrity endorsers such as movie stars and sports personalities 
D) ads that pay more attention to information in the copy than executional elements such as visual imagery 
E) ads that are free of any distractions like pictures or jingles

Question 8

An ad for the Tributary Hotel in Chicago has a number that people can call if they are interested in reserving rooms at the hotel or for further information about the hotel.One way to determine the effectiveness of this ad is to count the number of phone calls the hotel receives in response to the ad.This response count is an example of

Accepted Answer

A) feedback. 
B) encoding. 
C) noise filtering. 
D) noise blocking. 
E) decoding. 
A) feedback. 
B) encoding. 
C) noise filtering. 
D) noise blocking. 
E) decoding.

Question 9

The social consumer decision journey framework recognizes that

Accepted Answer

A) consumers make purchase decisions regarding low-involvement products based on their social status and purchasing power. 
B) consumers follow a linear sequence of awareness, interest, evaluation, and trial before ultimately adopting a product. 
C) consumers are always active participants in a communication process and they gather information through active learning. 
D) promotional campaigns should be designed to motivate consumers to take immediate action. 
E) consumers connect with large numbers of brands through digital channels that are often beyond marketers' control. 
A) consumers make purchase decisions regarding low-involvement products based on their social status and purchasing power. 
B) consumers follow a linear sequence of awareness, interest, evaluation, and trial before ultimately adopting a product. 
C) consumers are always active participants in a communication process and they gather information through active learning. 
D) promotional campaigns should be designed to motivate consumers to take immediate action. 
E) consumers connect with large numbers of brands through digital channels that are often beyond marketers' control.

Question 10

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in

Accepted Answer

A) personal-selling situations. 
B) radio advertising. 
C) television advertising. 
D) direct-mail advertising. 
E) mass-communication channels. 
A) personal-selling situations. 
B) radio advertising. 
C) television advertising. 
D) direct-mail advertising. 
E) mass-communication channels.

Question 11

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.

Accepted Answer

A) True 
 B)False

Question 12

Lily hosts a well-known television show, .She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics.In this scenario, the source of the ad is

Accepted Answer

A) the television network that airs the ad. 
B) Rochelle Cosmetics. 
C) Lily. 
D) the audience. 
E) the television show, Real Life. 
A) the television network that airs the ad. 
B) Rochelle Cosmetics. 
C) Lily. 
D) the audience. 
E) the television show, Real Life.

Question 13

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) magazines 
B) e-mail 
C) social media 
D) telemarketing 
E) stress interviews 
A) magazines 
B) e-mail 
C) social media 
D) telemarketing 
E) stress interviews

Question 15

According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.

Accepted Answer

A) standard learning hierarchy 
B) low-involvement hierarchy 
C) dissonance/attribution model 
D) peripheral processing model 
E) maximum likelihood model 
A) standard learning hierarchy 
B) low-involvement hierarchy 
C) dissonance/attribution model 
D) peripheral processing model 
E) maximum likelihood model

Question 16

_____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.

Accepted Answer

A) Cognitive responses 
B) Affective responses 
C) Selective impressions 
D) Behavioral responses 
E) Conative impressions 
A) Cognitive responses 
B) Affective responses 
C) Selective impressions 
D) Behavioral responses 
E) Conative impressions

Question 17

_____ is any unplanned distortion or interference in the communication process.

Accepted Answer

A) Semiotics 
B) Selectivity 
C) Noise 
D) Dissonance 
E) Blocking 
A) Semiotics 
B) Selectivity 
C) Noise 
D) Dissonance 
E) Blocking

Question 18

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

Accepted Answer

A) semiotic involvement. 
B) field of experience. 
C) common ground. 
D) source characteristics. 
E) selective bindings. 
A) semiotic involvement. 
B) field of experience. 
C) common ground. 
D) source characteristics. 
E) selective bindings.

Question 19

When Coach uses its brand name and picture to communicate an intended message of aspirational heritage mixed with an urban attitude, it is relying on the impression or image the ad creates, not the actual words or the message.

Accepted Answer

A) True 
 B)False

Question 20

In a communication process, a receiver's set of reactions after seeing, hearing, or reading a message is known as a

Accepted Answer

A) noise. 
B) perception. 
C) source. 
D) channeling. 
E) response. 
A) noise. 
B) perception. 
C) source. 
D) channeling. 
E) response.

In the context of the marketing communications process, which of the following products is most likely to be promoted by targeting individuals?

Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis.Jared thinks to himself, "This sounds promising.I think I should give it a try." This thought would be an example of a(n)

Visual image personalities

The best way to reach a narrowly defined group of customers or a market niche is through

Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers.

Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route.Which of the following advertising strategies should Mellow use?

The social consumer decision journey framework recognizes that

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.

Lily hosts a well-known television show, .She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics.In this scenario, the source of the ad is

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.

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

According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.

_____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.

_____ is any unplanned distortion or interference in the communication process.

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

When Coach uses its brand name and picture to communicate an intended message of aspirational heritage mixed with an urban attitude, it is relying on the impression or image the ad creates, not the actual words or the message.

In a communication process, a receiver's set of reactions after seeing, hearing, or reading a message is known as a

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

Perspectives on Consumer Behavior

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters

Exam 5: The Communication Process

In the context of the marketing communications process, which of the following products is most likely to be promoted by targeting individuals?

Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis.Jared thinks to himself, "This sounds promising.I think I should give it a try." This thought would be an example of a(n)

Visual image personalities

The best way to reach a narrowly defined group of customers or a market niche is through

Female and younger consumers tend to exert more influence on their target recipients and be more susceptible to viral influences than male and older consumers.

Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route.Which of the following advertising strategies should Mellow use?

The social consumer decision journey framework recognizes that

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.

Lily hosts a well-known television show, .She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics.In this scenario, the source of the ad is

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.

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

According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.

_____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.

_____ is any unplanned distortion or interference in the communication process.

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

When Coach uses its brand name and picture to communicate an intended message of aspirational heritage mixed with an urban attitude, it is relying on the impression or image the ad creates, not the actual words or the message.

In a communication process, a receiver's set of reactions after seeing, hearing, or reading a message is known as a

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

Perspectives on Consumer Behavior

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters