Exam 5: The Communication Process

Bianca saw a magazine ad for Savvy Sheen hair shampoo that claimed to contain only natural herbal extracts and milk proteins.The ad also stated that Savvy's products were devoid of sodium laureth sulfate.Bianca instantly remarked, "I'm going to try this shampoo.I think I will like it." Bianca's response to the ad is an example of a

Which of the following statements is true about effective communication?

Which of the following is true of source bolsters?

A company that hires a spokesperson with whom its target audience is likely to identify and respond favorably is

Which of the following is true of low-involvement advertising?

According to the _____ model proposed by Michael Ray, learning from the mass media occurs after a purchase is made.

The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.

Which of the following provides the sender of an advertising message with an appropriate way of monitoring the effectiveness of an intended message?

Which of the following response hierarchy models depicts consumers going through the stages of attention, presentation, comprehension, yielding, retention, and behavior?

The encoding process leads to the development of

Consumers in an "active" shopping mode

Very small, well-defined groups of customers are often referred to as individuals.

Katy sees a television commercial for a shampoo, which is being endorsed by Adriana Tatum, a young movie actress.Katy thinks to herself, "She's such a drama queen! She'll do anything for media attention.I wouldn't buy anything she promotes." This is an example of a

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route.Under the central route to persuasion, a message recipient is viewed as

According to the standard learning model, through which of the following response sequences does a consumer pass?

Which of the following is true of nonpersonal channels of communication?

Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?

Jessica was asked to view a television ad for a movie that was due to be released at a later date.After viewing the ad, she was required to fill a questionnaire that included questions such as "Did the ad make you want to see the movie?" "Did the movie title seem appropriate?" and "Did you understand the theme of the movie?" In this scenario, Jessica's _____ responses are being noted.

Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product.

The advanced analytics available from digital media allow data-driven consumer packaged goods marketers to identify target audiences based on their purchase or other behavior.