Exam 5: The Communication Process

In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.

When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.

The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.

When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the _________________ model of how advertising works.

Which of the following is true of market niches?

The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.

A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.

According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion.

The responsibility to encode a message in a way that can be well understood lies with the receiver.

According to the basic model of communication, _____ refers to the way a message is put together in order to deliver an information or intended meaning.

After watching a detergent ad that claimed to remove stains with "just a few drops," Jim stated, "I doubt any detergent can remove stains with only a few drops." This scenario is an example of a

Gianna is using "insight selling," which is based on the ______________ model, which takes a customer through the different stages in the sales process, ending with action.

Pluto Inc., a dairy products manufacturer, recognizes that many customers are passive learners and are generally averse to active information seeking.In order to reach out to these customers, the company incorporated jingles and slogans in its ads.In this scenario, Pluto is assuming that customers make purchases based on the _____ hierarchy.

Which of the following is true of encoding?

Buzz marketing, consumer-generated marketing, and viral marketing are new names for what used to be known simply as word-of-mouth communication.

As a part of their creative strategy, advertisers of Vittle's Nuts use "Snippy the Bunny" as the brand's symbol in its ad campaigns.Through this strategy, the company aims to enhance brand identification and recognition.In this scenario, Snippy is an example of a(n)

Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on air.He is affronted by the poor quality of the commercial and immediately tunes out the message without processing any of the information.According to the elaboration likelihood model (ELM), Trevor is engaging in which of the following routes to persuasion?

Which of the following is true of decoding?

For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process?

Which of the following can serve as a personal channel of communication?