Exam 5: The Communication Process

Which of the following response hierarchy models depicts consumers as going through the stages of attention àcomprehension à yielding àretention àbehavior?

states that there are two basic routes to persuasion,the central route and the peripheral route.With the peripheral route to persuasion,:

Interest,liking,preference,evaluation and yielding are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

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

The _____ model involves selective learning,whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision.

Rosa Martinez sees an ad for DKNY jeans in the copy of Vanity Fair magazine she is reading.The ad would be considered a _____ while Vanity Fair would be considered a _____.

Which of the following is NOT a controllable variable in the communications process?

____ is a term used to describe a message receiver's feelings of favorability or unfavorability toward an advertisement.

Commercials for Planter's nuts describe the nuts as a delicious snack food for everyone.The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts.In these commercials,the source of the advertising message is:

Sometimes when celebrities are convicted in drug-related cases,part of the sentencing is to perform community service by speaking to students about the evils of drug usage.Some people have questioned the value of this form of community service because it could glamorize the use of drugs.The ill feelings some people have towards celebrities in these types of programs can create:

According to the standard learning model,the consumer passes through which of the following response sequences during the decision making process?

According to the _____,the consumer is an active participant in the communication process and gathers information through active learning.

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:

,a receiver lacks the ability or motivation to process information under the _____ route to persuasion.

The source or sender of an advertising communication:

Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver?

The _____ is a model that addresses the differences in the ways consumers respond to persuasive messages.

_____ is the process of interpreting a sender's message into thought.

Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on the air.He is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information.Trevor is engaging in what type of message processing?

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem.The advertisers think the message the ad delivers is freshness.However,Rick and Beth Minton think the ad is simply showing people being rude and boorish.One of the possible explanations for these highly different perceptions of the ads is due to an absence of: