Exam 5: The Communication Process

Kasey hears a radio commercial for a weight loss program involving hypnosis that claims an individual can lose weight through its program.Kasey thinks to himself,"Yep,it sure does work.I wouldn't have been able to lose thirty pounds without it." This thought would be an example of a:

The encoding process leads to the development of:

The basic function of all of the elements of the integrated communications program is to:

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

Early adopters are critical to the success of new products because:

_____ is the study of the nature of meaning and how words,gestures and symbols acquire meaning.

_____ channel of communication.

Successful communication depends on

Individual and group audiences,niche markets,market segments and mass markets are all examples of:

Semiotic analysis can be helpful to marketers in understanding how consumers perceive and interpret:

Ronell missed the small ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.In terms of the communication process,the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as:

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.This might explain why the company would use which of the following advertising strategies?

According to the FCB planning model,for which of the following products would an affective strategy be most appropriate?

Tia saw a television commercial that said a specific brand of pain reliever was much more effective than the brand she had used and trusted for the last twenty years.As a result of this commercial,Tia is likely to engage in:

Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window.Once they became aware such a product existed,they were eager to talk to a salesperson and learn more about the mattresses.After talking to the salesperson for thirty minutes,Inez and Troy realized they wanted to own one.They used their credit card to order a mattress and to pay for its delivery to their home.In terms of the models of response process,Inez and Troy have just gone through the stages in the _____ model.

The ad for Jergens lotion indicated it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin.Someone who knew something about these additives work might respond to the ad by thinking,"If it has both those ingredients,it must be really good for my skin.I'm going to buy a bottle." The individual's response to the ad's copy would be an example of a:

Which of the following is NOT a strategy associated with the FCB planning grid?

Tyra Hubbard sells beauty care products to retailers and is making a sales presentation to the buyer at a major department store.Which of the following would be considered a form of feedback Hubbard might receive from the buyer?

Marketers use a variety of alternative communications methods to reach early adopters because:

Most advertisers attempt to hire spokespeople their target audience likes so as to generate _____ for the message.