Question 1

Studies show sex and nudity increase viewers' attention but:

Accepted Answer

A) do not assist marketers in overcoming consumer resistance 
B) damage dramatic positioning of niche market products 
C) push channel marketing promotion better than pulling systematic results 
D) should not be used for innovative and award-winning advertorials 
E) may distract from consumers attending to the ad message 
A) do not assist marketers in overcoming consumer resistance 
B) damage dramatic positioning of niche market products 
C) push channel marketing promotion better than pulling systematic results 
D) should not be used for innovative and award-winning advertorials 
E) may distract from consumers attending to the ad message

Question 2

was developed to explain the process by which persuasive communications influence:

Accepted Answer

A) dissonance formation 
B) attributions 
C) beliefs 
D) attitudes 
E) group norms 
A) dissonance formation 
B) attributions 
C) beliefs 
D) attitudes 
E) group norms

Question 3

Advertisements 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.The channel for these ads is:

Accepted Answer

A) television 
B) the computer-generated animals 
C) an increase in the sales of Planter's nuts 
D) the can of Planter's nuts shown in the ad 
E) the people in the ads 
A) television 
B) the computer-generated animals 
C) an increase in the sales of Planter's nuts 
D) the can of Planter's nuts shown in the ad 
E) the people in the ads

Question 4

Which of the following products is most likely to be promoted through personal selling?

Accepted Answer

A) Butterfinger candy bars 
B) cat litter 
C) light bulbs 
D) real estate 
E) silk flowers 
A) Butterfinger candy bars 
B) cat litter 
C) light bulbs 
D) real estate 
E) silk flowers

Question 5

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,"Those fancy-sounding ingredients won't help my skin.It's too dry for some over-the-counter lotion to soften it." The individual's response to the ad's copy would be an example of a:

Accepted Answer

A) negative ad execution thought 
B) source derogation 
C) support argument 
D) counterargument 
E) positive execution thought 
A) negative ad execution thought 
B) source derogation 
C) support argument 
D) counterargument 
E) positive execution thought

Question 6

has shown that:

Accepted Answer

A) celebrities are effective peripheral cues in a high-involvement situation 
B) celebrities are effective peripheral cues in a low-involvement situation 
C) the quality of message arguments is likely to be very important in a low-involvement situation 
D) the quality of the message claims is always less likely to be persuasive than the status of the celebrity endorser 
E) peripheral cues are more important than detailed messages in high-involvement situations 
A) celebrities are effective peripheral cues in a high-involvement situation 
B) celebrities are effective peripheral cues in a low-involvement situation 
C) the quality of message arguments is likely to be very important in a low-involvement situation 
D) the quality of the message claims is always less likely to be persuasive than the status of the celebrity endorser 
E) peripheral cues are more important than detailed messages in high-involvement situations

Question 7

A company that wanted to make use a source bolster could:

Accepted Answer

A) create a rational message 
B) hire a popular celebrity to serve as a spokesperson 
C) use non-traditional channels 
D) eliminate noise from the communication process 
E) encode without consideration for the target audience's field of reference 
A) create a rational message 
B) hire a popular celebrity to serve as a spokesperson 
C) use non-traditional channels 
D) eliminate noise from the communication process 
E) encode without consideration for the target audience's field of reference

Question 8

An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for their vacation destination was published in Southern Living magazine.The ad shows various scenic pictures of Tennessee and includes the slogan,"Tennessee sounds good to me." In this print ad,the source of the advertising message is:

Accepted Answer

A) the Tennessee Department of Tourist Development 
B) Southern Living magazine 
C) the people in the scenic pictures 
D) the slogan 
E) readers of the magazine 
A) the Tennessee Department of Tourist Development 
B) Southern Living magazine 
C) the people in the scenic pictures 
D) the slogan 
E) readers of the magazine

Question 9

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

Accepted Answer

A) salesperson 
B) newspaper 
C) radio 
D) magazines 
E) television 
A) salesperson 
B) newspaper 
C) radio 
D) magazines 
E) television

Question 10

To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers,Lever Brothers could use:

Accepted Answer

A) life style research 
B) cognitive response research 
C) involvement research 
D) semiotic analysis 
E) common ground research 
A) life style research 
B) cognitive response research 
C) involvement research 
D) semiotic analysis 
E) common ground research

Question 11

According to the _____ hierarchy,advertisers of products like light bulbs,ketchup,computer paper,nail clippers,and other items bought without a lot of thought need to use a heavy repetition strategy.

Accepted Answer

A) three-orders response 
B) standard learning 
C) dissonance-attribution 
D) low-involvement 
E) high involvement 
A) three-orders response 
B) standard learning 
C) dissonance-attribution 
D) low-involvement 
E) high involvement

Question 12

Instantaneous feedback on how effective a marketing communication method is will most likely appear 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 13

Which of the following statements about an advertising message is true?

Accepted Answer

A) Advertising messages can be verbal or nonverbal. 
B) Advertising messages can be primarily visual. 
C) Advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used. 
D) The effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains. 
E) All of the above statements about an advertising message are true. 
A) Advertising messages can be verbal or nonverbal. 
B) Advertising messages can be primarily visual. 
C) Advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used. 
D) The effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains. 
E) All of the above statements about an advertising message are true.

Question 14

The _____ model,the best known of the response hierarchies,shows the process by which advertising works.The premise of this model is that advertising effects occur over a period of time.

Accepted Answer

A) diffusion rate 
B) objective-task 
C) innovation-adoption 
D) hierarchy of effects 
E) adoption objective 
A) diffusion rate 
B) objective-task 
C) innovation-adoption 
D) hierarchy of effects 
E) adoption objective

Question 15

When marketers develop an advertising message,one of their primary goals is to encode the message:

Accepted Answer

A) in a way that makes their message unique to each individual who is exposed to the ad 
B) so that it can only be understood by members of the target audience 
C) so that it will be understood and interpreted in a similar way by most consumers 
D) using nonverbal communication so as to eliminate problems with connotations and jargon 
E) so that it requires effort to decode it 
A) in a way that makes their message unique to each individual who is exposed to the ad 
B) so that it can only be understood by members of the target audience 
C) so that it will be understood and interpreted in a similar way by most consumers 
D) using nonverbal communication so as to eliminate problems with connotations and jargon 
E) so that it requires effort to decode it

Question 16

The various models of the ways consumers respond to advertising and other forms of marketing communication show that:

Accepted Answer

A) consumers are generally highly involved in the response process and engage in active information processing 
B) consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising 
C) the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations 
D) at no time can consumers develop brand preferences primarily on the basis of their direct experiences with a product 
E) none of the above is true 
A) consumers are generally highly involved in the response process and engage in active information processing 
B) consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising 
C) the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations 
D) at no time can consumers develop brand preferences primarily on the basis of their direct experiences with a product 
E) none of the above is true

Question 17

Attention,awareness,and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Accepted Answer

A) cognitive 
B) affective 
C) behavioral 
D) subliminal 
E) conative 
A) cognitive 
B) affective 
C) behavioral 
D) subliminal 
E) conative

Question 18

_____ is defined as the passing of information,the exchange of ideas or process of establishing a commonness of thought between a sender and receiver.

Accepted Answer

A) Advertising 
B) Sales promotion 
C) Encoding 
D) Decoding 
E) Communication 
A) Advertising 
B) Sales promotion 
C) Encoding 
D) Decoding 
E) Communication

Question 19

Advertisers of products characterized by low levels of involvement might consider using _____ in designing their advertising strategy.

Accepted Answer

A) heavy repetition of simple product claims 
B) catchy slogans 
C) attention-attracting gimmicks 
D) visual image personalities 
E) all of the above 
A) heavy repetition of simple product claims 
B) catchy slogans 
C) attention-attracting gimmicks 
D) visual image personalities 
E) all of the above

Question 20

When Bart heard an ad state that Kraft It's Pasta Anytime microwave meals could be prepared in three minutes,he thought he understood that he would find the meals in his supermarket's frozen food aisle with other microwave meals.When he could not find the Kraft meals,he purchased another brand.He did not understand the Kraft meals were not frozen and that was why they cooked so quickly.He should have looked on the supermarket aisle that contains pasta.Bart experienced a problem with:

Accepted Answer

A) decoding 
B) encoding 
C) channeling 
D) responding 
E) transmitting 
A) decoding 
B) encoding 
C) channeling 
D) responding 
E) transmitting

Studies show sex and nudity increase viewers' attention but:

was developed to explain the process by which persuasive communications influence:

Advertisements 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.The channel for these ads is:

Which of the following products is most likely to be promoted through personal selling?

has shown that:

A company that wanted to make use a source bolster could:

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

To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers,Lever Brothers could use:

According to the _____ hierarchy,advertisers of products like light bulbs,ketchup,computer paper,nail clippers,and other items bought without a lot of thought need to use a heavy repetition strategy.

Instantaneous feedback on how effective a marketing communication method is will most likely appear in:

Which of the following statements about an advertising message is true?

The _____ model,the best known of the response hierarchies,shows the process by which advertising works.The premise of this model is that advertising effects occur over a period of time.

When marketers develop an advertising message,one of their primary goals is to encode the message:

The various models of the ways consumers respond to advertising and other forms of marketing communication show that:

Attention,awareness,and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

_____ is defined as the passing of information,the exchange of ideas or process of establishing a commonness of thought between a sender and receiver.

Advertisers of products characterized by low levels of involvement might consider using _____ in designing their advertising strategy.

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 Communication Organizations

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 Broadcast Media

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

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

Filters

Exam 5: The Communication Process

Studies show sex and nudity increase viewers' attention but:

was developed to explain the process by which persuasive communications influence:

Advertisements 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.The channel for these ads is:

Which of the following products is most likely to be promoted through personal selling?

has shown that:

A company that wanted to make use a source bolster could:

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

To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers,Lever Brothers could use:

According to the _____ hierarchy,advertisers of products like light bulbs,ketchup,computer paper,nail clippers,and other items bought without a lot of thought need to use a heavy repetition strategy.

Instantaneous feedback on how effective a marketing communication method is will most likely appear in:

Which of the following statements about an advertising message is true?

The _____ model,the best known of the response hierarchies,shows the process by which advertising works.The premise of this model is that advertising effects occur over a period of time.

When marketers develop an advertising message,one of their primary goals is to encode the message:

The various models of the ways consumers respond to advertising and other forms of marketing communication show that:

Attention,awareness,and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

_____ is defined as the passing of information,the exchange of ideas or process of establishing a commonness of thought between a sender and receiver.

Advertisers of products characterized by low levels of involvement might consider using _____ in designing their advertising strategy.

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 Communication Organizations

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 Broadcast Media

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

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

Filters