Exam 5: The Communication Process

Of the categories of cognitive responses discussed in the text,which is most likely to predict a viewer's attitude toward the ad?

Which of the following is an example of an antecedent variable that would influence a consumer's level of involvement in a purchase?

The AIDA model is often used to represent what ideally happens during:

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."Freshness" is the message the ad is supposed to deliver.When Rick and Beth Minton saw the ad,Rick said to Beth,"That ad is simply showing people being rewarded for being rude and boorish.How could any company think that sort of ad would appeal to decent people?" Rick's comment about the ad source represents a:

Although there is no single precise definition of consumer involvement,most conceptualizations of it focus on:

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

According to the FCB model,the _____ strategy is for highly involving products where rational thinking and economic considerations prevail.

Nonpersonal channels of communication include:

Geico's gecko,the Green Giant,and the AFLAC duck are examples of:

_____ strategy.

Television advertising is used most often to communicate with what type of target audiences?

Communication problems in international marketing include misinterpretation of:

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:

Kenya was asked to look at a television ad for a movie that was going to be released in December.She was then asked her reactions to the ad-Did it make her want to see the movie? Did the title seem appropriate? Did she feel that she understood the subject of the movie? As a result of using _____,it was determined that the communication created the appropriate reactions.

In 2004,Delta Airlines was the first major airline to charge passengers for brand name snacks and meals.The _____ model would have been most relevant to communicating this change.

The _____ model explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands.

Which of the following is NOT a basic element of the communications process?

For which of the following products would an advertiser be more likely to use the standard learning model to explain the consumer decision-making process?

Putting thoughts,ideas or information together in symbolic form is called:

For most marketers,the ultimate form of feedback is: