Question 1

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.

Accepted Answer

A) products characterized by a low-involvement response hierarchy 
B) products characterized by high-involvement response hierarchy 
C) consumer durables that require detailed information 
D) services where differentiation is important 
E) products to the business-to-business market 
A) products characterized by a low-involvement response hierarchy 
B) products characterized by high-involvement response hierarchy 
C) consumer durables that require detailed information 
D) services where differentiation is important 
E) products to the business-to-business market

Question 2

_____ channel of communication.

Accepted Answer

A) individualized 
B) direct-response 
C) nonpersonal 
D) semiotic 
E) verbal 
A) individualized 
B) direct-response 
C) nonpersonal 
D) semiotic 
E) verbal

Question 3

The field of experience of the receiver most heavily influences which component of the communications process?

Accepted Answer

A) encoding 
B) decoding 
C) message 
D) feedback 
E) noise 
A) encoding 
B) decoding 
C) message 
D) feedback 
E) noise

Question 4

Graduate schools that offer MBAs are typically rated annually by business publications.Oftentimes when an MBA program rates high on a list,the information is publicized.If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution,then the _____ model would be correct.

Accepted Answer

A) standard learning 
B) dissonance/attribution 
C) low-involvement 
D) cognitive response 
E) 5-Ws 
A) standard learning 
B) dissonance/attribution 
C) low-involvement 
D) cognitive response 
E) 5-Ws

Question 5

Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?

Accepted Answer

A) Consumers must pass through each stage before making a purchase. 
B) Awareness and recall are the most important measures of ad effectiveness. 
C) The stages of the hierarchy offer useful intermediate measures of advertising effectiveness. 
D) The hierarchy is not useful because sales are the only appropriate goal of advertising. 
E) Time is not a situational factor when using this model to measure ad effectiveness. 
A) Consumers must pass through each stage before making a purchase. 
B) Awareness and recall are the most important measures of ad effectiveness. 
C) The stages of the hierarchy offer useful intermediate measures of advertising effectiveness. 
D) The hierarchy is not useful because sales are the only appropriate goal of advertising. 
E) Time is not a situational factor when using this model to measure ad effectiveness.

Question 6

When Johann saw the television ad advising him to mark on his calendar when the latest of Survivor series would start,he was appalled that the network would provide such trite and derivative programming.Johann's response to the ad for the reality program would be an example of:

Accepted Answer

A) counter arguing 
B) support arguing 
C) source bolstering 
D) negative dissonance 
E) source blockage 
A) counter arguing 
B) support arguing 
C) source bolstering 
D) negative dissonance 
E) source blockage

Question 7

The repeated use of the "Got milk" slogan by America's Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy.

Accepted Answer

A) standard learning 
B) low-involvement 
C) dissonance/attribution 
D) habit formation 
E) informative processing 
A) standard learning 
B) low-involvement 
C) dissonance/attribution 
D) habit formation 
E) informative processing

Question 8

Some advertising and marketing people are skeptical about the value of semiotics because they believe:

Accepted Answer

A) the meaning of an advertisement and all other forms of marketing communication lies solely in the message 
B) social scientists may read too much into advertising messages and are overly intellectual in interpreting these messages 
C) consumers interpret advertising messages in basically the same way 
D) it costs too much money to conduct semiotic analysis of advertising messages 
E) culture cannot be explained by anything as simplistic as semiotics 
A) the meaning of an advertisement and all other forms of marketing communication lies solely in the message 
B) social scientists may read too much into advertising messages and are overly intellectual in interpreting these messages 
C) consumers interpret advertising messages in basically the same way 
D) it costs too much money to conduct semiotic analysis of advertising messages 
E) culture cannot be explained by anything as simplistic as semiotics

Question 9

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?

Accepted Answer

A) bar of soap 
B) digital camera 
C) refrigerator-freezer combination 
D) yard landscaping 
E) wedding dress 
A) bar of soap 
B) digital camera 
C) refrigerator-freezer combination 
D) yard landscaping 
E) wedding dress

Question 10

_____ channel of communication.

Accepted Answer

A) individualized 
B) direct-response 
C) nonpersonal 
D) semiotic 
E) verbal 
A) individualized 
B) direct-response 
C) nonpersonal 
D) semiotic 
E) verbal

Question 11

An ad for The Peabody Hotel in Memphis,Tennessee,has an 800-number people can call if they are interested in reserving rooms at the hotel or knowing more about the hotel.One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad.This response count is an example of:

Accepted Answer

A) feedback 
B) encoding 
C) noise filtering 
D) noise blocking 
E) decoding 
A) feedback 
B) encoding 
C) noise filtering 
D) noise blocking 
E) decoding

Question 12

Ned is planning on buying a new computer.He carefully studied the contents of an ad describing the superiority of Dell computers and scrutinized how the advertising message argued in favor of Dell's superiority.According to the ELM,Ned is engaging in what type of message processing?

Accepted Answer

A) support arguing 
B) central processing 
C) peripheral processing 
D) source bolstering 
E) comparative analysis 
A) support arguing 
B) central processing 
C) peripheral processing 
D) source bolstering 
E) comparative analysis

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.

_____ channel of communication.

The field of experience of the receiver most heavily influences which component of the communications process?

Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?

When Johann saw the television ad advising him to mark on his calendar when the latest of Survivor series would start,he was appalled that the network would provide such trite and derivative programming.Johann's response to the ad for the reality program would be an example of:

The repeated use of the "Got milk" slogan by America's Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy.

Some advertising and marketing people are skeptical about the value of semiotics because they believe:

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?

_____ channel of communication.

Ned is planning on buying a new computer.He carefully studied the contents of an ad describing the superiority of Dell computers and scrutinized how the advertising message argued in favor of Dell's superiority.According to the ELM,Ned is engaging in what type of message processing?

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

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.

_____ channel of communication.

The field of experience of the receiver most heavily influences which component of the communications process?

Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?

When Johann saw the television ad advising him to mark on his calendar when the latest of Survivor series would start,he was appalled that the network would provide such trite and derivative programming.Johann's response to the ad for the reality program would be an example of:

The repeated use of the "Got milk" slogan by America's Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy.

Some advertising and marketing people are skeptical about the value of semiotics because they believe:

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?

_____ channel of communication.

Ned is planning on buying a new computer.He carefully studied the contents of an ad describing the superiority of Dell computers and scrutinized how the advertising message argued in favor of Dell's superiority.According to the ELM,Ned is engaging in what type of message processing?

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