Question 1

Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption?

Accepted Answer

A) The AIDA model 
B) The hierarchy of effects model 
C) The innovation adoption model 
D) The information processing model 
E) The adoption differentiation model 
A) The AIDA model 
B) The hierarchy of effects model 
C) The innovation adoption model 
D) The information processing model 
E) The adoption differentiation model C

Question 2

In a communication process, _____ refers to the information and/or meaning contained in a message.

Accepted Answer

A) source 
B) encoding 
C) decoding 
D) content 
E) noise 
A) source 
B) encoding 
C) decoding 
D) content 
E) noise D

Question 3

Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing:

Accepted Answer

A) a counterargument. 
B) a support argument. 
C) source bolstering. 
D) negative dissonance. 
E) positive dissonancE.In the above scenario, Tia is expressing a counterargument.Counterarguments are thoughts a recipient has that are opposed to the position taken in an advertising message. 
A) a counterargument. 
B) a support argument. 
C) source bolstering. 
D) negative dissonance. 
E) positive dissonancE.In the above scenario, Tia is expressing a counterargument.Counterarguments are thoughts a recipient has that are opposed to the position taken in an advertising message. A

Question 4

In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.

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 5

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Accepted Answer

A) cognitive 
B) affective 
C) behavioral 
D) motivational 
E) learning 
A) cognitive 
B) affective 
C) behavioral 
D) motivational 
E) learning

Question 6

Which of the following is true of low-involvement advertising?

Accepted Answer

A) It involves using a strategy that is known as visual image personality. 
B) It is typically used for products that require extensive evaluation. 
C) It is generally considered to be an ineffective strategy. 
D) It is heavily utilized by luxury automobile manufacturers. 
E) It does not include mass-media advertising strategies. 
A) It involves using a strategy that is known as visual image personality. 
B) It is typically used for products that require extensive evaluation. 
C) It is generally considered to be an ineffective strategy. 
D) It is heavily utilized by luxury automobile manufacturers. 
E) It does not include mass-media advertising strategies.

Question 7

The element of the communication process that closes the loop in the communications flow and allows a sender to monitor how a message is being received and interpreted is known as:

Accepted Answer

A) encoding. 
B) decoding. 
C) feedback. 
D) noise. 
E) filters. 
A) encoding. 
B) decoding. 
C) feedback. 
D) noise. 
E) filters.

Question 8

Katy sees a television commercial for a shampoo, which is being endorsed by Adriana Tatum, a young movie actress. Katy thinks to herself, "She's such a drama queen! She'll do anything for media attention. I wouldn't buy anything she promotes." This is an example of a:

Accepted Answer

A) counterargument. 
B) support argument. 
C) source bolster. 
D) source derogation. 
E) message blockagE.In the above scenario, Katy is expressing source derogation.One of the most important types of cognitive responses is source derogations, or negative thoughts about a spokesperson or organization making a claim. 
A) counterargument. 
B) support argument. 
C) source bolster. 
D) source derogation. 
E) message blockagE.In the above scenario, Katy is expressing source derogation.One of the most important types of cognitive responses is source derogations, or negative thoughts about a spokesperson or organization making a claim.

Question 9

According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels.

Accepted Answer

A) dissonance 
B) motivation 
C) ability 
D) attitude 
E) competency 
A) dissonance 
B) motivation 
C) ability 
D) attitude 
E) competency

Question 10

AB Corp. hires Natasha Cooper, a popular movie actress, to be the brand ambassador for the company. The company hopes that endorsements of its products by the actress will increase the popularity of the brand and also attract a large number of customers. Receivers who respond favorably to the Natasha's endorsements will express:

Accepted Answer

A) source derogations. 
B) counterarguments. 
C) source bolsters. 
D) source blockages. 
E) message synergy. 
A) source derogations. 
B) counterarguments. 
C) source bolsters. 
D) source blockages. 
E) message synergy.

Question 11

Which of the following is true of word-of-mouth (WOM) marketing?

Accepted Answer

A) It involves very formal communication among consumers. 
B) It is known as company-generated marketing. 
C) It is considered a weak marketing strategy. 
D) It can also be described as buzz marketing. 
E) It is considered to be a part of nonpersonal communication. 
A) It involves very formal communication among consumers. 
B) It is known as company-generated marketing. 
C) It is considered a weak marketing strategy. 
D) It can also be described as buzz marketing. 
E) It is considered to be a part of nonpersonal communication.

Question 12

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

Accepted Answer

A) Magazines 
B) E-mail 
C) Social media 
D) Telemarketing 
E) Stress interviews 
A) Magazines 
B) E-mail 
C) Social media 
D) Telemarketing 
E) Stress interviews

Question 13

Phone conversations account for the vast majority of word-of-mouth communications about a brand.

Accepted Answer

A) True 
 B)False

Question 14

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible 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 15

Pluto Inc., a dairy products manufacturer, recognizes that many customers are passive learners and are generally averse to active information seeking. In order to reach out to these customers, the company incorporated jingles and slogans in its ads. In this scenario, Pluto is assuming that customers make purchases based on 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 16

Visual image personalities:

Accepted Answer

A) are typically used with complex products that require high-involvement. 
B) generally appear in ads for low-involvement products. 
C) require central route processing to be effective. 
D) typically abbreviate the cognitive stage of a consumer decision-making process. 
E) are used when consumers must go through all stages of AIDA before making a purchasE.A popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or visual image personality.Advertisers often use symbols like the Pillsbury doughboy, Morris the cat, Tony the tiger, and Mr.Clean to develop visual images that will lead consumers to identify and retain ads. 
A) are typically used with complex products that require high-involvement. 
B) generally appear in ads for low-involvement products. 
C) require central route processing to be effective. 
D) typically abbreviate the cognitive stage of a consumer decision-making process. 
E) are used when consumers must go through all stages of AIDA before making a purchasE.A popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or visual image personality.Advertisers often use symbols like the Pillsbury doughboy, Morris the cat, Tony the tiger, and Mr.Clean to develop visual images that will lead consumers to identify and retain ads.

Question 17

According to the basic model of communication, which of the following is an example of a channel?

Accepted Answer

A) The number of customers that redeemed a cents-off coupon 
B) A billboard beside an interstate highway 
C) The creative team that designed an ad for a leading retail chain 
D) A company's spokesperson 
E) A celebrity appearing in an ad for a cosmetics brand 
A) The number of customers that redeemed a cents-off coupon 
B) A billboard beside an interstate highway 
C) The creative team that designed an ad for a leading retail chain 
D) A company's spokesperson 
E) A celebrity appearing in an ad for a cosmetics brand

Question 18

Which of the following is true of market niches?

Accepted Answer

A) They are usually large mass market segments. 
B) They are well-defined market segments. 
C) They are typically reached using mass communication such as advertising and publicity. 
D) They are not suitable for specialized goods. 
E) They include broader classes of buyers who have similar needs. 
A) They are usually large mass market segments. 
B) They are well-defined market segments. 
C) They are typically reached using mass communication such as advertising and publicity. 
D) They are not suitable for specialized goods. 
E) They include broader classes of buyers who have similar needs.

Question 19

According to the dissonance/attribution model, during the decision making process, through which of the following response sequences does a consumer pass?

Accepted Answer

A) Learn →feel → do 
B) Learn → do → feel 
C) Feel → learn → do 
D) Do → feel → learn 
E) Do → learn → feel 
A) Learn →feel → do 
B) Learn → do → feel 
C) Feel → learn → do 
D) Do → feel → learn 
E) Do → learn → feel

Question 20

Jessica was asked to view a television ad for a movie that was due to be released at a later date. After viewing the ad, she was required to fill a questionnaire which included questions, such as "Did it make her want to see the movie?" "Did the movie title seem appropriate?" and "Did she understand the theme of the movie?" In this scenario, Jessica's _____ responses are being noted.

Accepted Answer

A) cognitive 
B) kinesthetic 
C) selective 
D) behavioral 
E) creative 
A) cognitive 
B) kinesthetic 
C) selective 
D) behavioral 
E) creative

Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption?

In a communication process, _____ refers to the information and/or meaning contained in a message.

Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing:

In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Which of the following is true of low-involvement advertising?

The element of the communication process that closes the loop in the communications flow and allows a sender to monitor how a message is being received and interpreted is known as:

Katy sees a television commercial for a shampoo, which is being endorsed by Adriana Tatum, a young movie actress. Katy thinks to herself, "She's such a drama queen! She'll do anything for media attention. I wouldn't buy anything she promotes." This is an example of a:

According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels.

Which of the following is true of word-of-mouth (WOM) marketing?

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

Phone conversations account for the vast majority of word-of-mouth communications about a brand.

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in:

Visual image personalities:

According to the basic model of communication, which of the following is an example of a channel?

Which of the following is true of market niches?

According to the dissonance/attribution model, during the decision making process, through which of the following response sequences does a consumer pass?

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 Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

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

Personal Selling Online

Filters

Exam 5: The Communication Process

Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption?

In a communication process, _____ refers to the information and/or meaning contained in a message.

Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing:

In the _____ hierarchy, a consumer engages in passive learning and random information catching rather than active information seeking.

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Which of the following is true of low-involvement advertising?

The element of the communication process that closes the loop in the communications flow and allows a sender to monitor how a message is being received and interpreted is known as:

Katy sees a television commercial for a shampoo, which is being endorsed by Adriana Tatum, a young movie actress. Katy thinks to herself, "She's such a drama queen! She'll do anything for media attention. I wouldn't buy anything she promotes." This is an example of a:

According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels.

Which of the following is true of word-of-mouth (WOM) marketing?

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

Phone conversations account for the vast majority of word-of-mouth communications about a brand.

Instantaneous feedback on the effectiveness of a marketing communication method is most likely possible in:

Visual image personalities:

According to the basic model of communication, which of the following is an example of a channel?

Which of the following is true of market niches?

According to the dissonance/attribution model, during the decision making process, through which of the following response sequences does a consumer pass?

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 Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

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

Personal Selling Online

Filters