Exam 5: The Communication Process

Which of the following is true of source derogation?

According to the social consumer decision journey, consumers are likely to advocate a brand after they have experienced it.

Which of the following is most suitable for reaching a large consumer market segment with a broad class of buyers?

Which of the following response hierarchy models depicts consumers going through the stages of attention, presentation, comprehension, yielding, retention, and behavior?

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

The information processing model of advertising effects assumes that the receiver does not have the capacity to solve problems.

Management schools that offer MBA courses are typically rated annually by business publications. When an MBA program rates high on a list, the information is publicized. The purpose of the communication is to help prospective students choose between two equally viable but complex MBA courses. In this scenario, the _____ model is applicable.

According to the AIDA model, a prospective consumer first passes through the _____ stage.

Low-involvement purchase decisions are areas where a standard hierarchy response process is likely.

The receiver's perception of the source of the message may also affect the ability to communicate.

When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.

Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer.

In the context of the marketing communication process, which of the following products is most likely to be promoted by targeting individuals?

According to the elaboration likelihood model (ELM), if the involvement level of the target audience is high, peripheral cues may be more important than detailed message arguments.

Which of the following is true of nonpersonal channels of communication?

_____ is any unplanned distortion or interference in the communication process.

Marketers of products such as mustard, soya sauce, and batteries:

Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?

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

The _____ model is a response model that was developed as a paradigm for setting and measuring advertising objectives.