Question 1

Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering:

Accepted Answer

A) encoding systems. 
B) feedback. 
C) noise. 
D) message channels. 
E) decoding mechanisms. 
A) encoding systems. 
B) feedback. 
C) noise. 
D) message channels. 
E) decoding mechanisms.

Question 2

The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications lead to persuasion by influencing:

Accepted Answer

A) dissonance formation. 
B) attributions. 
C) source bolsters. 
D) attitudes. 
E) group norms. 
A) dissonance formation. 
B) attributions. 
C) source bolsters. 
D) attitudes. 
E) group norms.

Question 3

Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers. Which of the following types of communication is witnessed in this scenario?

Accepted Answer

A) Individualized 
B) Direct-response 
C) Nonpersonal 
D) Semiotic 
E) Personal 
A) Individualized 
B) Direct-response 
C) Nonpersonal 
D) Semiotic 
E) Personal

Question 4

The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.

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 5

Kevin saw a television ad for the season finale of Expedition of Triumph reality series. As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired. In this scenario, Kevin's response is an example of a(n):

Accepted Answer

A) noncognitive response. 
B) source derogation. 
C) support argument. 
D) counterargument. 
E) emotional argument. 
A) noncognitive response. 
B) source derogation. 
C) support argument. 
D) counterargument. 
E) emotional argument.

Question 6

The AIDA model was developed to represent the stages a consumer goes through in a purchase decision.

Accepted Answer

A) True 
 B)False

Question 7

According to the _____ model proposed by Michael Ray, learning from the mass media occurs after a purchase is made.

Accepted Answer

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

Question 8

The communication process begins with the process of _____.

Accepted Answer

A) encoding 
B) encrypting 
C) channeling 
D) decoding 
E) bolstering 
A) encoding 
B) encrypting 
C) channeling 
D) decoding 
E) bolstering

Question 9

The encoding process leads to the development of:

Accepted Answer

A) a message. 
B) noise. 
C) a channel. 
D) feedback. 
E) a responsE.The encoding process leads to development of a message that contains the information or meaning a source hopes to convey. 
A) a message. 
B) noise. 
C) a channel. 
D) feedback. 
E) a responsE.The encoding process leads to development of a message that contains the information or meaning a source hopes to convey.

Question 10

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 
D) Yard landscaping 
E) Wedding dress 
A) Bar of soap 
B) Digital camera 
C) Refrigerator 
D) Yard landscaping 
E) Wedding dress

Question 11

An ad for Hush designer handbags shows the company's new line of affordable handbags made from genuine alligator leather. After seeing the ad, Erika stated, "You can't get a genuine alligator handbag for $50! Please!" Erika's response to the ad is an example of a:

Accepted Answer

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

Question 12

Experts note that buzz marketing techniques are very susceptible to manipulation.

Accepted Answer

A) True 
 B)False

Question 13

The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.

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 14

In a communication process, a receiver's set of reactions after seeing, hearing, or reading a message is known as a _____.

Accepted Answer

A) noise 
B) perception 
C) source 
D) channeling 
E) response 
A) noise 
B) perception 
C) source 
D) channeling 
E) response

Question 15

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

Accepted Answer

A) Encoding mechanisms 
B) Decoding mechanisms 
C) Feedback 
D) Noise filters 
E) Channel 
A) Encoding mechanisms 
B) Decoding mechanisms 
C) Feedback 
D) Noise filters 
E) Channel

Question 16

With reference to ad execution thoughts, advertisers are interested in consumers' reactions to an ad because:

Accepted Answer

A) the image of a company is directly proportional to the number of advertisements it produces annually. 
B) they want to segregate the target audience according to their cognitive reactions toward an advertisement. 
C) affective reactions are an important determinant of advertising effectiveness. 
D) it enables organizations to create suitable counterarguments. 
E) it helps organizations determine the direction of the integrated marketing communications process. 
A) the image of a company is directly proportional to the number of advertisements it produces annually. 
B) they want to segregate the target audience according to their cognitive reactions toward an advertisement. 
C) affective reactions are an important determinant of advertising effectiveness. 
D) it enables organizations to create suitable counterarguments. 
E) it helps organizations determine the direction of the integrated marketing communications process.

Question 17

An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination was published in the Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message:

Accepted Answer

A) is the Minnesota State Tourism Department. 
B) is the Life Mode magazine. 
C) is the couple in the scenic picture. 
D) is the slogan. 
E) is the reader of the magazinE.In the above scenario, the Minnesota State Tourism Department is the source.The sender, or source, of a communication is the person or organization that has information to share with another person or group of people.The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company's advertisements) or a nonpersonal entity (such as the corporation or organization itself). 
A) is the Minnesota State Tourism Department. 
B) is the Life Mode magazine. 
C) is the couple in the scenic picture. 
D) is the slogan. 
E) is the reader of the magazinE.In the above scenario, the Minnesota State Tourism Department is the source.The sender, or source, of a communication is the person or organization that has information to share with another person or group of people.The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company's advertisements) or a nonpersonal entity (such as the corporation or organization itself).

Question 18

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.

Accepted Answer

A) True 
 B)False

Question 19

_____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.

Accepted Answer

A) Cognitive responses 
B) Affective responses 
C) Selective impressions 
D) Behavioral responses 
E) Conative impressions 
A) Cognitive responses 
B) Affective responses 
C) Selective impressions 
D) Behavioral responses 
E) Conative impressions

Question 20

Iconix supermarkets placed an insert in Tuesday's Hebdomadal Diaries, a regional newspaper that has more than 100,000 subscribers. The newspaper is an example of a(n) _____ channel of communication.

Accepted Answer

A) buzz 
B) direct-response 
C) nonpersonal 
D) interpersonal 
E) verbal 
A) buzz 
B) direct-response 
C) nonpersonal 
D) interpersonal 
E) verbal

Exam 5: The Communication Process

Counts of customer visits to a store, consumer inquiries, coupon redemptions, and reply cards are all possible forms of gathering:

The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications lead to persuasion by influencing:

Aino, a leading automaker, broadcasts a commercial during the airing of Moral Decree, a TV program that is viewed by eight million viewers. Which of the following types of communication is witnessed in this scenario?

The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.

Kevin saw a television ad for the season finale of Expedition of Triumph reality series. As he was impressed with the ad, he made a mental note of the day and time the finale was set to be aired. In this scenario, Kevin's response is an example of a(n):

The AIDA model was developed to represent the stages a consumer goes through in a purchase decision.

According to the _____ model proposed by Michael Ray, learning from the mass media occurs after a purchase is made.

The communication process begins with the process of _____.

The encoding process leads to the development of:

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?

An ad for Hush designer handbags shows the company's new line of affordable handbags made from genuine alligator leather. After seeing the ad, Erika stated, "You can't get a genuine alligator handbag for $50! Please!" Erika's response to the ad is an example of a:

Experts note that buzz marketing techniques are very susceptible to manipulation.

The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision.

In a communication process, a receiver's set of reactions after seeing, hearing, or reading a message is known as a _____.

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

With reference to ad execution thoughts, advertisers are interested in consumers' reactions to an ad because:

An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination was published in the Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message:

The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase.

_____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.

Iconix supermarkets placed an insert in Tuesday's Hebdomadal Diaries, a regional newspaper that has more than 100,000 subscribers. The newspaper is an example of a(n) _____ channel of communication.

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