Question 1

The _____ of a communication is the person or organization that has information to share with another person or group of people.

Accepted Answer

A) essence 
B) source 
C) message 
D) receiver 
E) channel 
A) essence 
B) source 
C) message 
D) receiver 
E) channel

Question 2

Which of the following is true of buzz marketing?

Accepted Answer

A) It is an important part of company-generated marketing. 
B) It uses print media as a primary communication channel, especially for high-end luxury goods. 
C) It is considered synonymous with bait-and-switch marketing. 
D) It is a systemized process that encourages people to speak favorably about a product. 
E) It includes radio and television marketing. 
A) It is an important part of company-generated marketing. 
B) It uses print media as a primary communication channel, especially for high-end luxury goods. 
C) It is considered synonymous with bait-and-switch marketing. 
D) It is a systemized process that encourages people to speak favorably about a product. 
E) It includes radio and television marketing.

Question 3

Male and older consumers tend to exert more influence on their target recipients than their female counterparts.

Accepted Answer

A) True 
 B)False

Question 4

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In case of the peripheral route to persuasion:

Accepted Answer

A) the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable. 
B) the message should contain a lot of detailed information. 
C) the receiver is actively involved in the communication process. 
D) the quality of the message claims are more important than a spokesperson, headline, pictures, or music. 
E) the message deals with high-involvement buying situations. 
A) the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable. 
B) the message should contain a lot of detailed information. 
C) the receiver is actively involved in the communication process. 
D) the quality of the message claims are more important than a spokesperson, headline, pictures, or music. 
E) the message deals with high-involvement buying situations.

Question 5

Which of the following is true of the way organizations send communication messages?

Accepted Answer

A) They communicate using press releases, websites, and package designs. 
B) They are legally not allowed to use graphic systems and visual images. 
C) They use promotions for B2B communications solely. 
D) They typically use brand names to create recognition but not for communication. 
E) They do not use logos as a means of communication. 
A) They communicate using press releases, websites, and package designs. 
B) They are legally not allowed to use graphic systems and visual images. 
C) They use promotions for B2B communications solely. 
D) They typically use brand names to create recognition but not for communication. 
E) They do not use logos as a means of communication.

Question 6

Consumers in an "active" shopping mode:

Accepted Answer

A) typically receive information in an unsolicited manner. 
B) do not pass through the "evaluate" and "awareness" stages. 
C) are more likely to purposefully seek information and/or assistance. 
D) are generally averse to purchasing new products. 
E) are not influenced by marketer-dominated touch points. 
A) typically receive information in an unsolicited manner. 
B) do not pass through the "evaluate" and "awareness" stages. 
C) are more likely to purposefully seek information and/or assistance. 
D) are generally averse to purchasing new products. 
E) are not influenced by marketer-dominated touch points.

Question 7

For many products, the impression or image that the ad creates determines the communication effectiveness more than the actual words of the message do.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements is true about effective communication?

Accepted Answer

A) Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages. 
B) For effective communication, marketers must understand the meanings that consumers attach to words and symbols. 
C) Effective integrated marketing communications is usually nonpersonal in nature. 
D) Effective communication is unaffected by the reception environment. 
E) The visual nature or color characteristic of an ad has no impact on effectiveness of communication. 
A) Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages. 
B) For effective communication, marketers must understand the meanings that consumers attach to words and symbols. 
C) Effective integrated marketing communications is usually nonpersonal in nature. 
D) Effective communication is unaffected by the reception environment. 
E) The visual nature or color characteristic of an ad has no impact on effectiveness of communication.

Question 9

The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.

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 10

The innovation adoption model states that potential adopters must be moved through a series of steps before taking some action.

Accepted Answer

A) True 
 B)False

Question 11

As a part of their creative strategy, advertisers of Vittle's Nuts use "Snippy-The Bunny" as the brand's symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is an example of a(n):

Accepted Answer

A) visual image personality. 
B) affective character. 
C) selectively remembered personality. 
D) high-involvement advertising appeal. 
E) pseudo celebrity. 
A) visual image personality. 
B) affective character. 
C) selectively remembered personality. 
D) high-involvement advertising appeal. 
E) pseudo celebrity.

Question 12

Zing candy bar launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of "Instant energy." Janice Cooper, a viewer of the ad, thinks that the ad reflects people in it as rude and boorish. In terms of the communication process, Janice has _____ the message improperly.

Accepted Answer

A) encoded 
B) conveyed 
C) decoded 
D) transmitted 
E) channeled 
A) encoded 
B) conveyed 
C) decoded 
D) transmitted 
E) channeled

Question 13

Which of the following components of a communication process is heavily influenced by a receiver's field of experience?

Accepted Answer

A) Encoding 
B) Decoding 
C) Message 
D) Channel 
E) Noise 
A) Encoding 
B) Decoding 
C) Message 
D) Channel 
E) Noise

Question 14

The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.

Accepted Answer

A) elaboration likelihood 
B) Five Ws 
C) AIDA 
D) information processing 
E) cognitive response 
A) elaboration likelihood 
B) Five Ws 
C) AIDA 
D) information processing 
E) cognitive response

Question 15

Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route. Which of the following advertising strategies should Mellow use?

Accepted Answer

A) Very detailed ads with a great deal of information about body hygiene 
B) Detailed ads with strong message arguments about Mellow brands 
C) Ads that use popular celebrity endorsers such as movie stars and sports personalities 
D) Ads that pay more attention to information in the copy than executional elements such as visual imagery 
E) Ads that are free of any distractions like pictures or jingles 
A) Very detailed ads with a great deal of information about body hygiene 
B) Detailed ads with strong message arguments about Mellow brands 
C) Ads that use popular celebrity endorsers such as movie stars and sports personalities 
D) Ads that pay more attention to information in the copy than executional elements such as visual imagery 
E) Ads that are free of any distractions like pictures or jingles

Question 16

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:

Accepted Answer

A) an encoding process. 
B) conditioned perceptions. 
C) response hierarchies. 
D) a common ground. 
E) fields of experiencE.Effective communication is more likely when there is some common ground between the two parties.While this notion of common ground between sender and receiver may sound basic, it often causes great difficulty in the advertising communications process.Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate. 
A) an encoding process. 
B) conditioned perceptions. 
C) response hierarchies. 
D) a common ground. 
E) fields of experiencE.Effective communication is more likely when there is some common ground between the two parties.While this notion of common ground between sender and receiver may sound basic, it often causes great difficulty in the advertising communications process.Marketing and advertising people often have very different fields of experience from the consumers who constitute the mass markets with whom they must communicate.

Question 17

Source derogations could lead to an increase in message acceptance.

Accepted Answer

A) True 
 B)False

Question 18

According to the standard learning model, 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 19

Jake is planning to buy a new smartphone. He studied the contents of an ad describing the superiority of TL smartphones and scrutinized how the advertising message argued in favor of TL's superiority. According to the elaboration likelihood model (ELM), Jake is engaging in which of the following routes to persuasion?

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

Question 20

According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion.

Accepted Answer

A) central 
B) peripheral 
C) cognitive 
D) high-involvement 
E) affective 
A) central 
B) peripheral 
C) cognitive 
D) high-involvement 
E) affective

The _____ of a communication is the person or organization that has information to share with another person or group of people.

Which of the following is true of buzz marketing?

Male and older consumers tend to exert more influence on their target recipients than their female counterparts.

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In case of the peripheral route to persuasion:

Which of the following is true of the way organizations send communication messages?

Consumers in an "active" shopping mode:

For many products, the impression or image that the ad creates determines the communication effectiveness more than the actual words of the message do.

Which of the following statements is true about effective communication?

The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.

The innovation adoption model states that potential adopters must be moved through a series of steps before taking some action.

As a part of their creative strategy, advertisers of Vittle's Nuts use "Snippy-The Bunny" as the brand's symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is an example of a(n):

Which of the following components of a communication process is heavily influenced by a receiver's field of experience?

The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.

Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route. Which of the following advertising strategies should Mellow use?

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:

Source derogations could lead to an increase in message acceptance.

According to the standard learning model, through which of the following response sequences does a consumer pass?

According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion.

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

The _____ of a communication is the person or organization that has information to share with another person or group of people.

Which of the following is true of buzz marketing?

Male and older consumers tend to exert more influence on their target recipients than their female counterparts.

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In case of the peripheral route to persuasion:

Which of the following is true of the way organizations send communication messages?

Consumers in an "active" shopping mode:

For many products, the impression or image that the ad creates determines the communication effectiveness more than the actual words of the message do.

Which of the following statements is true about effective communication?

The _____ model, as proposed by Michael Ray, explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among competing brands.

The innovation adoption model states that potential adopters must be moved through a series of steps before taking some action.

As a part of their creative strategy, advertisers of Vittle's Nuts use "Snippy-The Bunny" as the brand's symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is an example of a(n):

Which of the following components of a communication process is heavily influenced by a receiver's field of experience?

The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.

Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route. Which of the following advertising strategies should Mellow use?

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:

Source derogations could lead to an increase in message acceptance.

According to the standard learning model, through which of the following response sequences does a consumer pass?

According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion.

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