Question 1

Which of the following is true of encoding?

Accepted Answer

A) It is also known as channel managing. 
B) It involves identifying and interpreting a message. 
C) It involves putting ideas into a symbolic form. 
D) It involves the creation of "noise." 
E) It involves the development of the messagE.The communication process begins when a source selects words, symbols, pictures, and the like, to represent a message that will be delivered to the receiver(s).This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form.A sender's goal is to encode a message in such a way that it will be understood by a receiver. 
A) It is also known as channel managing. 
B) It involves identifying and interpreting a message. 
C) It involves putting ideas into a symbolic form. 
D) It involves the creation of "noise." 
E) It involves the development of the messagE.The communication process begins when a source selects words, symbols, pictures, and the like, to represent a message that will be delivered to the receiver(s).This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form.A sender's goal is to encode a message in such a way that it will be understood by a receiver.

Question 2

Negative thoughts about a spokesperson or organization making a claim are known as:

Accepted Answer

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

Question 3

The source or sender of an advertising communication:

Accepted Answer

A) is typically the owner and shareholder of a company. 
B) cannot be a nonpersonal entity. 
C) is typically identified as the owner of the medium in which the communication appeared. 
D) can be an individual who promotes the product in an ad, such as a celebrity. 
E) is never involved in the encoding process. 
A) is typically the owner and shareholder of a company. 
B) cannot be a nonpersonal entity. 
C) is typically identified as the owner of the medium in which the communication appeared. 
D) can be an individual who promotes the product in an ad, such as a celebrity. 
E) is never involved in the encoding process.

Question 4

According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.

Accepted Answer

A) standard learning hierarchy 
B) low-involvement hierarchy 
C) dissonance/attribution model 
D) peripheral processing model 
E) maximum likelihood model 
A) standard learning hierarchy 
B) low-involvement hierarchy 
C) dissonance/attribution model 
D) peripheral processing model 
E) maximum likelihood model

Question 5

According to the AIDA model, a customer expressing interest and desire is in the:

Accepted Answer

A) affective stage. 
B) cognitive stage. 
C) behavioral stage. 
D) action stage. 
E) adoption stag 
A) affective stage. 
B) cognitive stage. 
C) behavioral stage. 
D) action stage. 
E) adoption stag

Question 6

Typically, when consumers are in a "passive" shopping mode:

Accepted Answer

A) they are purposefully seeking assistance in order to make informed purchase decisions. 
B) the information and advice they need to make a purchase comes to them unsolicited. 
C) they tend to visit the website of a company or brand for product information. 
D) they are perpetually in an information processing role. 
E) they seek help from search engines in selecting brands of their choicE.According to the findings of Advertising Research Foundation (ARF), when consumers are in a "passive" shopping mode, the information and advice they need to make a purchase comes to them unsolicited, such as a comment from on a social media site; an ad seen on a TV show, in a magazine, or on a website; or by observing someone using a product or service. 
A) they are purposefully seeking assistance in order to make informed purchase decisions. 
B) the information and advice they need to make a purchase comes to them unsolicited. 
C) they tend to visit the website of a company or brand for product information. 
D) they are perpetually in an information processing role. 
E) they seek help from search engines in selecting brands of their choicE.According to the findings of Advertising Research Foundation (ARF), when consumers are in a "passive" shopping mode, the information and advice they need to make a purchase comes to them unsolicited, such as a comment from on a social media site; an ad seen on a TV show, in a magazine, or on a website; or by observing someone using a product or service.

Question 7

Which of the following is true of source bolsters?

Accepted Answer

A) They are positive reflections toward an ad. 
B) They are emotional responses to an ad. 
C) They are also known as positive counterarguments. 
D) They are less likely to lead to consumer purchase. 
E) They are an individual's thoughts about the ad itself. 
A) They are positive reflections toward an ad. 
B) They are emotional responses to an ad. 
C) They are also known as positive counterarguments. 
D) They are less likely to lead to consumer purchase. 
E) They are an individual's thoughts about the ad itself.

Question 8

A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.

Accepted Answer

A) individual response 
B) standard learning 
C) dissonance/attribution 
D) low-involvement 
E) customary learning 
A) individual response 
B) standard learning 
C) dissonance/attribution 
D) low-involvement 
E) customary learning

Question 9

Mass media is ideal for targeting market niches.

Accepted Answer

A) True 
 B)False

Question 10

Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis. Jared thinks to himself, "This sounds promising. I think I should give it a try." This thought would be an example of a(n):

Accepted Answer

A) positive source derogation. 
B) rebuttal. 
C) counterargument. 
D) support argument. 
E) ad executive thought. 
A) positive source derogation. 
B) rebuttal. 
C) counterargument. 
D) support argument. 
E) ad executive thought.

Question 11

Research on the elaboration likelihood model (ELM) has shown that:

Accepted Answer

A) celebrities are effective peripheral cues in a high-involvement situation. 
B) celebrity endorsers have a significant effect on brand attitudes in low-involvement situations. 
C) the quality of message arguments is likely to be very important in low-involvement situations. 
D) the quality of a message claims is always less likely to be persuasive than the status of celebrity endorsers. 
E) peripheral cues are more important than detailed messages in high-involvement situations. 
A) celebrities are effective peripheral cues in a high-involvement situation. 
B) celebrity endorsers have a significant effect on brand attitudes in low-involvement situations. 
C) the quality of message arguments is likely to be very important in low-involvement situations. 
D) the quality of a message claims is always less likely to be persuasive than the status of celebrity endorsers. 
E) peripheral cues are more important than detailed messages in high-involvement situations.

Question 12

From a promotional planning perspective, it is important that marketers:

Accepted Answer

A) create a divisional marketing communications program. 
B) avoid using broadcast and print media strategies. 
C) determine which type of response process is most likely to occur. 
D) avoid using an integrated marketing communications program. 
E) eliminate the need for the trial stage in the response process. 
A) create a divisional marketing communications program. 
B) avoid using broadcast and print media strategies. 
C) determine which type of response process is most likely to occur. 
D) avoid using an integrated marketing communications program. 
E) eliminate the need for the trial stage in the response process.

Question 13

Bianca saw a magazine ad for Savvy Sheen hair shampoo that claimed to contain only natural herbal extracts and milk proteins. The ad also stated that Savvy's products were devoid of sodium laureth sulfate. Bianca instantly remarked, "I'm going to try this shampoo. I think I will like it." Bianca's response to the ad is an example of a:

Accepted Answer

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

Question 14

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

Accepted Answer

A) It usually occurs during the purchase of expensive products. 
B) It occurs when differences among brands are minimal. 
C) It is also known as the dissonance/attribute model. 
D) It does not advocate the use of broadcast media. 
E) It follows a feel → learn → do sequencE.In low-involvement hierarchy, a receiver is viewed as passing from cognition to behavior to attitude change.This learn → do → feel sequence is thought to characterize situations of low consumer involvement in a purchase process. 
A) It usually occurs during the purchase of expensive products. 
B) It occurs when differences among brands are minimal. 
C) It is also known as the dissonance/attribute model. 
D) It does not advocate the use of broadcast media. 
E) It follows a feel → learn → do sequencE.In low-involvement hierarchy, a receiver is viewed as passing from cognition to behavior to attitude change.This learn → do → feel sequence is thought to characterize situations of low consumer involvement in a purchase process.

Question 15

Lily hosts a well-known television show, Real Life. She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics. In this scenario, the source of the ad is:

Accepted Answer

A) the television network that airs the ad. 
B) Rochelle Cosmetics. 
C) Lily. 
D) the audience. 
E) the television show, Real LifE.In above scenario, Lily is considered the sender or the source of the ad.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) the television network that airs the ad. 
B) Rochelle Cosmetics. 
C) Lily. 
D) the audience. 
E) the television show, Real LifE.In above scenario, Lily is considered the sender or the source of the ad.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 16

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Accepted Answer

A) cognitive 
B) affective 
C) behavioral 
D) conative 
E) comprehension 
A) cognitive 
B) affective 
C) behavioral 
D) conative 
E) comprehension

Question 17

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.

Accepted Answer

A) True 
 B)False

Question 18

The social consumer decision journey framework recognizes that:

Accepted Answer

A) consumers make purchase decisions regarding low-involvement products based on their social status and purchasing power. 
B) consumers follow a linear sequence of awareness, interest, evaluation, and trial before ultimately adopting a product. 
C) consumers are always active participants in a communication process and they gather information through active learning. 
D) promotional campaigns should be designed to motivate consumers to take immediate action. 
E) consumers connect with large numbers of brands through digital channels that are often beyond marketers' control. 
A) consumers make purchase decisions regarding low-involvement products based on their social status and purchasing power. 
B) consumers follow a linear sequence of awareness, interest, evaluation, and trial before ultimately adopting a product. 
C) consumers are always active participants in a communication process and they gather information through active learning. 
D) promotional campaigns should be designed to motivate consumers to take immediate action. 
E) consumers connect with large numbers of brands through digital channels that are often beyond marketers' control.

Question 19

After watching a detergent ad that claimed to remove stains with "Just a few drops," Jim stated "I doubt any detergent can remove stains with only a few drops." This scenario is an example of a _____.

Accepted Answer

A) counterargument 
B) support argument 
C) source bolster 
D) cognitive dissonance 
E) source blockage 
A) counterargument 
B) support argument 
C) source bolster 
D) cognitive dissonance 
E) source blockage

Question 20

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.

Accepted Answer

A) hierarchy of effects 
B) AIDA 
C) innovation adoption 
D) cognitive response 
E) information processing 
A) hierarchy of effects 
B) AIDA 
C) innovation adoption 
D) cognitive response 
E) information processing

Exam 5: The Communication Process

Which of the following is true of encoding?

Negative thoughts about a spokesperson or organization making a claim are known as:

The source or sender of an advertising communication:

According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.

According to the AIDA model, a customer expressing interest and desire is in the:

Typically, when consumers are in a "passive" shopping mode:

Which of the following is true of source bolsters?

A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.

Mass media is ideal for targeting market niches.

Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis. Jared thinks to himself, "This sounds promising. I think I should give it a try." This thought would be an example of a(n):

Research on the elaboration likelihood model (ELM) has shown that:

From a promotional planning perspective, it is important that marketers:

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

Lily hosts a well-known television show, Real Life. She also appears in an ad for Rochelle Cosmetics and explains the potential benefits of using these cosmetics. In this scenario, the source of the ad is:

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.

The social consumer decision journey framework recognizes that:

After watching a detergent ad that claimed to remove stains with "Just a few drops," Jim stated "I doubt any detergent can remove stains with only a few drops." This scenario is an example of a _____.

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase immediately.

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