Question 1

Which of the following statements is true about ageism in advertising?

Accepted Answer

A) Mature people are more likely to be shown in television than print ads. 
B) Some people believe too many people of age 60 and over are used in advertising today. 
C) Because the mean age of the population is increasing,you can expect to see more youth-oriented advertising. 
D) There have been no successful ad campaigns showing people 60 and over performing age appropriately. 
E) The difference between the senders and receivers age can create problems in establishing a common ground. 
A) Mature people are more likely to be shown in television than print ads. 
B) Some people believe too many people of age 60 and over are used in advertising today. 
C) Because the mean age of the population is increasing,you can expect to see more youth-oriented advertising. 
D) There have been no successful ad campaigns showing people 60 and over performing age appropriately. 
E) The difference between the senders and receivers age can create problems in establishing a common ground.

Question 2

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.

Accepted Answer

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

Question 3

The communication process begins with the process of _____,which leads to the development of a _____ that contains the information or meaning a source hopes to convey.

Accepted Answer

A) encoding;message 
B) encrypting;transmission 
C) encoding;response 
D) decoding;message 
E) decoding;transmission 
A) encoding;message 
B) encrypting;transmission 
C) encoding;response 
D) decoding;message 
E) decoding;transmission

Question 4

In the _____ hierarchy,the 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

The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin.Someone who knew something about these additives work might respond to the ad by thinking,"Those fancy-sounding ingredients won't help my skin.It's too dry for some over-the-counter lotion to soften it." The individual's response to the ad's copy would be an example of a:

Accepted Answer

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

Question 6

______ is the part of a receiver's response that is communicated back to the sender.

Accepted Answer

A) Feedback 
B) Noise 
C) Reciprocity 
D) Encoding 
E) Reception 
A) Feedback 
B) Noise 
C) Reciprocity 
D) Encoding 
E) Reception

Question 7

The basic function of all of the elements of the integrated communications program is to:

Accepted Answer

A) communicate with a firm's target audience. 
B) convince customers to make a purchase immediately. 
C) convince customers to pay a higher price for a good or service. 
D) educate customers about the features of a good or service. 
E) persuade customers to try a product category. 
A) communicate with a firm's target audience. 
B) convince customers to make a purchase immediately. 
C) convince customers to pay a higher price for a good or service. 
D) educate customers about the features of a good or service. 
E) persuade customers to try a product category.

Question 8

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) decoding. 
B) feedback mechanisms. 
C) response hierarchies. 
D) a common ground. 
E) fields of experience. 
A) decoding. 
B) feedback mechanisms. 
C) response hierarchies. 
D) a common ground. 
E) fields of experience.

Question 9

Sometimes when celebrities are convicted in drug-related cases,part of the sentencing is to perform community service by speaking to students about the evils of drug usage.Some people have questioned the value of this form of community service because it could glamorize the use of drugs.The ill feelings some people have towards celebrities in these types of programs can create:

Accepted Answer

A) source derogation. 
B) counterargument. 
C) source bolster. 
D) source blockage. 
E) message blockage. 
A) source derogation. 
B) counterargument. 
C) source bolster. 
D) source blockage. 
E) message blockage.

Question 10

Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window.Once they became aware that such a product existed,they were eager to talk to a salesperson and learn more about the mattresses.After talking to the salesperson for thirty minutes,Inez and Troy realized that they wanted to own one.They used their credit cards to order a mattress and to pay for its delivery.In terms of the models of response process,Inez and Troy have just gone through the stages in the _____ model.

Accepted Answer

A) AIDA 
B) hierarchy of effects 
C) innovation-adoption 
D) adoption response 
E) diffusion rate 
A) AIDA 
B) hierarchy of effects 
C) innovation-adoption 
D) adoption response 
E) diffusion rate

Question 11

Winston is watching an interesting TV program with a group of friends.During the commercial break,he is unable to concentrate on a Pepsi commercial that he is interested in watching because all his friends are discussing the events in the show.Winston's inability to receive the Pepsi message illustrates which factor in the communications process?

Accepted Answer

A) Encoding 
B) Decoding 
C) Feedback 
D) Common ground 
E) Noise 
A) Encoding 
B) Decoding 
C) Feedback 
D) Common ground 
E) Noise

Question 12

When developing a communications plan,the process should begin with:

Accepted Answer

A) determining who will be the source of the communications. 
B) the identification and analysis of receivers in the target audience. 
C) deciding what feedback level is acceptable. 
D) determining what media to use. 
E) ascertaining the type of feedback that will be accepted. 
A) determining who will be the source of the communications. 
B) the identification and analysis of receivers in the target audience. 
C) deciding what feedback level is acceptable. 
D) determining what media to use. 
E) ascertaining the type of feedback that will be accepted.

Question 13

Which of the following response hierarchy models depicts consumers going through the 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 integrated information response model 
A) The AIDA model 
B) The hierarchy of effects model 
C) The innovation adoption model 
D) The information processing model 
E) The integrated information response model

Question 14

Kenya was asked to look at a television ad for a movie that was going to be released in December.Her reactions were noted-Did it make her want to see the movie? Did the title seem appropriate? Did she feel that she understood the subject of the movie? As a result of using _____,it was determined that the communication created the appropriate reactions.

Accepted Answer

A) cognitive responses 
B) affective responses 
C) selective impressions 
D) elaborations 
E) conative impressions 
A) cognitive responses 
B) affective responses 
C) selective impressions 
D) elaborations 
E) conative impressions

Question 15

Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution.The newspaper is read by over 100,000 people.The newspaper is an example of a(n)_____ channel of communication.

Accepted Answer

A) individualized 
B) direct-response 
C) nonpersonal 
D) semiotic 
E) verbal 
A) individualized 
B) direct-response 
C) nonpersonal 
D) semiotic 
E) verbal

Question 16

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

Question 17

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

Accepted Answer

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

Question 18

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

Accepted Answer

A) Advertising 
B) Sales promotion 
C) Encoding 
D) Decoding 
E) Communication 
A) Advertising 
B) Sales promotion 
C) Encoding 
D) Decoding 
E) Communication

Question 19

Which of the following communication processes will be most influenced by the experiences,perceptions,attitudes and values of the message recipient?

Accepted Answer

A) Encoding 
B) Decoding 
C) Noise 
D) Feedback 
E) Transmission 
A) Encoding 
B) Decoding 
C) Noise 
D) Feedback 
E) Transmission

Question 20

The field of experience of the receiver most heavily influences which component of the communications process?

Accepted Answer

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

Which of the following statements is true about ageism in advertising?

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.

The communication process begins with the process of _,which leads to the development of a _ that contains the information or meaning a source hopes to convey.

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

______ is the part of a receiver's response that is communicated back to the sender.

The basic function of all of the elements of the integrated communications program is to:

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:

When developing a communications plan,the process should begin with:

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

Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution.The newspaper is read by over 100,000 people.The newspaper is an example of a(n)_____ channel of communication.

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?

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

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

Which of the following communication processes will be most influenced by the experiences,perceptions,attitudes and values of the message recipient?

The field of experience of the receiver most heavily influences which component of the communications 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 Print Media

Support Media

Direct Marketing

The Internet and Interactive 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 3: The Communication Process

Which of the following statements is true about ageism in advertising?

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.

The communication process begins with the process of _____,which leads to the development of a _____ that contains the information or meaning a source hopes to convey.

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

______ is the part of a receiver's response that is communicated back to the sender.

The basic function of all of the elements of the integrated communications program is to:

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:

When developing a communications plan,the process should begin with:

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

Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution.The newspaper is read by over 100,000 people.The newspaper is an example of a(n)_____ channel of communication.

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?

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

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

Which of the following communication processes will be most influenced by the experiences,perceptions,attitudes and values of the message recipient?

The field of experience of the receiver most heavily influences which component of the communications 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 Print Media

Support Media

Direct Marketing

The Internet and Interactive 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

The communication process begins with the process of _,which leads to the development of a _ that contains the information or meaning a source hopes to convey.