Question 1

The _____ is a model that addresses the differences in the ways consumers respond to persuasive messages.

Accepted Answer

A) elaboration likelihood model 
B) 5-W's model of communication 
C) AIDA model 
D) information processing model 
E) cognitive response model 
A) elaboration likelihood model 
B) 5-W's model of communication 
C) AIDA model 
D) information processing model 
E) cognitive response model

Question 2

Negative thoughts about a spokesperson in an ad are called:

Accepted Answer

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

Question 3

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,the:

Accepted Answer

A) message will be more likely received if a celebrity endorser is used. 
B) message should contain a lot of information. 
C) receiver is viewed as very actively involved in the communication process. 
D) quality of the message claims are more important than the spokesperson,headline,pictures,or music bed. 
E) sender is dealing with a high-involvement buying situation. 
A) message will be more likely received if a celebrity endorser is used. 
B) message should contain a lot of information. 
C) receiver is viewed as very actively involved in the communication process. 
D) quality of the message claims are more important than the spokesperson,headline,pictures,or music bed. 
E) sender is dealing with a high-involvement buying situation.

Question 4

Kasey hears a radio commercial for a weight loss program involving hypnosis that claims an individual can lose weight through its program.Kasey thinks to himself,"Yep,it sure does work.I wouldn't have been able to lose thirty pounds without it." This thought would be an example of a:

Accepted Answer

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

Question 5

The receiver's set of reactions after seeing,hearing,or reading the message is known as a _____.

Accepted Answer

A) noise 
B) code 
C) source 
D) feedback 
E) response 
A) noise 
B) code 
C) source 
D) feedback 
E) response

Question 6

The _____ of 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) decoder 
E) channel 
A) essence 
B) source 
C) message 
D) decoder 
E) channel

Question 7

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.Which of the following advertising strategies should Gillette use?

Accepted Answer

A) Very detailed ads with a great deal of information about the causes of body odor. 
B) Detailed ads with strong message arguments about Gillette brands. 
C) Ads that use celebrity endorsers such as basketball star Lebron James. 
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 the causes of body odor. 
B) Detailed ads with strong message arguments about Gillette brands. 
C) Ads that use celebrity endorsers such as basketball star Lebron James. 
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 8

_____ is the process of interpreting a sender's message into thought.

Accepted Answer

A) Decoding 
B) Encoding 
C) Channeling 
D) Responding 
E) Transmitting 
A) Decoding 
B) Encoding 
C) Channeling 
D) Responding 
E) Transmitting

Question 9

The _____ model is a response model that was developed for setting and measuring advertising objectives.A basic premise of this model is that advertising effects occur over a period of time.

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 10

Nonpersonal channels of communication include:

Accepted Answer

A) newspapers,magazines,billboards,and salespeople. 
B) salespeople,friends,relatives,and spokespeople. 
C) reference groups,sales clerks,and telemarketers. 
D) television,radio,newspapers,and magazines. 
E) television,salespeople,and radio. 
A) newspapers,magazines,billboards,and salespeople. 
B) salespeople,friends,relatives,and spokespeople. 
C) reference groups,sales clerks,and telemarketers. 
D) television,radio,newspapers,and magazines. 
E) television,salespeople,and radio.

Question 11

The model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model.

Accepted Answer

A) AIDA 
B) hierarchy of results 
C) diffusion rate 
D) innovation-adoption 
E) information processing 
A) AIDA 
B) hierarchy of results 
C) diffusion rate 
D) innovation-adoption 
E) information processing

Question 12

According to the FCB planning model,for which of the following products would an affective strategy be most appropriate?

Accepted Answer

A) Storm windows 
B) Bag of cat litter 
C) Can of Planter's peanuts 
D) A liquid dishwasher 
E) Cosmetics 
A) Storm windows 
B) Bag of cat litter 
C) Can of Planter's peanuts 
D) A liquid dishwasher 
E) Cosmetics

Question 13

_____ thoughts include reactions to ad factors such as the creativity of the ad,the quality of the visual effects,colors,and voice tones.

Accepted Answer

A) Product/message 
B) Source-oriented 
C) Ad execution-related 
D) Brand attitudes 
E) Purchase intention 
A) Product/message 
B) Source-oriented 
C) Ad execution-related 
D) Brand attitudes 
E) Purchase intention

Question 14

Michael told Terry and Bill,Terry told Melissa,and Melissa told Ty,Andrew,and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes.This word-of-mouth took place via a(n)_____ channel of communication.

Accepted Answer

A) individualized 
B) direct-response 
C) nonpersonal 
D) personal 
E) customized 
A) individualized 
B) direct-response 
C) nonpersonal 
D) personal 
E) customized

Question 15

Ronell missed an ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.With reference to the communication process,the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as:

Accepted Answer

A) an encoding hazard. 
B) a decoding block. 
C) negative feedback. 
D) a receptor block. 
E) noise. 
A) an encoding hazard. 
B) a decoding block. 
C) negative feedback. 
D) a receptor block. 
E) noise.

Question 16

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 and how these words and symbols are interpreted. 
C) Effective integrated marketing communications is usually nonpersonal in nature. 
D) Effective communication is unaffected by the reception environment. 
E) Whether an ad is in black-and-white or in full-color has no impact on how effectively the message is communicated. 
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 and how these words and symbols are interpreted. 
C) Effective integrated marketing communications is usually nonpersonal in nature. 
D) Effective communication is unaffected by the reception environment. 
E) Whether an ad is in black-and-white or in full-color has no impact on how effectively the message is communicated.

Question 17

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

Accepted Answer

A) Salesperson 
B) Newspaper 
C) Radio 
D) Magazines 
E) Television 
A) Salesperson 
B) Newspaper 
C) Radio 
D) Magazines 
E) Television

Question 18

Trial,purchase,adoption,and rejection 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) motivational 
E) learning 
A) cognitive 
B) affective 
C) behavioral 
D) motivational 
E) learning

Question 19

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.

Accepted Answer

A) products characterized by a low-involvement response hierarchy 
B) products characterized by high-involvement response hierarchy 
C) consumer durables that require detailed information 
D) services where differentiation is important 
E) products in the business-to-business market 
A) products characterized by a low-involvement response hierarchy 
B) products characterized by high-involvement response hierarchy 
C) consumer durables that require detailed information 
D) services where differentiation is important 
E) products in the business-to-business market

Question 20

A company that wants to generate a source bolster could:

Accepted Answer

A) create a rational message. 
B) hire a popular celebrity to serve as a spokesperson. 
C) use non-traditional channels. 
D) eliminate noise from the communication process. 
E) encode without consideration for the target audience's field of reference. 
A) create a rational message. 
B) hire a popular celebrity to serve as a spokesperson. 
C) use non-traditional channels. 
D) eliminate noise from the communication process. 
E) encode without consideration for the target audience's field of reference.

The _____ is a model that addresses the differences in the ways consumers respond to persuasive messages.

Negative thoughts about a spokesperson in an ad are called:

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,the:

Kasey hears a radio commercial for a weight loss program involving hypnosis that claims an individual can lose weight through its program.Kasey thinks to himself,"Yep,it sure does work.I wouldn't have been able to lose thirty pounds without it." This thought would be an example of a:

The receiver's set of reactions after seeing,hearing,or reading the message is known as a _____.

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

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.Which of the following advertising strategies should Gillette use?

_____ is the process of interpreting a sender's message into thought.

The _____ model is a response model that was developed for setting and measuring advertising objectives.A basic premise of this model is that advertising effects occur over a period of time.

Nonpersonal channels of communication include:

The model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model.

According to the FCB planning model,for which of the following products would an affective strategy be most appropriate?

_____ thoughts include reactions to ad factors such as the creativity of the ad,the quality of the visual effects,colors,and voice tones.

Michael told Terry and Bill,Terry told Melissa,and Melissa told Ty,Andrew,and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes.This word-of-mouth took place via a(n)_____ channel of communication.

Ronell missed an ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.With reference to the communication process,the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as:

Which of the following statements is true about effective communication?

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

Trial,purchase,adoption,and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.

A company that wants to generate a source bolster could:

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

The _____ is a model that addresses the differences in the ways consumers respond to persuasive messages.

Negative thoughts about a spokesperson in an ad are called:

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,the:

Kasey hears a radio commercial for a weight loss program involving hypnosis that claims an individual can lose weight through its program.Kasey thinks to himself,"Yep,it sure does work.I wouldn't have been able to lose thirty pounds without it." This thought would be an example of a:

The receiver's set of reactions after seeing,hearing,or reading the message is known as a _____.

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

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.Which of the following advertising strategies should Gillette use?

_____ is the process of interpreting a sender's message into thought.

The _____ model is a response model that was developed for setting and measuring advertising objectives.A basic premise of this model is that advertising effects occur over a period of time.

Nonpersonal channels of communication include:

The model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model.

According to the FCB planning model,for which of the following products would an affective strategy be most appropriate?

_____ thoughts include reactions to ad factors such as the creativity of the ad,the quality of the visual effects,colors,and voice tones.

Michael told Terry and Bill,Terry told Melissa,and Melissa told Ty,Andrew,and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes.This word-of-mouth took place via a(n)_____ channel of communication.

Ronell missed an ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.With reference to the communication process,the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as:

Which of the following statements is true about effective communication?

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

Trial,purchase,adoption,and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.

A company that wants to generate a source bolster could:

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