Exam 3: The Communication Process

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,"If it has both those ingredients,it must be really good for my skin.I'm going to buy a bottle." The individual's response to the ad's copy would be an example of a:

According to the _____,the consumer is an active participant in the communication process and gathers information through active learning.

The _____ model involves selective learning,whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision.

_____ is any unplanned distortion or interference in the communication process.

Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on the air.He is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information.Trevor is engaging in what type of message processing?

The Foote,Cone & Belding grid is based on the dimensions of _____ and high- versus low-involvement.

Honda broadcasts a commercial during Law & Order,a TV program that is seen by eight million viewers.The broadcasting of this ad takes place in a(n)_____ channel of communication.

The element of the communications process that closes the loop in the communications flow and allows the sender to monitor how a message is being received and interpreted is known as:

The _____ model,the best known of the response hierarchies,shows the process by which advertising works.The premise of this model is that advertising effects occur over a period of time.

The best way to reach a narrowly defined group of customers or a market niche is through:

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem."Freshness" is the message the ad is supposed to deliver.When Rick and Beth Minton saw the ad,Rick said to Beth,"That ad is simply showing people being rewarded for being rude and boorish.How could any company think that sort of ad would appeal to decent people?" Rick's comment about the ad source represents a:

Most advertisers attempt to hire spokespeople their target audience likes so as to generate _____ for the message.

An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine.The ad shows various scenic pictures of Tennessee and includes the slogan,"Tennessee sounds good to me." In this example,Southern Living magazine would be an example of a _____,a part of the communication process.

An ad for The Peabody Hotel in Memphis,Tennessee,has a number that people can call on if they are interested in reserving rooms at the hotel or knowing more about the hotel.One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad.This response count is an example of:

Geico's gecko,the Green Giant,and the AFLAC duck are examples of:

When Bart heard an ad state that Kraft's Pasta Anytime microwave meals could be prepared in three minutes,he thought that he would find the meals in his supermarket's frozen food aisle with other microwave meals.When he could not find the Kraft meals,he purchased another brand.He did not understand that Kraft meals were not frozen,the reason why they cooked so quickly.He should have looked on the supermarket aisle that contains pasta.Bart experienced a problem with:

Florence is watching television and sees a commercial in which Sarah Jessica Parker is endorsing a hair care product.Florence thinks to herself,"That girl was on that scandalous show,Sex in the City.I wouldn't buy anything she promotes." This is an example of a:

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

Counts of customer visits to a store,consumer inquiries,coupon redemption and recall of advertising are all possible forms of:

Marketers of _____ often must communicate with passive,uninterested consumers who may focus more on non-message elements such as music,slogans,and jingles than on message content.