Question 1

According to the _____ model,the major impact of the mass media occurs after the purchase is made.

Accepted Answer

A) low-involvement 
B) standard learning 
C) dissonance/attribution 
D) cognitive response 
E) elaboration likelihood 
A) low-involvement 
B) standard learning 
C) dissonance/attribution 
D) cognitive response 
E) elaboration likelihood

Question 2

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

Question 3

Putting thoughts,ideas or information together in symbolic form is called:

Accepted Answer

A) encoding. 
B) deciphering. 
C) shaping. 
D) flighting. 
E) decoding. 
A) encoding. 
B) deciphering. 
C) shaping. 
D) flighting. 
E) decoding.

Question 4

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

Accepted Answer

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

Question 5

_____ refers to the way the message is put together in order to deliver the information or intended meaning.

Accepted Answer

A) Source 
B) Encoding 
C) Decoding 
D) Content 
E) Design 
A) Source 
B) Encoding 
C) Decoding 
D) Content 
E) Design

Question 6

In 2004,Delta Airlines was the first major airline to charge passengers for snacks and meals.The _____ model would have been most relevant for communicating this change.

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

Question 7

Television advertising is used most often to communicate with:

Accepted Answer

A) niche market segments. 
B) industrial buying centers. 
C) mass audiences. 
D) resellers. 
E) purchasing agents. 
A) niche market segments. 
B) industrial buying centers. 
C) mass audiences. 
D) resellers. 
E) purchasing agents.

According to the _____ model,the major impact of the mass media occurs after the purchase is made.

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.

Putting thoughts,ideas or information together in symbolic form is called:

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

_____ refers to the way the message is put together in order to deliver the information or intended meaning.

In 2004,Delta Airlines was the first major airline to charge passengers for snacks and meals.The _____ model would have been most relevant for communicating this change.

Television advertising is used most often to communicate with:

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

According to the _____ model,the major impact of the mass media occurs after the purchase is made.

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.

Putting thoughts,ideas or information together in symbolic form is called:

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

_____ refers to the way the message is put together in order to deliver the information or intended meaning.

In 2004,Delta Airlines was the first major airline to charge passengers for snacks and meals.The _____ model would have been most relevant for communicating this change.

Television advertising is used most often to communicate with:

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