Exam 4: Communication Response Models

Each of the following statements about an advertising message is true EXCEPT:

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

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:

Which of the following response hierarchy models depicts consumers as going through the stages of presentation - attention - comprehension - yielding - retention - behaviour?

The _____ is the method or medium by which communication travels from the source to the receiver.

Negative thoughts about a spokesperson in an ad are called:

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

A comprehensive literature review suggests that the effects of advertising should be evaluated using the following three dimensions:

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 that the ad is supposed to deliver.When Dick and Bella Lestor saw the ad,Dick said to Bella,"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?" Dick's comment about the ad source represents a:

______ is a term used to describe a message receiver's feelings of favourability or unfavourability toward an advertisement.

Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?

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

Which of the following would NOT be considered "noise" in the communication process?

The ______ assumes that learning is an associative process with an already existing relationship between a stimulus and a response.

When marketers develop an advertising message,one of their primary goals is to encode the message:

The encoding process leads to the development of:

For which of the following products would an advertiser be more likely to use the standard learning model to explain the consumer decision making process?

The elaboration likelihood model (ELM)states that there are two basic routes to persuasion,the central route and the peripheral route.Under the central route to persuasion,a message recipient is viewed as:

Communication effects.refer to the lasting brand impressions that remain with the target audience after the target audience processes the message.Match the four communication effects to their meaning,according to the Rossiter & Percy perspective.

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