Exam 4: Communication Response Models

Travis missed the small ad for Walker Nursery in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page.In terms of the communication process,the ad for the estate sale kept Travis from seeing the plant nursery ad and acted as:

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

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

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

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 they wanted to own one.They used their credit card to order a mattress and to pay for its delivery to their home.In terms of the models of response process,Inez and Troy have just gone through the stages in the _____ model.

Two-way communication between a brand and its consumers on social media such as Twitter,Facebook and blogs are examples of a(n)_____ channel of communication.

Of the categories of cognitive responses discussed in the text,which is most likely to predict a viewer's attitude toward the ad?

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.

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

Marius is watching a suspenseful TV program with a group of friends.During the commercial break everyone starts discussing the show,and he cannot hear the commercials even though he really wanted to hear the Molson Canadian commercial.Marius's inability to receive the Molson Canadian message is an example of which element of the communication process?

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

Which response hierarchy views the consumer as engaging in passive learning and random information catching?

Which category of cognitive responses includes a message recipient's reactions to factors such as the creativity of an ad,the quality of the visual effects,colours,voice tones,and the like?

The _____ model explains the purchase decision making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands.

In the opening chapter vignette,which Asian car company used an integrated campaign to highlight its "hot" new sports coupe?

Visits to websites,participation in contests,digital forwarding of ads or stories,and Facebook "likes" are all possible forms of:

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

The experiences,perceptions,attitudes,and values a consumer brings to a communication situation is referred to as his or her:

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.

According to the elaboration likelihood model (ELM),a receiver lacks the ability or motivation to process information under the _____ route to persuasion.