Question 1

_____ are needs that we learn during our lifetime.

Accepted Answer

A)  Values 
B)  Wants 
C)  Ethics 
D)  Desires 
E)  Ideals 
A)  Values 
B)  Wants 
C)  Ethics 
D)  Desires 
E)  Ideals B

Question 2

In terms of the human communication process model, what role does the sponsor of the advertisement play?

Accepted Answer

A)  Feedback 
B)  Channel 
C)  Message 
D)  Receiver 
E)  Source 
A)  Feedback 
B)  Channel 
C)  Message 
D)  Receiver 
E)  Source E

Question 3

What is the difference between the central route and the peripheral route to persuasion?

Accepted Answer

Central route to persuasion: One of two ways communication can persuade consumers. When a consumer's level of involvement is high, the central route to persuasion is more likely. In the central route to persuasion, consumers are motivated to pay attention to the central, product-related information, such as product attributes and benefits. Because of their high involvement, they tend to learn cognitively and comprehend the ad-delivered information at deeper, more elaborate levels.
Peripheral route to persuasion: One of two ways communication can persuade consumers. When consumers have low involvement with a product or message, they have little reason to pay attention to or comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad for its entertainment value. Consistent with stimulus response theory, consumers may respond to the message at a later date, when a purchase occasion arises.

Question 4

Alan White is a rodeo performer. In a magazine called Western Horseman, White learned about a new kind of feed supplement for his horse that will help keep the animal at its peak performance. White used a(n) _____ to become familiar with this new product.

Accepted Answer

A)  encoded message 
B)  semiotic medium 
C)  non-personal channel 
D)  personal channel 
E)  inert medium 
A)  encoded message 
B)  semiotic medium 
C)  non-personal channel 
D)  personal channel 
E)  inert medium

Question 5

Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand, or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. She considers only these three options when selecting her wine. For Morgan, the three brands of wine are a(n):

Accepted Answer

A)  evaluated set. 
B)  evoked set. 
C)  standardized set. 
D)  selected criteria. 
E)  alternative list. 
A)  evaluated set. 
B)  evoked set. 
C)  standardized set. 
D)  selected criteria. 
E)  alternative list.

Question 6

_____ occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication.

Accepted Answer

A)  Learning 
B)  Corroboration 
C)  Motivation 
D)  Substantiation 
E)  Persuasion 
A)  Learning 
B)  Corroboration 
C)  Motivation 
D)  Substantiation 
E)  Persuasion

Question 7

The four quadrants of the FCB grid are high involvement or low involvement and:

Accepted Answer

A)  need or want. 
B)  think or feel. 
C)  culture or society. 
D)  peripheral or route persuasion. 
E)  cognitive or conditioned thinking. 
A)  need or want. 
B)  think or feel. 
C)  culture or society. 
D)  peripheral or route persuasion. 
E)  cognitive or conditioned thinking.

Question 8

Describe the model of the consumer perception process.

Accepted Answer

Physical data or stimuli (ads/commercial

Question 9

Considering the Elaboration Likelihood Model, which of the following purchases would most likely involve the central route to persuasion?

Accepted Answer

A)  A Mother's Day card 
B)  A box of paper clips 
C)  A bag of Lays potato chips 
D)  A carton of eggs 
E)  A McDonald's Happy Meal 
A)  A Mother's Day card 
B)  A box of paper clips 
C)  A bag of Lays potato chips 
D)  A carton of eggs 
E)  A McDonald's Happy Meal

Question 10

Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watch and tries to copy their hair style and the way they stand. For Tina, her new classmates are a(n):

Accepted Answer

A)  approval center. 
B)  focus group. 
C)  standard bearer. 
D)  cultural norm. 
E)  reference group. 
A)  approval center. 
B)  focus group. 
C)  standard bearer. 
D)  cultural norm. 
E)  reference group.

Question 11

Why is it important for marketers to realize that consumers have limited memories?

Accepted Answer

Because of limited memory, consumers res

Question 12

According to the human communication process, a person who responds to an online Starbucks survey is most likely:

Accepted Answer

A)  acting as a source. 
B)  providing feedback. 
C)  creating Internet noise. 
D)  using integrated marketing communications. 
E)  utilizing a new communication channel. 
A)  acting as a source. 
B)  providing feedback. 
C)  creating Internet noise. 
D)  using integrated marketing communications. 
E)  utilizing a new communication channel.

Question 13

Last week, Gopal paid $359 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found an identical sewing machine at Walmart for $169. He is likely to experience:

Accepted Answer

A)  selective perception. 
B)  cognitive dissonance. 
C)  perceptual dissonance. 
D)  negative motivation. 
E)  attitudinal dissatisfaction. 
A)  selective perception. 
B)  cognitive dissonance. 
C)  perceptual dissonance. 
D)  negative motivation. 
E)  attitudinal dissatisfaction.

Question 14

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals. Both of these reasons are examples of _____ motives.

Accepted Answer

A)  transformational 
B)  stimulus 
C)  negatively originated 
D)  transactional 
E)  need-based 
A)  transformational 
B)  stimulus 
C)  negatively originated 
D)  transactional 
E)  need-based

Question 15

Choosing a credible spokesperson requires understanding the tastes and interests of the company's target market.

Accepted Answer

A) True 
 B)False

Question 16

Habit is the natural extension of learning.

Accepted Answer

A) True 
 B)False

Question 17

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Accepted Answer

A)  basic consumer decision model 
B)  FCB grid 
C)  traditional model of consumer involvement 
D)  Kim-Lord grid 
E)  continuum of purchase expectations 
A)  basic consumer decision model 
B)  FCB grid 
C)  traditional model of consumer involvement 
D)  Kim-Lord grid 
E)  continuum of purchase expectations

Question 18

Consumers' evoked sets are:

Accepted Answer

A)  those members of the buyer's family who must be considered when a product is selected for purchase. 
B)  the combination of products that consumers finally select for their use. 
C)  the alternatives that consumers evaluate before making decisions. 
D)  the environments that affect the decision-making process. 
E)  the relevant reference group(s) for a particular purchase. 
A)  those members of the buyer's family who must be considered when a product is selected for purchase. 
B)  the combination of products that consumers finally select for their use. 
C)  the alternatives that consumers evaluate before making decisions. 
D)  the environments that affect the decision-making process. 
E)  the relevant reference group(s) for a particular purchase.

Question 19

_____ refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

Accepted Answer

A)  Culture 
B)  Psychographics 
C)  Civilization 
D)  Social evolution 
E)  Social class 
A)  Culture 
B)  Psychographics 
C)  Civilization 
D)  Social evolution 
E)  Social class

Question 20

Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?

Accepted Answer

One key to learning and persuasion is re

_____ are needs that we learn during our lifetime.

In terms of the human communication process model, what role does the sponsor of the advertisement play?

What is the difference between the central route and the peripheral route to persuasion?

Alan White is a rodeo performer. In a magazine called Western Horseman, White learned about a new kind of feed supplement for his horse that will help keep the animal at its peak performance. White used a(n) _____ to become familiar with this new product.

_____ occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication.

The four quadrants of the FCB grid are high involvement or low involvement and:

Describe the model of the consumer perception process.

Considering the Elaboration Likelihood Model, which of the following purchases would most likely involve the central route to persuasion?

Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watch and tries to copy their hair style and the way they stand. For Tina, her new classmates are a(n):

Why is it important for marketers to realize that consumers have limited memories?

According to the human communication process, a person who responds to an online Starbucks survey is most likely:

Last week, Gopal paid $359 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found an identical sewing machine at Walmart for $169. He is likely to experience:

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals. Both of these reasons are examples of _____ motives.

Choosing a credible spokesperson requires understanding the tastes and interests of the company's target market.

Habit is the natural extension of learning.

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Consumers' evoked sets are:

_____ refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters

Exam 5: Communication and Consumer Behavior

_____ are needs that we learn during our lifetime.

In terms of the human communication process model, what role does the sponsor of the advertisement play?

What is the difference between the central route and the peripheral route to persuasion?

Alan White is a rodeo performer. In a magazine called Western Horseman, White learned about a new kind of feed supplement for his horse that will help keep the animal at its peak performance. White used a(n) _____ to become familiar with this new product.

_____ occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication.

The four quadrants of the FCB grid are high involvement or low involvement and:

Describe the model of the consumer perception process.

Considering the Elaboration Likelihood Model, which of the following purchases would most likely involve the central route to persuasion?

Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watch and tries to copy their hair style and the way they stand. For Tina, her new classmates are a(n):

Why is it important for marketers to realize that consumers have limited memories?

According to the human communication process, a person who responds to an online Starbucks survey is most likely:

Last week, Gopal paid $359 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found an identical sewing machine at Walmart for $169. He is likely to experience:

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals. Both of these reasons are examples of _____ motives.

Choosing a credible spokesperson requires understanding the tastes and interests of the company's target market.

Habit is the natural extension of learning.

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products.

Consumers' evoked sets are:

_____ refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.

Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters