Exam 6: The Communication Process and Consumer Behavior

According to the CPM,consumer behavior is seen as _____.

An individual's mood can influence his or her perception of stimulus objects.

Which of these is an example of a metaphor?

The Yellow Submarine is a submarine sandwich shop that specializes in take-out orders.The sub shop advertises on radio stations close to meal times.Radio listeners may not willfully attend to the Yellow Submarine's advertising; however,if listeners are hungry and notice that food advertisement is on,they may then consciously listen to see if the restaurant is within driving distance.This is best described as an example of _____.

Short-term memory is also known as _____ memory.

The fundamental concept in semiotics is the sign.

The message itself is a symbolic expression of what the communicator intends to accomplish.

Georgetown,Inc.is a manufacturer of surgical gloves.Georgetown's advertising efforts appeal to medical professionals,capitalizing on the need for safeguards against infectious diseases.The copy in a recent magazine ad reads,"While you're saving their lives,we're protecting yours." The magazine which features Georgetown's advertisement is called the ______.

Short-term memory serves as the center for current processing activity by integrating information from the sense organs and from long-term memory.

Marketing communicators can most effectively gain the consumers' attention by creating messages that truly appeal to their needs for _____.

Changes in the context or organization of information in consumers' long-term memories is known as _____.

Research shows that advertising _____,whether real or perceived,reduces advertising effectiveness.

Which of the following is NOT a communications activity?

Budweiser's advertising with frogs and lizards represents the use of an allegory.

A field of experience is the sum total of a person's experiences during his or her lifetime.

A certain manufacturer describes its product as "the Cadillac of swimming pools." In this advertising message,the relationship between the car and the pool is a type of _____.

Give three examples of how noise can enter the communication process.Discuss the effects each of these would have on the advertiser's message.

Interference and distortion in the communication process is called noise.

Exposure occurs when _____.

Communication can be thought of as the process of establishing a commonness,or oneness,of thought between a message sender,such as an advertiser,and a receiver,such as consumer.