Deck 4: Communication Response Models

Question 1

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.

A) personal
B) individualized
C) verbal
D) nonpersonal

Answer 1

A

Question 2

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

A) advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used.
B) the effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains.
C) advertising messages can be verbal or nonverbal.
D) advertising messages cannot be primarily visual.

Answer 2

D

Question 3

Which of the following is an example of a personal channel of communication?

A) Magazines
B) Radio
C) Newspaper
D) Online customer service personnel

Answer 3

D

Question 4

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

A) shaping
B) encoding
C) deciphering
D) decoding

Question 5

The source or sender of an advertising communication:

A) is never a nonpersonal entity
B) is typically a salesperson
C) can be an individual or a nonpersonal entity such as the corporation
D) is typically identified as the owner of the medium in which the communication appeared

Question 6

The communication process begins with the process of , which leads to the development of a that contains the information or meaning a source hopes to
Convey.

A) encoding; response
B) decoding; transmission
C) encoding; message
D) encrypting; transmission

Question 7

The encoding process leads to the development of:

A) feedback
B) a channel
C) noise
D) a message

Question 8

Which of the following statements best illustrates how important the source of a message can be to a communication campaign?

A) Consumers only pay attention to spokespersons with whom they are familiar.
B) Nike is a well-known, successful brand.
C) Many perfume brands employ famous, beautiful actresses to represent them in advertising.
D) When photos of Olympic swimmer Michael Phelps using drugs appeared on social media, many of his sponsors cancelled his contracts.

Question 9

When Sidney Crosby appears in a commercial endorsing Gatorade, the message source is:

A) consumers who view the commercial
B) PepsiCo, the company that owns Gatorade
C) the television program that the advertising provides financial support for
D) Sidney Crosby

Question 10

The basic function of the elements of the integrated communication program is to:

A) convince customers to pay a higher price for a product or service
B) communicate with a firm's target audience
C) convince customers to make a purchase immediately
D) educate customers about the features of a product or service

Question 11

Which of the following statements about effective communication is true?

A) Effective communication is unaffected by the reception environment.
B) For effective communication, marketers must understand the meanings that words and symbols attach to consumers and how these words and symbols are interpreted.
C) Whether an ad is in black and white or in colour has no impact on how effectively the message is communicated.
D) Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communication.

Question 12

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

A) channel
B) feedback mechanism
C) message transmitter
D) source derivation

Question 13

is the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and receiver.

A) Encoding
B) Communication
C) Advertising
D) Decoding

Question 14

Which of the following is NOT a controllable variable in the communication process?

A) Channel
B) Message
C) Source
D) Receivers

Question 15

Riley told Terry and Bill, Terry told Melissa, and Melissa told Gwen, Andrew, and Beryl that the new Chinese restaurant in town had authentically prepared Chinese dishes. This word-of-mouth took place via a(n) channel of communication.

A) verbal
B) individualized
C) nonpersonal
D) personal

Question 16

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

A) so that it can only be understood by members of the target audience
B) so that it will be understood and interpreted in a similar way by most consumers
C) using nonverbal communication so as to eliminate problems with connotations and jargon
D) in a way that makes its message unique to each individual who is exposed to the ad

Question 17

Successful communication depends on all of the following EXCEPT:

A) the nature of the message
B) the environment in which a message is received
C) the interpretation of the message by the sender
D) the receiver's perception of the source of the message

Question 18

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.

A) verbal
B) personal
C) nonpersonal
D) individualized

Question 19

Loblaws supermarkets buy an insert to go into Saturday's Toronto Star. The newspaper is read by over 100,000 people. The newspaper is an example of a(n) communication.

A) direct response
B) individualized
C) direct-response
D) nonpersonal

Question 20

Which of the following is NOT a basic element of the communication process?

A) Channel
B) Message
C) Source
D) Integration

Question 21

is any unplanned distortion or interference in the communication process.

A) Blocking
B) Selective perception
C) Feedback
D) Noise

Question 22

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

A) source characteristics.
B) field of experience.
C) common ground.
D) selective perceptions.

Question 23

Which of the following communication processes will most likely be influenced by the experiences, perceptions, attitudes, and values of the message recipient?

A) Transmission
B) Decoding
C) Noise
D) Encoding

Question 24

For most marketers, the ultimate form of feedback is:

A) consumer inquiries
B) use of reply cards
C) sales
D) store visits

Question 25

Which of the following statements about word-of-mouth (WOM) communication is NOT TRUE?

A) Non-loyal customers may be more responsive to marketing campaigns designed to encourage them to spread the word about a product.
B) Both opinion leadership and opinion seeking contribute to online forwarding and chatting about a message.
C) Electronic WOM tends to cut down overall shopping time and time considering a product purchase.
D) Marketers will target trendsetters and other influencers because consumers tend to listen to others' opinions about a brand.

Question 26

An ad for The Westin Hotel in Ottawa contains an 800-number that people interested in reserving rooms at the hotel or knowing more about the hotel can call. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of:

A) qualitative research
B) noise filtering
C) feedback
D) decoding

Question 27

Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store. Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer?

A) The size of the order the buyer is willing to make
B) The nonverbal responses the buyer makes such as frowns or gestures
C) The buyer's availability to meet at short notice
D) The questions the buyer asks

Question 28

The field of experience of the receiver most heavily influences which component of the communication process?

A) Message
B) Decoding
C) Noise
D) Feedback

Question 29

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:

A) response hierarchies
B) feedback mechanisms
C) fields of experience
D) common ground

Question 30

Arvin believes that using personal channels will be most effective for communicating the launch of his new restaurant. He should employ each of the following methods EXCEPT:

A) billboards in his neighbourhood
B) rewarding his kitchen and wait staff for recommending the restaurant to their friends and families
C) visiting local school groups and seniors centres
D) promoting current, and asking for new, menu suggestions over Facebook and Twitter

Question 31

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

A) Feedback
B) The channel
C) Noise filters
D) Encoding mechanisms

Question 32

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:

A) encoding
B) reception
C) response
D) feedback

Question 33

is the part of the receiver's response that is communicated back to the sender.

A) Encoding
B) Feedback
C) Reciprocity
D) Noise

Question 34

Travis missed the small ad for Walker Nursery in the newspaper today because his attention was distracted 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:

A) a decoding block
B) a receptor block
C) negative feedback
D) noise

Question 35

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, but if Dick and Bella Lestor think the ad is simply showing people being rude and boorish, then in terms of the communication
Process, the Lestors have the message improperly.

A) encoded
B) interpreted
C) channelled
D) decoded

Question 36

is the process of interpreting a sender's message into thought.

A) Decoding
B) Channeling
C) Encoding
D) Responding

Question 37

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

A) The preponderance of commercials during a popular TV show
B) A decrease in your advertising expenditure versus last year
C) The use of a sign, symbol or words that are unfamiliar to the target audience
D) A competitor's glossy magazine ad compared to your one-colour newspaper ad

Question 38

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?

A) Noise
B) Encoding
C) Decoding
D) Feedback

Question 39

The source and receiver each have a frame of reference that they bring to the communication situation. Effective communication is more likely when there is some
________ between the two parties.

A) field of experience
B) common ground
C) feedback mechanism
D) interpretative link

Question 40

Nonpersonal channels of communication include:

A) reference groups, sales clerks, and telemarketers
B) salespeople, friends, relatives, and spokespeople
C) newspapers, magazines, billboards, and salespeople
D) online television broadcasts, radio, newspapers, and magazines

Question 41

According to the dissonance/attribution model, the consumer passes through which of the following response sequences during the decision-making process?

A) Do ‹ feel ‹ learn
B) Learn ‹ feel ‹ do
C) Do ‹ learn ‹ feel
D) Feel ‹ learn ‹ do

Question 42

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.

A) AIDA
B) hierarchy of effects
C) learning
D) adoption response

Question 43

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?

A) Computer disk
B) Pickup truck
C) Garden rake
D) Bar of soap

Question 44

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.

A) behavioural
B) cognitive
C) affective
D) motivational

Question 45

According to the , the consumer is an active participant in the communication process and gathers information through active learning.

A) standard learning hierarchy
B) low-involvement hierarchy
C) maximum likelihood model
D) dissonance/attribution model

Question 46

Counts of customer visits to a store, consumer inquiries, coupon redemption, and recall of advertising are all possible forms of:

A) personal communication
B) decoding mechanisms
C) feedback
D) noise

Question 47

Which of the following response hierarchy models depicts consumers as going through the stages of awareness - knowledge - liking - preference - conviction - purchase?

A) The AIDA model
B) The information processing model
C) The purchaser learning model
D) The hierarchy of effects model

Question 48

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.

A) information processing
B) AIDA
C) diffusion rate
D) hierarchy of effects

Question 49

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

A) hierarchy of effects
B) AIDA
C) innovation-adoption
D) information processing

Question 50

Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver?

A) The information processing model
B) The hierarchy of effects models
C) The low involvement model
D) The AIDA model

Question 51

The AIDA model is often used to represent what ideally happens during:

A) sales promotions
B) the decoding of direct marketing advertising pieces
C) personal selling
D) the introduction of innovative new consumer products

Question 52

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

A) feedback
B) electronic commerce
C) decoding mechanisms
D) interpersonal communication

Question 53

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

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

Question 54

The three traditional hierarchy response models all consistently view that the consumer moves through three stages, even though the steps may vary. These stages, in order, are:

A) knowledge, attention, conviction
B) cognitive, affective, behavioural
C) awareness, interest, desire
D) affective, cognitive, purchase

Question 55

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.

A) behavioural
B) affective
C) conative
D) cognitive

Question 56

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.

A) standard learning
B) hierarchy of needs
C) dissonance/attribution
D) cognitive response

Question 57

Nike conducts a marketing research study and finds that the majority of consumers can recall the company's "Just do it" ad slogan. Nike can safely assume that consumers:

A) understand the advertising message Nike is trying to communicate
B) will probably buy Nike athletic shoes
C) appear to be aware of Nike's advertising
D) have favourable attitudes toward Nike

Question 58

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

A) The information processing model
B) The low involvement model
C) The hierarchy of effects model
D) The AIDA model

Question 59

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

A) The hierarchy is not useful because sales are the only appropriate goal of advertising.
B) Awareness and recall are the most important measures of ad effectiveness.
C) The stages of the hierarchy offer useful intermediate measures of advertising effectiveness.
D) Consumers must pass through each stage before making a purchase.

Question 60

During the 2016 Olympics, Royal Bank of Canada aired heart-warming ads showing athletes who had received financial assistance in order to train and compete. RBC is hoping to influence consumers in the stage of the response process.

A) cognitive
B) behavioural
C) affective
D) purchase

Question 61

The elaboration likelihood model (ELM) is a function of two elements. They are the ________ to process the message.

A) motivation and ability
B) knowledge and technical skills
C) encoding and decoding abilities
D) attitude and linguistics skills

Question 62

John is watching television and sees a commercial in which LeBron James is endorsing a pair of basketball shoes. John thinks to himself, "Boy, is LeBron ever juvenile and obnoxious. I wouldn't buy anything he promotes." This is an example of a:

A) message blockage
B) support argument
C) source derogation
D) counterargument

Question 63

The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications influence:

A) group norms
B) dissonance formation
C) attributions
D) attitudes

Question 64

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:

A) counterargument
B) source derogation
C) negative ad execution thought
D) positive execution thought

Question 65

The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin. Someone who knew something about how these additives work might respond to the ad by thinking, "If it has both those ingredients, it must be really good for my skin. I'm going to buy a bottle." The individual's response to the ad's copy would be an example of a:

A) negative ad execution thought
B) support argument
C) positive execution thought
D) counterargument

Question 66

Molly saw a television commercial that said that a specific brand of pain reliever was much more effective than the brand she had used and trusted for the last twenty years. As a result of this commercial, Molly is likely to engage in:

A) negative dissonance
B) counter arguing
C) support arguing
D) source blockage

Question 67

The various models of the ways consumers respond to advertising and other forms of marketing communication show that:

A) consumers are generally highly involved in the response process and engage in active information processing
B) it is important that marketers try to determine which type of response process is most likely to occur so that they can tailor their programs to favourably influence consumer response
C) the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations
D) consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising

Question 68

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

A) Brand attitude
B) Attitude toward the ad
C) Source derogation
D) Purchase intent

Question 69

Some people have questioned the fact that Nike maintained their endorsement contract with Tiger Woods after his personal "fall from grace". The ill feelings that some people have towards him and his behaviour could be an example of:

A) source blockage
B) counterargument
C) message blockage
D) source derogation

Question 70

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

A) Conative impressions
B) Affective responses
C) Elaborations
D) Cognitive responses

Question 71

According to the hierarchy, advertisers of products like light bulbs, ketchup, computer paper, nail clippers, and other items bought without a lot of thought need to use heavy repetition strategy.

A) three-orders response
B) low-involvement
C) dissonance-attribution
D) high-involvement

Question 72

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

A) Brand attitudes
B) Product/message thoughts
C) Ad execution-related thoughts
D) Purchase intention thoughts

Question 73

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?

A) Ad execution-related thoughts
B) Attitude toward the brand
C) Support arguments
D) Source derogations

Question 74

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

A) services where differentiation is important
B) products characterized by high-involvement response hierarchy
C) products characterized by a low-involvement response hierarchy
D) consumer durables that require detailed information

Question 75

For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision making process?

A) Yard landscaping
B) Bar of soap
C) Digital camera
D) Wedding dress

Question 76

Negative thoughts about a spokesperson in an ad are called:

A) message blockages
B) source blockages
C) source derogations
D) counterarguments

Question 77

Although there is no single precise definition of consumer involvement, most conceptualizations of it focus on:

A) consumer motives
B) personal relevance
C) personal goals
D) consumer wants

Question 78

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

A) Dissonance/attribution
B) Low-involvement
C) Standard learning
D) Informative processing

Question 79

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.

A) personal computers
B) x-ray machines, road building equipment, and walk-in refrigeration units
C) ketchup, mustard, margarine, and soy sauce
D) employment services

Question 80

The is a model that addresses the differences in the ways consumers respond to persuasive messages.

A) cognitive response model
B) AIDA model
C) 5-W's model of communication
D) elaboration likelihood model