Deck 4: How Brand Communication Works

Question 1

________ communication is a form of two-way communication, a dialogue.

A)Mass
B)Target
C)Interactive
D)Integrative
E)External

Answer 1

C

Question 2

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

A)advertising clutter
B)the receiver's needs
C)the receiver's language skills
D)the receiver's interest level
E)all of the above

Answer 2

A

Question 3

Which of the following is NOT an element of the basic communication model?

A)channel
B)message
C)source
D)advertisement
E)receiver

Answer 3

D

Question 4

Which model works on the idea that advertising motivates people to think about the message, feel something about the product, and do something, such as try it or buy it?

A)AIDA model
B)basic communication model
C)Facets model
D)think-feel-do model
E)feel-do-think model

Question 5

________ is obtained in the basic communication model by monitoring the response of the receiver to the message.

A)Noise
B)Feedback
C)Acceptance
D)Persuasion
E)Awareness

Question 6

Because AIDA assumes that consumers start with attention and wind up with a decision, it is referred to as a(n)________ model.

A)hierarchy-of-effects
B)communication
C)think-feel-do
D)advertising
E)stepwise

Question 7

Which of the following lists the three key effects, or domains, used in Moriarty's domains model?

A)perception, learning, and persuasion
B)perception, emotion, and action
C)perception, interest, and action
D)interest, desire, and action
E)thinking, feeling, and doing

Question 8

Using ________ marketing, advertisers ask consumers if it is okay to contact them.

A)mass
B)social
C)opinion
D)permission
E)feedback

Question 9

Who determines the objectives for the advertising message?

A)the audience
B)the channel
C)the media
D)the advertiser assisted by its agency
E)the advertiser assisted by its agency and the media

Question 10

Which major player in the advertising industry assists advertisers in encoding their messages into words and pictures?

A)media
B)target audience
C)agency
D)sender
E)channel

Question 11

________ enables anyone to have an opinion about a company or brand, communicate it, and listen to the reaction.

A)Mass communication
B)Social networking
C)Opinion marketing
D)One-to-one marketing
E)Clutter-free marketing

Question 12

The basic communication model begins with ________.

A)the source
B)the receiver
C)the message
D)the channel
E)the target audience

Question 13

When a message is interpreted by the receiver, it means it has been ________.

A)encoded
B)delivered
C)decoded
D)persuasive
E)accepted

Question 14

Which of the following is NOT a necessary component in the basic communication model?

A)source
B)decoding
C)noise
D)receiver
E)encoding

Question 15

Newspaper, radio, and television are all examples of which element of the basic communication model?

A)the receiver
B)the channel
C)the source
D)the encoder
E)the decoder

Question 16

According to your text, good marketing communication is effective when it generates the advertiser's desired ________.

A)response
B)strategy
C)market share
D)perception
E)efficiency

Question 17

Things that interrupt the sending as well as the receiving of the message are known as ________ in the basic communication model.

A)encoders
B)decoders
C)feedback
D)interference
E)noise

Question 18

Who encodes the message in the basic communication model?

A)the receiver
B)the channel
C)the media
D)the source
E)the encoder

Question 19

________ is the multitude of messages all competing to get consumers' attention.

A)The medium
B)Feedback
C)Clutter
D)The channel
E)Internal noise

Question 20

Which of the following is NOT an element of the AIDA model?

A)attention
B)action
C)attitude
D)desire
E)interest

Question 21

________ is a measure of perception; ________ is a measure of understanding.

A)Recall; recognition
B)Recognition; recall
C)Aided recognition; unaided recognition
D)Relevance; awareness
E)Awareness; relevance

Question 22

________ is the process by which we receive information through our five senses and assign meaning to it.

A)Cognition
B)Behavior
C)Exposure
D)Awareness
E)Perception

Question 23

What is the problem with hierarchical models in planning advertising?

A)They are technically complex and difficult to use.
B)They require significant investments in technology to use.
C)The models do not take into account the rational, information-driven process consumers use to make a decision.
D)The models assume that people proceed through steps in a predictable fashion.
E)The models do not take into account consumers' perceptions.

Question 24

Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals.

A)resonant
B)symbolic
C)emotional
D)cognitive
E)transformational

Question 25

Which of the following are drivers of the affective response?

A)wants
B)symbols
C)brand transformations
D)needs
E)differentiations

Question 26

________ means the receiver of the message has become mentally engaged in some way with the ad and the product.

A)Attention
B)Perception
C)Selection
D)Interest
E)Awareness

Question 27

The term ________ describes something that stimulates wants, touches the emotions, and creates feelings.

A)cognitive
B)resonant
C)liking
D)affective
E)transformative

Question 28

________ results when an advertisement makes an impression or registers with a consumer.

A)Attention
B)Perception
C)Selection
D)Interest
E)Awareness

Question 29

Using ________, consumers select messages to which they pay attention.

A)cognition
B)association
C)selective perception
D)selective interest
E)awareness

Question 30

Subliminal advertising is primarily a(n)________ issue.

A)perceptual
B)affective
C)cognitive
D)behavioral
E)association

Question 31

Which of the following is/are NOT drivers of the affective response?

A)wants
B)needs
C)emotions
D)liking
E)resonance

Question 32

Marketers coordinate marketing communication efforts to create ________, which means that individual messages have more impact working jointly to promote a product than they would independently.

A)effects hierarchy
B)conviction
C)transformation
D)synergy
E)resonance

Question 33

________ effects are message cues given below the threshold of perception; in other words, you can't easily perceive them because they are too brief to see or they are disguised in some way.

A)Subversive
B)Subliminal
C)Cognitive
D)Unaided
E)Affective

Question 34

A high level of interest and attention is sometimes referred to as ________.

A)recognition
B)perception
C)synergy
D)stickiness
E)relevance

Question 35

________ means people remember seeing the ad, and ________ means they remember what the ad said.

A)Recall; recognition
B)Recognition; recall
C)Aided recognition; unaided recognition
D)Relevance; awareness
E)Awareness; relevance

Question 36

Which key component of perception refers to whether a message is seen or heard?

A)selection and attention
B)exposure
C)interest and relevance
D)awareness
E)recognition

Question 37

What is the first effect an advertising message must have if it is to be effective?

A)cognition
B)affect
C)perception
D)association
E)persuasion

Question 38

________ means the message connects on some personal level with the receiver.

A)Attention
B)Perception
C)Selection
D)Interest
E)Relevance

Question 39

According to the Facets model, which of the following is NOT considered a consumer response?

A)perception
B)cognition
C)emotion
D)association
E)communication

Question 40

________ takes place in the neocortex, which is the most evolved and "highest" part of the brain, but ________ comes from the limbic system, which is the most primitive part of the brain.

A)Conditioned learning; cognitive learning
B)Social learning; conditioned learning
C)Conditioned learning; social learning
D)Emotion; rational thought
E)Rational thought; emotion

Question 41

Which of the following is NOT a key driver of cognition?

A)need
B)comprehension
C)resonance
D)recall
E)differentiation

Question 42

When a brand takes on a(n)________ meaning, the brand stands for certain qualities.

A)resonant
B)symbolic
C)conditioned
D)rational
E)affective

Question 43

An advertisement that suggests everyone is using a certain brand is using a ________ appeal.

A)rational
B)buzz
C)word of mouth
D)bandwagon
E)referral

Question 44

Which of the following is a key driver of association?

A)resonance
B)liking
C)conditioned learning
D)cognitive learning
E)emotions

Question 45

When people are convinced of something, their ________ are expressed as ________.

A)beliefs; values
B)values; motivations
C)motivations; appeals
D)attitudes; beliefs
E)thoughts; emotions

Question 46

________ is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

A)Motivation
B)Involvement
C)Persuasion
D)Association
E)Cognition

Question 47

________ are something you think about; ________ are based on feelings and desires.

A)Wants; needs
B)Transformations; emotions
C)Recollections; memories
D)Memories; recollections
E)Needs; wants

Question 48

Brand ________ reflects the degree to which the associations presented in a marketing message, as well as the consumer's interest, are connected to the brand.

A)resonance
B)linkage
C)synergy
D)stickiness
E)image

Question 49

Which of the following is a key driver of cognition?

A)influence
B)need
C)symbolism
D)emotion
E)resonance

Question 50

High-involvement products are also known as ________.

A)trial purchases
B)conviction purchases
C)direct purchases
D)considered purchases
E)indirect purchases

Question 51

Which of the following is the most powerful form of persuasion?

A)rational appeal
B)resonance
C)word of mouth communication
D)engagement
E)emotional appeal

Question 52

Which of the following is NOT a key driver of association?

A)symbolism
B)conditioned learning
C)brand transformation
D)liking
E)need

Question 53

________ refers to how consumers respond to information, learn, and understand something.

A)Cognition
B)Affect
C)Perception
D)Behavior
E)Persuasion

Question 54

________ is stronger than liking because it involves an element of self-identification.

A)Resonance
B)Cognitive learning
C)Transformation
D)Symbolism
E)Conditioned learning

Question 55

________ is the process of making symbolic connections between a brand and characteristics, qualities, or lifestyles that cue the brand's image and personality.

A)Resonance
B)Association
C)Comprehension
D)Recall
E)Recognition

Question 56

________ takes place when a set of thoughts and feelings become linked to a brand through repetition of the message.

A)Resonance
B)Conditioned learning
C)Differentiation
D)Social learning
E)Cognitive learning

Question 57

________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.

A)Resonance
B)Affect
C)Transformation
D)Symbolism
E)Conditioned learning

Question 58

________ occurs when a presentation of facts, information, and explanations leads to understanding.

A)Resonance
B)Conditioned learning
C)Transformation
D)Social learning
E)Cognitive learning

Question 59

Which of the following is the best example of a low-involvement product?

A)cars
B)computers
C)clothing
D)cosmetics
E)paper napkins

Question 60

________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.

A)Resonance
B)Comprehension
C)Conditioned learning
D)Brand transformation
E)Affect

Question 61

A consumer's brand ________ is motivated by conviction.

A)position
B)image
C)personality
D)preference
E)credibility

Question 62

Recognition means people remember seeing the ad, and recall means they remember what the ad said.

Question 63

Marketing communication should be considered effective when it generates the advertiser's desired response.

Question 64

A(n)________ is a tendency, inclination, or mental readiness to react to a situation in a given way.

A)attitude
B)argument
C)motivation
D)influence
E)association

Question 65

Brand loyalty is most closely associated with which facet of advertising?

A)perception
B)cognition
C)behavior
D)emotion
E)persuasion

Question 66

Feedback interrupts the sending as well as the receiving of the message.

Question 67

The idea of ________ is that a consumer is more than just interested in something; he or she is "turned on."

A)attitude
B)engagement
C)conviction
D)credibility
E)rehearsal

Question 68

What causes consumers to NOT act on a message they may have seen or heard until later when they are in a store?

A)subliminal effects
B)cognitive effects
C)delayed effects
D)association effects
E)social learning

Question 69

A(n)________ is a state of certainty about a brand.

A)attitude
B)preference
C)conviction
D)credibility
E)involvement

Question 70

The most common and long-standing explanation of advertising effects is referred to as AIDA, which stands for attitude, interest, decision, and action.

Question 71

An advertiser's objectives are in terms of the effects the advertiser wants a message to have on an audience.

Question 72

Which of the following refers to the trustworthiness of a person delivering an advertising message?

A)conviction
B)engagement
C)involvement
D)credibility
E)advocacy

Question 73

Which of the following is NOT a component of the behavior response?

A)mental rehearsal
B)resonance
C)contacting
D)prevention
E)buying

Question 74

Relevance results when an advertisement initially makes an impression.

Question 75

An attitude (respect, preference), an emotion (liking), and an action (repeat purchases)combine to make ________.

A)brand position
B)brand image
C)brand promise
D)brand loyalty
E)brand personality

Question 76

Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

A)social rehearsal
B)cognitive learning
C)advocacy
D)conviction
E)loyalty

Question 77

A critical factor in perception is relevance, which means the message connects on some personal level.

Question 78

Advertising creates visibility for a product or brand through exposure, and consumers respond by selecting messages to which they pay attention, a process called selective perception.

Question 79

Mass communication is a conversation or dialogue in which the source and receiver change positions as the message bounces back and forth between them.

Question 80

The Facets Model of Effects posits that effective advertising can create six types of consumer responses: perception, cognition, emotion, association, persuasion, and behavior.