Deck 4: Communication Response Models

Question 1

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

A) Honda
B) Toyota
C) Subaru
D) Hyundai

Answer 1

C

Question 2

Successful communication depends on all of the following EXCEPT:

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

Answer 2

B

Question 3

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) individualized
B) nonpersonal
C) personal
D) verbal

Answer 3

C

Question 4

Riley told Terry and Bill,and 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) individualized
B) nonpersonal
C) personal
D) verbal

Question 5

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

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

Question 6

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

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

Question 7

The encoding process leads to the development of:

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

Question 8

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

Question 9

The source or sender of an advertising communication:

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

Question 10

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

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

Question 11

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

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

Question 12

In the opening chapter vignette,because the target audience was "young men aged 30-35 who are tech-savvy driving enthusiasts",the marketers needed to use innovative new communication techniques to ________.

A) get noticed and be different and unique
B) show how the new sports coupe could measure up to the competition
C) illustrate the mainstream features of the new car
D) communicate the traditional messages they had in the past

Question 13

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

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

Question 14

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

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

Question 15

Which of the following would NOT be an example of an advertising message?

A) A radio commercial telling you why you should fly to Florida on Delta Airlines
B) A print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera
C) A message from your company's HR department telling you the timing of your next review
D) A television ad that tells you to watch the next episode of "ER"

Question 16

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

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

Question 17

Which of the following statements about effective communication is true?

A) Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communication.
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) Effective communication is unaffected by the reception environment.
D) Whether an ad is in black and white or in colour has no impact on how effectively the message is communicated.

Question 18

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

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

Question 19

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

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

Question 20

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

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

Question 21

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

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

Question 22

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

Question 23

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

Question 24

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:

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

Question 25

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)_____ channel of communication.

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

Question 26

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

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

Question 27

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

Question 28

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

A) A competitor's glossy magazine ad compared to your one-colour newspaper ad
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) The preponderance of commercials during a popular TV show

Question 29

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

Question 30

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

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

Question 31

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

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

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) feedback
C) reception
D) response

Question 33

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) individualized
B) nonpersonal
C) personal
D) verbal

Question 34

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) Encoding
B) Decoding
C) Feedback
D) Noise

Question 35

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

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

Question 36

_____ is any unplanned distortion or interference in the communication process.

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

Question 37

For most marketers,the ultimate form of feedback is:

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

Question 38

Nonpersonal channels of communication include:

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

Question 39

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

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

Question 40

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) decoded
D) channelled

Question 41

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

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

Question 42

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

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

Question 44

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

A) Learn→feel→do
B) Feel →
Learn
→
Do
C) Do →
Feel
→
Learn
D) Do→learn→feel→Belch

Question 45

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

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

Question 46

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

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

Question 47

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

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

Question 48

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

A) Consumers must pass through each stage before making a purchase.
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) The hierarchy is not useful because sales are the only appropriate goal of advertising.

Question 49

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

Question 50

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

Question 51

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

Question 52

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

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

Question 53

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) cognitive
B) affective
C) behavioural
D) conative

Question 54

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) dissonance/attribution model
D) maximum likelihood model

Question 55

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

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

Question 56

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

Question 57

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) dissonance-attribution
C) low-involvement
D) high-involvement

Question 58

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

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

Question 59

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) cognitive
B) affective
C) behavioural
D) motivational

Question 60

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) dissonance/attribution
C) hierarchy of needs
D) cognitive response

Question 61

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) consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising
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) 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

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

Question 63

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

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

Question 64

The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisture 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) counterargument
D) positive execution thought

Question 65

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

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

Question 66

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

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

Question 67

Negative thoughts about a spokesperson in an ad are called:

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

Question 68

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

Question 69

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

A) central
B) peripheral
C) cognitive
D) affective

Question 70

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

Question 71

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

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

Question 72

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

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

Question 73

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 a source of:

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

Question 74

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

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

Question 75

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

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

Question 76

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

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

Question 77

The elaboration likelihood model (ELM)states that there are two basic routes to persuasion,the central route and the peripheral route.Under the central route to persuasion,a message recipient is viewed as:

A) lacking the motivation to process a message
B) having a low level of involvement and relying on imagery processing
C) being a very active and involved participant in the communication process
D) unlikely to engage in detailed cognitive processing

Question 78

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

Question 79

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

Question 80

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

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