Deck 5: How Brand Communication Works

Question 1

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup.In terms of the SMCR communication model,which of the following would be the best way for the source to measure feedback?

A)the number of subscribers to Ladies' Home Journal
B)the number of people who make up the target market
C)the number of people who redeem the coupon
D)the number of people who were exposed to the ad
E)the number of people to whom Ziyi Zhang is an appealing spokesperson

Answer 1

C

Question 2

B→C2 represents which type of communication?

A)business initiated,one-way communication
B)business initiated,targeted communication
C)business initiated,shared communication
D)consumer initiated,one-way communication
E)consumer initiated,shared communication

Answer 2

C

Question 3

Language skills,purchase history,and information-processing abilities are all possible sources of ________.

A)channeling
B)internal noise
C)feedback
D)external noise
E)clutter

Answer 3

B

Question 4

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

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

Question 5

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

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

Question 6

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 7

In the mass communication process,an actual HP printer advertisement in a magazine is called ________.

A)feedback
B)the channel
C)noise
D)the message
E)the medium

Question 8

Jacob has voted Republican his entire life.No matter how many times he sees a television commercial for the Democratic candidate,he is not going to process the message and be influenced by it.What is hindering Jacob's reception of the message?

A)external noise
B)feedback
C)buzz
D)internal noise
E)encoding

Question 9

The ________ model demonstrates a theory of how persuasion works based on social influence.

A)multistep flow of communication
B)SMCR
C)AIDA
D)think/feel/do
E)traditional mass communication

Question 10

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

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

Question 11

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

Question 12

Slogans,logos,imagery,and color are all examples of brand ________.

A)relationships
B)experiences
C)signals
D)personality
E)awareness

Question 13

In the SMCR model,a message that has been interpreted by the receiver has been ________.

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

Question 14

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

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

Question 15

Who encodes the message in the SMCR communication model?

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

Question 16

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

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

Question 17

________ 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 18

The SMCR communication model begins with the ________.

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

Question 19

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message.In the communication process,HP is ________.

A)messaging
B)encoding
C)channeling
D)decoding
E)responding

Question 20

The desired impact of an advertisement on a target audience is formally stated as a set of ________.

A)achievements
B)objectives
C)influences
D)exposures
E)perceptions

Question 21

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)interactive
C)think/feel/do
D)multifaceted
E)stepwise

Question 22

In Persuasive Advertising,Armstrong identifies each of the following as a category driving advertising strategy EXCEPT which one?

A)information
B)influence
C)emotion
D)status
E)exposure

Question 23

________ advertising is brand communication that gets through our perceptual filters,engages our attention,and makes a lasting impression on us.

A)Subliminal
B)Semiotic
C)Indirect
D)Direct
E)Breakthrough

Question 24

Which of the following best explains why many advertisements,particularly television advertisements,are designed to be intrusive?

A)Exposure cannot be achieved without intrusion.
B)Intrusive ads are more likely to create synergy.
C)The cluttered media environment makes it difficult to gain audience attention.
D)Intrusive ads are more likely to arouse curiosity.
E)Intrusive ads are more frequently associated with positive emotions.

Question 25

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

A)recall
B)exposure
C)synergy
D)stickiness
E)relevance

Question 26

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 27

Which of the following best states a weakness of 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 28

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

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

Question 29

________ 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)Synergistic
B)Subliminal
C)Cognitive
D)Unaided
E)Exposure

Question 30

Perfect Pizza is a local restaurant chain that has just launched an advertising campaign highlighting its new,expanded menu that includes healthier options.Advertisements are running in the local newspaper and on local radio stations.The ________ for this advertising campaign is to increase sales by 10% over the course of the month.

A)model
B)objective
C)impact
D)cue
E)feedback

Question 31

New product campaigns and brand reminder ads are typically designed to create and maintain a high level of brand ________.

A)transformation
B)learning
C)synergy
D)semiotics
E)awareness

Question 32

When individual messages within a campaign have more impact working together to promote a product than they would individually,________ has been achieved.

A)stickiness
B)conviction
C)transformation
D)synergy
E)relevance

Question 33

________ is the process by which we receive information through our five senses.

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

Question 34

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

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

Question 35

Using the Facets Model of Effects,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 36

Subliminal advertising is primarily a(n)________ issue.

A)perceptual
B)social
C)technological
D)behavioral
E)association

Question 37

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)SMCR model
C)Facets model
D)think/feel/do model
E)feel/do/think model

Question 38

________ 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 39

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

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

Question 40

________ 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 41

The consumer's ability to separate one brand from another in a product category is called ________.

A)comprehension
B)conviction
C)differentiation
D)association
E)preference

Question 42

According to the Facets Model of Effects,which of the following is a key driver of association?

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

Question 43

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

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

Question 44

________ responses mirror our feelings,such as anger or love,about something.

A)Affective
B)Subliminal
C)Cognitive
D)Aversion
E)Association

Question 45

________ 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 46

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

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

Question 47

________ 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 48

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

A)Resonance
B)Cognition
C)Transformation
D)Symbolism
E)Intention

Question 49

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

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

Question 50

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

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

Question 51

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)equity

Question 52

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

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

Question 53

________ 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 54

Before information can be recalled,it must ________.

A)be associated with another thought or emotion
B)have resonance
C)be perceived
D)be differentiated
E)create conviction

Question 55

________ tend to be something you think about;________ tend to be based on feelings and desires.

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

Question 56

All of the following are drivers of the affective response EXCEPT which one?

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

Question 57

________ 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)Transformation
E)Affect

Question 58

Which of the following is a key driver of cognition?

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

Question 59

According to the Facets Model of Effects,which of the following are drivers of the affective response?

A)wants
B)associations
C)referrals
D)needs
E)trials

Question 60

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

A)Resonance
B)Cognition
C)Transformation
D)Symbolism
E)Intention

Question 61

Which of the following allows a customer to use a product without initially committing to a purchase?

A)mental rehearsal
B)trial
C)surrogate effect
D)linkage
E)indirect action

Question 62

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

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

Question 63

Which of the following describes the delayed response of remembering an advertising message you had previously heard and then buying the product advertised in that message?

A)subliminal effects
B)cognitive effects
C)indirect action
D)direct action
E)social learning

Question 64

Mary will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede,and she doesn't want her children to be influenced by this.While some claim to have seen it,the word cannot be seen,and if it is there at all,it is below the threshold of perception.What type of effect is this?

A)selective attention
B)synergistic
C)subversive
D)subliminal
E)cognitive

Question 65

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 66

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 67

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 68

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 69

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 70

A consumer's brand ________ is motivated by conviction.

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

Question 71

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 72

Turning the page in the newspaper or a magazine,hitting the mute button on the television,tossing unopened mail that looks like an ad,and deleting spam without looking at it are all examples of how consumers ________ messages.

A)decode
B)encode
C)selectively attend to
D)transform
E)accept

Question 73

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

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

Question 74

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

A)attitude
B)preference
C)conviction
D)association
E)trial

Question 75

The idea that something prompts a person to act in a certain way is the foundation of ________.

A)perception
B)motivation
C)engagement
D)emotion
E)association

Question 76

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.

A)liking
B)awareness
C)preference
D)loyalty
E)conviction

Question 77

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)cognition
D)credibility
E)rehearsal

Question 78

The Canned Food Association of America wanted consumers to appreciate the benefits of canned foods.The group's magazine ad depicted a rather shapely,robotic-looking woman who was very shiny and contrasted with the dark background in the ad.Viewers had to look closely to learn that the ad was about the benefits of food in cans.Research indicated that consumers spent more time examining the ad because of its unusual imagery.On which component of perception was this unusual ad focused?

A)wants and desires
B)selection and attention
C)resonance
D)recognition
E)relevance

Question 79

Juana looked at her September issue of O magazine and did not see anything of interest.However,after her mother was diagnosed with bipolar disorder,Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.The fact that the boring issue became quite interesting is most directly due to a change in ________.

A)exposure
B)values
C)relevance
D)personality
E)comprehension

Question 80

High-involvement products are also known as ________ purchases.

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