Deck 4: How Brand Communication Works

Question 1

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 1

C

Question 2

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) multi-faceted
E) stepwise

Answer 2

A

Question 3

The SMCR communication model begins with the ________.

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

Answer 3

A

Question 4

________ 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 5

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 6

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 7

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

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

Question 8

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

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

Question 9

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

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

Question 10

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

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

Question 11

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 12

________ 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 13

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

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

Question 14

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

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

Question 15

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 16

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 17

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 18

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

Question 19

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 20

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 21

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

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

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

________ 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) Affective

Question 24

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 25

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 26

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 27

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 28

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

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

Question 29

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 media environment is so cluttered that it is difficult to gain the audience's selective attention.
D) Intrusive ads are more likely to arouse curiosity.
E) Intrusive ads are more frequently associated with positive emotions.

Question 30

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

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

Question 31

________ 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 32

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

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

Question 33

Subliminal advertising is primarily a(n)________ issue.

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

Question 34

________ 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 35

________ 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 36

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

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

Question 37

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

A) wants
B) recall
C) comprehension
D) needs
E) differentiations

Question 38

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 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

Which of the following is a key driver of cognition?

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

Question 42

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 43

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 44

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 45

________ 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 46

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 47

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 48

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 49

________ 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 50

High-involvement products are also known as ________ purchases.

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

Question 51

________ 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 52

________ 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 53

________ 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 54

________ 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 55

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 56

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

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

Question 57

________ 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 58

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 59

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 60

________ 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 61

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 62

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 63

Semiotics is a research tool used to uncover deeper layers of meaning in brand communications.

Question 64

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

Question 65

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

Question 66

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 67

A consumer's brand ________ is motivated by conviction.

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

Question 68

Relevance results when an advertisement initially makes an impression.

Question 69

The think/feel/do model of how advertising works is also known as the FCB model.

Question 70

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 71

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 72

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

Question 73

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

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

Question 74

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 75

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 76

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

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

Question 77

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

Question 78

The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception,cognition,emotion,association,persuasion,and behavior.

Question 79

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

Question 80

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