Deck 6: The Communications Process and Consumer Behavior

Question 1

Encoding involves activities undertaken by receivers to interpret marketing messages.

Answer 1

False

Question 2

The message channel is the path through which the message moves from source to receiver.

Answer 2

True

Question 3

Budweiser's advertising with frogs and lizards represents the use of an allegory.

Answer 3

True

Question 4

An allegory is a form of extended simile.

Question 5

Exposing consumers to the marketing communicator's message does not ensure that the message will have an impact.

Question 6

A symbol relation is formed when an object becomes a symbol of an arbitrarily selected referent.

Question 7

The CPM perspective views consumers as pursuing fun,fantasies,and feelings.

Question 8

Hedonistic needs are satisfied when consumers attend to messages that make them feel good.

Question 9

An individual's mood can influence his or her perception of stimulus objects.

Question 10

The differences between the CPM and HEM perspectives apply only to advertising,not other forms of marketing communication.

Question 11

Noise may occur at any stage of the communication process.

Question 12

Wheaties' claim that it is the "cereal of everyday champions" exemplifies the use of a simile.

Question 13

Interference and distortion in the communication process is called noise.

Question 14

A field of experience is the sum total of a person's experiences during his or her lifetime.

Question 15

Exposure occurs when an individual becomes aware of the stimulus.

Question 16

The two main stages of perceptual encoding are feature analysis and delayed synthesis.

Question 17

Noise may occur during the encoding of a message.

Question 18

Decoding is the process of translating thought into symbolic form.

Question 19

Semiotics is the study of meaning and the analysis of meaning-producing events.

Question 20

Attention has the same basic meaning for psychologists and advertisers.

Question 21

The dual-coding theory holds that pictures are represented in the memory in verbal as well as visual form,whereas words are less likely to have visual representations.

Question 22

The HEM perspective views consumers as pursuing objectives which allow them to get the most for their money.

Question 23

The _____ is a communicator in some marcom capacity who has thoughts to share with an individual customer/prospect or an entire target audience.

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

Question 24

The process of translating thought into a symbolic form is known as _____.

A) encoding 
B) providing feedback 
C) creating noise 
D) decoding 
E) using the message channel

Question 25

The fundamental concept in semiotics is the sign.

Question 26

Encoding _____.

A) is creating interference and distortion 
B) is the process of translating thought into symbolic form 
C) involves activities undertaken by receivers to interpret marketing messages 
D) is the path through which the message moves from source to receiver 
E) is receiving a message from a marcom source

Question 27

The word communication is derived from the Latin word communis,which means "communion." 

Question 28

The compensatory heuristic allows you to make trade-offs among the attributes of different options when making a decision.

Question 29

Feedback is the stimuli that interferes with,or interrupts the reception,of the message in its pure and original form.

Question 30

A billboard advertising a movie is an example of a message channel.

Question 31

The sender and receiver do not both have to be active participants in the same communicative relationship in order for thought to be shared.

Question 32

Feedback affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).

Question 33

Communication can be thought of as the process of establishing a commonness,or oneness,of thought between a message sender,such as an advertiser,and a receiver,such as consumer.

Question 34

The message channel is the path through which the message moves from source to receiver.

Question 35

Encoding is the process of translating thought into symbolic form.

Question 36

Encoding involves activities undertaken by receivers to interpret-or derive meaning from-marketing messages.

Question 37

Noise is the stimuli that interfere with,or interrupt the reception of,the message in its pure and original form.

Question 38

With the affect referral strategy,the individual simply calls from memory his or her attitude toward relevant alternatives and picks that alternative for which the affect is most positive.

Question 39

The message itself is a symbolic expression of what the communicator intends to accomplish.

Question 40

Short-term memory serves as the center for current processing activity by integrating information from the sense organs and from long-term memory.

Question 41

An object is a _____ when the object and referent have no prior intrinsic relationship but are rather arbitrarily or metaphorically related.

A) message 
B) symbol 
C) noise 
D) channel 
E) response

Question 42

A(n)_____ uses a comparative term such as "like" or "as" to join items from different classes of experience.

A) gerund 
B) nonsequitur 
C) allegory 
D) simile 
E) metaphor

Question 43

A(n)_____ is something physical and perceivable by our senses that represents,or signifies,something to somebody in some context.

A) stimulus 
B) sign 
C) referent 
D) object 
E) point

Question 44

Combining stimulus features with expectations of what should be present in the context in which a stimulus is perceived is known as _____.

A) attribution 
B) habituation 
C) feature analysis 
D) active synthesis 
E) perceptual mapping

Question 45

The phrase "love is like a rose" is an example of a(n)_____.

A) simile 
B) metaphor 
C) allegory 
D) nonsequitur 
E) gerund

Question 46

Short-term memory is also known as _____ memory.

A) relevant 
B) working 
C) perceptual 
D) cognitive 
E) referral

Question 47

The perceptual process of interpreting stimuli is called _____.

A) perceptual overloading 
B) perceptual encoding 
C) perceptual decoding 
D) cognitive dissonance 
E) habituation

Question 48

According to the CPM,consumer behavior is seen as _____.

A) emotional 
B) fun 
C) passionate 
D) reasoned 
E) irrational

Question 49

Exposure occurs when _____.

A) consumers come in contact with the marketer's message 
B) consumers become aware of the message 
C) consumers are impacted by the message 
D) consumers store information in long-term memory 
E) None of these are correct.

Question 50

Wilson told Jade the preferred meal for each guest attending the dinner party.Of course Jade didn't pay attention.How long will Jade keep the information in her short-term memory without thinking about it or rehearsing it? 

A) 30 seconds or less 
B) 30 seconds to 1 minute 
C) 1 to 5 minutes 
D) 5 to 7 minutes 
E) 7 to 10 minutes

Question 51

When activities are undertaken by receivers to interpret marketing messages,this is known as _____.

A) encoding 
B) decoding 
C) noise 
D) feedback 
E) message channel

Question 52

According to the HEM,consumer behavior is seen as _____.

A) rational 
B) highly cognitive 
C) emotional 
D) systematic 
E) reasoned

Question 53

A sign relation is established in marketing communications when _____.

A) a brand and a referent belong to the same cultural context 
B) a brand is characterized with a logo 
C) a brand is personified 
D) a metaphor is used 
E) a simile is used

Question 54

Which of these is an example of a metaphor? 

A) The snake strike was as fast as lightning. 
B) Like a stalking cat, the dense fog crept into the valley. 
C) The newborn was surrounded by a blanket of his family's love. 
D) To her light-sensitive eyes, the torch broke the darkness like a sunrise. 
E) He felt like a winner, even though he finished well behind the leaders.

Question 55

Mr.Goodwrench is an example of a(n)_____.

A) metaphor 
B) simile 
C) gerund 
D) allegory 
E) nonsequitur

Question 56

Semiotics is the study of _____.

A) meaning and the analysis of meaning producing events 
B) languages 
C) sound 
D) needs 
E) attitudes

Question 57

By definition,_____ simply means that consumers come in contact with the marketer's message.

A) perception 
B) exposure 
C) attention 
D) comprehension 
E) interpretation

Question 58

Which of the following is the first stage in the consumer processing model? 

A) attention 
B) decision 
C) action 
D) exposure 
E) comprehension

Question 59

Layla focused on the ad to find the prices for different breakfast cereals.This is known as _____.

A) perception 
B) exposure 
C) attention 
D) comprehension 
E) interpretation

Question 60

When there are television commercials for the Ford Focus,television is the _____.

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

Question 61

The _____ holds that pictures are represented in memory in verbal as well as visual form,whereas words are less likely to have visual representations.

A) consumer processing model 
B) hedonic experiential model 
C) dual-coding theory 
D) attribution theory 
E) None of these are correct.

Question 62

Marketing communicators can most effectively gain the consumers' attention by creating messages that truly appeal to their needs for _____.

A) product-relevant information 
B) positioning-relevant information 
C) demographic-relevant information 
D) promotion-relevant information 
E) attention

Question 63

Georgetown's advertising agency performed a copy test to evaluate a Georgetown magazine.They learned that three out of five hospital purchasing agents who saw the ad actually purchased the product.This favorable sales response illustrates _____.

A) effective decoding 
B) absence of noise 
C) effective channeling 
D) positive feedback 
E) negative feedback

Question 64

The concept of meaning transfer suggests that marketing communicators attempt to transfer meaning from the culturally constituted world to their brands.Which of the following is NOT a good illustration of meaning transfer? 

A) Company A imprints an insignia of the British flag on its merchandise. 
B) Company B advertises that it is a proud sponsor of the Olympics. 
C) Company C always includes images of cowboys in its advertisements. 
D) Company D claims its automobile tires are the best because its technology is the most modern in the industry. 
E) Company E placing a cancer ribbon on every package.

Question 65

The representation of sensory experiences in short-term memory is known as _____.

A) habituation 
B) concretizing 
C) active synthesis 
D) imagery 
E) feature analysis

Question 66

A certain manufacturer describes its product as "the Cadillac of swimming pools." In this advertising message,the relationship between the car and the pool is a type of _____.

A) sign 
B) signal 
C) simile 
D) metaphor 
E) allegory

Question 67

The simplest of all decision heuristics is _____.

A) affect referral 
B) compensatory 
C) conjunctive 
D) lexicographic 
E) disjunctive

Question 68

Which of the following is NOT a communications activity? 

A) source 
B) communication objective 
C) message 
D) stimuli 
E) feedback

Question 69

Georgetown,Inc.is a manufacturer of surgical gloves.Georgetown's advertising efforts appeal to medical professionals,capitalizing on the need for safeguards against infectious diseases.The copy in a recent magazine ad reads,"While you're saving their lives,we're protecting yours." The magazine which features Georgetown's advertisement is called the ______.

A) decoder 
B) message channel 
C) encoder 
D) medium 
E) communication objective

Question 70

Which of the following occurs BEFORE the consumer processing model's stage 4, agreeing with comprehended information? 

A) comprehending 
B) acting 
C) retrieving 
D) deciding 
E) retaining

Question 71

According to the CPM,consumer behavior is seen as _____.

A) irrational 
B) illogical 
C) systematic 
D) metaphorical 
E) None of these are correct.

Question 72

The second stage of perceptual encoding is called _____.

A) feature analysis 
B) active synthesis 
C) comprehension 
D) perception 
E) heuristics

Question 73

Which of the following is a stage in perceptual encoding? 

A) exposure 
B) feature analysis 
C) selection of media 
D) retention of information 
E) action based on a decision

Question 74

The _____ heuristic has consumers establish minimum cutoffs on all pertinent choice criteria.

A) disjunctive 
B) lexicographic 
C) compensatory 
D) conjunctive 
E) affect referral

Question 75

The heuristic in which the individual calls from memory his or her attitude toward relevant alternatives and picks the alternative for which the affect is most positive is known as _____.

A) disjunctive 
B) lexicographic 
C) compensatory 
D) conjunctive 
E) affect referral

Question 76

Which of the following is an allegorical character? 

A) a scientist conducting an experiment alone in a laboratory 
B) The Pillsbury Doughboy 
C) a teacher working with students 
D) a student working on a computer 
E) All of these are correct.

Question 77

The term comprehension is often used interchangeably with perception; both terms refer to _____.

A) interpretation 
B) integration 
C) association 
D) adaption 
E) knowledge

Question 78

Changes in the context or organization of information in consumers' long-term memories is known as _____.

A) perception 
B) learning 
C) comprehension 
D) exposure 
E) attention

Question 79

Which of the following is an example of "noise"? 

A) The letters your company receives from consumers regarding their opinions about your advertising campaign. 
B) Information received from respondents to a market research survey. 
C) An advertiser's uncertainty about what message appeal is most appropriate for a particular target market. 
D) Trying to appeal to different consumers 
E) All of these are correct.

Question 80

Research shows that advertising _____,whether real or perceived,reduces advertising effectiveness.

A) spending 
B) duration 
C) intensity 
D) clutter 
E) humor