Question 1

Attitudes can be either rational or emotional.

Accepted Answer

Attitudes can be based on both rational and emotional factors. Rational attitudes are based on beliefs and values that are logically derived and evaluated, while emotional attitudes are based on feelings and emotions that may not have a logical basis.

Question 2

An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

Accepted Answer

Resonance in advertising typically appeals to emotions and personal experiences rather than facilitating a more rational understanding of the brand.

Question 3

Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.

Accepted Answer

Subliminal message cues are designed to be presented below the threshold of conscious perception, which means they are too brief or too faint to be detected by the conscious mind.

Question 4

Conviction means an intention to try or buy a product.

Accepted Answer

Conviction means a strong belief in something or a firm decision. It does not imply an intention to try or buy a product.

Question 5

Brand communication creates brand meaning through symbolism and association.

Accepted Answer

Brand communication uses various symbols and associations to create a unique brand meaning in the minds of consumers. This can include logos, taglines, packaging, advertising, and other communication methods that influence how consumers perceive and interpret a brand.

Question 6

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

Accepted Answer

The answer of Cognition is the process by which we...

Question 7

Whether or not the marketer plans for integrated marketing communication,people automatically integrate the messages from a brand and the experiences they have with that brand to create their own personal brand perception.

Accepted Answer

This statement is true. Regardless of whether the marketer intentionally plans for integrated marketing communication, consumers will form their own perceptions of a brand based on their experiences with it and the messages they receive from it.

Question 8

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

Accepted Answer

Persuasion involves a deliberate effort on the part of the source to influence or motivate the receiver. This can be achieved through various tactics such as argumentation, emotional appeals, or the use of authority.

Question 9

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

Accepted Answer

Behavior refers to the actions and mannerisms made by individuals, groups, or systems in conjunction with themselves or their environment, which includes the other systems or organisms around as well as the physical environment. It is not limited to responses to information, learning, and understanding, but encompasses a wide range of activities and responses.

Question 10

Preference and loyalty strategies include providing information about warranties,customer service,and technical support.

Accepted Answer

Preference and loyalty strategies often involve providing information about warranties, customer service, and technical support as a way of building trust and strengthening customer loyalty.

Question 11

Cognitive learning occurs when the learner links one association with another.

Accepted Answer

The answer of Cognitive learning occurs when the learner links...

Question 12

The key drivers of association are symbolism,conditioned learning,and transformation.

Accepted Answer

Symbolism, conditioned learning, and transformation are considered to be the key drivers of association. Symbolism refers to the connection between two things based on their shared meaning or significance; conditioned learning refers to the association formed between two things through repeated pairings; and transformation refers to the association formed between two things based on a change or transformation in one of the things.

Question 13

Relevance results when an advertisement initially makes an impression.

Accepted Answer

Relevance in advertising refers to how closely the content of an advertisement matches the interests or needs of the target audience, not merely making an initial impression.

Question 14

A brand with symbolic meanings typically represents something abstract such as tradition,love,or health.

Accepted Answer

A brand with symbolic meanings can represent abstract concepts and ideas beyond just the tangible features or benefits of the product or service it represents. This helps to create emotional connections with consumers and can enhance brand loyalty.

Question 15

Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.

Accepted Answer

Conviction refers to a strong belief or opinion, not the degree of attention a consumer gives to an ad or product decision. In marketing, terms like "engagement" or "involvement" are more accurately used to describe how engrossed a consumer is in attending to an ad or making a product decision.

Question 16

Association,the primary tool used in brand communication,guides the process of making symbolic connections between a brand and characteristics,qualities,or lifestyles that cue the brand's image and personality.

Accepted Answer

This statement is true. Association is a key aspect of brand communication, where the goal is to create a strong connection between the brand and specific attributes or values that define its image and personality. This helps to build brand awareness, recognition, and loyalty among consumers.

Question 17

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

Accepted Answer

Relevance is crucial in determining whether a message will be perceived and processed by an individual. When a message is relevant, it is more likely to capture someone's attention and be processed more deeply because it is personally connected to their interests, needs, or values.

Question 18

The key drivers of the affective response are needs,emotions,liking,and resonance.

Accepted Answer

The answer of The key drivers of the affective response...

Question 19

An argument uses logic,reasons,and proof to make a point and build conviction.

Accepted Answer

An argument is constructed using logic and reasoning, and aims to convince the audience with proof and evidence.

Question 20

There is no solid evidence to support the argument that subliminal advertising would persuade real consumers to buy real products.

Accepted Answer

While some studies have suggested that subliminal messages may have some effect on behavior, the evidence is not strong enough to support the claim that it can reliably persuade consumers to buy products. Additionally, there are ethical concerns with using subliminal advertising, as it involves manipulating people's subconscious minds without their knowledge or consent.

Quiz 5: How Brand Communication Works