Question 1

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

Accepted Answer

Subliminal messages are designed to be below the threshold of conscious perception, meaning they are too brief or subtle for a person to consciously notice or recognize.

Question 2

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 3

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

Accepted Answer

A brand with symbolic meanings often represents something intangible or abstract, such as values, emotions, or beliefs. These are usually conveyed through visual elements such as logos, colors, and imagery.

Question 4

Conviction means an intention to try or buy a product.

Accepted Answer

Conviction means a strong belief or opinion about something. It does not refer to an intention to try or buy a product.

Question 5

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

Accepted Answer

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

Question 6

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

This statement accurately defines persuasion as a deliberate effort to influence someone's beliefs or actions.

Question 7

Some advertising messages are designed to deter rather than encourage behaviors.

Accepted Answer

Some advertisements use fear appeals or negative messaging to discourage certain behaviors or choices.

Question 8

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

Accepted Answer

While subliminal advertising can influence people's attitudes and perceptions towards a product or brand, there is no conclusive evidence that it can actually lead to increased sales among real consumers. Most studies suggest that subliminal messages are too brief and subtle to have any significant impact on purchasing behavior.

Question 9

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

Accepted Answer

An argument serves to logically and rationally persuade a listener or reader of a particular viewpoint by providing evidence, reasoning and valid claims.

Question 10

Brand communication creates brand meaning through symbolism and association.

Accepted Answer

Brand communication uses various symbols and associations to create meaning and associations with the brand in the minds of consumers. This helps in shaping the brand's image and identity.

Question 11

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

Accepted Answer

Symbolism, conditioned learning, and transformation are indeed considered to be the key drivers of association.

Question 12

Attitudes can be either rational or emotional.

Accepted Answer

Attitudes can be shaped by both rational and emotional factors. Rational attitudes are based on objective reasoning, logical analysis, and facts whereas emotional attitudes are based on feelings, values, and emotions.

Question 13

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 14

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 15

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 and involves linking a brand to certain traits or lifestyles in order to shape its image and personality.

Question 16

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 17

Factors that drive a behavioral response include trial,buying,contacting,and prevention.

Accepted Answer

The factors that drive a behavioral response are trial (trying out a product or service), buying (making a purchase), contacting (reaching out to a business or customer service representative), and prevention (avoiding negative outcomes or risks).

Question 18

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 to create a positive association with the brand and encourage repeat business from satisfied customers.

Question 19

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 or not the marketer plans for integrated marketing communication, consumers will naturally integrate the messages and experiences they have with a brand to form their own personal brand perception.

Question 20

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.

Quiz 4: How Brand Communication Works