Chapter 05 - The Communication ProcessChapter 05 The Communication Process 1. (p. 143) Early adopters are critical to the success of new products because: A. many customers pay attention to what they say and do B. consumers prefer early adopters over late adopters C. they engage in alternative-dynamic analysis D. integrated marketing communications are not designed to attract this market segment E. cognitive dissonance may alter pre-purchase evaluation by this market segment See opening vignette. 2. (p. 144) Marketers use a variety of alternative communications methods to reach early adopters because: A. government regulations alert early adopters to the communication process B. alternative media deny access to new product marketers C. a majority of this market segment are annoyed by the amount of advertising today D. these consumers are less likely to think about product choices before adopting them E. publicity is not usually available for targeting this market segment See opening vignette. 5-1 Chapter 05 - The Communication Process 3. (p. 137) The basic function of all of the elements of the integrated communications program is to: A. communicate with a firm's target audience B. convince customers to make a purchase immediately C. convince customers to pay a higher price for a good or service D. educate customers about the features of a good or service E. persuade customers to try a product category 5-2 Chapter 05 - The Communication Process 4. (p. 145) _____ is defined as the passing of information, the exchange of ideas or process of establishing a commonness of thought between a sender and receiver. A. Advertising B. Sales promotion C. Encoding D. Decoding E. Communication 5. (p. 145) Which of the following statements about effective communication is true? A. Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communications. B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols and how these words and symbols are interpreted. C. Effective integrated marketing communications always is nonpersonal in nature. D. Effective communication is unaffected by the reception environment. E. Whether an ad is in black and white or in full color has no impact on how effectively the message is communicated. 5-3 all of the above 7. 145) Successful communication depends on A. channel E. the receiver's perception of the source of the message E. the interpretation of the message by the audience C. message D.The Communication Process 6. the environment in which a message is received D. the nature of the message B. 145-146) Which of the following is NOT a controllable variable in the communications process? A. source C. senders B. (p. (p.Chapter 05 . receivers 5-4 . ideas or information together in symbolic form is called: A. 148) Putting thoughts. deciphering C. integration E. source B. (p. shaping D. 145-146) Which of the following is NOT a basic element of the communications process? A.The Communication Process 8. decoding 5-5 . signs and symbols D. ad slogans C. flighting E. (p. channel D. message C. brand names B. receiver 9.Chapter 05 . encoding B. language E. 10. (p. all of the above See Global Perspective 5-1. 147) Communication problems in international marketing include misinterpretation of: A. the slogan E. 148) An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for their vacation destination was published in Southern Living magazine. "Tennessee sounds good to me. the Tennessee Department of Tourist Development B. the source of the advertising message is: A. readers of the magazine 5-6 . the people in the scenic pictures D. (p.Chapter 05 .The Communication Process 11. The ad shows various scenic pictures of Tennessee and includes the slogan." In this print ad. Southern Living magazine C. The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts. the television networks on which the ads run C. Peanut. Mr. the actresses D. the television program that the advertising provides financial support for C. people who talk about how humorous the commercials are 13. In these commercials. the message source is: A.Chapter 05 .The Communication Process 12. Desperate Housewives 5-7 . (p. the television network showing the commercial B. the source of the advertising message is: A. 148) When actresses from the television show Desperate Housewives appear in a commercial endorsing Garnier Lumia hair products. consumers who view the commercial E. 148) Commercials for Planter's nuts describe the nuts as a delicious snack food for everyone. the specific television shows in which the ads are seen D. Planter's peanuts company E. the company's visual image personality B. (p. message B. encoding. transmission 15. transmission C.The Communication Process 14. decoding. (p. response D. is never involved in the encoding process 5-8 . 148) The communication process begins with the process of _____. is typically a salesperson B. A.Chapter 05 . message E. which leads to the development of a _____ that contains the information or meaning a source hopes to convey. (p. is never a nonpersonal entity C. encrypting. decoding. 148) The source or sender of an advertising communication: A. is typically identified as the owner of the medium in which the communication appeared D. encoding. can be an individual or a nonpersonal entity such as a corporation E. noise C. so that it will be understood and interpreted in a similar way by most consumers D. (p. 148) The encoding process leads to the development of: A. a receiver 5-9 . (p. using nonverbal communication so as to eliminate problems with connotations and jargon E. a channel D. a message B. so that it requires effort to decode it 17. feedback E. in a way that makes their message unique to each individual who is exposed to the ad B. one of their primary goals is to encode the message: A.The Communication Process 16. so that it can only be understood by members of the target audience C.Chapter 05 . 148) When marketers develop an advertising message. a print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera C. (p. The effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains. All of the above statements about an advertising message are true. a radio commercial telling you to why you should fly to Florida on Delta Airlines B.Chapter 05 . 5-10 . Advertising messages can be primarily visual.The Communication Process 18. Advertising messages can be verbal or nonverbal. C. a television ad that tells you to watch the next episode of Grey's Anatomy E. 148) Which of the following statements about an advertising message is true? A. D. all of the above 19. a print ad for DeBeers diamonds with a picture of a woman wearing a diamond necklace and the DeBeers name D. (p. E. Advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used. 148) Which of the following would be an example of an advertising message? A. B. 148) Advertisers can determine how people react to words like juvenile. gestures and symbols acquire meaning.The Communication Process 20. Lever Brothers could use: A. 148) _____ is the study of the nature of meaning and how words. involvement research 5-11 . Linguistics 21. immature and childish that have the same basic denotation but differing connotations through the use of: A. Language arts C. common ground research 22. Communication derivation B. Symbolics D. (p. common ground research D. cognitive response research C. semiotic analysis E. (p. (p. A. involvement research D. psychoanalysis B.Chapter 05 . Semiotics E. affective theory E. semiotic analysis C. 148) To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers. life style research B. 148) Before the U.Chapter 05 . Semiotic analysis E. Postal Service (USPS) adopted the stylized eagle that appears on all labels. Lifestyle research B. Zip. Involvement research D.The Communication Process 23. buildings.S. Research showed the eagle was a much more positive symbol—denoting ruggedness. Cognitive response research C. individuality. A. (p. _____ would have provided the USPS with the ability to understand the meaning consumers give to the eagle. Common ground research 5-12 . and the American "can-do" spirit. trucks and postal boxes it used a sticklike mailman figure called Mr. the meaning of an advertisement and all other forms of marketing communication lies solely in the message B. brand names C. (p. culture cannot be explained by anything as simplistic as semiotics 25. 148) Semiotic analysis can be helpful to marketers in understanding how consumers perceive and interpret: A.The Communication Process 24. (p.Chapter 05 . non-verbal communication used by salespeople D. 148) Some advertising and marketing people are skeptical about the value of semiotics because they believe: A. it costs too much money to conduct semiotic analysis of advertising messages E. consumers interpret advertising messages in basically the same way D. package designs E. advertising messages B. all of the above 5-13 . social scientists may read too much into advertising messages and are overly intellectual in interpreting these messages C. source E. feedback mechanism D. a part of the communication process. channel B. 149) An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine. "Tennessee sounds good to me. (p. receiver C.Chapter 05 ." In this example. Southern Living magazine would be an example of a _____. The ad shows various scenic pictures of Tennessee and includes the slogan. A.The Communication Process 26. message transmitter 5-14 . 150) The _____ is the method or medium by which communication travels from the source to the receiver: A. 150) Advertisements for Planter's nuts describe the nuts as a delicious snack food for everyone. an ad's spokesperson E. message transmitter 5-15 . The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts.Chapter 05 . The channel for these ads is: A. source E. the computer-generated animals C. (p. channel B. (p. an increase in the sales of Planter's nuts D. (p. all of the above 28. the can of Planter's nuts shown in the ad E.The Communication Process 27. 149) Which of the following would be an example of a channel in the communication process? A. a billboard beside an interstate highway C. feedback mechanism D. the people in the ads 29. receiver C. the creative people who designed the new Wendy's ad D. television B. the number of customers that redeemed a cents-off coupon B. A. source. message. channel. The ad would be considered a _____ while Vanity Fair would be considered a _____. message B. message C. message.Chapter 05 .The Communication Process 30. receiver D. (p. 149) Rosa Martinez sees an ad for DKNY jeans in the copy of Vanity Fair magazine she is reading. channel. channel E. source 5-16 . The Communication Process 31. 150) Which of the following is an example of a personal channel of communication? A. salesperson B. magazines E. and Terry told Melissa. a TV program that is seen by eight million viewers. (p. semiotic E. television 32. individualized B. The broadcasting of this ad takes place in a(n) _____ channel of communication. Andrew. A. (p. verbal 5-17 . This word-ofmouth took place via a(n) _____ channel of communication. nonpersonal D. radio D. individualized B. direct-response C. personal E.Chapter 05 . nonpersonal D. and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes. A. customized 33. 150) Michael told Terry and Bill. direct-response C. 150) Honda broadcasts a commercial during Law & Order. newspaper C. and Melissa told Ty. (p. (p. 150) Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution. A. The newspaper is read by over 100. The newspaper is a(n) example of a(n) _____ channel of communication.000 people. verbal 5-18 . direct-response C. semiotic E. individualized B.Chapter 05 . nonpersonal D.The Communication Process 34. 152) When Bart heard an ad state that Kraft It's Pasta Anytime microwave meals could be prepared in three minutes. When he could not find the Kraft meals. responding E. sales clerks.Chapter 05 . Transmitting 37. and telemarketers D. reference groups. television.The Communication Process 35. He should have looked on the supermarket aisle that contains pasta. television. he thought he understood that he would find the meals in his supermarket's frozen food aisle with other microwave meals. he purchased another brand. Channeling D. salespeople. and spokespeople C. transmitting 5-19 . relatives. newspapers. and radio 36. salespeople. (p. Responding E. Bart experienced a problem with: A. billboards. friends. He did not understand the Kraft meals were not frozen and that was why they cooked so quickly. 152) _____ is the process of interpreting a sender's message into thought. (p. Encoding C. radio. magazines. Decoding B. encoding C. decoding B. newspapers. A. (p. channeling D. 150) Nonpersonal channels of communication include: A. and magazines E. and salespeople B. decoding C. encoding B. 152) Which of the following communication processes will be most influenced by the experiences. transmission 5-20 . (p. perceptions. noise D.Chapter 05 .The Communication Process 38. feedback E. attitudes and values of the message recipient? A. (p. field of experience. perceptions.Chapter 05 . C.The Communication Process 39. semiotic experiences. message D. (p. 5-21 . common ground. B. encoding B. E. noise 40. D. selective perceptions. source characteristics. decoding C. 152) The field of experience of the receiver most heavily influences which component of the communications process? A. attitudes and values a consumer brings to a communication situation is referred to as his or her: A. feedback E. 152) The experiences. The Communication Process 41. feedback mechanisms C. transmitted E. decoding B. interpreted C. common ground E. encoded B. but if Rick and Beth Minton think the ad is simply showing people being rude and boorish then in terms of the communication process. "Freshness" is the message the ad is supposed to deliver. fields of experience 5-22 . the Mintons have _____ the message improperly. (p. decoded D. (p.Chapter 05 . response hierarchies D. channeled 42. 152) Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. 152) The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish: A. A. However. you can expect to see more youth-oriented advertising. One of the possible explanations for these highly different perceptions of the ads is due to an absence of: A. E. The advertisers think the message the ad delivers is freshness. (p. Because the mean age of the population is increasing. feedback mechanisms C. C. See IMC Perspective 5-2. 153) Which of the following statements about ageism in advertising is true? A. common ground E. 5-23 . B. There have been no successful ad campaigns showing people 60 and over performing age appropriately. fields of experience 44. D. None of the above statements about ageism in advertising is true. 152) Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem.The Communication Process 43. Mature people are more likely to be shown in television than print ads. Rick and Beth Minton think the ad is simply showing people being rude and boorish.Chapter 05 . interpretative links B. response hierarchies D. Some people believe too many mature people 60 and over are used in advertising today. (p. The Communication Process 45. 154) _____ is any unplanned distortion or interference in the communication process. Semiotics B. Blocking 5-24 . (p. A. Noise D.Chapter 05 . Feedback E. Selective perception C. decoding C. noise 47. negative feedback D. the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as: A. In terms of the communication process. common ground E. During the commercial break everyone starts discussing the show and he cannot hear the commercials even though he really wanted to watch the new Pepsi ad. a receptor block E. Winston's inability to receive the Pepsi message illustrates which element of the communications process? A. (p. feedback D. noise 5-25 . 154) Winston is watching a suspenseful TV program with a group of friends. (p. 154) Ronell missed the small ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page. a decoding block C.The Communication Process 46.Chapter 05 . encoding B. an encoding hazard B. Chapter 05 - The Communication Process 48. (p. 154) ______ is the part of the receiver's response that is communicated back to the sender. A. Feedback B. Noise C. Reciprocity D. Encoding E. Reception 49. (p. 154) Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message? A. encoding mechanisms B. decoding mechanisms C. feedback D. noise filters E. the channel 5-26 Chapter 05 - The Communication Process 50. (p. 154) An ad for The Peabody Hotel in Memphis, Tennessee, has an 800-number people can call if they are interested in reserving rooms at the hotel or knowing more about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of: A. feedback B. encoding C. noise filtering D. noise blocking E. decoding 51. (p. 154) Tyra Hubbard sells beauty care products to retailers and is making a sales presentation to the buyer at a major department store. Which of the following would be considered a form of feedback Hubbard might receive from the buyer? A. the questions the buyer asks B. nonverbal responses the buyer makes such as frowns or gestures C. the buyer's comments on Hubbard's company and products D. the size of the order the buyer is willing to make E. all of the above 5-27 Chapter 05 - The Communication Process 52. (p. 154) The element of the communications process that closes the loop in the communications flow and allows the sender to monitor how a message is being received and interpreted is: A. encoding B. decoding C. feedback D. reception E. response 53. (p. 154) Instantaneous feedback on how effective a marketing communication method is will most likely appear in: A. personal selling situations B. radio advertising C. television advertising D. direct mail advertising E. mass communication channels 5-28 decoding mechanisms 56. internal communication B. consumer inquiries. consumer inquiries 55. coupon redemption and recall of advertising are all possible forms of: A.Chapter 05 . (p. sales E. the ultimate form of feedback is: A. levels of audience aggregation D. niche markets. the communication effects C. 154) Counts of customer visits to a store. message channels E. different stages of the response process B. hierarchies of effects C. (p. communication elements E. 155) Individual and group audiences. store visits D. 154) For most marketers. use of reply cards B. market segments and mass markets are all examples of: A. feedback C. (p.The Communication Process 54. nonpersonal channels of target audiences See Figure 5-2 5-29 . noise D. Butterfinger candy bars B.The Communication Process 57. silk flowers 5-30 . 155) Which of the following products is most likely to be promoted through personal selling? A. cat litter C. light bulbs D.Chapter 05 . (p. real estate E. purchasing agents 5-31 . (p. the process should begin with: A. targeted direct mail and radio advertising D. and ads with pithy headlines 60. personal selling and targeted direct mail C. (p. ascertaining the type of feedback that will be accepted 59. determining what media to use E. industrial buying centers C. 155) When developing a communications plan. resellers E. any form of broadcast media E. niche markets B. deciding what feedback level is acceptable D. television advertising and billboards B. 155) Television advertising is used most often to communicate with what type of target audiences? A. mass audiences D. determining who will be the source of the communications B. billboards.Chapter 05 . (p. transit advertising. 155) The best way to reach a narrowly defined group of customers or market niche is through: A.The Communication Process 58. the identification and analysis of receivers in the target audience C. (p. 156) The AIDA model is often used to represent what ideally happens during: A. mass marketing D. the introduction of innovative new consumer products 5-32 . sales promotions E.Chapter 05 . personal selling B.The Communication Process 61. the decoding of direct marketing advertising pieces C. After talking to the salesperson for thirty minutes. AIDA B. Once they became aware such a product existed. (p. innovation-adoption D.The Communication Process 62. information processing 5-33 . (p. they were eager to talk to a salesperson and learn more about the mattresses. A. 156) The hierarchical model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model. In terms of the models of response process. A. hierarchy of results C. 156) Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. innovation-adoption E. AIDA B. They used their credit card to order a mattress and to pay for its delivery to their home. diffusion rate D. Inez and Troy have just gone through the stages in the _____ model. hierarchy of effects C. Inez and Troy realized they wanted to own one. adoption response E. diffusion rate 63.Chapter 05 . innovation-adoption D.Chapter 05 . A. hierarchy of effects C.The Communication Process 64. A basic premise of this model is that advertising effects occur over a period of time. diffusion rate 5-34 . 156) The _____ model is a response model that was developed for setting and measuring advertising objectives. (p. AIDA B. adoption response E. A.The Communication Process 65. adoption objective 66. the information processing model E. shows the process by which advertising works. the integrated information response model See also Figure 5-3. The premise of this model is that advertising effects occur over a period of time. hierarchy of effects E. the AIDA model B. 155) Which of the following response hierarchy models depicts consumers as going through the stages of awareness àinterest à evaluation à trial àadoption? A. diffusion rate B. objective-task C. innovation-adoption D. the hierarchy of effects model C. 5-35 . 156) The _____ model. the best known of the response hierarchies.Chapter 05 . (p. (p. the innovation adoption model D. The Communication Process 67. (p. the innovation adoption model D. 155) Which of the following response hierarchy models depicts consumers as going through the stages of attention àcomprehension à yielding àretention àbehavior? A. the AIDA model B. 5-36 . the hierarchy of effects model C.Chapter 05 . the information processing model E. the integrated information response model See also Figure 5-3. the information processing model E. the AIDA model B. the hierarchy of effects models C. the 5-Ws model 5-37 . all of the above See Figure 5-3. the information processing model E. (p.Chapter 05 . 157) Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver? A. the innovation-adoption model D. the innovation-adoption model D. the hierarchy of effects model C.The Communication Process 68. 155) Which of the following response hierarchy models includes a cognitive stage? A. (p. 69. the AIDA model B. The _____ model would have been most relevant to communicating this change. (p.Chapter 05 . information processing See also Figure 5-3.The Communication Process 70. AIDA C. innovation-adoption D. 5-38 . Delta Airlines was the first major airline to charge passengers for brand name snacks and meals. cognitive response E. 155) In 2004. A. hierarchy of effects B. innovation-adoption model D. (p. A. consumers will probably buy Nike athletic shoes E. 157) Nike conducts a marketing research study and finds the majority of consumers recall the company's "Just do it" ad slogan. which is important for consumers who are considering purchase decisions and who are not ready to make a purchase. (p. Nike can safely assume: A. all of the above 5-39 . AIDA model C.The Communication Process 71. cognitive response model E. consumers understand the advertising message Nike is trying to communicate D. hierarchy of effects model B. information processing model See also Figure 5-3. consumers have favorable attitudes toward Nike C.Chapter 05 . 72. consumers are aware of Nike's advertising B. 155) Only the _____ model has a retention stage. Chapter 05 . C. Time is not a situational factor when using this model to measure ad effectiveness. B. cognitive B. awareness. 157) Attention. (p. The stages of the hierarchy offer useful intermediate measures of advertising effectiveness. and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. 157) Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness? A. (p. subliminal E. Consumers must pass through each stage before making a purchase. D. 74.The Communication Process 73. affective C. behavioral D. E. The hierarchy is not useful because sales are the only appropriate goal of advertising. Awareness and recall are the most important measures of ad effectiveness. A. conative 5-40 . learning 77.The Communication Process 75. (p. and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. (p. standard learning hierarchy B. behavioral D. behavioral D. A. dissonance/attribution model D. evaluation and yielding are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. conative E. A. purchase. cognitive B. 158) Interest. A. 157) Trial. preference. affective C. low-involvement hierarchy C. adoption. motivational E.Chapter 05 . maximum likelihood model 5-41 . affective C. cognitive B. learning 76. (p. liking. peripheral processing model E. the consumer is an active participant in the communication process and gathers information through active learning. 159) According to the _____. feel learn do D. (p. learn do feel C. do feel learn E. do learn feel 5-42 . the consumer passes through which of the following response sequences during the decision making process? A.The Communication Process 78. 159) According to the standard learning model. learn feel do B.Chapter 05 . pickup truck C. dissonance/attribution C. bar of soap B. cognitive response E. garden rake D. whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision. A. computer disks 80. low-involvement D. 159) The _____ model explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands. dissonance/attribution C. standard learning B. A.Chapter 05 . bag of cement E. 159) The _____ model involves selective learning.The Communication Process 79. 5-Ws 5-43 . (p. 159) For which of the following products would an advertiser be more likely to use the standard learning model to explain the consumer decision-making process? A. cognitive response E. low-involvement D. (p. standard learning B. 5-Ws 81. (p. dissonance/attribution C.The Communication Process 82. If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution. 159) Graduate schools that offer MBAs are typically rated annually by business publications. then the _____ model would be correct. the information is publicized. A. standard learning B. 5-Ws 5-44 . (p. Oftentimes when an MBA program rates high on a list.Chapter 05 . cognitive response E. low-involvement D. nail clippers.Chapter 05 . do learn feel 84. low-involvement E.The Communication Process 83. standard learning C. low-involvement B. dissonance-attribution D. (p. standard learning C. (p. learn do feel C. the major impact of the mass media occurs after the purchase is made. cognitive response E. ketchup. feel learn do D. (p. computer paper. A. A. three-orders response B. learn feel do B. advertisers of products like light bulbs. and other items bought without a lot of thought need to use a heavy repetition strategy. 160) According to the _____ model. do feel learn E. elaboration likelihood 85. dissonance/attribution D. high involvement 5-45 . the consumer passes through which of the following response sequences during the decision making process? A. 161) According to the _____ hierarchy. 160) According to the dissonance/attribution model. Chapter 05 . yard landscaping E. wedding dress 5-46 . (p. refrigerator-freezer combination D. digital camera C.The Communication Process 86. bar of soap B. 161) For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process? A. standard learning B. do feel learn D. standard learning B. low-involvement C. low-involvement C. (p. learn do feel C. A. feel learn do E. informative processing 89. informative processing 5-47 . dissonance/attribution D. do learn feel 88. 161) According to the low-involvement hierarchy. dissonance/attribution D. (p. 161) The repeated use of the "Got milk" slogan by America's Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy. habit formation E. habit formation E.The Communication Process 87. the consumer passes through which response sequence during the purchase decision making process? A. learn feel do B.Chapter 05 . (p. 161) Which response hierarchy views the consumer as engaging in passive learning and random information catching? A. 161) Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective. services where differentiation is important E. (p. products characterized by a low-involvement response hierarchy B. products characterized by high-involvement response hierarchy C. consumer durables that require detailed information D. products to the business-to-business market 5-48 .The Communication Process 90.Chapter 05 . A. The Communication Process 91. cognitively processed characters 5-49 . 163) Advertisers of products characterized by low levels of involvement might consider using _____ in designing their advertising strategy. (p. heavy repetition of simple product claims B. ketchup. high-involvement advertising appeals E. all of the above 93. the Green Giant. catchy slogans C. and walk-in refrigeration units E. and soy sauce C. visual image personalities E. employment services B. x-ray machines. margarine. A. (p. uninterested consumers who may focus more on non-message elements such as music. 163) Marketers of _____ often must communicate with passive.Chapter 05 . affective characters C. and the AFLAC duck are examples of: A. selectively remembered personalities D. road building equipment. personal computers D. 163) Geico's gecko. A. and jingles than on message content. (p. mustard. business-to-business services such as advertising agencies 92. visual image personalities B. slogans. attention-attracting gimmicks D. (p. are used when consumers must go through all stages of AIDA before making a purchase 5-50 . require central route processing to be effective D. appear in ads for low-involvement products C. typically shorten the cognitive stage of the consumer decisionmaking process E.The Communication Process 94. are typically used with complex products that require highinvolvement B.Chapter 05 . 163) Visual image personalities: A. (p.The Communication Process 95. consumer wants B. (p. at no time can consumers develop brand preferences primarily on the basis of their direct experiences with a product E. personal goals D. none of the above is true 96. personal relevance E. most conceptualizations of it focus on: A.Chapter 05 . 163) Although there is no single precise definition of consumer involvement. the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations D. communications integration 5-51 . consumers are generally highly involved in the response process and engage in active information processing B. 153) The various models of the ways consumers respond to advertising and other forms of marketing communication show that: A. consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising C. consumer motives C. (p. the degree of difference between various brands of the product E.The Communication Process 97. personal needs B.Chapter 05 . consumer's interest in the product C. the occasion for which the product is being purchased D. all of the above 5-52 . 164) Which of the following is an example of an antecedent variable that would influence a consumer's level of involvement in a purchase? A. Cone & Belding grid is based on the dimensions of _____ and high. (p. dissonance strategy B. dissonance versus attribution B. self-satisfaction strategy C. thinking versus feeling processing D.versus low-involvement. 164) The Foote. A. rational versus irrational thought C. selective versus passive learning See also Figure 5-6. 5-53 . informative strategy See also Figure 5-6. affective strategy E. affect versus dissonance E. habit formation strategy D. 99.The Communication Process 98.Chapter 05 . 164) Which of the following is NOT a strategy associated with the FCB planning grid? A. (p. (p. 5-54 .Chapter 05 . the _____ strategy is for highly involving products where rational thinking and economic considerations prevail. 164) According to the FCB model. satisfaction E. dissonance reduction See also Figure 5-6.The Communication Process 100. habitual B. A. informative C. affective D. a hall table E. (p. a package goods company might want to send out free samples to generate trial and follow this with discount coupons to encourage repeat purchase when using a(n) _____ strategy.The Communication Process 101.Chapter 05 . 102. can of Planter's peanuts D. bag of cat litter C. (p. habit formation D. 5-55 . informative B. cosmetics See also Figure 5-6. affective C. A. 164) According to the FCB planning model. for which of the following products would an affective strategy be most appropriate? A. storm windows B. 164) According to the FCB planning model. counter arguing See also Figure 5-6. self-satisfaction E. A. Elaborations E. (p. 165) _____ are thoughts that occur to a consumer when reading. Conative impressions 5-56 .Chapter 05 . Affective responses C.The Communication Process 103. viewing. and/or hearing a communication. Cognitive responses B. Selective impressions D. (p. source blockage 5-57 . 165) Kenya was asked to look at a television ad for a movie that was going to be released in December. 166) When Johann saw the television ad advising him to mark on his calendar when the latest of Survivor series would start. he was appalled that the network would provide such trite and derivative programming. (p. negative dissonance E. cognitive responses B. elaborations E. support arguing C.Chapter 05 . selective impressions D. it was determined that the communication created the appropriate reactions. affective responses C. conative impressions 105. source bolstering D.The Communication Process 104. counter arguing B. A. Johann's response to the ad for the reality program would be an example of: A. She was then asked her reactions to the ad—Did it make her want to see the movie? Did the title seem appropriate? Did she feel that she understood the subject of the movie? As a result of using _____. source bolstering D.The Communication Process 106. Tia is likely to engage in: A. support arguing C.Chapter 05 . (p. counter arguing B. negative dissonance E. source blockage 5-58 . 166) Tia saw a television commercial that said a specific brand of pain reliever was much more effective than the brand she had used and trusted for the last twenty years. As a result of this commercial. counterargument E. "Those fancy-sounding ingredients won't help my skin. "If it has both those ingredients. positive execution thought 108. support argument D." The individual's response to the ad's copy would be an example of a: A. source derogation C. source derogation C. (p. Someone who knew something about these additives work might respond to the ad by thinking. it must be really good for my skin. 166) The ad for Jergens lotion indicated it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin. (p. 166) The ad for Jergens lotion indicated it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin. counterargument E. I'm going to buy a bottle.Chapter 05 . negative ad execution thought B. support argument D." The individual's response to the ad's copy would be an example of a: A. positive execution thought 5-59 . negative ad execution thought B. It's too dry for some over-the-counter lotion to soften it.The Communication Process 107. Someone who knew something about these additives work might respond to the ad by thinking. (p. Harrison's response to the communication was an example of a: A. support argument D. 166) When Harrison saw the television ad advising him to mark on his calendar when the latest of Survivor series would start. positive execution thought 5-60 . negative ad execution thought B. counterargument E.The Communication Process 109. source derogation C. he actually did make a mental note of the starting day because he had enjoyed the previous Survivor shows so much.Chapter 05 . support argument D. I wouldn't have been able to lose thirty pounds without it. How could any company think that sort of ad would appeal to decent people?" Rick's comment about the ad source represents a: A. it sure does work. 166) Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem.The Communication Process 110. 166) Kasey hears a radio commercial for a weight loss program involving hypnosis that claims an individual can lose weight through its program. "Freshness" is the message the ad is supposed to deliver. (p. "Yep. counter argument E. support argument E. negative ad execution thought B. Rick said to Beth." This thought would be an example of a: A.Chapter 05 . positive execution thought 5-61 . source derogation C. ad executive thought 111. When Rick and Beth Minton saw the ad. "That ad is simply showing people being rewarded for being rude and boorish. source bolster C. (p. counterargument D. source derogation B. Kasey thinks to himself. source bolsters D. counterarguments C. source blockages E.The Communication Process 112. 166) Negative thoughts about a spokesperson in an ad are called: A. (p.Chapter 05 . source derogations B. message blockages 5-62 . part of the sentencing is to perform community service by speaking to students about the evils of drug usage. (p. source derogation E. Florence thinks to herself. source derogation B. counterargument C. source bolster D.The Communication Process 113. 166) Florence is watching television and sees a commercial in which Sarah Jessica Parker is endorsing a hair care product. Sex in the City. 166) Sometimes when celebrities are convicted in drugrelated cases. I wouldn't buy anything she promotes. message blockage 5-63 . source blockage E. message blockage 114." This is an example of a: A. support argument C. (p. Some people have questioned the value of this form of community service because it could glamorize the use of drugs. source bolster D. The ill feelings some people have towards celebrities in these types of programs can create: A. "That girl is was that scandalous show. counterargument B.Chapter 05 . source blockage E. use non-traditional channels D. counterargument C. source bolster D. message synergy 116. 166) Most advertisers attempt to hire spokespeople their target audience likes so as to generate _____ for the message. eliminate noise from the communication process E. hire a popular celebrity to serve as a spokesperson C. A. encode without consideration for the target audience's field of reference 5-64 . 166) A company that wanted to make use a source bolster could: A.The Communication Process 115.Chapter 05 . (p. source derogation B. create a rational message B. (p. support arguments C. (p. (p. and the like? A. product/message thoughts B. attitude toward the brand 119. brand attitudes E. counterarguments B. 167) ____ is a term used to describe a message receiver's feelings of favorability or unfavorability toward an advertisement. Attitude toward the ad D. the quality of the visual effects. (p. Counterargument E. colors. Brand attitude B. A. purchase intention thoughts 118. 166) Which category of cognitive responses includes a message recipient's reactions to factors such as the creativity of an ad. ad execution-related thoughts D. 166) Of the categories of cognitive responses discussed in the text. Purchase intent C.Chapter 05 . source derogations D. ad execution-related thoughts E.The Communication Process 117. source-oriented thoughts C. voice tones. Source derogation 5-65 . which is most likely to predict a viewer's attitude toward the ad? A. The Communication Process 120. cognitive response model 5-66 . A. AIDA model D. 167) The _____ is a model that addresses the differences in the ways consumers respond to persuasive messages. information processing model E. (p. elaboration likelihood model (ELM) B.Chapter 05 . 5-W's model of communication C. 5-67 . bloody images are effective stimuli for marketing of a wide variety of products D. strong sexual imagery sucks up the attention that would have been spent on the ad E.Chapter 05 . (p. marketers need to carefully choose celebrity spokespeople to avoid being associated with vampire imagery See IMC Perspective 5-3. buzz marketing works when combined with sexual imagery C. may distract from consumers attending to the ad message See IMC Perspective 5-3. 122. damage dramatic positioning of niche market products C. do not assist marketers in overcoming consumer resistance B. sexual imagery can be used to sell both sex-related and everyday consumer products B.The Communication Process 121. push channel marketing promotion better than pulling systematic results D. 168) The "vampire effect" described in "Do Men and Women Process Sexy Ads Differently" refers to the conclusion that: A. 168) Studies show sex and nudity increase viewers' attention but: A. (p. should not be used for innovative and award-winning advertorials E. attitudes E. 5-68 . (p. attributions C. beliefs D. dissonance formation B.Chapter 05 .The Communication Process 123. group norms See also Figure 5-8. 169) The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications influence: A. verbal and nonverbal skills 125. motivation and ability C. 169) The elaboration likelihood model (ELM) indicates that the willingness to process an ad is a function of two elements. 169) Ned is planning on buying a new computer. support arguing B. comparative analysis 5-69 . (p. source bolstering E. central processing C. knowledge and technical skills D. Ned is engaging in what type of message processing? A. (p.The Communication Process 124. attitude and linguistics skills E. peripheral processing D. encoding and decoding abilities B. A. He carefully studied the contents of an ad describing the superiority of Dell computers and scrutinized how the advertising message argued in favor of Dell's superiority.Chapter 05 . They are the _____ to process the message. According to the ELM. peripheral C. cognitive D. (p. having a low level of involvement and relying on imagery processing C. affective 5-70 . (p. the central route and the peripheral route. unlikely to engage in detailed cognitive processing 127.Chapter 05 . A.The Communication Process 126. central B. high-involvement E. a message recipient is viewed as: A. a receiver lacks the ability or motivation to process information under the _____ route to persuasion. Under the central route to persuasion. 169) According to the elaboration likelihood model (ELM). 169) The elaboration likelihood model (ELM) states that there are two basic routes to persuasion. a very active and involved participant in the communications process D. lacking the motivation to process a message B. having low ability to attend to and comprehend a message E. the receiver is viewed as very actively involved in the communication process D. 169) The elaboration likelihood model (ELM) states that there are two basic routes to persuasion. Trevor is engaging in what type of message processing? A. (p.Chapter 05 . support arguing B. the message should contain a lot of information C. headline. (p. the sender is dealing with a high-involvement buying situation 129. the quality of the message claims are more important than the spokesperson. source blocking 5-71 . the central route and the peripheral route. He is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information.: A. central processing C.The Communication Process 128. the message will be more likely received if a celebrity endorser is used B. pictures. 167) Trevor is watching a late night TV show when a lowbudget commercial for a local restaurant comes on the air. peripheral processing D. With the peripheral route to persuasion. or music bed E. source bolstering E. Chapter 05 . images of the Vietnam War D. (p.The Communication Process 130. any of the above 5-72 . 169) According to the elaboration likelihood model (ELM). old 1960s music that is recognized by all baby boomers B. football stars as spokespeople C. an advertiser who wants to reach a receiver through a peripheral route to persuasion could use: A. psychedelic colors E. (p. very detailed ads with a great deal of information about the causes of body odor B. ads that are free of any distractions like pictures or jingles 5-73 . celebrities are effective peripheral cues in a low-involvement situation C.Chapter 05 . 171) Research on the elaboration likelihood model (ELM) has shown that: A. the quality of message arguments is likely to be very important in a low-involvement situation D.The Communication Process 131. the quality of the message claims is always less likely to be persuasive than the status of the celebrity endorser E. 171) Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. (p. ads that use celebrity endorsers such as basketball star Lebron James D. detailed ads with strong message arguments about Gillette brands C. celebrities are effective peripheral cues in a high-involvement situation B. ads that pay more attention to information in the copy than executional elements such as visual imagery E. This might explain why the company would use which of the following advertising strategies? A. peripheral cues are more important than detailed messages in highinvolvement situations 132.