Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 5 How Brand Communication Works
1) Which of the following is NOT an element of the SMCR communication model?
A) channel
B) message
C) source
D) advertisement
E) receiver
2) The SMCR communication model begins with the ________.
A) source
B) receiver
C) message
D) channel
E) target audience
3) Who encodes the message in the SMCR communication model?
A) the receiver
B) the channel
C) the media
D) the source
E) the encoder
4) In the SMCR model, a message that has been interpreted by the receiver has been ________.
A) encoded
B) delivered
C) decoded
D) persuasive
E) accepted
5) ________ 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
6) 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
7) 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
8) ________ communication is a form of two-way communication, a dialogue.
A) Mass
B) Target
C) Interactive
D) Integrative
E) External
9) ________ is the multitude of messages all competing to get consumers’ attention.
A) The medium
B) Feedback
C) Clutter
D) The channel
E) Internal noise
10) 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
11) 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
12) 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
13) The ________ model demonstrates a theory of how persuasion works based on social
influence.
A) multistep flow of communication
B) SMCR
C) AIDA
D) think/feel/do
E) traditional mass communication
14) Slogans, logos, imagery, and color are all examples of brand ________.
A) relationships
B) experiences
C) signals
D) personality
E) awareness
15) HP’s advertising agency assembles words and illustrations into an advertisement that will
convey the company’s intended brand message. In the communication process, HP is ________.
A) messaging
B) encoding
C) channeling
D) decoding
E) responding
16) In the mass communication process, an actual HP printer advertisement in a magazine is
called ________.
A) feedback
B) the channel
C) noise
D) the message
E) the medium
17) Jacob has voted Republican his entire life. No matter how many times he sees a television
commercial for the Democratic candidate, he is not going to process the message and be
influenced by it. What is hindering Jacob’s reception of the message?
A) external noise
B) feedback
C) buzz
D) internal noise
E) encoding
18) An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured
international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup. In
terms of the SMCR communication model, which of the following would be the best way for the
source to measure feedback?
A) the number of subscribers to Ladies’ Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who were exposed to the ad
E) the number of people to whom Ziyi Zhang is an appealing spokesperson
19) 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
20) Which of the following is NOT an element of the AIDA model?
A) attention
B) action
C) attitude
D) desire
E) interest
21) 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) multifaceted
E) stepwise
22) 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
23) Which of the following lists the three key effects, or domains, used in Moriarty’s domains
model?
A) awareness, learning, and persuasion
B) awareness, emotion, and action
C) awareness, interest, and action
D) interest, desire, and action
E) thinking, feeling, and doing
24) 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.
25) 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
26) Perfect Pizza is a local restaurant chain that has just launched an advertising campaign
highlighting its new, expanded menu that includes healthier options. Advertisements are running
in the local newspaper and on local radio stations. The ________ for this advertising campaign is
to increase sales by 10% over the course of the month.
A) model
B) objective
C) impact
D) cue
E) feedback
27) ________ 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
28) ________ is the process by which we receive information through our five senses.
A) Cognition
B) Behavior
C) Exposure
D) Awareness
E) Perception
29) Using ________, consumers choose messages to which they pay attention.
A) cognition
B) association
C) selective perception
D) selective interest
E) awareness
30) 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
31) 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
32) ________ 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
33) A high level of interest and attention is sometimes referred to as ________.
A) recall
B) exposure
C) synergy
D) stickiness
E) relevance
34) ________ means the message connects on some personal level with the receiver.
A) Attention
B) Perception
C) Selection
D) Interest
E) Relevance
35) 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
36) ________ 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
37) 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 cluttered media environment makes it difficult to gain audience attention.
D) Intrusive ads are more likely to arouse curiosity.
E) Intrusive ads are more frequently associated with positive emotions.
38) 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
39) Subliminal advertising is primarily a(n) ________ issue.
A) perceptual
B) social
C) technological
D) behavioral
E) association
40) ________ 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) Exposure
41) The term ________ describes something that stimulates wants, touches the emotions, and
creates feelings.
A) cognitive
B) resonant
C) perceptive
D) affective
E) transformative
42) According to the Facets Model of Effects, which of the following are drivers of the affective
response?
A) wants
B) associations
C) referrals
D) needs
E) trials
43) All of the following are drivers of the affective response EXCEPT which one?
A) wants
B) needs
C) emotions
D) liking
E) resonance
44) ________ responses mirror our feelings, such as anger or love, about something.
A) Affective
B) Subliminal
C) Cognitive
D) Aversion
E) Association
45) Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals.
A) subliminal
B) symbolic
C) emotional
D) cognitive
E) transformational
46) ________ 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
47) ________ is stronger than liking because it involves an element of self-identification.
A) Resonance
B) Cognition
C) Transformation
D) Symbolism
E) Intention
48) ________ refers to how consumers search for and respond to information, learn, and
understand something.
A) Cognition
B) Affect
C) Perception
D) Behavior
E) Persuasion
49) Which of the following is a key driver of cognition?
A) influence
B) need
C) symbolism
D) emotion
E) resonance
50) 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
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
52) ________ 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
53) ________ 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
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
55) 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) equity
56) 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
57) 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
58) ________ 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
59) ________ is the conscious intent on the part of the source to influence the receiver of a
message to believe or do something.
A) Motivation
B) Involvement
C) Persuasion
D) Association
E) Cognition
60) 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
61) 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
62) 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
63) High-involvement products are also known as ________ purchases.
A) trial
B) conviction
C) direct
D) considered
E) indirect
64) Which of the following is the best example of a low-involvement product?
A) cars
B) computers
C) clothing
D) cosmetics
E) paper napkins
65) 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
66) A(n) ________ is a state of certainty about a brand.
A) attitude
B) preference
C) conviction
D) association
E) trial
67) 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
68) 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