69) Which of the following refers to the trustworthiness of a person delivering an advertising
message?
A) conviction
B) engagement
C) involvement
D) credibility
E) advocacy
70) Which of the following describes the delayed response of remembering an advertising
message you had previously heard and then buying the product advertised in that message?
A) subliminal effects
B) cognitive effects
C) indirect action
D) direct action
E) social learning
71) The idea that something prompts a person to act in a certain way is the foundation of
________.
A) perception
B) motivation
C) engagement
D) emotion
E) association
72) A consumer’s brand ________ is motivated by conviction.
A) position
B) image
C) personality
D) preference
E) credibility
73) Which of the following is NOT a component of the behavioral response in the Facets Model
of Effects?
A) mental rehearsal
B) resonance
C) contacting
D) prevention
E) buying
74) Which of the following allows a customer to use a product without initially committing to a
purchase?
A) mental rehearsal
B) trial
C) surrogate effect
D) linkage
E) indirect action
75) Which of the following refers to speaking out on a brand’s behalf and referring to it when
someone asks for a recommendation?
A) social rehearsal
B) cognitive learning
C) advocacy
D) conviction
E) loyalty
76) Turning the page in the newspaper or a magazine, hitting the mute button on the television,
tossing unopened mail that looks like an ad, and deleting spam without looking at it are all
examples of how consumers ________ messages.
A) decode
B) encode
C) selectively attend to
D) transform
E) accept
77) The Canned Food Association of America wanted consumers to appreciate the benefits of
canned foods. The group’s magazine ad depicted a rather shapely, robotic-looking woman who
was very shiny and contrasted with the dark background in the ad. Viewers had to look closely to
learn that the ad was about the benefits of food in cans. Research indicated that consumers spent
more time examining the ad because of its unusual imagery. On which component of perception
was this unusual ad focused?
A) wants and desires
B) selection and attention
C) resonance
D) recognition
E) relevance
78) Juana looked at her September issue of O magazine and did not see anything of interest.
However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely
interesting because it offered advice on how to help people who are suffering from this problem.
The fact that the boring issue became quite interesting is most directly due to a change in
________.
A) exposure
B) values
C) relevance
D) personality
E) comprehension
79) Mercy University’s initial ads for the school’s new MBA program are most likely intended to
create ________.
A) liking
B) awareness
C) preference
D) loyalty
E) conviction
80) Mary will not purchase the Disney movie Lion King for her children because she heard that
the word sex was airbrushed in the dust rising from an animal stampede, and she doesn’t want her
children to be influenced by this. While some claim to have seen it, the word cannot be seen, and
if it is there at all, it is below the threshold of perception. What type of effect is this?
A) selective attention
B) synergistic
C) subversive
D) subliminal
E) cognitive
81) While standing in line at the supermarket, Janet saw a display of candy bars. Without
thinking, Janet put a candy bar in her basket. What is the affective response driver most likely to
be involved in such impulse purchases?
A) resonance
B) differentiation
C) feelings
D) needs
E) wants
82) Lauren is very particular about her coffee in the morning, using bottled water because the tap
water in her community smells like chlorine and makes her coffee taste funny. She saw an ad for
a coffeemaker that filters out impurities from the water used to make the coffee. The ad had the
headline, “Come on, this is your coffee we’re talking about!” When Lauren saw that, she
exclaimed, “Yes!” because she could identify with it on a personal level. This is an example of
which type of emotional driver?
A) bandwagon appeal
B) motivation
C) comprehension
D) resonance
E) need
83) John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months
later, John wanted to send his mother some flowers for Mother’s Day and remembered the phone
number from the ad. Which component of cognition is this?
A) cognitive learning
B) confusion
C) conditioned learning
D) differentiation
E) recall
84) Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand of
hair coloring products. This is an application of which of the following?
A) brand evangelism
B) subliminal perception
C) cognitive learning
D) rehearsal
E) conditioned learning
85) An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad
demonstrates how one spray is all it takes for CLR to restore surfaces to a shiny, clean luster.
Which component of persuasion is most clearly demonstrated in this ad?
A) attitude
B) argument
C) involvement
D) loyalty
E) trial
86) John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months
later, John wanted to send his mother some flowers for Mother’s Day and remembered the phone
number from the ad, so he called and ordered flowers. What type of action is this?
A) subliminal
B) trial
C) indirect
D) high-involvement
E) direct
87) The young girls to whom the advertising is targeted represent which element of the SMCR
communication model?
A) sources
B) senders
C) encoders
D) channels
E) receivers
88) The manufacturer of Just For Me products used an advertising agency to assist in developing
the commercial so that it would communicate the desired meaning to the pre-teenage girl. Which
element of the SMCR communication model does this represent?
A) noise
B) feedback
C) encoding
D) channel
E) decoding
89) The commercial the agency developed went through extensive testing because Just For Me
and its agency know that the target pre-teen girls are very fickle about which commercials they
attend to. In this scenario, the agency and the advertiser are concerned about ________.
A) selective exposure
B) selective perception
C) selective awareness
D) subliminal attention
E) subliminal relevance
90) Taylor Swift, a singer and actress who is popular with the target market, appears in the Just
For Me commercial claiming the benefits of the product. Swift is well liked, respected, and
believable to this target market. The ads are very successful. What is the most likely reason for
the success of this campaign?
A) The target market needed this product.
B) The use of Taylor Swift led to cognitive learning in members of the target market.
C) Taylor Swift was a credible source to deliver this message to this target audience.
D) The use of Taylor Swift was a successful bandwagon appeal.
E) Just For Me products are high-involvement.
91) Mass communication is a conversation or dialogue in which the source and receiver change
positions as the message bounces back and forth between them.
92) Feedback interrupts the sending as well as the receiving of the message.
93) Semiotics is a research tool used to uncover deeper layers of meaning in brand
communications.
94) Advances in technology, such as the internet and cell phones, have helped marketers move
from interactive communication to mass communication.
95) An advertiser’s objectives are stated in terms of the effects the advertiser wants a message to
have on an audience.
96) Brand communication should be considered effective when it generates the advertiser’s
desired response.
97) The most common and long-standing explanation of advertising effects is referred to as
AIDA, which stands for attitude, interest, decision, and action.
98) The think/feel/do model of how advertising works is also known as the FCB model.
99) According to the text, the hierarchy-of-effects models adequately explain what makes
effective advertising effective.
100) The Facets Model of Effects posits that effective advertising has six different types of
communication goals: perception, cognition, emotion, association, persuasion, and behavior.
101) A critical factor in perception is relevance, which means the message connects on some
personal level.
102) Relevance results when an advertisement initially makes an impression.
103) 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.
104) Subliminal message cues cannot be perceived because they are too brief to see or they are
disguised in some way.
105) There is no solid evidence to support the argument that subliminal advertising would
persuade real consumers to buy real products.
106) The key drivers of the affective response are needs, emotions, liking, and resonance.
107) Cognition is the process by which we receive information through our five senses and
assign meaning to it.
108) An advertisement that creates resonance with a message that “rings true” helps the
consumer understand the brand more rationally.
109) Behavior refers to how consumers respond to information, learn, and understand something.
110) Cognitive learning occurs when the learner links one association with another.
111) 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.
112) The key drivers of association are symbolism, conditioned learning, and transformation.
113) A brand with symbolic meanings typically represents something abstract such as tradition,
love, or health.
114) Attitudes can be either rational or emotional.
115) Brand communication creates brand meaning through symbolism and association.
116) 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.
117) An argument uses logic, reasons, and proof to make a point and build conviction.
118) Conviction means an intention to try or buy a product.
119) Preference and loyalty strategies include providing information about warranties, customer
service, and technical support.
120) Conviction refers to the degree to which a consumer is engrossed in attending to an ad or
making a product decision.
121) Factors that drive a behavioral response include trial, buying, contacting, and prevention.
122) Some advertising messages are designed to deter rather than encourage behaviors.
123) The cognition component of a consumer’s response would typically be more influential than
the affective component for purchases like scented candles, bath salts, and luxurious towels.
124) The “Stop. Think. Tylenol.” ad is an example of a bandwagon appeal.
125) Source credibility means that the person delivering the message, such as a doctor, is
respected and believed.
126) Describe the SMCR mass communication model. Then compare and contrast that model
with the interactive communication model.
127) In the SMCR communication process, what is noise and why is it important?
128) What is the role of interactive communication in branding?
129) Why is nonverbal communication important in brand messages? Provide examples.
130) Describe the think/feel/do model.
131) Name and describe the most common hierarchy-of-effects model that has been used to
explain advertising effects. What, if any, problems exist with this type of model?
132) Briefly describe the purpose of the Facets Model of Effects. What are the six types of
consumer responses the model posits?
133) Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.
134) Name the components of persuasion and describe how they work in advertising.
135) Identify three of the key factors driving perception.
136) Why is perception a particularly important facet of the Facets Model of Effects?
137) Why might curiosity be a problem for certain types of ad campaigns?
138) A researcher is paging through a magazine and asking respondents whether they remember
seeing a particular ad. Explain which component of perception this study is assessing.
139) Why did the advertising industry sponsor an ad that had the headline, “People Have Been
Trying to Find the Breasts in These Ice Cubes Since 1957″?
140) Explain how and why liking is measured in terms of responses.
141) Compare and contrast needs and wants.
142) What type of learning occurs when a presentation of facts, information, and explanations
leads to understanding?
143) Researchers are planning brand and positioning strategies by asking respondents what they
think of when they hear the brand name “iPod.” Jan responded that she thought of “cool,”
“music,” “freedom,” “cutting edge technology,” “hip,” and “young.” What are the researchers
doing in this research? Why?
144) Explain how cognitive and affective factors are related in the persuasion facet of the Facets
Model of Effects.
145) Why do marketers value opinion leaders?
146) Anheuser-Busch, a beer manufacturer, sponsors an advertising campaign to curb drunk
driving, using the tagline “Friends Don’t Let Friends Drive Drunk.” The company has also shown
a burning automobile with the headline, “Ever Toast a Friend?” Which component of the
behavioral response are these ads attempting to stimulate?
147) On Wednesday, Jim heard a radio ad about a new book by one of his favorite authors. On
Saturday, at his wife’s suggestion, he went shopping at the mall. When he saw the bookstore, he
remembered the new book and went into the store to purchase the book. Explain the effect of the
ad operating in this situation.
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Refer to the scenario below to answer the following questions.
Oust, a brand of air freshener, advertises how its product will get the odor out, not merely cover
it up. The advertisement provides facts, information, and an explanation of how Oust can kill
bacteria in the air that cause odors.
148) What type of response is Oust attempting to generate among consumers?
149) Mary saw an ad for Oust on television and in a magazine, but she didn’t purchase the
product right away. She remembered the ads when she saw the product in the store and decided
to try it then. What effect does this demonstrate?
150) Mary was extremely satisfied with Oust after she tried it, so she purchased the product
again. She even told her mother and sister about the benefits of Oust and convinced them to try
the brand as well. What component of persuasion does this represent, and why do marketers
want to attain this level of persuasion?