Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
According to the Facets model, which of the following is NOT considered a consumer response?
1)
A)
perception
B)
cognition
C)
media
D)
association
E)
affect/emotion
2)
________ is the multitude of messages all competing to get consumers‘ attention.
2)
A)
Feedback
B)
Noise
C)
Encoding
D)
Clutter
E)
Channel
3)
“To choosy people in a hurry, Chick–fil–A is the premium fast–food restaurant brand that
consistently serves America’s best–loved chicken sandwiches.” This is the ________ for Chick–fil–A
.
3)
A)
ad campaign
B)
brand quality
C)
brand definition
D)
brand association
E)
slogan
4)
What did Carson B. Wagner’s research, showcased in “The Inside Story,” show?
4)
A)
People will be better influenced by ads with rational appeals rather than emotional appeals.
B)
Subliminal effects are real and can influence peoples’ behavior.
C)
Widespread antidrug ads can make people think drug use is widespread, and they become
curious about experimenting themselves.
D)
Advertising must be novel to catch attention.
E)
People will be better influenced by ads with emotional appeals rather than rational appeals.
5)
________ results when an advertisement initially makes an impression.
5)
A)
Interest
B)
Attention
C)
Selection
D)
Perception
E)
Awareness
6)
Subliminal advertising is a(n) ________ issue.
6)
A)
association
B)
behavioral
C)
perceptual
D)
affective
E)
cognitive
7)
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
consumers ________ the message.
7)
A)
encoding
B)
decoding
C)
filtering
D)
perceiving
E)
accepting
8)
Things that interrupt the sending as well as the receiving of the message are known as ________ in
the basic communication model.
8)
A)
decoders
B)
encoders
C)
noise
D)
feedback
E)
interference
9)
When a message is interpreted by the receiver, it means it has been ________.
9)
A)
accepted
B)
decoded
C)
encoded
D)
persuasive
E)
delivered
B
10)
Brand identity is associated with which communication dimension of branding?
10)
A)
believe
B)
understand
C)
connect
D)
feel
E)
perceive
E
11)
Brand image is associated with which communication dimension of branding?
11)
A)
understand
B)
feel
C)
connect
D)
perceive
E)
believe
C
C
12)
Ads that rely on arousing feelings such as humor, love, or fear are referred to as ________ appeals.
12)
A)
resonant
B)
symbolic
C)
emotional
D)
transformational
E)
cognitive
13)
Which key component of perception means being seen or heard?
13)
A)
recognition
B)
interest and relevance
C)
selection and attention
D)
exposure
E)
awareness
14)
What is the first effect of an advertising message and occurs before any of the other effects can
happen?
14)
A)
perception
B)
persuasion
C)
affect
D)
association
E)
cognition
15)
________ refers to how consumers respond to information, learn, and understand something.
15)
A)
Affect
B)
Persuasion
C)
Perception
D)
Association
E)
Cognition
16)
Which major player in the advertising industry assists the advertiser in encoding their messages
into words and pictures?
16)
A)
media
B)
agency
C)
target audience
D)
vendor
E)
sender
17)
Mini–Case Question. The manufacturer of this line of products used an advertising agency to assist
in developing the commercial so that it would communicate the desired meaning to the preteenage
girl. Which element of the basic communication model does this represent?
17)
A)
source
B)
channel
C)
encoding
D)
sender
E)
decoding
18)
________ enable(s) anyone to have an opinion about a company or brand, communicate it, and
listen to the reaction.
18)
A)
Clutterless marketing
B)
Opinion marketing
C)
Mass communications
D)
11Interactive marketing
E)
Blogs
19)
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?
19)
A)
sub–exposure
B)
sub–cognitive
C)
subversive
D)
sub–perceptual
E)
subliminal
20)
Which of the following is NOT a key component of cognition?
20)
A)
information
B)
learning
C)
differentiation
D)
needs
E)
resonance
21)
Newspaper, radio, and television are all examples of which element of the basic communication
model?
21)
A)
the encoder
B)
the decoder
C)
the source
D)
the channel
E)
the receiver
22)
________ is the process by which we receive information through our five senses and assign
meaning to it.
22)
A)
Exposure
B)
Perception
C)
Cognition
D)
Behavior
E)
Awareness
23)
Great advertising is advertising that ________.
23)
A)
cuts through the clutter
B)
wins awards
C)
is creative
D)
is meaningful
E)
has impact
24)
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?
24)
A)
AIDA model
B)
basic communication model
C)
think–feel–do model
D)
Facets model
E)
feel–do–think model
25)
________ is obtained in the basic communication model by monitoring the response of the receiver
to the message.
25)
A)
Persuasion
B)
Awareness
C)
Feedback
D)
Noise
E)
Acceptance
26)
________ is stronger than liking because it involves an element of self–identification.
26)
A)
Cognitive learning
B)
Transformation
C)
Resonance
D)
Conditioned learning
E)
Symbolism
Explanation:
27)
Because AIDA assumes that consumers start with attention and wind up with a decision, it is
referred to as a(n) ________ model.
27)
A)
think–feel–do
B)
stepwise
C)
communication
D)
advertising
E)
hierarchy–of–effects
28)
________ means consumers believe something to be true.
28)
A)
Loyalty
B)
Attitude
C)
Conviction
D)
Preference
E)
Credibility
29)
Who determines the objectives for the advertising message?
29)
A)
the agency
B)
the advertiser
C)
the advertiser assisted by its agency
D)
the media
E)
the advertiser assisted by its agency and the media
Explanation:
30)
Advertisers spend millions of dollars each year in media time and space. Which component of
perception are advertisers attempting to accomplish?
30)
A)
recognition
B)
selection and attention
C)
exposure
D)
awareness
E)
interest and relevance
31)
________ are something you think about and ________ are based on feelings and desires.
31)
A)
Thoughts; emotions
B)
Wants; needs
C)
Learning; emotions
D)
Needs; wants
E)
Recall; recognition
32)
________ means a brand takes on meaning when it is transformed from a mere product into
something special, something that is differentiated from other products in the category by virtue of
its brand identity and image.
32)
A)
Affect
B)
Conditioned learning
C)
Symbolism
D)
Resonance
E)
Brand transformation
33)
The ________ states what the brand is all about, its essence.
33)
A)
brand position
B)
brand image
C)
brand promise
D)
brand personality
E)
brand loyalty
34)
________ is a measure of perception; ________ is a measure of understanding.
34)
A)
Recall; recognition
B)
Unaided recognition; aided recognition
C)
Aided recognition; unaided recognition
D)
Aided recall; unaided recognition
E)
Recognition; recall
E
35)
________ is illustrated by the favorite brand that you buy regularly.
35)
A)
Brand promise
B)
Brand preference
C)
Brand personality
D)
Brand position
E)
Brand image
B
36)
________ occurs when a presentation of facts, information, and explanations leads to
understanding.
36)
A)
Differentiation
B)
Conditioned learning
C)
Cognitive learning
D)
Resonance
E)
Memory
C
A
37)
Good marketing communication is effective when it generates the advertiser’s desired ________.
37)
A)
creative awards
B)
media efficiency
C)
sales
D)
response
E)
market share
38)
________ is the conscious intent on the part of the source to influence or motivate the receiver of a
message to believe or do something.
38)
A)
Association
B)
Argument
C)
Persuasion
D)
Involvement
E)
Cognition
39)
________ means the message connects on some personal level with the receiver.
39)
A)
Attention
B)
Selection
C)
Relevance
D)
Interest
E)
Perception
40)
________ communication is a form of two–way communication, a dialogue.
40)
A)
Mass
B)
Advertising
C)
Marketing
D)
Interactive
E)
Integrative
Explanation:
41)
Which of the following is NOT an element of the basic communication model?
41)
A)
message
B)
source
C)
receiver
D)
advertisement
E)
channel
42)
Procter & Gamble encourages a few teenagers to discuss its new products in chat rooms and to
send messages to friends via instant messenger and e–mail. P&G has found this to be an effective
means of getting the message about a new product out among this age group. What technological
innovation has made these activities possible?
42)
A)
internet
B)
opinion leader chats
C)
electric marketing
D)
e–commerce
E)
interactive marketing
A
43)
________ means people remember seeing the ad, and ________ means they remember what the ad
said.
43)
A)
Recognition; recall
B)
Aided recognition; unaided recognition
C)
Unaided recognition; aided recognition
D)
Aided recall; unaided recognition
E)
Recall; recognition
A
D
44)
Brand position is associated with which communication dimension of branding?
44)
A)
perceive
B)
believe
C)
feel
D)
connect
E)
understand
45)
Which of the following is NOT a component of the affective response?
45)
A)
needs
B)
emotions
C)
resonance
D)
liking
E)
wants
46)
Brand loyalty is associated with which communication dimension of branding?
46)
A)
perceive
B)
believe
C)
act
D)
understand
E)
connect
47)
________ is a process by which consumers respond by selecting messages to which they pay
attention.
47)
A)
Awareness
B)
Exposure
C)
Selective perception
D)
Perception
E)
Cognition
48)
Mini–Case Question. The young girls to whom the advertising is targeted represent which element
of the basic communication model?
48)
A)
source
B)
sender
C)
receiver
D)
channel
E)
encoder
C
49)
Which of the following is an example of external noise at the macro level that could hinder the
consumer’s reception of the message?
49)
A)
problems with the product’s marketing mix
B)
all of the above
C)
perceived needs
D)
information processing
E)
attitudes and opinions
A
50)
________ takes place when the learner links one thing with another.
50)
A)
Differentiation
B)
Resonance
C)
Cognitive learning
D)
Memory
E)
Conditioned learning
E
51)
An attitude (respect, preference), an emotion (liking), and an action (repeat purchases) is ________.
51)
A)
brand loyalty
B)
brand position
C)
brand promise
D)
brand personality
E)
brand image
52)
Which of the following is NOT an element of the AIDA hierarchy–of–effects model?
52)
A)
attitude
B)
action
C)
desire
D)
attention
E)
interest
53)
Which of the following is a component of persuasion?
53)
A)
emotion
B)
attitudes
C)
symbolism
D)
need
E)
want
54)
While standing in line at the supermarket Janet saw the display of candy bars. She did not think
before she put a candy bar in her basket. What is the affective response driver most likely to be
involved in such impulse purchases?
54)
A)
feelings
B)
think–feel–do
C)
wants
D)
needs
E)
liking
Explanation:
55)
A(n) ________ is mental readiness to react to a situation in a given way, is seen by many scholars as
the most central factor in persuasion, and can be positive, negative, or neutral.
55)
A)
association network
B)
preference
C)
attitude
D)
argument
E)
conviction
56)
________ means the advertising message “rings true” and helps the consumer identify with the
brand on a personal level.
56)
A)
Transformation
B)
Symbolism
C)
Conditioned learning
D)
Emotions
E)
Resonance
57)
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 effect is this?
57)
A)
delayed
B)
affective
C)
emotional
D)
hiatus
E)
subliminal
58)
________ means respondents are able to tell what they understood about an advertisement.
58)
A)
Aided
B)
Spontaneous
C)
Recall
D)
Unscripted
E)
Free
59)
________ means something that stands for something else, such as a quality or value.
59)
A)
Conditioned learning
B)
Symbolism
C)
Brand transformation
D)
Resonance
E)
Affect
60)
Brand personality is associated with which communication dimension of branding?
60)
A)
understand
B)
believe
C)
perceive
D)
connect
E)
feel
61)
Which type of memory means that the memory trace goes deeper than perception with a cognitive
response to an advertisement and you remember the ad message as well as seeing the ad?
61)
A)
recognition
B)
working memory
C)
recall
D)
resonance
E)
long–term memory
62)
Brand promise is associated with which communication dimension of branding?
62)
A)
feel
B)
understand
C)
perceive
D)
believe
E)
connect
Explanation:
63)
What restaurant is the subject of the chapter opening vignette that discusses building brands with
renegade cows?
63)
A)
Olive Garden
B)
Chick–fil–A
C)
Wendy’s
D)
Burger King
E)
McDonalds
64)
Who encodes the message in the basic communication model?
64)
A)
the source
B)
the channel
C)
the receiver
D)
the media
E)
the encoder
65)
________ is the process of making symbolic connections between a brand and characteristics,
qualities, or lifestyles that represent the brand’s image and personality.
65)
A)
Transformation
B)
Association
C)
Cognitive learning
D)
Symbolism
E)
Resonance
66)
________ means the receiver of the message has become mentally engaged in some way with the ad
and the product.
66)
A)
Interest
B)
Attention
C)
Selection
D)
Perception
E)
Awareness
67)
Mini–Case Question. Hilary Duff, a singer and actress popular with the target market, appears in
the commercial claiming the benefits of the product. Because she is well liked, respected, and
believable to this target market, the ads were very successful. What is the most likely reason for the
success of this campaign?
67)
A)
The target market needed this product.
B)
This was a high–involvement product.
C)
The target market wanted this product.
D)
This was a low–involvement product.
E)
Hilary Duff was a credible source to deliver this message to this target audience.
68)
Which of the following is a key component of cognition?
68)
A)
exposure
B)
needs
C)
resonance
D)
emotions
E)
selection and attention