69)
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?
69)
A)
feedback
B)
external noise
C)
bias
D)
encoding deficiency
E)
internal noise
70)
An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. One spray is all it
takes for CLR to restore everything to a shiny clean luster. Which component of persuasion is CLR
using in its ad?
70)
A)
involvement
B)
attitudes
C)
motivation
D)
argument
E)
influence
71)
Which of the following is NOT a component of persuasion?
71)
A)
attitudes
B)
symbolism
C)
motivation
D)
argument
E)
involvement
72)
The AFLAC duck had a higher Q score than both Ronald McDonald and the Energizer Bunny.
What is a Q score?
72)
A)
a measure of a character’s familiarity and appeal
B)
a measure of a character’s believability
C)
a measure of how much is spent to develop a character
D)
a measure of efficiency in developing a character
E)
a measure of a character’s longevity
73)
________ of the respondents would depend on a visual cue such as being shown a magazine and
asked whether they remember seeing a particular ad.
73)
A)
Spontaneous
B)
Free
C)
Recognition
D)
Unaided
E)
Assisted
Explanation:
74)
________ is communicated through everything that can be observed about a product.
74)
A)
Brand promise
B)
Brand position
C)
Brand personality
D)
Brand loyalty
E)
Brand image
Explanation:
Explanation:
75)
Which of the following is NOT a component of association?
75)
A)
conditioned learning
B)
symbolism
C)
liking
D)
brand transformation
E)
all of the above are components of association
76)
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?
76)
A)
information
B)
learning
C)
differentiation
D)
recall
E)
needs
77)
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 had a filter to filter 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. What component of the
affect response appeals to self–interest like this ad does?
77)
A)
wants
B)
needs
C)
emotions
D)
liking
E)
resonance
78)
Advertising, first of all, is a form of ________.
78)
A)
marketing
B)
message
C)
communication
D)
artistic expression
E)
interactive communication
79)
What is the problem with hierarchical models that advertisers use to plan their advertising?
79)
A)
The models do not take into account the rational, information–driven process consumers use
to make a decision.
B)
Advertisers now know that people don’t always proceed through steps in a predictable
fashion.
C)
The models do not take into account consumers‘ perceptions.
D)
They are not complex enough.
E)
They are technically complex and difficult to use.
80)
The Canned Food Association of America wanted consumers to appreciate the benefits of canned
foods. The magazine ad used depicted a rather shapely robotic–looking woman who was very
shiny and contrasted with the dark background in the ad. One had to look closely to learn that the
ad was touting the benefits of food in cans, but research indicated that consumers did that because
the unusual nature of the ad got them to look closer to figure what it was about. Which component
of perception was this unusual ad attempting to accomplish?
80)
A)
recognition
B)
exposure
C)
selection and attention
D)
awareness
E)
memory
81)
________ 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.
81)
A)
Sub–perceptual
B)
Cognitive
C)
Subversive
D)
Subliminal
E)
Unaided
82)
Which of the following is a component of association?
82)
A)
conditioned learning
B)
perception
C)
emotions
D)
liking
E)
resonance
83)
The basic communication model begins with ________.
83)
A)
the source
B)
the channel
C)
the receiver
D)
the message
E)
the target audience
84)
According to the Facets model, all EXCEPT which of the following are effects that describe how
advertising works?
84)
A)
affect/emotion
B)
association
C)
perception
D)
filtering
E)
cognition
85)
What causes consumers to NOT act on a message they may have seen or heard until later when
they are in a store?
85)
A)
conditioned learning
B)
delayed effects
C)
cognitive effects
D)
subliminal effects
E)
association effects
86)
________ describes something that stimulates wants, touches the emotions, and creates feelings.
86)
A)
Affective
B)
Transformation
C)
Cognition
D)
Resonance
E)
Liking
87)
Which of the following is a component of the affective response?
87)
A)
differentiation
B)
needs
C)
brand transformation
D)
wants
E)
symbolism
88)
What was the main purpose for advertising the “Got Milk?” milk mustache campaign?
88)
A)
to get more retailers to sell milk
B)
to combat lost market share of milk
C)
to increase awareness of milk
D)
to change the attitudes of adults toward milk
E)
to provide information about milk
89)
Mini–Case Question. The commercial developed went through extensive testing because the
advertiser and their agency know that this audience is very fickle when it comes to which
commercials they will attend to. This process in which consumers respond by selecting messages to
which they pay attention is called ________.
89)
A)
selective relevance
B)
selective attention
C)
selective interest
D)
selective perception
E)
selective exposure
90)
Which of the following is NOT a component of the behavior response?
90)
A)
attitude
B)
try
C)
prevention
D)
buy
E)
contact
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Why did the advertising industry sponsor an ad that had the headline, “People Have Been
Trying to Find the Breasts in These Cubes Since 1957″?
91)
92)
On Wednesday Jim heard on the radio an ad about a new book by one of his favorite
authors. On Saturday at his wife’s suggestion they 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.
92)
93)
Mitch is very interested in all electronic devices from computers to stereos and pays
attention to all advertisements related to these types of products, even if he is not
purchasing one of these products. Why does he do this?
93)
94)
Anheuser–Busch, a beer manufacturer, sponsors an advertising campaign to curb drunk
driving, using the tagline “Friends Don’t Let Friends Drive Drunk.” They’ve also shown a
burning automobile with the headline, “Ever Toast a Friend?” Which component of the
behavioral response are these ads attempting to stimulate?
94)
95)
Mini–Case Question. What type of learning occurs when a presentation of facts,
information, and explanations leads to understanding?
95)
96)
People don’t choose to watch ads for personal hygiene products. How can knowledge of
perception drivers guide the creators of personal hygiene products ads?
96)
97)
Mini–Case Question. 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?
97)
98)
Explain what Carson Wagner found in his research that is highlighted in “The Inside
Story.”
98)
99)
Briefly explain Chick–fil–A’s brand definition and positioning strategy.
99)
100)
Explain how liking is measured in terms of responses and why it is done that way.
100)
101)
What is the major difference between the basic communication model and an interactive
communication model?
101)
102)
Explain how advertising employs both rational arguments and compelling emotions to
create persuasive messages.
102)
103)
Compare and contrast needs and wants.
103)
104)
Describe the AIDA model and what it is used for.
104)
105)
Mini–Case Question. Mary was extremely satisfied with the product 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 product as well. What component of persuasion does
this represent and why do marketers want to attain this level of persuasion?
105)
106)
A researcher is paging through a magazine and asking respondents whether they
remember seeing a particular ad. Explain which component of perception this is assessing.
106)
107)
List the five key components of perception and their roles in effectiveness.
107)
108)
Mini–Case Question. What type of response is Oust attempting to generate among
consumers?
108)
109)
Researchers were 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?
109)
110)
What was the main objective of the “Got Milk?” with the milk mustache advertising
campaign, and how was persuasion involved?
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Good marketing communication is effective when it generates the advertiser’s desired response
111)
112)
Subliminal effects are message cues given below the threshold of perception, meaning you cannot
easily perceive them because they are too brief to see or they are disguised in some way.
112)