Chapter 05 – The Communication Process
40. (p. 153) An ad for The Peabody Hotel in Memphis, Tennessee, has a number that people can
call on 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:
41. (p. 153) 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 known as:
Chapter 05 – The Communication Process
42. (p. 153) Instantaneous feedback on how effective a marketing communication method is will
most likely be possible in:
43. (p. 153) Counts of customer visits to a store, consumer inquiries, coupon redemption and
recall of advertising are all possible forms of:
Chapter 05 – The Communication Process
44. (p. 154) Individual and group audiences, niche markets, market segments, and mass markets
are all examples of:
45. (p. 154) When developing a communications plan, the process should begin with:
Chapter 05 – The Communication Process
46. (p. 154) The best way to reach a narrowly defined group of customers or a market niche is
through:
47. (p. 154) Television advertising is used most often to communicate with:
Chapter 05 – The Communication Process
48. (p. 156) The AIDA model is often used to represent what ideally happens during:
49. (p. 156) Inez and Troy were just strolling through the mall when they saw a mattress with
adjustable levels of firmness in a store window. Once they became aware that such a product
existed, they were eager to talk to a salesperson and learn more about the mattresses. After
talking to the salesperson for thirty minutes, Inez and Troy realized that they wanted to own
one. They used their credit cards to order a mattress and to pay for its delivery. In terms of the
models of response process, Inez and Troy have just gone through the stages in the _____
model.
Chapter 05 – The Communication Process
50. (p. 156) The model representing the stages a salesperson must take a customer through in the
personal selling process is the _____ model.
51. (p. 156) The _____ model is a response model that was developed for setting and measuring
advertising objectives. A basic premise of this model is that advertising effects occur over a
period of time.
Chapter 05 – The Communication Process
52. (p. 156) The _____ model, the best known of the response hierarchies, shows the process by
which advertising works. The premise of this model is that advertising effects occur over a
period of time.
53. (p. 156) Which of the following response hierarchy models depicts consumers going through
the stages of awareness, interest, evaluation, trial, and adoption?
Chapter 05 – The Communication Process
54. (p. 156–157) Which of the following response hierarchy models depicts consumers as going
through the stages of attention, comprehension, yielding, retention, and behavior?
55. (p. 156) Which of the following hierarchical response models views the receiver of a
persuasive communication as a problem solver?
Chapter 05 – The Communication Process
56. (p. 156) In 2004, Delta Airlines was the first major airline to charge passengers for snacks
and meals. The _____ model would have been most relevant for communicating this change.
57. (p. 157) Only the _____ model has a retention stage, which is important for consumers who
are considering purchase decisions and who are not ready to make a purchase.
Chapter 05 – The Communication Process
58. (p. 158) Nike conducts a marketing research study and finds the majority of consumers recall
the company’s “Just do it” ad slogan. Nike can safely assume that:
59. (p. 158) Attention, awareness, and knowledge are all examples of the _____ stage of the
response process and appear in all of the models describing the consumer response process.
Chapter 05 – The Communication Process
60. (p. 159) Trial, purchase, adoption, and rejection are all examples of the _____ stage of the
response process and appear in all of the models describing the consumer response process.
61. (p. 158; 159) Interest, liking, preference, 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.
Chapter 05 – The Communication Process
62. (p. 160) According to the _____, the consumer is an active participant in the communication
process and gathers information through active learning.
63. (p. 160) According to the standard learning model, the consumer passes through which of the
following response sequences during the decision making process?
Chapter 05 – The Communication Process
64. (p. 160) 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.
65. (p. 160; 161) The _____ model involves selective learning, whereby the consumer seeks
information that supports the purchase choices made and avoids information that would raise
doubts about the decision.
Chapter 05 – The Communication Process
66. (p. 160; 161) Graduate schools that offer MBA courses are typically rated annually by
business publications. When an MBA program rates high on a list, the information is
publicized. 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, then the _____ model
would be correct.
67. (p. 160; 161) According to the dissonance/attribution model, the consumer passes through
which of the following response sequences during the decision making process?
Chapter 05 – The Communication Process
68. (p. 161) According to the _____ model, the major impact of the mass media occurs after the
purchase is made.
69. (p. 161) According to the _____ hierarchy, advertisers of products like light bulbs, ketchup,
computer paper, nail clippers, and other items bought without a lot of thought need to use a
heavy repetition strategy.
Chapter 05 – The Communication Process
70. (p. 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?
71. (p. 161) According to the low-involvement hierarchy, the consumer passes through which
response sequence during the purchase decision making process?
Chapter 05 – The Communication Process
72. (p. 162) In the _____ hierarchy, the consumer engages in passive learning and random
information catching rather than active information seeking.
73. (p. 162) 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.