Chapter 05 – The Communication Process
74. (p. 162) Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be
most effective.
75. (p. 162) Marketers of _____ often must communicate with passive, uninterested consumers
who may focus more on non-message elements such as music, slogans, and jingles than on
message content.
Chapter 05 – The Communication Process
76. (p. 162) Geico’s gecko, the Green Giant, and the AFLAC duck are examples of:
77. (p. 162) Visual image personalities:
Chapter 05 – The Communication Process
78. (p. 163) The Foote, Cone & Belding grid is based on the dimensions of _____ and high-
versus low-involvement.
79. (p. 164) According to the Foote Cone & Belding (FCB) planning model, the _____ strategy
is for highly involving products where rational thinking and economic considerations prevail.
Chapter 05 – The Communication Process
80. (p. 164) According to the FCB planning model, for which of the following products would
an affective strategy be most appropriate?
81. (p. 164) According to the FCB planning model, a package goods company might want to
send out free samples to generate trial and follow this with discount coupons to encourage
repeat purchase when using a(n) _____ strategy.
Chapter 05 – The Communication Process
82. (p. 165) _____ are thoughts that occur to a consumer when reading, viewing, and/or hearing
a communication.
83. (p. 165) Kenya was asked to look at a television ad for a movie that was going to be released
in December. Her reactions were noted—Did it make her want to see the movie? Did the title
seem appropriate? Did she feel that she understood the subject of the movie? As a result of
using _____, it was determined that the communication created the appropriate reactions.
Chapter 05 – The Communication Process
84. (p. 166) When Johann saw the television ad advising him to mark on his calendar when the
latest of Survivor series would start, he was appalled that the network would provide such trite
and derivative programming. Johann’s response to the ad for the reality show would be an
example of:
85. (p. 166) Tia saw a television commercial that said a specific brand of pain reliever was much
more effective than the brand she had used and trusted for the last twenty years. As a result of
this commercial, Tia is likely to engage in:
Chapter 05 – The Communication Process
86. (p. 166) The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin
and alpha hydroxy to moisturize skin. Someone who knew something about these additives
work might respond to the ad by thinking, “Those fancy-sounding ingredients won’t help my
skin. It’s too dry for some over-the-counter lotion to soften it.” The individual’s response to
the ad’s copy would be an example of a:
87. (p. 166) The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin
and alpha hydroxy to moisturize skin. Someone who knew something about these additives
work might respond to the ad by thinking, “If it has both those ingredients, it must be really
good for my skin. I’m going to buy a bottle.” The individual’s response to the ad’s copy would
be an example of a:
Chapter 05 – The Communication Process
88. (p. 166) When Harrison saw the television ad advising him to mark on his calendar when the
latest of Survivor series would start, he actually did make a mental note of the starting day
because he had enjoyed the previous Survivor shows. Harrison’s response to the
communication was an example of a:
89. (p. 166) Kasey hears a radio commercial for a weight loss program involving hypnosis that
claims an individual can lose weight through its program. Kasey thinks to himself, “Yep, it
sure does work. I wouldn’t have been able to lose thirty pounds without it.” This thought
would be an example of a:
Chapter 05 – The Communication Process
90. (p. 166) Mentos mint candy uses an advertising campaign that shows people solving
problems by thinking outside of the box—by taking a fresh look at a common problem.
“Freshness” is the message the ad is supposed to deliver. When Rick and Beth Minton saw the
ad, Rick said to Beth, “That ad is simply showing people being rewarded for being rude and
boorish. How could any company think that sort of ad would appeal to decent people?” Rick’s
comment about the ad source represents a:
91. (p. 166) Negative thoughts about a spokesperson in an ad are called:
Chapter 05 – The Communication Process
92. (p. 166) Florence is watching television and sees a commercial in which Sarah Jessica Parker
is endorsing a hair care product. Florence thinks to herself, “That girl was on that scandalous
show, Sex in the City. I wouldn’t buy anything she promotes.” This is an example of a:
93. (p. 166) Sometimes when celebrities are convicted in drug-related cases, part of the
sentencing is to perform community service by speaking to students about the evils of drug
usage. Some people have questioned the value of this form of community service because it
could glamorize the use of drugs. The ill feelings some people have towards celebrities in
these types of programs can create:
Chapter 05 – The Communication Process
94. (p. 166) Most advertisers attempt to hire spokespeople their target audience likes so as to
generate _____ for the message.
95. (p. 166) A company that wants to generate a source bolster could:
Chapter 05 – The Communication Process
96. (p. 166) _____ thoughts include reactions to ad factors such as the creativity of the ad, the
quality of the visual effects, colors, and voice tones.
97. (p. 166) ____ is a term used to describe a message receiver’s feelings of favorability or
unfavorability toward an advertisement.
Chapter 05 – The Communication Process
98. (p. 167) The _____ is a model that addresses the differences in the ways consumers respond
to persuasive messages.
99. (p. 167; 168) The elaboration likelihood model (ELM) was developed to explain the process
by which persuasive communications influence:
Chapter 05 – The Communication Process
100. (p. 168) The elaboration likelihood model (ELM) indicates that the willingness to process
an ad is a function of two elements. They are the _____ to process the message.
101. (p. 168; 169) Ned is planning to buy a new computer. He studied the contents of an ad
describing the superiority of Dell computers and scrutinized how the advertising message
argued in favor of Dell’s superiority. According to the Elaboration Likelihood Model (ELM),
Ned is engaging in what type of message processing?
Chapter 05 – The Communication Process
102. (p. 168; 169) The elaboration likelihood model (ELM) states that there are two basic routes to
persuasion, the central route and the peripheral route. Under the central route to persuasion, a
message recipient is viewed as:
103. (p. 169) According to the elaboration likelihood model (ELM), a receiver lacks the ability
or motivation to process information under the _____ route to persuasion.
Chapter 05 – The Communication Process
104. (p. 169) The elaboration likelihood model (ELM) states that there are two basic routes to
persuasion, the central route and the peripheral route. In case of the peripheral route to
persuasion, the:
105. (p. 170) Trevor is watching a late night TV show when a low-budget commercial for a local
restaurant comes on the air. He is turned off by the poor quality of the commercial and
immediately tunes out the message without processing any of the information. Trevor is
engaging in what type of message processing?
Chapter 05 – The Communication Process
106. (p. 170) Research on the elaboration likelihood model (ELM) has shown that:
107. (p. 169; 170) Gillette believes commercials for deodorants are processed primarily through a
peripheral processing route. Which of the following advertising strategies should Gillette
use?