g.a.m chapter 4

Advertising & IMC: Principles and Practice, 9e (Moriarty)Chapter 4 How Marketing Communication Works

1) Which of the following is NOT an element of the basic communication model?A) channelB) messageC) sourceD) advertisementE) receiverAnswer: DDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

2) The basic communication model begins with ________.A) the sourceB) the receiverC) the messageD) the channelE) the target audienceAnswer: ADiff: 1 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

3) Who encodes the message in the basic communication model?A) the receiverB) the channelC) the mediaD) the sourceE) the encoderAnswer: DDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

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4) When a message is interpreted by the receiver, it means it has been ________.A) encodedB) deliveredC) decodedD) persuasiveE) acceptedAnswer: CDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

5) Which of the following is NOT a necessary component in the basic communication model?A) sourceB) decodingC) noiseD) receiverE) encodingAnswer: CDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

6) ________ is obtained in the basic communication model by monitoring the response of the receiver to the message.A) NoiseB) FeedbackC) AcceptanceD) PersuasionE) AwarenessAnswer: BDiff: 1 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1


7) Things that interrupt the sending as well as the receiving of the message are known as ________ in the basic communication model.A) encodersB) decodersC) feedbackD) interferenceE) noiseAnswer: EDiff: 1 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

8) Who determines the objectives for the advertising message?A) the audienceB) the channelC) the mediaD) the advertiser assisted by its agencyE) the advertiser assisted by its agency and the mediaAnswer: DDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

9) Which major player in the advertising industry assists advertisers in encoding their messages into words and pictures?A) mediaB) target audienceC) agencyD) senderE) channelAnswer: CDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1


10) Newspaper, radio, and television are all examples of which element of the basic communication model?A) the receiverB) the channelC) the sourceD) the encoderE) the decoderAnswer: BDiff: 2 Page Ref: 101Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

11) ________ communication is a form of two-way communication, a dialogue.A) MassB) TargetC) InteractiveD) IntegrativeE) ExternalAnswer: CDiff: 1 Page Ref: 101Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

12) ________ is the multitude of messages all competing to get consumers' attention.A) The mediumB) FeedbackC) ClutterD) The channelE) Internal noiseAnswer: CDiff: 1 Page Ref: 101Skill: ConceptAACSB: Communication abilitiesObjective: 4-1


13) Which of the following is an example of external noise that could hinder the consumer's reception of the message? A) advertising clutterB) the receiver's needsC) the receiver's language skillsD) the receiver's interest levelE) all of the aboveAnswer: ADiff: 2 Page Ref: 101Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

14) ________ enables anyone to have an opinion about a company or brand, communicate it, and listen to the reaction.A) Mass communicationB) Social networkingC) Opinion marketingD) One-to-one marketingE) Clutter-free marketingAnswer: BDiff: 2 Page Ref: 101Skill: ConceptAACSB: Use of information technologyObjective: 4-1

15) Using ________ marketing, advertisers ask consumers if it is okay to contact them.A) massB) socialC) opinionD) permissionE) feedbackAnswer: DDiff: 2 Page Ref: 102Skill: ConceptAACSB: Use of information technologyObjective: 4-1


16) According to your text, good marketing communication is effective when it generates the advertiser's desired ________.A) responseB) strategyC) market shareD) perceptionE) efficiencyAnswer: ADiff: 2 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-2

17) Which of the following is NOT an element of the AIDA model?A) attentionB) actionC) attitudeD) desireE) interestAnswer: CDiff: 2 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-2

18) Because AIDA assumes that consumers start with attention and wind up with a decision, it is referred to as a(n) ________ model.A) hierarchy-of-effectsB) communicationC) think-feel-doD) advertisingE) stepwiseAnswer: ADiff: 2 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-2


19) 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?A) AIDA modelB) basic communication modelC) Facets modelD) think-feel-do modelE) feel-do-think modelAnswer: DDiff: 1 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-2

20) Which of the following lists the three key effects, or domains, used in Moriarty's domains model?A) perception, learning, and persuasionB) perception, emotion, and actionC) perception, interest, and actionD) interest, desire, and actionE) thinking, feeling, and doingAnswer: ADiff: 3 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-2

21) What is the problem with hierarchical models in planning advertising?A) They are technically complex and difficult to use.B) They require significant investments in technology to use.C) The models do not take into account the rational, information-driven process consumers use to make a decision.D) The models assume that people proceed through steps in a predictable fashion.E) The models do not take into account consumers' perceptions.Answer: DDiff: 3 Page Ref: 105Skill: ConceptAACSB: Communication abilitiesObjective: 4-2


22) According to the Facets model, which of the following is NOT considered a consumer response?A) perceptionB) cognitionC) emotionD) associationE) communicationAnswer: EDiff: 2 Page Ref: 106Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

23) ________ is the process by which we receive information through our five senses and assign meaning to it. A) CognitionB) BehaviorC) ExposureD) AwarenessE) PerceptionAnswer: EDiff: 1 Page Ref: 107Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

24) Using ________, consumers select messages to which they pay attention.A) cognitionB) associationC) selective perceptionD) selective interestE) awarenessAnswer: CDiff: 1 Page Ref: 107Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


25) What is the first effect an advertising message must have if it is to be effective?A) cognitionB) affectC) perceptionD) associationE) persuasionAnswer: CDiff: 2 Page Ref: 107Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

26) Which key component of perception refers to whether a message is seen or heard?A) selection and attentionB) exposureC) interest and relevanceD) awarenessE) recognitionAnswer: BDiff: 1 Page Ref: 107Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

27) ________ means the receiver of the message has become mentally engaged in some way with the ad and the product.A) AttentionB) PerceptionC) SelectionD) InterestE) AwarenessAnswer: DDiff: 1 Page Ref: 108Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


28) A high level of interest and attention is sometimes referred to as ________.A) recognitionB) perceptionC) synergyD) stickinessE) relevanceAnswer: DDiff: 2 Page Ref: 108Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

29) ________ means the message connects on some personal level with the receiver.A) AttentionB) PerceptionC) SelectionD) InterestE) RelevanceAnswer: EDiff: 1 Page Ref: 108Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

30) ________ results when an advertisement makes an impression or registers with a consumer.A) AttentionB) PerceptionC) SelectionD) InterestE) AwarenessAnswer: EDiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


31) ________ means people remember seeing the ad, and ________ means they remember what the ad said.A) Recall; recognitionB) Recognition; recallC) Aided recognition; unaided recognitionD) Relevance; awarenessE) Awareness; relevanceAnswer: BDiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

32) ________ is a measure of perception; ________ is a measure of understanding.A) Recall; recognitionB) Recognition; recallC) Aided recognition; unaided recognitionD) Relevance; awarenessE) Awareness; relevanceAnswer: BDiff: 3 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

33) Marketers coordinate marketing communication efforts to create ________, which means that individual messages have more impact working jointly to promote a product than they would independently.A) effects hierarchyB) convictionC) transformationD) synergyE) resonanceAnswer: DDiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


34) Subliminal advertising is primarily a(n) ________ issue.A) perceptualB) affectiveC) cognitiveD) behavioralE) associationAnswer: ADiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

35) ________ 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.A) SubversiveB) SubliminalC) CognitiveD) UnaidedE) AffectiveAnswer: BDiff: 1 Page Ref: 109Skill: ConceptAACSB: Reflective thinking skillsObjective: 4-3

36) The term ________ describes something that stimulates wants, touches the emotions, and creates feelings.A) cognitiveB) resonantC) likingD) affectiveE) transformativeAnswer: DDiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


37) Which of the following are drivers of the affective response?A) wantsB) symbolsC) brand transformationsD) needsE) differentiationsAnswer: ADiff: 2 Page Ref: 111Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

38) Which of the following is/are NOT drivers of the affective response?A) wantsB) needsC) emotionsD) likingE) resonanceAnswer: BDiff: 2 Page Ref: 111Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

39) ________ takes place in the neocortex, which is the most evolved and "highest" part of the brain, but ________ comes from the limbic system, which is the most primitive part of the brain.A) Conditioned learning; cognitive learningB) Social learning; conditioned learningC) Conditioned learning; social learningD) Emotion; rational thoughtE) Rational thought; emotionAnswer: EDiff: 3 Page Ref: 112Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


40) Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals.A) resonantB) symbolicC) emotionalD) cognitiveE) transformationalAnswer: CDiff: 1 Page Ref: 112Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

41) ________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.A) ResonanceB) AffectC) TransformationD) SymbolismE) Conditioned learningAnswer: ADiff: 1 Page Ref: 113Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

42) ________ is stronger than liking because it involves an element of self-identification.A) ResonanceB) Cognitive learningC) TransformationD) SymbolismE) Conditioned learningAnswer: ADiff: 2 Page Ref: 113Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


43) ________ refers to how consumers respond to information, learn, and understand something.A) CognitionB) AffectC) PerceptionD) BehaviorE) PersuasionAnswer: ADiff: 1 Page Ref: 113Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

44) Which of the following is a key driver of cognition?A) influenceB) needC) symbolismD) emotionE) resonanceAnswer: BDiff: 2 Page Ref: 114Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

45) Which of the following is NOT a key driver of cognition?A) needB) comprehensionC) resonanceD) recallE) differentiationAnswer: CDiff: 2 Page Ref: 114Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

46) ________ are something you think about; ________ are based on feelings and desires.A) Wants; needsB) Transformations; emotionsC) Recollections; memoriesD) Memories; recollectionsE) Needs; wantsAnswer: EDiff: 2 Page Ref: 114Skill: ConceptAACSB: Communication abilities


Objective: 4-347) ________ occurs when a presentation of facts, information, and explanations leads to understanding.A) ResonanceB) Conditioned learningC) TransformationD) Social learningE) Cognitive learningAnswer: EDiff: 1 Page Ref: 114Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

48) ________ takes place when a set of thoughts and feelings become linked to a brand through repetition of the message.A) ResonanceB) Conditioned learningC) DifferentiationD) Social learningE) Cognitive learningAnswer: BDiff: 1 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

49) ________ is the process of making symbolic connections between a brand and characteristics, qualities, or lifestyles that cue the brand's image and personality.A) ResonanceB) AssociationC) ComprehensionD) RecallE) RecognitionAnswer: BDiff: 1 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


50) Brand ________ reflects the degree to which the associations presented in a marketing message, as well as the consumer's interest, are connected to the brand.A) resonanceB) linkageC) synergyD) stickinessE) imageAnswer: BDiff: 1 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

51) Which of the following is a key driver of association?A) resonanceB) likingC) conditioned learningD) cognitive learningE) emotionsAnswer: CDiff: 2 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

52) Which of the following is NOT a key driver of association?A) symbolismB) conditioned learningC) brand transformationD) likingE) needAnswer: DDiff: 3 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


53) When a brand takes on a(n) ________ meaning, the brand stands for certain qualities.A) resonantB) symbolicC) conditionedD) rationalE) affectiveAnswer: BDiff: 1 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

54) ________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.A) ResonanceB) ComprehensionC) Conditioned learningD) Brand transformationE) AffectAnswer: DDiff: 2 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

55) ________ is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.A) MotivationB) InvolvementC) PersuasionD) AssociationE) CognitionAnswer: CDiff: 1 Page Ref: 116Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


56) When people are convinced of something, their ________ are expressed as ________.A) beliefs; valuesB) values; motivationsC) motivations; appealsD) attitudes; beliefsE) thoughts; emotionsAnswer: DDiff: 2 Page Ref: 116Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

57) An advertisement that suggests everyone is using a certain brand is using a ________ appeal.A) rationalB) buzzC) word of mouthD) bandwagonE) referralAnswer: DDiff: 2 Page Ref: 117Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

58) Which of the following is the most powerful form of persuasion?A) rational appealB) resonanceC) word of mouth communicationD) engagementE) emotional appealAnswer: CDiff: 3 Page Ref: 117-118Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

59) High-involvement products are also known as ________.A) trial purchasesB) conviction purchasesC) direct purchasesD) considered purchasesE) indirect purchasesAnswer: DDiff: 1 Page Ref: 118Skill: ConceptObjective: 4-3


60) Which of the following is the best example of a low-involvement product?A) carsB) computersC) clothingD) cosmeticsE) paper napkinsAnswer: EDiff: 2 Page Ref: 118Skill: ConceptObjective: 4-3

61) A(n) ________ is a tendency, inclination, or mental readiness to react to a situation in a given way.A) attitudeB) argumentC) motivationD) influenceE) association Answer: ADiff: 1 Page Ref: 116Skill: ConceptObjective: 4-3

62) A(n) ________ is a state of certainty about a brand.A) attitudeB) preferenceC) convictionD) credibilityE) involvementAnswer: CDiff: 1 Page Ref: 119Skill: ConceptObjective: 4-3

63) The idea of ________ is that a consumer is more than just interested in something; he or she is "turned on."A) attitudeB) engagementC) convictionD) credibilityE) rehearsalAnswer: BDiff: 1 Page Ref: 119Skill: ConceptObjective: 4-3


64) An attitude (respect, preference), an emotion (liking), and an action (repeat purchases) combine to make ________.A) brand positionB) brand imageC) brand promiseD) brand loyaltyE) brand personalityAnswer: DDiff: 2 Page Ref: 119Skill: ConceptObjective: 4-3

65) Which of the following refers to the trustworthiness of a person delivering an advertising message?A) convictionB) engagementC) involvement D) credibilityE) advocacyAnswer: DDiff: 1 Page Ref: 119Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

66) What causes consumers to NOT act on a message they may have seen or heard until later when they are in a store?A) subliminal effectsB) cognitive effectsC) delayed effectsD) association effectsE) social learningAnswer: CDiff: 2 Page Ref: 124Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


67) Brand loyalty is most closely associated with which facet of advertising?A) perceptionB) cognitionC) behaviorD) emotionE) persuasionAnswer: CDiff: 3 Page Ref: 119Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

68) A consumer's brand ________ is motivated by conviction.A) positionB) imageC) personalityD) preferenceE) credibilityAnswer: DDiff: 2 Page Ref: 119Skill: ConceptObjective: 4-3

69) Which of the following is NOT a component of the behavior response?A) mental rehearsalB) resonanceC) contactingD) preventionE) buyingAnswer: BDiff: 2 Page Ref: 120Skill: ConceptObjective: 4-3

70) 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 rehearsalB) cognitive learningC) advocacyD) convictionE) loyaltyAnswer: CDiff: 1 Page Ref: 120Skill: ConceptObjective: 4-3


71) Mass communication is a conversation or dialogue in which the source and receiver change positions as the message bounces back and forth between them.Answer: FALSEDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

72) Feedback interrupts the sending as well as the receiving of the message.Answer: FALSEDiff: 1 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

73) An advertiser's objectives are in terms of the effects the advertiser wants a message to have on an audience.Answer: TRUEDiff: 2 Page Ref: 100Skill: ConceptAACSB: Communication abilitiesObjective: 4-1

74) Marketing communication should be considered effective when it generates the advertiser's desired response.Answer: TRUEDiff: 2 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-2

75) The most common and long-standing explanation of advertising effects is referred to as AIDA, which stands for attitude, interest, decision, and action.Answer: FALSEDiff: 2 Page Ref: 103Skill: ConceptAACSB: Communication abilitiesObjective: 4-2

76) The Facets Model of Effects posits that effective advertising can create six types of consumer responses: perception, cognition, emotion, association, persuasion, and behavior.Answer: TRUEDiff: 2 Page Ref: 106Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


77) Advertising creates visibility for a product or brand through exposure, and consumers respond by selecting messages to which they pay attention, a process called selective perception.Answer: TRUEDiff: 2 Page Ref: 107Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

78) A critical factor in perception is relevance, which means the message connects on some personal level.Answer: TRUEDiff: 2 Page Ref: 108Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

79) Relevance results when an advertisement initially makes an impression.Answer: FALSEDiff: 2 Page Ref: 108Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

80) Recognition means people remember seeing the ad, and recall means they remember what the ad said.Answer: TRUEDiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

81) The emotion effect from the Facets Model of Effects refers to the consumer's understanding of an advertisement.Answer: FALSEDiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

82) Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.Answer: TRUEDiff: 2 Page Ref: 109Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


83) Wants are something you think about, and needs are based on your feelings and desires.Answer: FALSEDiff: 2 Page Ref: 111Skill: ConceptObjective: 4-3

84) The key drivers of the affective response are needs, wants, emotions, liking, and resonance.Answer: FALSEDiff: 3 Page Ref: 111Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

85) Cognition is the process by which we receive information through our five senses and assign meaning to it.Answer: FALSEDiff: 1 Page Ref: 113Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

86) An advertisement that creates resonance with a message that "rings true" helps the consumer identify with the brand on a personal level.Answer: TRUEDiff: 2 Page Ref: 113Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

87) Behavior refers to how consumers respond to information, learn, and understand something.Answer: FALSEDiff: 1 Page Ref: 113Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

88) Cognitive learning occurs when the learner links one thing with another.Answer: FALSEDiff: 3 Page Ref: 114Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


89) Association is the process of making symbolic connections between a brand and characteristics, qualities, or lifestyles that represent the brand's image and personality.Answer: TRUEDiff: 2 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

90) The key drivers of association are symbolism, conditioned learning, and brand transformation.Answer: TRUEDiff: 2 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

91) Symbolism 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.Answer: FALSEDiff: 2 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

92) A product becomes differentiated by virtue of its brand image, symbolism, and personality cues.Answer: TRUEDiff: 2 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

93) Advertising creates brand meaning through symbolism and association.Answer: TRUEDiff: 2 Page Ref: 115Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

94) 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.Answer: TRUEDiff: 1 Page Ref: 116Skill: ConceptAACSB: Communication abilitiesObjective: 4-3


95) An argument uses logic, reasons, and proof to make a point and build conviction.Answer: TRUEDiff: 1 Page Ref: 119Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

96) Conviction means an intention to try or buy a product.Answer: FALSEDiff: 2 Page Ref: 119Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

97) Preference is measured both as an attitude and by repeat purchases.Answer: FALSEDiff: 3 Page Ref: 119Skill: ConceptObjective: 4-3

98) Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.Answer: FALSEDiff: 2 Page Ref: 119Skill: ConceptObjective: 4-3

99) Factors that drive a behavioral response include trial, buying, contacting, and prevention.Answer: TRUEDiff: 2 Page Ref: 120Skill: ConceptObjective: 4-3

100) Some advertising messages are designed to deter rather than encourage behaviors.Answer: TRUEDiff: 2 Page Ref: 121Skill: ConceptAACSB: Communication abilitiesObjective: 4-3

101) Advances in technology, such as the Internet and cell phone, have helped marketers move from interactive communication to mass communication.Answer: FALSEDiff: 2 Page Ref: 101Skill: Critical ThinkingAACSB: Reflective thinking skills


Objective: 4-1

102) The hierarchy-of-effects models adequately explain what makes effective advertising effective.Answer: FALSEDiff: 2 Page Ref: 105Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-2

103) The cognition component of a consumer's response would typically be more influential than the affective component for purchases such as scented candles, bath salts, and luxurious towels. Answer: FALSEDiff: 3 Page Ref: 114Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3

104) The "Stop. Think. Tylenol." ad is an example of a bandwagon appeal.Answer: FALSEDiff: 2 Page Ref: 117Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

105) Source credibility means that the person delivering the message, such as a doctor, is respected and believed.Answer: TRUEDiff: 2 Page Ref: 119Skill: ApplicationAACSB: Communication abilitiesObjective: 4-3


106) Describe the basic mass communication model. Then compare and contrast that model with the interactive communication model.Answer: The basic mass communication model begins with a source, a sender who encodes a message (puts it in words and pictures). The message is presented through channels of communication, such as a newspaper, radio, or TV. The message is decoded, or interpreted, by the receiver, who is the reader, viewer, or listener. Feedback is obtained by monitoring the response of the receiver to the message. The entire process is complicated by noise, which is anything that interrupts the sending as well as the receiving of the message, such as a bad connection. The basic mass communication is generally a one-way process, with the message moving from the source to the receiver. However, interactive communication, while containing the same elements as the basic communication model, is a form of two-way communication, a dialogue. The difference between one-way and two-way communication is that the latter communication process is interactive and the source and receiver change positions as the message bounces back and forth between them. Diff: 3 Page Ref: 100-101Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-1

107) Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects as well as the problems with these types of models.Answer: The most common and long-standing explanation of advertising effects is called AIDA, which stands for attention, interest, desire, and action. The idea is that first an ad gets attention, then it creates interest, then desire, and finally stimulates action. It's a simple model that identifies four effects and makes a prediction about how they are related in a hierarchy of steps. Because AIDA assumes that consumers start with attention and wind up with a decision, it is referred to as a hierarchy-of-effects model. The problem with these models is that advertisers now know that people don't always proceed through steps in this predictable fashion. The rational, information-driven process is what the AIDA model describes. However, with impulse purchases, the AIDA model works almost backward. So AIDA isn't adequate as a model of the various types of effects advertising can create.Diff: 3 Page Ref: 103Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-2


108) Briefly describe the purpose of Facets Model of Effects and the six types of consumer responses the model posits.Answer: The Facets Model posits that effective advertising creates six types of consumer responses: (1) see/hear, (2), feel, (3) think/understand, (4) connect, (5) believe, and (6) act/do. Within each type of response, factors, or aspects, give definition to the facet. According to this model, the type of responses come together to make up the unique consumer response to an advertising message. The effects are holistic, leading to an impression or an "integrated perception." An effective message, then, has a diamondlike quality that represents how the message effects work together to create the desired consumer response. According to this model, that impact can be created in a number of different ways, meaning one brand message may get attention, explain new information, and convince consumers to try the brand. Another message might create awareness, stir up an emotion, and link a product to a lifestyle. Both can be equally effective; they just touch the consumer in entirely different ways.Diff: 2 Page Ref: 106-107Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-3

109) Compare and contrast the cognition and the emotion facets of the the Facets Model of Effects.Answer: Cognition refers to how consumers respond to information, learn, and understand something. It's a rational response to a message. The key components of cognition are needs, cognitive learning, differentiation, and recall. The emotional/affective response involves feelings. The term affective describes something that stimulates wants, touches the emotions, and creates feelings. The components of the affective response are wants and desires, excitement, feelings, liking, and resonance. Although both mechanisms can explain how advertising works, each works differently. Cognitive responses are more rational and adress consumers' needs. The affective responses are more emotional and are related to consumers' wants.Diff: 2 Page Ref: 109-114Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-3


110) Name and describe the components of persuasion and how they work in advertising.Answer: Persuasion is designed to change attitudes and behavior and build beliefs. There are many dimensions of persuasion. Advertisers identify motivation, influence, involvement, engagement, conviction, preference and intention, loyalty, and believability and credibility as key to explaining how persuasion works in advertising. Motivation is an incentive or reason to respond. The idea is that something prompts a person to act in a certain way. To intensify the consumer's level of motivation, advertising and other marketing communications such as sales promotion use incentives such as gifts, prizes, and contests to encourage people to respond. Influence refers to external people or events that shape attitudes and behavior. Involvement refers to the degree to which you are engrossed in attending to an ad or making a product decision. Involvement is built on relevance on how much a product message connects with your life and interests. Engagement goes beyond involvement, cultivating passion for a brand. One of the factors affecting conviction, or a belief about a brand, is the power of an advertisement's argument. An argument is based on a cognitive strategy. It uses logic, reasons, and proof to make a point and build conviction. Preference involves an intention to try or buy a product. In terms of advertising effects, belief is indicated when consumers develop a preference for or an intention to try or buy a product. Brand loyalty, which is measured both as an attitude (preference) and by repeat purchases, is an important response that crosses over between thinking, feeling, and doing. It is a response that is built on customer satisfaction. Loyalty programs are designed to retain customers, as well as increase their business. Loyalty is of value because it can lead to other behavioral responses, such as advocacy for the brand and referrals. Believability and credibility are the last key components of persuasion; they refer to the trustworthiness of the information and the source of the message.Diff: 3 Page Ref: 116-118Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-3

111) HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________.A) messagingB) encodingC) sendingD) decodingE) respondingAnswer: BDiff: 2 Page Ref: 100Skill: ApplicationAACSB: Analytic skillsObjective: 4-1


112) In the mass communication process, an actual HP printer/fax machine advertisement is called ________.A) feedbackB) the channelC) noiseD) the messageE) the mediumAnswer: DDiff: 2 Page Ref: 100Skill: ApplicationAACSB: Analytic skillsObjective: 4-1

113) 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?A) external noiseB) feedbackC) buzzD) internal noiseE) encoding Answer: DDiff: 2 Page Ref: 101Skill: ApplicationAACSB: Analytic skillsObjective: 4-1

114) Procter & Gamble encourages a few teenagers to discuss its new products in chat rooms and to send product-related 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. P&G is using ________.A) mass communicationB) buzz marketingC) internal marketingD) one-way communicationE) permission marketingAnswer: BDiff: 2 Page Ref: 101Skill: ApplicationAACSB: Analytic skillsObjective: 4-1


115) 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.A) decodingB) encodingC) perceivingD) filteringE) acceptingAnswer: DDiff: 3 Page Ref: 107Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

116) 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. 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 determine what it was about. Which component of perception was this unusual ad attempting to accomplish?A) wants and desiresB) selection and attentionC) resonanceD) recognitionE) relevanceAnswer: BDiff: 3 Page Ref: 108Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-3

117) 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 Juana's ________. A) exposureB) valuesC) attentionD) personalityE) comprehensionAnswer: CDiff: 3 Page Ref: 108Skill: ApplicationAACSB: Analytic skillsObjective: 4-3


118) Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.A) likingB) awarenessC) preferenceD) loyaltyE) convictionAnswer: BDiff: 2 Page Ref: 109Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

119) 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 attentionB) synergisticC) subversiveD) subliminalE) cognitiveAnswer: DDiff: 2 Page Ref: 109Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

120) 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?A) resonanceB) likingC) feelingsD) needsE) wantsAnswer: EDiff: 3 Page Ref: 111Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-3


121) 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 appealB) motivationC) comprehensionD) resonanceE) needAnswer: DDiff: 2 Page Ref: 113Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

122) 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 learningB) confusionC) conditioned learningD) differentiationE) recallAnswer: EDiff: 2 Page Ref: 114Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

123) Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products. This is an application of which the following? A) social learningB) subliminal perceptionC) cognitive learningD) rehearsalE) conditioned learning Answer: EDiff: 3 Page Ref: 115Skill: ApplicationAACSB: Analytic skillsObjective: 4-3


124) 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 everything to a shiny, clean luster. Which component of persuasion is most clearly demonstrated in this ad?A) attitudeB) argumentC) involvementD) loyaltyE) trialAnswer: BDiff: 2 Page Ref: 119Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

125) 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?A) subliminalB) trialC) delayedD) high-involvementE) bandwagonAnswer: CDiff: 2 Page Ref: 124Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

126) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback?A) the number of subscribers to Ladies' Home JournalB) the number of people who make up the target marketC) the number of people who redeem the couponD) the number of people who were exposed to the adE) the number of people to whom Melina Kanakaredes is an appealing spokespersonAnswer: CDiff: 3 Page Ref: 101Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-1


Refer to the passage below to answer the following questions.

Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and twelve. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.

127) The young girls to whom the advertising is targeted represent which element of the basic communication model?A) sourceB) senderC) encoderD) channelE) receiverAnswer: EDiff: 2 Page Ref: 100Skill: ApplicationAACSB: Analytic skillsObjective: 4-1

128) 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?A) noiseB) feedbackC) encodingD) channelE) decodingAnswer: CDiff: 2 Page Ref: 100Skill: ApplicationAACSB: Analytic skillsObjective: 4-1


129) The commercial the agency developed went through extensive testing because the advertiser and its agency know that the target teenage girls are very fickle about which commercials they attend to. In this scenario, the agency and the advertiser are concerned about ________.A) selective exposureB) selective perceptionC) selective awarenessD) subliminal attentionE) subliminal relevanceAnswer: BDiff: 2 Page Ref: 107Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

130) Hilary Duff, a singer and actress popular with the target market, appears in the commercial claiming the benefits of the product. Duff 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?A) The target market needed this product.B) The use of Hilary Duff led to cognitive learning in members of the target market.C) Hilary Duff was a credible source to deliver this message to this target audience.D) The use of Hilary Duff was a successful bandwagon appeal.E) This was a low-involvement product.Answer: CDiff: 3 Page Ref: 119Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3

131) In the communication process, what is noise and why is it important?Answer: Noise is the unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent. The consumer is distracted and misses the key point.Diff: 2 Page Ref: 100Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-1


132) What is the major difference between the mass communication model and the interactive communication model?Answer: In the mass communication model, communication is a one-way process, with the message moving from the source to the receiver. However, interactive communication is a form of two-way communication, a dialogue. The difference between one-way and two-way communication is that the latter is interactive, and the source and receiver change positions as the message bounces back and forth between them.Diff: 2 Page Ref: 100-101Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-1

133) Describe the AIDA model.Answer: The most common and long-standing explanation of advertising effects is one referred to as AIDA, which stands for attention, interest, desire, and action. The idea is that first an ad gets attention, then it creates interest, then desire, and finally it stimulates action. Diff: 2 Page Ref: 103Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-2

134) Identify three of the key factors driving perception.Answer: The key factors driving perception include exposure, selection and attention, interest, relevance, curiosity, awareness, and recognition.Diff: 2 Page Ref: 107Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

135) Why is perception a particularly important facet of the Facets Model of Effects?Answer: If an advertisement is to be effective, it must be noticed by consumers. In other words, without perception, it is impossible for an advertisement to be effective.Diff: 2 Page Ref: 107Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3

136) Why might curiosity be a problem for certain types of ad campaigns?Answer: Curiosity can be a problem when the objective of an ad campaign is to discourage a behavior. Carson Wagner tested the idea that antidrug ads might actually result in increased drug use. He based his research on the psychology of curiosity literature, which suggested that if antidrug ads make people think drug use is widespread, they might become curious about experimenting themselves. His study supported this hypothesis.Diff: 3 Page Ref: 108Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3


137) 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.Answer: The factor of perception this is assessing is recognition, which means the people remember seeing the ad. Recognition is a measure of perception and is used to determine awareness.Diff: 2 Page Ref: 109Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-3

138) 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"?Answer: The advertising industry has been criticized by some who claim that subliminal "embeds" are placed in ads to manipulate purchase behavior, most often through appeals to sexuality. The ice cubes ad was an attempt to convey the industry's view on the issue of subliminal advertising. The advertising industry considers accusations of subliminal advertising to be both damaging and untrue.Diff: 3 Page Ref: 110Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3

139) Explain how and why liking is measured in terms of responses. Answer: Liking is measured in terms of two responses: liking the ad or liking the brand. The assumption is that if you like the ad, then that positive feeling will transfer to the brand. It is possible, however, for consumers to like the ad and not even be able to remember the brand, so the positive feeling generated by the ad may not always transfer to the brand.Diff: 3 Page Ref: 113Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3

140) Compare and contrast needs and wants.Answer: Needs are something you think about whereas wants are based on feelings and desires. When we refer to needs, we are usually talking about the cognitive impact of an advertising message. Wants are depicted as influenced more by emotion or desire.Diff: 2 Page Ref: 114Skill: SynthesisAACSB: Reflective thinking skillsObjective: 4-3


141) What type of learning occurs when a presentation of facts, information, and explanations leads to understanding?Answer: Cognitive learning occurs when a presentation of facts, information, and explanations leads to understanding.Diff: 2 Page Ref: 114Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

142) 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? Why?Answer: All the terms that came to Jan's mind form her network of association when she thinks of this brand. Understanding this network of associations can help advertiser see how a brand's meaning comes together in people's minds. Diff: 3 Page Ref: 116Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-3

143) Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.Answer: Persuasion often involves the tools of logic and reasoning to intensify the feelings on which beliefs are built. Persuasion works through rational arguments and touching emotions in a way that creates a compulsion to act.Diff: 3 Page Ref: 116Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3

144) Why do marketers value opinion leaders?Answer: Opinion leaders are people whose opinions are sought by others. Marketers rely on opinion leaders to positively influence the spread of product or service acceptance through a market. Diff: 2 Page Ref: 117Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3


145) 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?Answer: Mitch is highly engaged in this product category. Diff: 2 Page Ref: 119Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-3

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?Answer: They are attempting to stimulate the prevention response, which means to discourage unwanted behaviors. Diff: 2 Page Ref: 121Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

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.Answer: Advertising is a victim of delayed effects—messages are seen and heard at one time and may or may not come to mind at a later date when the consumer is in the purchase situation. The impact of traditional advertising, like the radio ad, is seldom immediate. The ad for the new book caught Jim's attention. He thought about it three days later when he saw the bookstore. His memory was involved in recalling not just the ad but the content of the message. Diff: 2 Page Ref: 124Skill: ApplicationAACSB: Reflective thinking skillsObjective: 4-3


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?Answer: Oust is attempting to stimulate a cognitive response, which refers to how consumers respond to information, learn, and understand something. It's a rational response to a message.Diff: 2 Page Ref: 113Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

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?Answer: This is an example of advertising's delayed effects how messages are seen at one time and come back to mind at a later date when the consumer is in a purchase situation.Diff: 2 Page Ref: 124Skill: ApplicationAACSB: Analytic skillsObjective: 4-3

150) 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?Answer: Brand loyalty, which is measured both as an attitude (preference) and by repeat purchases, is an important response that crosses over between thinking, feeling, and doing. It is a response that is built on customer satisfaction. If you try a product and like it, then you are more likely to buy it again. Loyalty is of value because it can lead to other behavioral responses, such as advocacy for the brand, that is, speaking out on its behalf, which Mary did.Diff: 3 Page Ref: 120-121Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 4-3


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