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Exam 3: The Communication Process

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Question 21

Multiple Choice

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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?

A) Bar of soap
B) Digital camera
C) Refrigerator-freezer combination
D) Yard landscaping
E) Wedding dress

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Question 22

Multiple Choice

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The basic function of all of the elements of the integrated communications program is to:

A) communicate with a firm's target audience.
B) convince customers to make a purchase immediately.
C) convince customers to pay a higher price for a good or service.
D) educate customers about the features of a good or service.
E) persuade customers to try a product category.

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Question 23

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Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution.The newspaper is read by over 100,000 people.The newspaper is an example of a(n) _____ channel of communication.

The communication process begins with the process of _____,which leads to the development of a _____ that contains the information or meaning a source hopes to convey.

_____ is defined as the passing of information,the exchange of ideas or process of establishing a commonness of thought between a sender and receiver.

The field of experience of the receiver most heavily influences which component of the communications process?

In the _____ hierarchy,the consumer engages in passive learning and random information catching rather than active information seeking.

When developing a communications plan,the process should begin with:

Which of the following response hierarchy models depicts consumers going through the stages of awareness,interest,evaluation,trial,and adoption?

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:

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.

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:

Which of the following statements is true about ageism in advertising?

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:

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.

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.

Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message?

______ is the part of a receiver's response that is communicated back to the sender.

Winston is watching an interesting TV program with a group of friends.During the commercial break,he is unable to concentrate on a Pepsi commercial that he is interested in watching because all his friends are discussing the events in the show.Winston's inability to receive the Pepsi message illustrates which factor in the communications process?

Which of the following communication processes will be most influenced by the experiences,perceptions,attitudes and values of the message recipient?